EP613: Sports data is changing betting in Latin America

Julia Moura (0:04)

Hello, we are here with Guilherme Buso, head of Latam for Genius Sports. Guilherme, welcome.

Guilherme Buso (0:11)

My pleasure to be here with you.

Julia Moura (0:13)

Okay, let's start.

Latin America is one of the fastest growing betting markets. Where do you see the biggest opportunities for sport data and technology to drive the next phase of growth?

Guilherme Buso (0:26)

I think we're in the beginning of it.

Every year, the amount of in-play betting is rising every year. So now that we can collect more data, because two years ago, let's say, it was all very manual the way that people would collect data and transform this data into in-play odds. I think as technology grows, as new ways of collecting data appear, the amount of data will grow and we will have more fastest way to deliver this data and transform the in-play odds in every single operator. So I think, and when we do that, the number of markets will grow, and I believe that bettors in some ways, they are always trying to find new ways of betting. Not only betting for results or the amount of corners or the amount of cards, they want to customize their betting. They want to do parlay, they want to add up different betting markets.

And also we see a lot of interest from the bettors on player props. So they want to bet more on their idols, on the famous athletes. So I think this will continuously grow and this will change the whole game because, again, five years ago we were starting to talk about in-play betting. And now we are talking to increment in-play betting. So it's, you know, and this is only possible because the quality and the way we're capturing data on the pitch is drastically changing year on year.

Julia Moura (2:20)

Official data has become increasingly valuable to both the sportsbooks and right holders. How is that relationship evolving and what does it mean for the future of sports betting?

Guilherme Buso (2:30)

It is valuable because it became a way of engage the fans not only who are watching the games, so they want to know more about their teams, know more about their favorite athletes, but they are, you know, they're playing fantasy games. So, they want to make sure that everything that is happening on the field will be translated in points for their fantasy games. They are betting, so they are watching the game and checking the markets and see if there's an opportunity to bet in a different market. So that's why it became very valuable. So again, for operators, but also for the broadcasters as well, because they need that type of information to put that on the screen. So the fans can watch, check information and bet, check their fantasy games or even consume. The new generation is very data driven. They look at numbers.

So it's a different way of watching games. When I was younger, I probably wouldn't care about that. But nowadays, it's a big thing and it's trending.

And the whole ecosystem of football will have to keep it up. They'll have to use it. And in order to do that, they will need fast and reliable data. That's where Genius Sports can always be a great partner for these operators and sports broadcasters.

Julia Moura (4:08)

It's a generation very, very well informed.

Guilherme Buso (4:12)

They love that because they play video games. They watch the game, but they are connected to their phones.

And sometimes we always say that the phones are the second screen. I kind of disagree. I think the first screen became the second screen and the second screen is now the first screen. Because they are paying attention to the game, but they're more focused on their phones. And on their phones, they're watching and they're checking information, stats, you know, betting markets. They're watching, they're checking their fantasy games. So it's all in their phones. And the game now is the second screen.

That's why broadcasters are adding more value to the broadcasting because they need to have more information as well.

Julia Moura (5:00)

With experience across both sports organizations and betting, how do you see fan engagement changing as sports betting becomes more integrated into the live sports experience?

Guilherme Buso (5:12)

Yeah, again, we've been talking about, you know, how the new generation is checking more on stats, on information, on real data all the time, on their phones.

And as when we talk about engagement in sports, we have to take in consideration that sports, you know, the competitors of sports are not sports itself. Back in the days, sports was, you know, the competitors were, well, I like football more than I like basketball. So they were competitors. Now the competitors are Netflix. They are going to a theater, going to the park. Everything that's entertainment becomes, you know, a competitor.