Key Moments:
- Midnite has tripled its turnover during the first year of partnership with Sporting Risk
- The Sub Hero promotion enabled bettors to transfer wagers to substitute players throughout the World Cup
- Sub Hero will continue into the upcoming football season, powered by Sporting Risk’s technology
Year of Growth and Innovation
Midnite and Sporting Risk are marking one year of partnership, highlighted by significant business growth and the introduction of innovative sportsbook features. Over the past 12 months, Midnite has established itself as the UK’s fastest-growing sportsbook. During this period, the company reported a threefold increase in turnover, reinforcing its presence as a challenger brand in the sector.
World Cup Sub Hero Promotion
The collaboration’s highlight has been during the World Cup, where Midnite utilized Sporting Risk’s SureSub technology to launch the Sub Hero promotion. This feature enabled bettors to maintain their wagers when their selected player was substituted, with the incoming player taking over the bet. The offering was supported by Sporting Risk’s Player Props and player-focused content, delivering an enhanced and differentiated user experience.
Extensive Market Coverage
During the World Cup campaign, Midnite made available 116 Player Prop markets, comprising 26 Super Sub and 26 Extra Time Player Prop markets, as well as 269 BetBuilder-compatible options. These developments allowed customers broad and flexible player-focused betting opportunities throughout the tournament.
| Market Offerings | Number of Markets |
|---|---|
| Player Prop Markets | 116 |
| Super Sub Markets | 26 |
| Extra Time Player Prop Markets | 26 |
| BetBuilder-Compatible Markets | 269 |
Expanding Product Features
Building on the success of the World Cup, Midnite plans to continue the Sub Hero promotion into the upcoming football season. Additional integrations from Sporting Risk include Player Props and Next-Gen BetBuilder features, granting access to a variety of player markets and dynamic combinations. The partnership also encompasses products such as player head-to-heads, in-play multis, and micromarkets, with comprehensive player-market support across more than 150 competitions worldwide.
Executive Commentary
Andy Phillips, SportingRisk.com CBDO, commented:
“Over the past year we’ve both grown incredibly quickly and we’ve learned a lot along the way. The World Cup proved the ideal way to showcase our work together and demonstrate what’s possible when strong modelling and smart technology are combined with an operator that’s committed to product innovation. We’re excited for the new season ahead as we kick on with our Midnite partnership.”
Zach Amin, VP of Sportsbook, Midnite, added:
“Sporting Risk’s expertise in modelling and contextualised football content has played a key role in our continued growth in the UK. Sub Hero delivered during the World Cup and we’re looking forward to its impact on the Premier League. Access to high-quality modelling and technology instantly enhances our platform providing a real competitive product edge to attract users.”
- Author
Daniel Williams
