Sporting Risk, the sports analytics company specialising in predictive models that generate market-leading pricing and betting content, is celebrating one year of its Midnite partnership that culminated with a standout World Cup.
As the UK’s fastest-growing sportsbook, Midnite has tripled turnover over the past year as it continues to establish itself as the country’s leading challenger brand. Contributing to that growth was Midnite’s pre-match and in-play Sub Hero promotion during the World Cup.
For the tournament, Midnite offered players 116 Player Prop markets, including 26 Super Sub and 26 Extra Time Player Prop markets, alongside 269 BetBuilder-compatible markets.
Sporting Risk’s SureSub, which Midnite branded as Sub Hero, enabled bettors to benefit when a selected player was substituted, with their replacement carrying the bet forward. The promotion was supported by Sporting Risk’s market-leading Player Props and player-centric betting content, helping Midnite deliver a differentiated and engaging experience.
Following its World Cup success, the operator will extend the promotion into the new football season, continuing to give customers enhanced player-focused betting opportunities powered by Sporting Risk’s technology.
Over the past 12 months, Midnite has integrated Sporting Risk’s Player Props and Next-Gen player-centric BetBuilder features. The operator benefits from an unrivalled breadth of player-market coverage and combinability, helping it stand out within the UK’s highly competitive sportsbook market.
The agreement also includes innovative products such as player head-to-heads, in-play multis and micromarkets, with player-market support across more than 150 global competitions. These tools are available to help Midnite engage bettors in real time with rapid, relevant and entertaining opportunities that reflect player behaviour and market demand.
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.
