September 25th, 2017
The budding sportsbook at Mr Green is rejigging its online betting system with the help of data analysis firm Bettorlogic. The Stockholm-based betting firm and casino will now be backed by a new Kambi-poweredSportsbook 2.0.
This means the award-winning online betting site will use Bettorlogic’s statistics and predictive models to customise bets and make them more personalised with the ‘Bet Assist’ brand. Clearly, Mr Green is in the business of innovation with this new revamp!
The new Bettorlogic system will tailor more than 17,000 prompts to be sent to Mr Green members each week, highlighting specific bets that are available across a multitude of sporting events including tennis and football. There will be a new Football Combi Spin feature, ideal for customers who love an accumulator.
The new system works when players enter the odds they want on particular games or events, and spin the reel. This will reveal the best combination of games or bets that offer preferential rates and the opportunity to boost winnings. A mobile feature called Instant Tennis developed exclusively by Mr Green will also feature.
The enhancement is all about next point betting, and shows the odds with attractive visualisations that allow for speedy wagers to be placed. Speaking about the partnership with Mr Green, Betterlogic’s chief executive Andrew Dagnall said:
"Bettorlogic are very grateful that Mr Green shares our vision that bettors should be assisted in what is predominantly an experience to be enjoyed. We are seeing the benefits of investment in our own IT team in India as it enables us to be far more responsive and cost efficient to the needs and vision of Mr Green."
Bettorlogic’s data analysis will not only be used to create custom bets for Mr Green members. The sportsbook is fully engaged with the firm to use its wealth of customer betting history to improve the overall Mr Green experience.
Bettorlogic is also being employed to increase and improve engagement with new and existing members, not only with tailored bets but customised offers across the sportsbook and casino. It will also be used to reshape the Green Gaming tool.
This will offer support to the marketing division, as well as the customer relationship management department. Describing the changes that Mr Green customers can expect, Mr Green Online Casino Chief Executive Jesper Kärrbrink explained:
"Our business strategy Mr Green 2.0 is comprised of five cornerstones – brand, user experience, product offering, geographic expansion and being the leader in Green Gaming. The launch of our new sportsbook embraces all five of these cornerstones and particularly so from a Green Gaming aspect by helping the player make informed betting decisions based on the expert insight as provided by Bettorlogic. I think we are the first sportsbook really trying to help our customers bet smarter."
One of the major improvements with Sportsbook 2.0 is a facelift of the Mr Green experience. It has been redesigned to offer easier navigation on both computers and mobile devices, including phones and tablets.
The UK and Ireland markets are the first to gain access to the new sportsbook in its soft launch, which will then be rolled out to other countries throughout the rest of 2017. Enda Gaffney, Head of Sportsbook at Mr Green, commented:
"We set out to do something different with our sportsbook focusing on player engagement and helping our customers bet smarter with our Bet Assist content. We will continue rolling out new features and promotions around the start of the football season with best odds guaranteed on major UK and Irish races, cash out and more competitive pricing on major European leagues."
Gaffney recently spoke at the ‘Leaders in Betting’ opening session at the Betting on Sports conference in Olympia, London, and noted that Mr Green’s priority when running a sportsbook was always its customers. He expanded on this, telling SBC News:
"They will give you so much feedback that if you listen to it and act upon it then you will be successful. Customer feedback can be found everywhere from CS emails to Google Analytics data. In our office, we sit right beside our customer service team."
"Equally important to customers is our own sportsbook team – they are the ones who drive the sportsbook business forward every day, by working closely with external suppliers and internal teams such as marketing, customer service, BI and tech."
"A customer-first mentality and a great sportsbook team – get those two right and then profitability and innovation will follow."
If you're ready to check out the revamped online betting site then simply head over to Mr Green's sportsbook today! New players joining the site and creating an account for the first time will be greeted with a generous welcome bonus to get you started!