Oddschecker aims to become “Bloomberg for betting” with new live analytics service

Oddschecker has announced plans to launch a new live analytics service that will show bookmakers how many punters are clicking through to their prices against their rivals.

The London-based firm said the live service will help operator benchmark against rivals and help them appraise pricing and marketing strategies in real time.

The so-called Live Analytics platform will be launched in early 2019 and initially focus on football and horseracing, with plans to extend it to cricket, tennis and NFL.

Oddschecker’s head of commercial Guy Harding said the platform could become the “Bloomberg terminal for betting”.

“Oddschecker have helped customers navigate the betting markets from the start and it seems fitting that as we approach our 20^th Birthday we’ll launch a portal from which our trusted partners can accurately gauge their real-time performance in an increasingly competitive market,” Harding added.

He said Oddschecker had been working closely with Bloomberg’s software developers to understand how to handle and display vast quantities of data in real time.

The odds-comparison site is involved in more than one-in-ten UK online bets, according to Barclays research, and directs £2bn worth of betting activity a year.

“It’s hard to argue that this data isn’t reflective of underlying punter sentiment,” added Harding.

“Marketing and trading teams can retrieve instant market feedback to the efficacy of paying extra places or the price elasticity of widening the favourite by a couple of points, allowing operators to capture greater market share at minimal cost.”

Oddschecker will be showcasing the platform in January 2019.