Sportradar: Making the most of the new Champions League format

Last year's UEFA Champions League was the first edition with the revamped format. The esrtwhile group phase was dumped in favour of a league system, where all teams were ranked against each other and competed over six matches to finish in the top eight and qualify automatically. Critics of the old set-up suggested that it had become stale for viewers, producing too many dead rubber matches where group standings meant results of certain games were irrelevant. Where matches lack fan appeal they can lack betting appeal, but last year this was something that UEFA and betting operators didn't have to worry about according to figures released by Sportradar. Nikolaus Beier, SVP of Marketing Services at the data and sports technology firm, has shared some arresting figures on the popularity of the new format along with some tips as to how operators might make the most of the surge in interest. The Premier League kicks off in mid-August and is the heartbeat of most sports betting companies active in the UK and even further afield. In mid-September the curtain comes up on the Champions League, and last season with the new expanded league phase, there was even more anticipation than usual. Compared to the average since the Premier League kick-off, first time deposits saw a huge increase, and the completed registrations figure was significantly higher too. Clearly the Champions League is still a massive draw for fans, particularly in the new format. Sportradar has some advice on how to make the most of that acquisition however, because if churn is high, you'll need to constantly be replacing those lost bettors. Beier says: "Personalisation is also key for customer retention. AI recommenders, like those we use in our VAIX service, predict the next best bet for a user based on their individual interests and content preferences. Individualising the experience for your registered users creates a 'Netflix of Sports betting' type of experience. "Chances are, your regular Premier League bettors also enjoy the Champions League, and vice versa. By letting data and AI do the work, you can maximise your UCL matchdays by serving the most relevant bets to your most interested customers. This enhanced player experience boosts player activity, retention, and brand loyalty." After the buzz of Champions League kick off, does the new format continue to outperform regular Premier League weeks significantly or does it fall away. Well, it does settle down at least on the first-time deposit front. But there's still an important acquisition opportunity for willing operators to take advantage of. UCL game weeks drive a consistent 11.9% more completed registrations and 12% more first-time deposits. You can't overlook the sheer drama, quality and prestige of the competition and how that influences betting habits. Nikolaus told Gambling Insider: "Each memorable moment, whether a goal, save, or last-minute win, provides a valuable opportunity to acquire customers when their engagement and purchase intent are at their highest. During last year’s UCL final, one of our operator clients saw a 23% uplift in purchase intent by activating real-time odds around such match moments." It remains to be seen whether the increased betting interest is sustained throughout this year's competition, but if last year's viewing figures are any indication of the future, operators must be thinking about how to optimise for the competition.