layer Props – which enables sportsbooks customers to create and customize their own proposition bets on any player and statistic for a range of sports – has been penetrating more than 10% of MadBookie.com’s active users, while normalized margins have been higher than their general sportsbook.
Interestingly, in the recent NBA Finals series between Cleveland and Golden State, 90% of the bets placed were unique markets with a unique outcome, underlining the appeal of betting on a variety of different player markets that has never been available before. In addition, over 60% of those bets during the Finals were not on the two highest profile players, LeBron James and Steph Curry, which shows that punters also want to bet on supporting players and not just the superstars.
Data from MadBookie.com also highlights that 51% of all bets created to date have been head-to-head match-ups (player A v player B). This is a generally a new type of bet for punters and it has been extremely popular so far.
Ari Lewski, executive director at Digital Sports Tech, said:
“We couldn’t be happier with how the launch has gone with MadBookie.com. There is clearly strong demand from punters to not only bet on individual player performance, but also have the freedom to bet on what they want. We believe this whole new concept of ‘personalized betting’ is going to be a key battleground for sportbooks in the future.
“There hasn’t been much genuine innovation in sports betting over the past few years, but we’re addressing that with Player Props. It’s about giving the customer what they want – choice.
“It’s been fascinating to see the diversity of unique bets being created which clearly signals that punters like being able to create and customize their own markets. They also like betting as much on the tier two players as they do the tier one, which I suspect is due to markets not being offered anywhere else on those players.”
Brett Luntz, founder of MadBookie.com, said: “We want to provide our customers with the very best products and services in the industry and we’ve been thrilled by the reaction to Player Props.
“Our players were engaged with it immediately from launch and it has grown solidly since then. It has provided a material boost to our customer acquisition efforts and we have also been effective in cross-selling these new customers to our existing sports and racing offerings.”
“Player Props complements our main sportsbook perfectly and we’re looking forward to working closely with Digital Sports Tech to add more sports and develop the product further.”