Digital Sports Tech’s Player Props, which enables bettors to create and customise proposition bets on any player and statistic for a range of sports, has proven a hit since last month’s launch with Australian operator MadBookie.com.
Player Props has been penetrating more than 10 per cent of MadBookie’s active users, while normalised margins have been higher than for general sportsbook.
Notably, 90 per cent of bets placed on the recent NBA Finals series between Cleveland and Golden State were on unique markets with a unique outcome, underlining the appeal of betting on a variety of different player markets not available before.
In addition, more than 60 per cent of Finals’ bets were not on the two highest profile players, LeBron James and Steph Curry, which shows that punters also want to bet on supporting players and not just the superstars.
Ari Lewski, executive director at Digital Sports Tech, said: “We couldn’t be happier with how the launch has gone with MadBookie.com.
“There is clearly strong demand from punters to not only bet on individual player performance, but also have the freedom to bet on what they want.
“We believe this whole new concept of ‘personalised betting’ is going to be a key battleground for sportbooks in the future.”
