Understanding the important role of resellers

Oliver Niner, Head of B2B at PandaScore, talks about the esports odds provider’s partnership with FeedConstruct and why such agreements are driving the business forwards at pace

Tell us more about your partnership with FeedConstruct and the upsides it presents PandaScore?

We’ve been working on this partnership for some time so its great to have got it over the line just after ICE Barcelona. It’s an important partnership for us as it expands our reach in high growth markets including Asia, Central Asia, Africa and Latin America. It also puts PandaScore in front of more high-calibre operators than we have previously been able to engage with. Many of these operators would not have access to our solutions without them being made available through FeedConstruct as they simply can’t allocate the resource required to undertake a direct integration due to being focused on their core sportsbook offering. So, in short, it provides us with access to more top-flight operators in more markets than ever before.

What makes FeedConstruct such a good distribution partner?

Its geographical reach and the profile of its operator partners are the first things that come to mind. FeedConstruct works with a lot of mid-tier brands that want to add esports betting to their offering but, as mentioned above, simply don’t have the resource available for a direct integration with us. But by integrating with FeedConstruct, we can overcome this technical debt and provide operators with quick and easy access to our award-winning Odds feed. It’s also important to highlight FeedConstruct’s technical prowess and its ability to aggregate high quality data from various supplier partners, now including PandaScore. This helps to ensure that the operators that do opt to take our Odds feed can integrate seamlessly and receive the same quality product as those that integrate with us directly.

How does PandaScore enhance FeedConstruct’s esports offering for operators?

We are among the first esports odds provider’s to be added to the platform so can help FeedConstruct spearhead its ambitions in the vertical. Interest in esports betting is at an all-time high with demand only increasing in the months and years ahead. Operators want to tap into this demand and are turning to their platform partners to provide the solutions to do this. FeedConstruct is an early adopter of esports betting, and we are delighted to be among the first solutions integrated into its platform. Through our high-performance odds and betting products, operators can provide the betting experience that esports fans are seeking which in turn will help them to generate interest in and volume around esports wagering.

Are resellers a key aspect of your business development strategy? What makes them so effective in this regard?

Absolutely. Our reseller partners give operators access to PandaScore – operators that we would be unlikely to reach without them. Operators have so many things to spend tech resources on that we have to be realistic where esports betting sits within their priorities and roadmaps. Of course, we believe it should be right up there but in reality, it isn’t. Instead, operators are focused on adding new sports markets, increasing their casino offering, strengthening the cashier and so on. But by partnering with reseller such as FeedConstruct, we can make it as easy as possible for them to expand into esports betting.

There are tons of resellers in the market now, so there’s plenty of scope for more partnerships that will open the door for PandaScore to enter new markets and to work with additional operators and brands. Our strategy is to be selective with who we partner with but, ultimately, we want to be able to work with a range of platform providers that support operators at different stages of their lifecycle, whether that be in the start-up phase or as they transition to maturity. This ensures that no matter where they are in their lifecycle, they can access PandaScore’s odds and betting products.

How do you ensure operators who access your products and services via a reseller get the same level of customer support as those who connect via direct integration?

It starts with PandaScore having a good relationship with the reseller but ultimately our customer success team is universal. This covers everything from integration support to having direct communication and interaction with our specialist trading team. There are more moving parts with a third-party integration, but this is something we and the reseller contend with, not the operator. That we are now available through multiple platform providers and resellers, with a growing roster of operator partners, proves that we have a tried and tested working model that delivers for all parties involved.

What new products can operators powered by FeedConstruct, and your other reseller partners, expect to see in the coming months?

We are always supplementing our odds feed with new disciplines and markets so that it continues to set the standard for others to follow. We’re also closing in on a deal to augment our odds with more official data, so expect an announcement around that shortly. We are also working hard to bring more of our betting products to our aggregator partners, including our pre-built BetBuilder which has proved to be incredibly popular with operators and players. At PandaScore, we are committed to being at the cutting edge of esports betting so that our operator partners, whether through direct or reseller integrations, can offer experiences that not only meet but exceed player expectations.