Sports betting editorial content provider PA Betting Services (PABS) has laid some groundwork for the forthcoming football season. 

Focusing its attention on the winter FIFA World Cup in Qatar, the company has launched several betting content packages developed to ‘inform, entertain and prompt’ operator-bettor engagement. 

PABS’ three core packages  – Go, Pro and Ultimate – cover each fixture throughout the month-long tournament, both pre-match and in-play markets, and also include images by alamy and live matchday data from the PA Betting Services Football API.

“As part of our content investment, we are delighted to be offering a market leading product to support this year’s World Cup in Qatar,” said Eugene Delaney, Director of PA Betting Services, who joined the firm just under four months ago after departing Spotlight Sports Group (SSG). 

“The PABS content creators have delivered an exceptional range of packages tailored to suit the needs of our customers’ target audiences. The aim was to drive consumer engagement and interaction, and we’re confident of achieving that.”

In support of its content packages, the company has entered into a partnership with EngageCraft, utilising the latter’s Touch platform to create visual engagements. 

The duo intend to utilise these tools to encourage bettors to interact with content, generate organic growth via social media, increase dwell time and capture data for generation of additional insights.

With this year’s World Cup taking place during the Winter – disrupting the usual domestic football schedule in the process – some betting industry observers have raised concerns about the potential implications this could have on revenue. 

Sharing their views at the Betting on Sports Europe (BOSE) event earlier this year, three experienced betting executives discussed preparations for the World Cup, highlighting how operators which make the earliest moves on marketing will secure the best advantage.