G.O.A.T
Source: Stats Perform

SBC Innovation Report: Football Player Props, Part 3

  • We put the latest football player prop products under the microscope in conjunction with Stats Perform and Degree 53 
  • The final review in a three-part series for SBC News features Sky Bet’s G.O.A.T market
  • Link below to download a full report with 25 real-life player prop case studies to inform and inspire
  • Click here to view part 1 of the series on Ladbrokes‘ Five-a-Side game
  • Click here to view part 2 of the series on Boylesports‘ Player and Team First markets

A few weeks ago, we released a new free guide examining how operators had innovated football betting with prop markets and experiences based on player shots, passes and tackles.   

Part three of Degree 53’s deep dive into the innovation on show examines how Sky Bet has continued to innovate the player prop product experience.  

Sky Bet – Goals. Offsides. Assists. Tackles (G.O.A.T)

Sky Bet was the first UK operator to integrate Opta-derived player markets in 2019, and from the outside it looks like they’ve experienced considerable success. 

Fan fascination with players has continued to increase and they’ve continued to evolve their product in unique ways, such as the example we’re reviewing here.  

What is it?

G.O.A.T combines a range of players and their actions within a match into a unique, memorable, same-game-multi:

  1. Who is likely to score a Goal?
  2. Which player will record an Offside?
  3. Which player will make 1+ Assist
  4. Who will make a successful Tackle?

How does it work?

Bettors are offered around six ready-made G.O.A.T selections to choose from, within Sky Bet’s RequestABet section on their market page, and place a bet in a traditional way. 

By branding the ready-made accumulators in a memorable way, Sky Bet provides bettors with a fun way to make a quick betting decision, which has great potential for social media capital. It also helps bettors less confident with building their own bet to pick from ready-made selections. 

Other key features?

The packaging of new markets is an important consideration for operators when introducing something new. ‘G.O.A.T’ is something that exists in most sports fans vocabularies and often triggers fierce debates about who is better – Ronaldo or Messi? 

That’s one for another time though. In this context, it helps the market to resonate with bettors and helps sell the concept quickly and effectively when hundreds of other markets are also available.

Degree 53 verdict 

According to their 2019 Annual Report (when part of The Stars Group), integrating live player stats trackers on their market page generated an 8.5% uplift in bets for Sky Bet. A similar result may be achieved if bettors could see historical performance stats for each G.O.A.T player alongside the bet options, potentially as a pop-up or drop-down triggered by clicking on each player’s name. 

Our friends at Opta have helpfully provided a view of which players have put up the highest totals of these numbers during the current season: 

Conclusion:

G.O.A.T is a clever but simple concept, and simple means memorable and simple is easy to play. Sky Bet is still the first operator many bettors think about when it comes to player prop betting and G.O.A.T is yet another example of how they keep finding new ways to reinforce this. 

For 25+ examples of operators creating more entertaining betting experiences from player statistics, featuring Ladbrokes, BoyleSports, Sky Bet, bet365 and more, go to this FREE GUIDE.

You can also revisit part 1 of the series on Ladbrokes Five-a-Side, or check out the part 2 guide on Player First Markets from BoyleSports

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