The Brief
For the past decade, multi-territory European sportsbook operator Admiral has utilised Genius Sports’ low-latency sports data and in-play odds feeds to power its sportsbook.
With in-play betting now dominant and taxation rising in the Austria market, Admiral set out to:
The Challenge
Football is the most popular betting sport in Admiral’s key territories: Austria and Germany.
In recent years, Admiral has seen a significant change in customer behaviour. Where pre-match betting once accounted for the majority of bets, in-play betting now represents up to 75% of total football turnover.
This shift places intense pressure on the quality of in-play pricing, which must remain accurate and responsive across every second of each live event. At the same time, taxes on betting turnover in Austria were rising from 3% to 5%, making the environment even more challenging.
Admiral turned to Genius to develop its world class football product and experience into in-play betting.
The Solution
Admiral added Edge, our automated, liability-driven pricing technology, and saw noticeable margin uplift from day one.
Edge is the ideal plug-in to Genius Sports’ core in-play odds feed. Building on pricing powered by low-latency, official sports data from the venue across leagues like the EPL, Edge drives incremental pricing adjustments by ingesting Admiral’s real-time customer betting data.
Edge automates Admiral’s odds changes on a fixture level – all without manual trader intervention.
Admiral benefits from Edge across all Genius content, including popular football competitions such as the English Premier League and Italian Serie A that drive high turnover.
The immediate benefit of Edge, paired with the speed of Genius’ low-latency odds feeds, ensures near-100% bet acceptance, near 100% uptime and a frictionless betting experience for Admiral customers.
