Betting companies need to measure the value of their content

Betting operators have for years enriched their offerings with more matches, data and live streaming. However, in this period when cost control has come to the fore, Sport AitchQ founder and CEO Freddie Longe argues that it should be known what every piece of content actually brings in.

Longe says that on technology platforms an abundance mindset prevails, and that offering customers whatever they want, whenever they want, is treated as the default. However, he notes that whether each match, each data feed and each live broadcast pays for itself is often not questioned. The weekend afternoon match schedule clearly shows this contradiction. Longe asks whether 101 matches are needed when 90 are enough, and whether the added matches create only costs without generating additional revenue.

There is a similar gap in live streaming. Betting companies can acquire live streaming to win customers, retain them, or highlight markets, but they often deploy it simply to offer what their rivals already offer. Longe says these acquisitions should be evaluated as investments, but there is a serious shortcoming in measuring their returns.

To close this gap, Sport AitchQ puts forward the concept of "content margin". The aim is to reveal the value of content investment by considering volume, yield, engagement, cost and quality together. The main goal of the approach is less about cutting spending and more about seeing what the existing content portfolio actually delivers.