Eventually, the TAB wagering team intends to run simulations based on live data feeds while games are underway to offer accurate odds on the outcome of the next play – be that an attempted field goal, pass or touchdown – just before it happens.
The bookmaker will start using its simulator to set odds when the NFL season kicks off in September, and has also developed simulations for NBA basketball and tennis.
US sports have been a bright spot for the bookmaker, with NBA basketball becoming its biggest sporting league by betting turnover. NFL comes in fifth, behind AFL, NRL and English Premier League football.
Tabcorp chief information officer Françoise Russo said the simulator project was the result of a multi-million dollar investment in data modelling and automation over several years, which had become an increasingly important focus of its wagering operations.
“We expect data and analytics to only get more important to our business in future,” she said.
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Tabcorp’s Steven Gregg-led board announced last month that it would the demerge its wagering and lotteries units into two separate companies, while rejecting takeover bids for the TAB business from Ladbrokes’ UK owner Entain, private equity player Apollo and wagering technology group BetMakers.
The demerger is expected to take around 10 months, and unwinds the merger of Tabcorp and the Tatts Group four years ago.
Tabcorp’s shares have jumped in value by almost 25 per cent since the start of this year, closing at $4.97 on Friday.
