Switzerland-based Sportradar AG, which collects and analyses sports data for bookmakers, national and international sports federations, and media companies, says its artificial intelligence (AI) -driven “odds-personalisation” product – Alpha Odds – is now expanding to cricket.
“Introducing Alpha Odds into cricket is a game changer,” said Darren Small, senior vice president, managed trading services at Sportradar, in a Thursday announcement.
He added: “We are bringing real-time, AI-driven precision pricing to a new arena, giving operators sharper margins and bettors a more dynamic experience.”
The company says cricket generates an estimated EUR80-billion (US$90.6-billion) in global betting turnover annually.
Alpha Odds applied to cricket is offered via Sportradar’s Managed Trading Services and Premium Cricket Service, and is said to cover more than 400 in-play and 200 pre-match betting markets during each cricket match.
“This allows operators to optimise their trading strategies and extract maximum value from a sport featuring a year-round calendar of competitions,” said Sportradar.
In terms of the overall Alpha Odds offer, Sportradar states it is “powered by advanced automation and predictive AI technology”.
That enables it to provide “bespoke pricing for betting operators, recalculating financial exposure in real time,” said the firm.
That in turn provides “precision in liability management, reduces risk, and enhances profitability,” added Sportradar.
The company said that since 2022, it had scaled the Alpha Odds technology across 80 percent of events covered by its Managed Trading Services.
“In 2024, Alpha Odds increased client profits by an average of 11 percent for soccer, basketball and tennis markets, when compared to a conventional odds service,” it said in Thursday’s announcement.
“By the end of 2025, the Alpha Odds technology will be fully sport agnostic and available for operators to use on every sports betting event,” it added.
