Data driving decisions in today’s trading rooms

Big data, trends and AI have been buzz terms that have been heard around conferences halls during gaming exhibitions over the past number of years. Automated pricing has been around for a while now but how customers use it is beginning to change. 

Since AllSported, the trading solution from Racing Post, involving TXODDS and Banach Technology exploded onto the market in 2019 automated pricing and risk management has become a yardstick in trading rooms. Automating pricing from the early price to the off gives customers more control over pricing, basing decisions that are driven from big data rather than human biases. 

With the ever-shrinking numbers of horse racing trading experts across trading rooms, it is vital firms utilise automation for not just pricing but customer profiling. Automated customer profiling can allow firms to lay bets for longer safe in the knowledge the price is correct. Thus offering greater customer experience and opening up a larger pool of potential customers. 

Discussing how big data and automation is playing a massive role in pricing strategies across the betting landscape at a recent trading roundtable, CEO of Banach Technologies, Mark Hughes said:

‘Automation is key for any sportsbook pricing a race. Horseracing produces a unique challenge to price as pricing starts off inefficient, with the majority of knowledge in the marketplace. This knowledge feeds into the market by way of bets with operators and on exchanges, but not always in the same way and often very close to the off. As a result, it’s important you are set-up to pick up on this information and are able to react to it quickly. Automation is far more efficient at this than the naked eye.  Trading rooms are expensive, horseracing trading expertise is not as abundant as it once was so it is vital trading rooms are utilising the data available. 

Hughes continued by discussing AllSported, the recently launched trading solution from Racing Post, Banach and TXODDS.

‘Our product not only uses data to manage risk and pricing but it offers customers made to measure pricing leaving them in control of their prices. Mixed with the always great Racing Post content means we can now offer everything customers need to run a racebook.’ 

Find out more about how AllSported uses automation and data to provide a world-leading trading solution at www.allsported.com