Conall McSorley, the Commercial Director at Metric Gaming, was at Betting on Sports 2016 to speak about international appeal, and the global reach for sports such as golf.
Less than a week on, we caught up with him to discuss some of the points that came out of this session, expand on his predictions for golf betting, and find out who he’s tipping to win the Ryder Cup.
SBC: At Betting on Sports, you predicted that golf would become a growth sport within the betting industry; what makes you think this?
CM: The industry has largely ignored golf product development, because of a lack of reliable data. Metric has invested heavily in this space and as such are capable of developing and successfully trading genuine real time markets.
SBC: You mentioned that Metric put on specific markets for Amen Corner at the Masters and the 17th hole at TPC Sawgrass; is this sort of thing the future for in-play betting on golf?
CM: Absolutely, these sorts of markets are real hits with punters. The US PGA website allows free access to Amen Corner for every 3 ball, so it’s an obvious tournament within a tournament market. The “water, not water market” at Sawgrass is great fun for through tournament betting, and every player is shown on TV too, so great entertainment.
SBC: As the price of player acquisition in football betting continues to grow, do you think bookmakers in the UK will increase the focus on sports such as golf for a more cost effective route into the market?
CM: Product led acquisition is cheaper and one assumes generates longer life time value. Operators are looking for USPs and differentials, and Metric’s suite of real time markets across a number of sports, not just golf, allows just that.
SBC: Finally, what chance do you give Darren Clarke’s Europe of retaining the Ryder Cup at Hazeltine?
CM: As much as it pains me to say it, I reckon they have little chance. Davis Love is an experienced (albeit losing), captain and he has a wealth of experience in his home team, compared to the rookie dominated European lads. The US should have walked home at Medinah and shellacked Europe in Louisville; I can see a relatively even match until Sunday, then strength in depth will allow the US to prevail in the singles.