SBC News Voice of the Sports Betting Industry
Paddy Power has become the first bookmaker to launch Spotlight Sports’ new statistical insights and pre-match tipping content across its entire UK and Irish retail estate.
As a long-term customer of the Racing Post, Paddy Power will bolster its in-store customer engagement by providing interactive ‘short-form tips’ which will be based on ‘statistical analysis and expert opinions’ from journalists across the Spotlight Sports Group
The short form tips are based on statistical analysis and expert opinion from journalists across Spotlight Sports Group including Mark Langdon and Steve Palmer.
Spotlight’s content service will cover over 20 sports and is designed to give betting shop customers insight into how the experts think a key event will play out.
Designed specially to engage retail betting customers the content includes match by match and outright event betting.
“This is a big step for us as a business. For a very long time we’ve worked closely with Paddy Power delivering Racing Post horse racing and greyhound content in-store and online, however this our first steps into sport across a full retail estate,” said Alan Pepperell, Spotlight Sports Group Retail Director.
“The Spotlight content goes beyond the odds to engage betting shop customers and give them a snippet of expert analysis to help inform them and make better betting decisions. We’re excited to see it in shops and we hope it gives retail customers and owners that boost that is needed after a trying year.”
Working with Spotlight, Paddy Power revealed that it was able to roll out its new interactive content feature across 450 retail estates, ahead of a festive period which is jam-packed with sports fixtures.
Backing Spotlight’s content provisions was Steven Dalton, Head of Retail Product Management at Paddy Power, who added: “We’re excited to see how customers interact with the content and use the tips and verdicts to inform their betting further in our shops.
“We know this year has been a challenging one for retail so we’re continually trying to improve the customer experience and we expect that by introducing more information and independent tipping content our customers will have a more enjoyable retail experience.”
