We speak to Anthony Kaminskas, Founder of AK BETS, about the continuous concern of feeds in the bookmaker industry.

Having introduced as a rails bookie in 2021, then moving to an online sportsbook quickly after, problems relating to the quality of feeds are a constant discomfort point for AK BETS, as with most other bookmakers. Here, we talk about the problem and what can be done as a result.

OLBG: Can you break down the main problems that you have as a bookmaker with feeds? In a perfect world what should they be like?

AK: There are just a handful of feed providers in the market and all will be approaching pricing from various angles. My background is Risk & Trading, in addition to pro gambling, and, more laterly, bookmaking. I 'd be really particular about my requirements from a feed both in-play and pre-off due to the fact that the correct circulation of margin is vital. And I have not yet encountered a feed that is properly factoring in changing bookie costs by product. This lack of dynamism is annoying for me as an operator as I'm expected to bake a cake without all the essential active ingredients.

OLBG: How huge (or small) is the concern of amount over quality?

AK: The market has actually progressed to worth amount more than quality and my belief is that it's gone way too far. It's now pure amount, churning out a lot of acquired markets no one wants or bets on. The sweet area for me is reigning back amount and adding a little more quality into the mix.

OLBG: What makes a feed bad? Who benefits from them being the manner in which they are?

AK: Feed pricing that does not precisely aspect in changing bookie costs by item is initially bad for the bookmaker who has to soak up these inadequacies. What's bad for the goose is eventually bad for the look with the ripple effect being a poor experience for customers - be it prices, stake limits or account closures.

OLBG: How does this impact your business model?

AK: It's difficult to put a number on it, but given our size at present we are forced to work within these constraints with little option of enhancing something we think isn't great enough. We can just lead our horses to water, we can't make them drink.

OLBG: And how does it impact your relationship/dealings with other stakeholders? (Partners, affiliates, competitors etc)

AK: Very little result per se. We determine what we are prepared to spend for a deal factoring in all variables and it depends on others whether they desire to deal or no deal. Regarding rivals everyone is essentially utilizing the exact same 4 or 5 feeds for most sports so there's little differentiation, particularly in-play. We incentivise our consumers with our Big Prices tab, instantaneous withdrawals, quickly client service and our complimentary bet clubs, all of which sit outdoors fundamental rates feeds.

OLBG: What effect would much better feeds have on punters?

AK: It would offer bookies more self-confidence in their rates which, in turn, implies less barriers to customers positioning a bet without friction.

OLBG: You've talked about building your own feed - how sensible is that?

AK: I've had a couple of conversations with people about this over the last month. My background remains in trading and expert gaming. My computer system abilities are close to zero. I can open and mess around with Excel which's about it. But I 'd be extremely anal about my price feed requirements and how to optimise them. I generally require someone I can bark at to develop what I want.

OLBG: Do you think that's something other bookies should think about?

AK: I think pricing accuracy has actually ended up being lesser gradually in a market that's gotten a little lazy about the essentials. These concerns get a little messy when you start considering information and rights holders. But I'm enthusiastic about accurate, optimised pricing throughout the life cycle of a market and believe the industry leaves too numerous crumbs on the table by not focusing on this topic more.

OLBG: Do you think they would have an interest in one that you built?

AK: For sure. It's everything about the bottom line at the end of the day.

OLBG: Do you see this changing the short to mid term future?

AK: In other words, no I don't. That's what's resulted in me talking about constructing our own.