Bookie Q

We speak to Anthony Kaminskas, Founder of AK BETS, about the continuous issue of feeds in the bookmaker industry.


Having launched as a rails bookmaker in 2021, then transferring to an online sportsbook quickly after, problems relating to the quality of feeds are a continuous discomfort point for AK BETS, similar to the majority of other bookies. Here, we go over the issue and what can be done as a result.


OLBG: Can you break down the main concerns that you have as a bookie with feeds? In a perfect world what should they resemble?


AK: There are only a handful of feed providers in the industry and all will be approaching pricing from different angles. My background is Risk & Trading, in addition to professional gaming, and, more laterly, bookmaking. I 'd be very particular about my requirements from a feed both in-play and pre-off because the appropriate circulation of margin is necessary. And I haven't yet stumbled upon a feed that is precisely considering altering bookie costs by item. This lack of dynamism is frustrating for me as an operator as I'm anticipated to bake a cake without all the needed active ingredients.


OLBG: How huge (or little) is the issue of amount over quality?


AK: The market has actually evolved to value quantity more than quality and my belief is that it's gone way too far. It's now pure quantity, churning out too many acquired markets no one wants or bets on. The sweet spot for me is ruling back amount and including a little more quality into the mix.


OLBG: What makes a feed bad? Who takes advantage of them being the method that they are?


AK: Feed prices that does not precisely element in changing bookie expenses by product is initially bad for the bookie who needs to absorb these inadequacies. What's bad for the goose is eventually bad for the look with the ripple effect being a bad experience for consumers - be it rates, stake limitations or account closures.


OLBG: How does this impact your service design?


AK: It's difficult to put a number on it, but offered our size at present we are forced to work within these restraints with little choice of improving something we believe isn't sufficient. We can just lead our horses to water, we can't make them consume.


OLBG: And how does it affect your relationship/dealings with other stakeholders? (Partners, affiliates, rivals etc)


AK: Very little impact per se. We calculate what we are prepared to pay for an offer factoring in all variables and it on others whether they want to deal or no offer. Regarding rivals everybody is essentially utilizing the very same four or 5 feeds for the majority of sports so there's little distinction, particularly in-play. We incentivise our consumers with our Big Prices tab, instantaneous withdrawals, quick customer care and our totally free bet clubs, all of which sit outside fundamental prices feeds.


OLBG: What effect would much better feeds have on punters?


AK: It would give bookies more self-confidence in their rates which, in turn, suggests less barriers to customers placing a bet without friction.


OLBG: You've discussed building your own feed - how reasonable is that?


AK: I've had a few conversations with people about this over the last month. My background is in trading and expert gambling. My computer system abilities are close to no. I can open and mess around with Excel which has to do with it. But I 'd be extremely anal about my cost feed requirements and how to optimise them. I basically require somebody I can bark at to develop what I want.


OLBG: Do you believe that's something other bookies should consider?


AK: I think pricing accuracy has actually become lesser gradually in a market that's gotten a little lazy about the fundamentals. These concerns get a little untidy when you begin factoring in information and rights holders. But I'm enthusiastic about accurate, optimised pricing throughout the life process of a market and think the market leaves too numerous crumbs on the table by not concentrating on this topic more.


OLBG: Do you think they would have an interest in one that you developed?


AK: For sure. It's all about the bottom line at the end of the day.


OLBG: Do you see this altering the short to mid term future?


AK: In other words, no I do not. That's what's caused me talking about building our own.