July 22, 2010

Bettorlogic’s in-play betting boosts bookmakers

Bettorlogic, the form analyst company backed by Andrew Black and Nigel Payne, said this week that the company’s new in-play betting stimulation product, Livelogic, has increased sportsbook click-through rates during World Cup matches by over 300 per cent.

Livelogic generated around 40 ‘bet prompts’ per match, every five minutes or when a goal was scored, identifying patterns based on what was happening in the match at the time.

The output featured prominently within the homepages of leading bookmakers including the likes of Ladbrokes, Paddy Power, Stan James, Victor Chandler, as well as media group Talksport, with live prices and links to a range of relevant in-play markets.

According to the company, an average click-through rate (CTR) of 1.9 per cent is achieved when using a non-Bettorlogic in-play bet prompt control, while analysis revealed an average Livelogic CTR of 7.7 per cent, with a high of 10.06 per cent during the France v Mexico match.

“This has added to the already sizeable body of research confirming that Livelogic is very effective at encouraging customers to bet in-play,” said Mike Falconer, CEO of Bettorlogic. “We think it's a major innovation in sector and applying these kind of performance increments across 44 football leagues makes it a very powerful proposition indeed.”

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