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Spotlight Sports Group Superfeed in-play content proven to increase betting engagement by 20%

| By Micah Passman

A world-leading technology, content and media company, has today released the results of an independent study into its own in-play content engine, Superfeed. 

Tested on a UK bookmaker, 20% of customers added a selection to their bet slip when the in-play content was shown. The independent study, conducted by LeanConvert the customer experience, analytics and engineering experts, found an 8.24% increase of bets placed when the in-play analysis was on display and a £20.85 average increase in monthly stakes per user when viewing the content. 

Launched in 2021, Superfeed In-play provides real-time in-play insights based on on-field events across the key betting markets for 90 football competitions, in over 70 languages. The customisable content engine is delivered through game-changing APIs and ‘plug-in’ front end solutions.

The research was conducted throughout January 2022, and analysed users who were live betting across all English football. Discussing the results, Spotlight Sports Group B2B sales director, Rob Black, said: ‘“The results are incredibly encouraging. We tested the product in-house and had some encouraging feedback for launch but using an independent business and tested live on a UK sportsbook is the acid test. The positive results show the value of integrated live content and tipping to customers choosing how and when they spend their money.’’

Echoing Black’s thoughts, LeanConvert’s managing director, Tim Axon, said: ‘’We were delighted to work with Spotlight Sports Group. As an optimisation company that is constantly iterating to drive improved customer experience and improved bottom-line performance. The results are really encouraging and showcase that premium content delivered in the right place at the right time can have a huge impact on customer interactions.’’

Superfeed In-play produces live betting insights from sophisticated algorithms across 35 in-play markets. LeanConvert is the world’s fastest-growing customer experience, analytics and engineering company, working with clients such as Pandora, Entertain, De Beers and Emirates.

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