Bookie Q

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


Having introduced as a rails bookmaker in 2021, then moving to an online sportsbook soon after, issues relating to the quality of feeds are a consistent discomfort point for AK BETS, just like the majority of other bookies. Here, we talk about the issue and what can be done as an outcome.


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


AK: There are only a handful of feed service providers in the market and all will be approaching rates from various angles. My background is Risk & Trading, in addition to professional gambling, and, more laterly, bookmaking. I 'd be extremely particular about my requirements from a feed both in-play and pre-off since the appropriate distribution of margin is essential. And I have not yet come throughout a feed that is properly considering changing bookmaker expenses by item. This lack of dynamism is annoying for me as an operator as I'm anticipated to bake a cake without all the needed ingredients.


OLBG: How big (or small) is the issue of amount over quality?


AK: The industry has developed to value amount more than quality and my belief is that it's gone way too far. It's now pure amount, producing a lot of derivative markets nobody desires or bets on. The sweet area for me is reigning back amount and including a little bit more quality into the mix.


OLBG: What makes a feed bad? Who benefits from them being the method that they are?


AK: Feed rates that doesn't accurately aspect in altering bookie expenses by item is initially bad for the bookie who needs to absorb these ineffectiveness. What's bad for the goose is ultimately bad for the gander with the knock-on impact being a poor experience for consumers - be it prices, stake limits or account closures.


OLBG: How does this impact your company design?


AK: It's challenging to put a number on it, however provided our size at present we are forced to work within these restrictions with little option of enhancing something we think isn't sufficient. We can just lead our horses to water, we can't make them drink.


OLBG: And how does it impact your relationship/dealings with other stakeholders? (Partners, affiliates, competitors and so on)


AK: Very little result per se. We determine what we want to pay for an offer factoring in all variables and it's up to others whether they want to deal or no deal. Regarding competitors everyone is essentially utilizing the very same four or five feeds for many sports so there's little differentiation, especially in-play. We incentivise our consumers with our Big Prices tab, immediate withdrawals, quick consumer service and our totally free bet clubs, all of which sit outside feeds.


OLBG: What effect would better feeds have on punters?


AK: It would offer bookmakers more self-confidence in their rates which, in turn, suggests less barriers to clients putting a bet without friction.


OLBG: You've talked about constructing your own feed - how reasonable is that?


AK: I've had a couple of conversations with people about this over the last month. My background is in trading and expert gaming. My computer abilities are close to zero. I can open and mess around with Excel which's about it. But I 'd be very anal about my price feed requirements and how to optimise them. I basically need someone I can bark at to develop what I desire.


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


AK: I believe rates accuracy has actually ended up being lesser gradually in an industry that's gotten a little lazy about the essentials. These questions get a little messy when you start considering data and rights holders. But I'm enthusiastic about accurate, optimised rates throughout the life process of a market and believe the market leaves a lot of crumbs on the table by not concentrating on this topic more.


OLBG: Do you believe they would be interested in one that you built?


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


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


AK: In other words, no I don't. That's what's caused me discussing constructing our own.