Paddy Power has become the first bookmaker across its entire UK and Irish retail estate to introduce Spotlight Sports’ new statistical insights and pre-match tipping content.
Paddy Power will improve its in-store customer involvement as a long-term customer of the Racing Post by offering engaging ‘short-form tips’ focused on ‘statistical analysis and expert opinions’ from journalists around the Spotlight Sports Community.
The short form tips are focused on statistical analysis from journalists in the Spotlight Sports Group, including Mark Langdon and Steve Palmer, and on expert opinion.
The content service of Spotlight will cover over 20 sports and is intended to give customers of the betting shop insight into how the experts believe a key event will play out.
The content is specifically designed to involve retail betting clients and includes match-by-match and outright event betting.
Alan Pepperell, Spotlight Sports Group Retail Director said:
“This is a big step for us as a business. For a very long time we’ve worked closely with Paddy Power delivering Racing Post horse racing and greyhound content in-store and online, however this our first steps into sport across a full retail estate.
“The Spotlight content goes beyond the odds to engage betting shop customers and give them a snippet of expert analysis to help inform them and make better betting decisions. We’re excited to see it in shops and we hope it gives retail customers and owners that boost that is needed after a trying year.”
Working with Spotlight, Paddy Power announced that, ahead of a festive season packed with sports fixtures, it was able to carry out its latest interactive content feature across 450 retail properties.
Backing the material provisions of Spotlight was Steven Dalton, Paddy Power Head of Retail Product Management, who added: “We’re excited to see how customers interact with the content and use the tips and verdicts to inform their betting further in our shops.
“We know this year has been a challenging one for retail so we’re continually trying to improve the customer experience and we expect that by introducing more information and independent tipping content our customers will have a more enjoyable retail experience.”