International sports and data technology provider Stats Perform and sports betting technology firm Sporting Solutions have collaborated to create the ‘Betting Innovation Centre’, a new initiative for exploring and developing new business-to-business betting products.

The aim of the Betting Innovation Centre is to create a wide range of new entertaining, connected betting experiences – both markets and products – that might not otherwise have been possible due to the challenges involved.

The initiative will bring together “elite modeling, trading, data science, and sports data expertise” to overcome these challenges, which Stats Perform and Sporting Solutions say have been “holding back user experience and operator confidence in key betting products”.

The first product created brings together data from Stats Perform’s Opta analytics subsidiary, contextual bet engagement content, and associated markets to deliver a new approach to “player proposition and bet builder experiences” in soccer.

It will be made commercially available in time for the 2022 FIFA World Cup in Qatar (November 21 to December 18) and will be “easy to integrate” for operators.

The launch of the Betting Innovation Centre follows those in March of a number of new products by Stats Perform that it described as “industry-first innovations”.

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Shane Gannon, senior vice president of partnerships at Stats Perform, said: “The Betting Innovation Centre’s ingredients are truly world-class. Sporting Solutions is renowned for its superior pricing, sharp models and traders, and access to Sporting Index to fine-tune product performance.

“Stats Perform brings the trust and quality of Opta and RunningBall data, seen by fans across sports broadcasters and publishers globally, a legacy of building outstanding front-end experiences to inform and engage bettors, and the sports industry’s largest data science team.

“Together, this means trusted, unique, connected betting products, pre-match and in-play, singles, and bet-builders, down to player level, with insightful contextual content for every selection, deployed more intuitively, in more places, for more events and sports. Significant work is already underway on our first product, and we can’t wait to launch a series of unbeatable propositions for sportsbooks and bettors alike.”

Andy Wright, chief executive of Sporting Solutions, added: “We share a joint belief with Stats Perform that betting has enormous untapped ‘gameplay’ potential. Dynamic pricing at scale is extremely difficult, which has held back product and market options. The industry also needs innovative, engaging products, that are easy and entertaining for bettors to use and don’t involve lengthy development times for operators.

“That’s the future we will unlock with our Betting Innovation Centre. It’s an amazing opportunity for two uniquely compatible businesses to join forces and create a new and enduring high-water mark for immersive betting experiences.”