SuperSport significantly boosts engagement with a diverse catalog of 24/7 live streaming experiences

Background

With offices in Zagreb, Osijek, Split and Čakovec, SuperSport has made a name for itself in Croatia as a market leader in the gaming industry. Given their wide-ranging portfolio of popular gaming products, their success should come as no surprise. They currently offer sports betting, casino, virtual sports, lottery betting and poker to tens of thousands of customers every day.

SuperSport distributes these products over online channels – both mobile and desktop applications – and at over 320 betting shops and 900 betting terminals in the retail space. Their highly scalable and proprietary betting platform is supported by market-leading third-party solutions, including match tracking and statistics integrations.

Challenge

SuperSport always keeps its finger on the pulse of the industry. That’s why it was quick to realise that the future of sports betting had everything to do with live streaming. In 2017, when it was looking for new features to add to the platform, the team could already see a lot of interest in live streaming sport content among their current customers.

Luka Klapan
Head of Sportsbook

SuperSport knew it needed a partner that provided top-tier content that their bettors would love. Most importantly, they needed quality streaming content and 24/7 coverage with special emphasis on non-peak periods.

Solution

When SuperSport started looking for a video streaming partner, Betradar with its industry leading content portfolio, according to Luka Klapan, SuperSport’s Head of Sportsbook was the “obvious choice.” By the start of 2017, they finalised a smooth, fast integration without any issues. In a matter of weeks they introduced the Live Channel Online (LCO) product to their customers.

Having started with about 7,000 events to choose from, LCO now provides SuperSport with the industry’s largest streaming portfolio at over 280,000 events per year. The sportsbook gained immediate access to live video coverage of the sports and leagues most popular in the European market – including soccer, basketball, tennis, handball and more. LCO delivers thousands of live streams every month directly onto the SuperSport platform with just a single integration.

But we didn’t just hand over our streams and get out of the way – we went back to work on improving our portfolio with new add-ons, features and capabilities. In 2020, we empowered SuperSport to leverage our Audiovisual analytics platform. With this tool, operators can make data-driven decisions about streaming the right content at the right time for their customers.

In any case, LCO’s out-of-the-box integrations have allowed SuperSport to deliver a quality, round-the-clock streaming experience every day for the last couple of years.

Results

Since introducing LCO content to their sportsbook, SuperSport has routinely recorded double-digit gigabyte average streaming figures per event for many of the properties streamed on their platform. In fact, top-tier content like the German Bundesliga records more than 54 GB on average, but lower-tier soccer content like the Singaporean League also perform really well with 7 GB per session, with games that take place in the early hours of the day of the European time zone SuperSport operates in.

The NBA (38 GB) content is another good example that having a 24/7 streaming offer and the right content make a difference. Even though the NBA season has more than a thousand games and many of them are being played in the middle of the night for SuperSports’s customers, many fans are watching and placing bets night after night. The betting operator can record thousands of streaming sessions per game on average.

For the top leagues of Chinese basketball and Korean football, SuperSport experienced an increase in stake of up to 55% with the introduction of streams. Both are good examples for the value of events from Asia which usually take place early in the day in the time zone where SuperSport’s customers are.

Whether it be the handball world championships for men and women (13.7 GB), ATP 250 Tennis (15.5 GB) or Spain’s Copa del Rey soccer cup – which proved the sky’s the limit with an impressive 506 GB – LCO’s wide range of content is attracting bettors to the SuperSport platform, where they’re spending both time and money. With more than a 230% increase in time per session and more than 40% increase in turnover, the sportsbook has witnessed a clear leap in customer engagement. Even in lower tier leagues, SuperSport is now seeing the added value of a broad video streaming portfolio to their product offering.

Luka Klapan “We put special emphasis on the mobile applications where we do our best to provide an unrivalled experience for SuperSport customers.”

Importantly, SuperSport now has the visibility to see what types of content its users are interested in watching, but also where they’re watching them. They now know that the majority of their streaming users (70%) watch on mobile devices rather than desktop.

Empowered by LCO, SuperSport is able to focus on delivering a quality experience to both desktop and mobile customers alike. Why? Because they followed the data.

“In our marketing communication to customers we are using information about availability of the video stream because we know that it’s a good way to make our betting product more attractive.” says SuperSports Head of Sportsbook.

In the NBA playoffs, for example, they run promotions for individual games they think will be especially interesting to a wide number of bettors.

Even before adding LCO streams, SuperSport made use of our Unified Odds Feed. Now that they’re receiving odds and streams from the same source, they’re able to deliver a consistent and frictionless experience. The two products work well together because they allow SuperSport to easily match event streams and odds as they share the same IDs.

With expansion on the horizon, SuperSport knows they have an asset in Betradar. When it comes time to offer new sports, streams and content their customers will love, they know exactly where to go.

When asked to summarize his experience with Betradar’s Streaming product Luka Klapan, Supersport’s Head of Sportsbook replied “The Betradar LCO product is reliable, stable and has great quality, it is adjusted to all the needs of our customers 24/7. From a betting company perspective, it is easy to use, to organise and to track live and past activity of LCO. And the most important thing is that the bettors are satisfied, which is also substantiated by exact numbers.”