Few names come up as often in sportsbook planning as Betradar. Behind the odds feeds, match trackers and virtual leagues that many bookmakers rely on is one brand of Sportradar. Here is how it started, who runs it and which of its products are worth a closer look.
Who is Betradar?
Betradar is the betting-industry brand of Sportradar AG. It supplies live sports data, statistics and gaming content, and it dates back to 2000, with the service going live in 2001.
The group is headquartered in St. Gallen, Switzerland, and its products are used across Europe, the Americas, Asia, Australia and Africa, with a presence in more than 80 countries. Two audiences matter most:
- Sportsbooks use its live odds, live monitoring and match tracker tools to price and present events.
- Casino operators tend to look at its virtual sports, which cover football, horse and greyhound racing, tennis and basketball and appeal to sports fans who also play casino games.
From a data crawler to an integrity partner
Today Betradar does far more than build betting products. It tracks suspicious betting linked to fixed matches and other fraud, monitors the integrity of sports and eSports betting, and works with sports bodies such as the NBA, FIFA, NASCAR, the NFL and the IIHF. The company got there step by step:
- 2000: work began on its High Accuracy Crawling technology.
- Around a year after going live: it signed its first strategic partnership, with International Sportinformation Europe (ISE).
- 2003: a platform for fixtures and results was launched.
- 2004: partnerships had grown to 18 state lottery contracts.
- 2006: more than 200 operators were customers, and the Betradar.tv project launched with licensed rights for Germany's 1st and 2nd Bundesliga.
Founders, leadership and ownership
Sportradar AG, together with its related brands and subsidiaries, was founded by Tore Steinkjer and Petter Fornæss. Carsten Koerl is the group's CEO.
For years the business was privately held. That changed in 2021, when the parent, Sportradar Group AG, listed on the Nasdaq under the ticker SRAD. As a listed company it now publishes its financial results, which is useful for operators assessing a long-term data supplier.
What sets the product line apart
- One supplier serving both bookmakers and casino operators.
- A wide toolkit: virtual sports, live streaming, live betting and data monitoring, sports data widgets and other operator tools.
- Engagement features designed to encourage more frequent betting.
- Products that work on mobile devices.
- High production standards for graphics and audio.
- Sports data that updates in real time.
- Dedicated eSports betting software.
Products and services
Virtual sports
Betradar's virtual games suit online casinos as well as bookmakers. The portfolio was built around five core games, and in 2018 the company added the In-Play Sports series, covering tennis, cricket and basketball.
Virtual Football
Modern 3D graphics and authentic stadium audio recreate a live match. Players choose between league and cup formats, and the odds come with detailed data. Before each fixture they can review head-to-head results from the last five games, current team form and other numbers that could affect the score.
Virtual Horse Racing
The game is approachable even for newcomers. Odds are built from dozens of statistical variables, every runner has visible performance ratings, and there is more than a minute to place a bet before the off. Each race ends with a photo finish and the final placings of all horses.
Sports data widgets
Built on Betradar's live data monitoring, the widgets give bettors the statistics they look for before placing a wager: highlights, scores, ball possession, commentary and more. Operators can pick core, advanced or performance widgets, customise them fully and use them for football and basketball.
Live sports streams
Thanks to its partnerships with major leagues and the streaming rights that come with them, Betradar offers live streams that operators can use to attract new customers. Streams run all year round, 24/7, and each one is paired with live statistics and live odds.
eSports betting
Betradar was among the first suppliers to offer eSports betting. The package covers nine of the most popular titles and the biggest tournaments, with live streams supported by commentary and a data feed so that the betting experience stays interactive.
Simulated Reality
Simulated Reality is an AI-driven betting product that uses detailed historical and live sports data to produce matches that behave like the real thing. Operators can offer it for football, cricket and other sports. Games play out in real time and come with in-depth analysis and league tables, so the experience mirrors genuine competitions.
Bringing Betradar content to your brand
If you are planning a sportsbook or want to add virtual sports to a casino lobby, start with our sportsbook solution and the sportsbook provider overview. To discuss Betradar content for your project, get in touch with our team.
Written and reviewed by the iGaming Software Solutions Editorial Team.
