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SPORTS BETTING
has always historically been different in US terms. The whole draft concept usually means players don’ t stick with a team, and the fans might follow the players over the team.”
This shift has only accelerated with the rise of social media.“ Now the players have the platform to promote themselves over the team,” Danzer adds.“ This is now not only the superstars of the team but a much wider proportion of the players.”
Star power and direct-to-consumer access has changed how fans engage – and how they bet.“ It is logical to think this will lead to more people betting on player markets,” Danzer argues.
MICRO-MARKETS AND PERSONALISATION
Sportradar is responding to the shift with targeted investment.“ We are definitely seeing the growth of player markets, particularly within bet builders and SGPs,” Danzer says.“ One of our key strategies is that we are investing in micro player markets to help our clients meet increased consumer demand.”
These micro markets are designed to create real-time, player-specific betting opportunities.
“ How we build markets will be, on the one hand, around the specific individual and then with the characteristics of the actual player,” says Sportradar’ s SVP.“ That would appeal to people who follow a specific player.”
Danzer sees this not only as a product shift, but as a fundamental opportunity for sportsbook growth.
“ It is easier to convert someone to sports betting if they are following a player,” he says.
THE SGP SURGE
Tom Daniel, SVP of trading at Huddle, agrees with Danzer’ s assessment. He points to the more structural aspects
“ We allow endusers to truly turn their opinions on a particular match or player into a bet”
Marc Thomas, Algosport
“ Player props represent approximately 70 %-75 % of all bets placed in this category”
Tom Daniel, Huddle of US sports – discrete, measurable events like pitches, plays and possessions – as naturally conducive to player-focused betting.
“ Our data reinforces the dominance of player props,” Daniel says.“ Six of the top seven most popular SGP markets are focused on individual performances. Player props represent approximately 70 %-75 % of all bets placed in this category.”
He attributes part of this trend to the cultural embrace of statistics among fans in the US.
“ Take baseball, for instance. Sabermetrics has been around since the 1970s,” Daniel notes.“ Fans have long been accustomed to breaking down every aspect of a player’ s performance.” Daily fantasy sports( DFS) have also played a pivotal role.“ Many of today’ s sports bettors will have played DFS and so will be extremely familiar with assessing and taking an opinion on player performances,” Daniel says.“ This naturally crosses over into betting on the actual metrics.”
A EUROPEAN SHIFT
While the rise of player props may have US origins, it is no longer a North American story alone.
“ We’ re seeing a growing demand for player-specific markets in Europe,” Daniel says, citing football’ s shift toward player-centred engagement.“ Players are becoming brands in their own right, with massive social media followings and influence.”
28 • ISSUE 138 • iGB L! VE 2025