For leading UK betting operator Betfred, switching to Decimal Data’s precision live cricket odds feed was an easy decision.
But the results far exceeded expectations. Betfred was able to build a stronger cricket product that has attracted customers, given them a better user experience and delivered stronger commercial performance across online and in-shop betting.
“The numbers speak for themselves: stakes, revenue and margin have all moved meaningfully in the right direction since we made the switch to Decimal Data.”
Aidan Barry
Trading Director, Betfred
The message for operators: switching is worth it
Changing or adding a core odds supplier is a significant decision. For many operators, the perceived integration effort is one of the biggest reasons to stay with an existing provider.
Betfred’s experience shows why the commercial upside easily justifies the effort.
Since switching to Decimal Data’s specialist cricket odds feed, Betfred has seen stronger performance across the measures that matter: stakes, revenue and margin. The improvement came from a better customer proposition: more cricket, more formats, more markets, more depth to bet into, and a faster live betting experience.
“Bettors want quality experiences and stronger entertainment value. When you offer a better product, more bettors come, they stay longer and engage more consistently. These are the results we’ve seen with Decimal Data.”
Aidan Barry
Trading Director, Betfred
More than five times the coverage
With Decimal Data’s specialist live odds feed, Betfred instantly moved to over 5x the high quality cricket coverage it previously offered, giving customers a much deeper product, across a much broader cricket calendar.
That depth was not limited to the biggest white-ball competitions. Betfred has seen significant ROI growth across all formats, including red ball and women’s games.
“Our customers have been delighted with the extensive over-by-over betting opportunities for domestic red ball and women’s games since we switched to Decimal Data, including player run lines and other rolling prop lines, as well as the massive improvement in market depth and uptime for internationals and T20s.”
Aidan Barry
Trading Director, Betfred
Every format is covered, including red ball cricket
In red ball cricket, Decimal Data helped Betfred expand from offering very little domestic coverage, to offering the vast majority of competitions, including a full range of live in-play markets for both divisions of the English County Championship.
“In a world where white-ball cricket dominates, the red-ball and women’s games are certainly not an afterthought with Decimal Data.”
Aidan Barry
Trading Director, Betfred
Depth, strong pricing and high availability, not just more fixtures for fixtures' sake
Coverage might attract bettors, but it’s not enough on its own to retain them.
Matches also need market depth aligned to bettor interests, solid pricing and high uptime to give customers a reason to engage before and during play, and to return.
In other words, the user experience needs to be of the highest quality.
With Decimal Data’s dedicated models and trading teams for each cricket format, Betfred customers gained access to more well-priced market types, before and during games, optimised for mimimal suspensions and bet delays, for maximum betting availability, and maximum trust in the content.
“The challenge is retention as well as acquisition. Retention is about product quality. With Decimal Data, our bettors get 300+ high-uptime market types across in-play, pre-match and outrights. There’s genuine depth to bet into, at more moments in the match, not just more fixtures.”
Aidan Barry
Trading Director, Betfred
Stronger online and in-shop performance
The benefits of switching were not limited to online betting. Betfred also saw strong results in its retail estate, with Decimal helping improve the in-shop cricket betting experience.
“The ROI improvement has been true online and in-shop too; the SSBT experience has been particularly strong.”
Aidan Barry
Trading Director, Betfred
The result in Betfred’s own words: a market-leading cricket product
For Betfred, the impact of switching to Decimal Data was both commercial and strategic.
Cricket was already an important sport for its customers. With Decimal Data, it became bigger, deeper and more valuable.
“Cricket has always been a big sport for us, but now it’s bigger than ever, and Decimal Data has been central to that.”
Aidan Barry
Trading Director, Betfred
Most importantly, Betfred now sees its cricket betting product as “market-leading”.
“Increasing our coverage, and the quality of our cricket betting experience has quickly delivered an ever-growing ROI and shot us to the forefront of the industry for cricket betting. I can confidently say that through Decimal Data, we now have a market-leading product at Betfred.”
Aidan Barry
Trading Director, Betfred
Summary: why operators switch to Decimal Data
Decimal Data helps operators unlock more value from cricket by combining a specialist cricket focus and trading-grade fast data into precision live odds and market depth, built for the sport’s unique complexity.
For buyers assessing whether switching is worth it, Betfred’s experience makes the case clear:
Stronger ROI
Stakes, revenue and margin all moved meaningfully in the right direction.
More coverage
Over 5x the cricket coverage compared with Betfred’s previous offering.
More customers
Growth across T20, red ball and women’s cricket.
More market depth
300+ market types across in-play, pre-match and outrights.
Trusted cricket data
Expertly-collected live cricket game state data, delivered fast
Higher quality customer experience
A richer cricket product online and in-shop, better pricing, and high in-play uptime for key markets, including a particularly strong SSBT experience.
Higher retention and engagement
Stronger cricket betting user experiences and higher entertainment value
Upgrade your cricket betting performance
Decimal Data helps operators quickly turn cricket’s complexity into stronger customer engagement and better commercial returns.
Speak to Decimal Data today about upgrading your cricket betting experience.
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