Why betting content needs to be driven by insight

Standing out in a saturated market isn’t ever easy. Especially not when those in the market are becoming more knowledgeable. We’ve already covered how social media users are becoming banner blind, but potential bettors are now used to seeing big odds being pushed in an attempt to capture their attention and ultimately gain their custom. 

Some sites have started to add supporting stats in an attempt to entice people in, but that can have an adverse effect if not used well. 

Arming potential customers with too much information can see them talk themselves out of placing a bet. For example, seeing Harry Kane at 4/1 to have four shots on target might tempt people, but then seeing the accompanying text highlight that his average this season is two shots on target might put a risk-averse punter off. After all, knowing Kane has to exceed his average by 100% isn’t a bet everyone will fancy.

However, the more confident a customer is, the more likely they are to place a bet. There’s a balance between sharing too much and not sharing enough. This is where visualisations can come into it, and here at Twenty3, we have a sizeable portfolio of them

The Twenty3 Toolbox contains shot maps, goal maps, tackle maps and pass maps, to name but a few (we have more than 50). 

More often than not, people will see a graphic and make their own judgement on what it is showing. I know this having worked in content for close to a decade now. People see what they want to see. 

Harry Kane's shot map in the 2020/21 Premier League campaign.

Showing someone Harry Kane’s shot map informs them but doesn’t give them the cold, hard numbers. Seeing the sheer volume of efforts could well tempt them into making that 4/1 bet. 

The Toolbox has a number of customisable filters and this allows users to separate home form from away form. Users can also compare how a player fares in the first half with their second-half average. In a matter of seconds, a shot map can be created, exported and published showing Kane’s attempts in the second half with special odds. 

One of the newest additions to the Toolbox is the Game State filter. Users are now able to filter how players and teams react when winning, drawing and losing. This opens up another avenue for bettors. Seeing how teams and players react to different situations gives them the insight they’d previously never had. Supporting visual aids further increase confidence. 

Bruno Fernandes' shot map since joining Manchester United.

This is heavily reliant on volume which hinges on how often a team is behind, but Bruno Fernandes takes a lot of shots from outside of the area when Manchester United aren’t winning. As soon as Ole Gunnar Solskjær’s side go behind, this graphic could be rolled out onto social media – with odds on Bruno to score from outside the box – to service those in-play bettors.

If you’d like to learn a little more about how the Twenty3 Toolbox can help drive your betting content strategy, don’t hesitate to get in touch, or drop Sam a message.