Technology, content and media company, Spotlight Sports Group (SSG), has released the results of an independent study into its own in-play content engine – Superfeed.

Tested on a UK bookmaker, results showed that 20% of customers added a selection to their bet slip when the in-play content was shown. 

The independent study was conducted by LeanConvert and found an 8.24% increase of bets placed when the in-play analysis was on display and a £20.85 average increase in monthly stakes per user when viewing the content. 

Spotlight Sports Group B2B Sales Director, Rob Black, commented: “The results are incredibly encouraging. We tested the product in-house and had some encouraging feedback for launch but using an independent business and tested live on a UK sportsbook is the acid test. 

“The positive results show the value of integrated live content and tipping to customers choosing how and when they spend their money.’’

The company launched Superfeed last year and provides real-time in-play insights based on on-field events across the betting markets for 90 football competitions in over 70 languages. The platform produces live betting insights from algorithms across 35 in-play markets.

As the research was conducted throughout January 2022 and analysed users who were live betting across all English football, the customisable content engine is delivered through APIs and ‘plug-in’ front end solutions.

“We were delighted to work with Spotlight Sports Group,” added LeanConvert’s Managing Director, Tim Axon. “As an optimisation company that is constantly iterating to drive improved customer experience and improved bottom-line performance. 

“The results are really encouraging and showcase that premium content delivered in the right place at the right time can have a huge impact on customer interactions.’’

Last month, Spotlight Sports Group bolstered its Cheltenham Festival coverage with the launch of a new mini-series in partnership with Paddy Power. 

The live daily show, named Good Morning Cheltenham, was presented by Racing Post’s David Jennings – who was joined by a number of guests including Paul Kealy, Mick Fitzgerald, Matt Chapman and Paddy Power.