Experienced journalist and editor covering the sports and betting industry. A football, NFL and rugby specialist, he is a FWA member and judge at the Football Content Awards.
We speak to Anthony Kaminskas, Founder of AK BETS, about the ongoing issue of feeds in the bookmaker industry.
Having launched as a rails bookie in 2021, then moving to an online sportsbook shortly after, problems regarding the quality of feeds are a constant pain point for AK BETS, as with most other bookies. Here, we discuss the problem and what can be done as a result.
OLBG: Can you break down the main issues that you have as a bookmaker with feeds? In an ideal world what should they be like?
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 pro gambling, and, more laterly, bookmaking. I'd be very specific about my requirements from a feed both in-play and pre-off because the correct distribution of margin is essential. And I haven't yet come across a feed that is accurately factoring in changing bookmaker costs by product. This lack of dynamism is frustrating for me as an operator as I'm expected to bake a cake without all the necessary ingredients.
OLBG: How big (or small) is the issue of quantity over quality?
AK: The industry has 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 derivative markets nobody wants or bets on. The sweet spot for me is reigning back quantity and adding a little more quality into the mix.
OLBG: What makes a feed bad? Who benefits from them being the way that they are?
AK: Feed pricing that doesn't accurately factor in changing bookmaker costs by product is initially bad for the bookmaker who has to absorb these inefficiencies. What's bad for the goose is ultimately bad for the gander with the knock-on effect being a poor experience for customers - be it pricing, stake limits or account closures.
OLBG: How does this affect your business model?
AK: It’s difficult to put a number on it, but given our size at present we are forced to work within these constraints with little option of improving something we think isn’t good enough. We can only lead our horses to water, we can't make them drink.
OLBG: And how does it affect your relationship/dealings with other stakeholders? (Partners, affiliates, competitors etc.)
AK: Very little effect per se. We calculate what we are willing to pay for a deal factoring in all variables and it's up to others whether they want to deal or no deal. Regarding competitors everyone is essentially using the same four or five feeds for most sports so there's little differentiation, especially in-play. We incentivise our customers with our Big Prices tab, instant withdrawals, fast customer service and our free bet clubs, all of which sit outside basic pricing feeds.
OLBG: What impact would better feeds have on punters?
AK: It would give bookmakers more confidence in their pricing which, in turn, means less barriers to customers placing a bet without friction.
OLBG: You've talked about building your own feed - how realistic is that?
AK: I've had a few conversations with people about this over the last month. My background is in trading and professional gambling. My computer skills are close to zero. I can open and mess around with Excel and that's about it. But I'd be very anal about my price feed requirements and how to optimise them. I basically need somebody I can bark at to build what I want.
OLBG: Do you think that's something other bookmakers should consider?
AK: I think pricing accuracy has become less important over time in an industry that's gotten a little lazy about the basics. These questions get a little messy when you start factoring in data and rights holders. But I'm passionate about accurate, optimised pricing throughout the life cycle of a market and think the industry leaves too many crumbs on the table by not focusing on this subject more.
OLBG: Do you think 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 changing the short to mid term future?
AK: In short, no I don’t. That’s what’s led to me discussing building our own.
