Sportradar And Cooperating
By Staff
Swiss sportsbook service provider Sportradar AG has signed a strategic agreement with that will see the two develop a number of collaborative product ventures. is backed by the co-founder of Betfair, Andrew Black, along with the former Chief Executive Officer for Sportingbet, Nigel Payne, and provides comprehensive sportsbetting analysis. Its London-based team of developers, modellers and bettors apply cutting-edge analytics to both pre-event and in-play situations.

The partnership will initially centre on the integration of's range of betting and compilation tools into Sportradar's portfolio of sportsbook and media services. The deal will see's white-label Form Labs, which was designed to stimulate betting activity with sportsbook customers, made available to Sportradar's customer network alongside its existing statistics, live scores and live multicast products.

Likewise,'s range of Trader Labs will be similarly embedded alongside Sportradar's event creation, odds suggestion, odds tracking and resulting services. The first of these will be's Player Lab tool that analyses the impact of individual players, player combinations and team formations.

“As the sportsbook landscape becomes increasingly competitive, customer experience, bet stimulation and pricing efficacy are going to become critical considerations for any ambitious operator,” said Carsten Koerl, Cheif Executive Officer for Sportradar.

“In’s product range, it has developed a range of highly innovative tools that address all of these areas and we’re delighted to be able to now include them within our portfolio.”

The two companies stated that they would also collaborate on a range of new product development initiatives in order to create additional value for sportsbooks and media owners.

'This really is the perfect partnership,” said Mike Falconer, Chief Executive Officer for

“Our stimulation and trader products are a very natural extension to Sportradar's existing portfolio and I think the combination of our analytical expertise with Sportradar's technological excellence and customer network makes for a very exciting prospect indeed.'

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