Midnite and Sporting Risk Collaboration Marks World Cup Success
Published on by Zena Grantham
The Midnite and Sporting Risk collaboration has celebrated its first anniversary after a successful World Cup campaign that strengthened Midnite’s player-focused betting product.
During the tournament, Midnite deployed Sporting Risk’s SureSub technology, Sub Hero. If a selected player was substituted before an eligible bet had settled, the wager transferred to his replacement. Players had another chance to win, rather than their bet becoming void, if they were sent off or substituted.
Sub Hero Makes World Cup Debut
Midnite introduced Sub Hero across pre-match and in-play markets during the World Cup. The technology tackled a familiar problem with player bets: substitutions can end a selection before the result is decided.
The sportsbook featured 116 player-prop markets during the tournament. Among them were 26 Super Submarkets and 26 extra-time player props, alongside 269 Bet Builder-compatible markets.
Sporting Risk’s predictive models and player data enabled Midnite to offer a wide range of markets based on individual performance. SureSub’s substitution protection strengthened Midnite’s football product and set it apart in the competitive UK sportsbook market.
A Successful First Year
The World Cup campaign rounded off a successful first year for the Midnite and Sporting Risk collaboration. Midnite reportedly tripled its overall turnover during the 12-month period, with Sporting Risk’s modelling and contextual football content contributing to its UK growth.
The partnership has introduced player head-to-head markets, in-play multis, micromarkets and next-generation BetBuilder functions to Midnite. Sporting Risk also provides player-market data for more than 150 competitions worldwide.
Zach Amin, vice-president of sportsbook at Midnite, said: “Sub Hero delivered during the World Cup.” He added that Sporting Risk’s modelling and technology had strengthened the platform and given Midnite a competitive advantage when attracting customers.
Sub Hero Heads to the Premier League
Midnite will continue to utilise Sub Hero during the new domestic football season, taking the technology from the World Cup into the Premier League.
The decision is another chapter in the Midnite and Sporting Risk collaboration. After a successful tournament debut, Sub Hero will remain part of Midnite’s football product as the sportsbook continues its growth in the UK market.