‘Sports betting for dummies’: How Odds88’s Pick’Ems attracts new bettors

Across the world, sports betting is attracting unprecedented interest, driven by a growing appetite among younger adults.

In the US, for example, 21 to 29-year-olds are more than twice as likely as those aged between 30 and 44-years-old to bet on sport online, according to one study, and more than 10 times as likely to place such wagers as those over the age of 44.

However, the complexities of sports betting remain a barrier to some prospective new punters.

Among US sports fans, for instance, ‘sports betting seems confusing’ is given as one of the top five reasons for not engaging in the activity. From player props to same-game parlays, there is clearly a learning curve that, for some at least, is prohibitively steep.

However, Mike Forslund, head of sales & business development at Odds88, believes the sports aggregation platform’s new Pick’Ems product provides an ideal entrance point for new or inexperienced bettors.

Beautifully simple

Pick’Ems offer a straightforward, wagering experience with a simple interface through which users can combine several picks into a single bet, with the potential for substantial payouts.

Billed as a “beautifully simple betting model with a low barrier to entry and maximum entertainment value”, designated Pick’Ems refer to markets where there is no clear favourite or underdog. With each outcome deemed to be equally likely – such as in player prop markets or totals, where a player might choose “over” or “under” a specific game line – it is the sports betting version of putting your chips on red or black.

The finely balanced element of the wager ensures “an extra layer of excitement and exhilaration” for players, according to Forslund, with no point spread or handicap involved.

Multibet opportunities

The focus at Odds88 is to introduce Pick’Em products that allow users to build multiple wagers easily into a single bet.

“The overall appeal of Pick’Em markets is their simplicity and the obvious presence of fairness, making them ideal for both novice and experienced bettors who want a straightforward, coin-flip outcome wagering experience”

“If Odds88 is able to bring purposeful acquisition tools to our partners, then we know we are always moving in the right direction. For Odds88 to be able to offer our partners a simplified entry point into sports betting, which in turn makes them an ideal choice for new or inexperienced bettors frankly is a win for everyone.”

For players, the concept of offering binary choices removes what Forslund describes as “the trepidation factor” that can sometimes accompany traditional sports betting.

However, for operators, such simplicity translates into a more welcoming experience that crucially lowers the barrier to entry. Owing to this, Pick’Ems are relatively fast-paced and typically low-stakes – and therefore appealing to casual sports fans and even fantasy sports players, while also creating natural opportunities for viral growth through social channels and interactions.

Converting players

Converting casual players into long-term value customers, though, requires education – specifically by introducing users to the broader betting ecosystem while enhancing their experience through personalisation.

“It is something we’ve seen with our sibling Live88: making use of clear, digestible educational tutorials, bet explainers and predictive insights that help users understand traditional betting markets,” Forslund says.

“As players become more confident, they’re more likely to explore additional product options.

“Then progressing from this part of the consumer lifecycle, retention relies on sustained engagement. This means using promotions, loyalty schemes, personalised game recommendations and so on based on their gaming or, in this case, Pick’Em history to keep users active and engaged.”

Power of gamification

Alongside the state-of-the-art sports betting software, Forslund also underlines the importance of gamification features like leaderboards and achievement badges in creating a sense of progression and community.

“With more and more casinos and sportsbooks turning to mobile-first formats and increased gamification, the simplicity of Pick’Ems falls beautifully into this format,” he explains.

“In creating social games, which are becoming gradually more familiar to a younger, digitally native audience, operators can use this format to build brand loyalty and trust with new users before potentially guiding them toward more traditional betting markets.

“When combined with social elements, Pick’Ems can build their own loyal user base independent of the wider sportsbook environment. By making betting feel approachable, rewarding and progressively richer, operators can convert casual Pick’Em users into loyal, high-value bettors over time.”

Standalone appeal

Pick’Ems can be integrated alongside existing traditional betting offerings as a complementary layer in a broader product offering. However, as Forslund outlines, if Pick’Ems are designed with strong user engagement and retention in mind, there is no reason why they cannot become standalone products of interest in their own right.

“Emerging gaming brands have the potential to have Pick’Ems generate meaningful revenue and repeat engagement as a standalone product by utilising mobile-first design, intuitive interfaces and educational content updates,” he adds. “That being said, their true strength lies in flexibility, personalisation and customisation which are truly the cornerstones of Odds88.”

Indeed, Odds88, which launched its new brand in January and features more than 110 different sports, is designed to empower customers to build customised betting experiences through the user journey.

Addressing the risks

However, Forslund also acknowledges the importance of addressing the potential risks involved for sportsbooks.

While Pick’Ems are designated outcomes that are too close to call, it is worth considering what happens if one of the options is, in reality, a marginal favourite. The danger is that this could lead to an uneven distribution of bets, financial exposure and even reputational risk for the operator if odds are imbalanced.

“Operators must manage operational and financial risks, as unexpected outcomes or heavy betting on one side can result in significant payouts and potential losses, especially if risk management processes are inadequate,” Forslund explains.

“If a large number of bettors collectively identify and exploit an imbalance, operators could be exposed to higher liability on that outcome.

“It can become particularly risky if the market is mispriced, which is not necessarily an uncommon thing for sportsbooks to do when initially launching a market within an event, which can be further compounded if experienced, informed gamblers notice the discrepancy and place large wagers.

“Bettors expect a fair, 50/50 proposition when they see ‘Pick’Em’, and any perception of misleading odds could damage trust and customer satisfaction. The risks are minute in appearance, but the outcomes can be rather impactful.”

Alternative Odds API

Odds88’s artificial intelligence-driven tools, including its Alternative Odds API, addresses these concerns though by balancing carefully calibrated odds that prioritise the player experience while ensuring responsible risk management.

This means that, wherever a punter is in the world, sports betting results for events that are designated Pick’Ems are never expected to be one-sided.

“As a sports aggregator, we are proud that our Alternative Odds API solves these risks,” Forslund says. “We can be sure we are only offering the most up-to-date and accurate content to Odds88 customers.”

Cross-promotional value

Looking to the future, Forslund certainly believes there is significant potential for cross-promotional value with Pick’Ems and the broader sports betting product offering.

“Given the extremely reflexive nature and customisability we provide, operators can use data and engagement patterns from Pick’Em participation to personalise recommendations, offer targeted promotions and segment marketing efforts way more effectively,” Forslund says.

“A user who regularly plays NBA Pick’Ems, for example, might be offered boosted odds or educational content on NBA moneyline bets. It just makes strategic sense.

“It widens the top of the funnel without alienating existing users – and it allows a broader net to be cast.”