Data and analytics over the past decade has revolutionised football, and a range of other sports, in providing accurate and nuanced information that has impacted player performance for teams, leagues and even betting operators.
One of the companies spearheading this sports data revolution is Sofascore, who have come to prominence via its easy-to-use app that details player ratings and game statistics in a digestible and informative approach.
Ahead of his attendance at SBC Summit Lisbon this September, Sofascore COO Karlo Levak spoke to Insider Sport on the company’s rise, the role of data analytics in football today, the company’s partnership with Real Madrid legend Luka Modrić and much more.
Insider Sport: Firstly Karlo, what do you believe have been some of the most crucial factors driving the rise of data and analytics in football in particular?
KL: During the last couple of years data points have become widely accessible and easier to extract from football matches through advances in technology.
This also enabled a variety of different analysis and visualisations that could be done for football matches and it all leads to a better understanding of the game, players performance and improvement areas for the teams.
Insider Sport: How can betting operators gain a better understanding of odds and prices via data?
KL: Data implementation has changed a lot in the last couple of years. While maybe just a decade ago, only a couple of basic data information was enough. Nowadays it’s not just about the information, it is about the details.
Operators can use the vast amount of statistical information we provide and generate their daily business much more efficiently. We are always trying to find new ways to give our operators, but also users, something more, something they need, so they can leverage all that information we provide.
Insider Sport: Conversely, how often do customers utilise data in the same respect? Do you believe the modern-day bettor to be more data-savvy and if so why?
KL: Connecting to my first answer, data is more easily available, presented visually so it’s very easy for a customer to ingest often and quickly.
Even for customers that are not that tech savvy, it’s easy to find, use and interpret the data, and it is most definitely used more oftenly day in and day out.
Insider Sport: In your opinion, what makes Sofascore stand out from its contemporaries when it comes to providing football data and analytics?
KL: We strive to simplify things, take data and transform it into simple and attractive visual representation. Be it a graph, animation, heatmap or anything that can represent the data in the most simple and appealing way.
A great example of that is one of our latest releases – “Goal action animation”. It provides to our users visual representation for every goal scored as it tracks all key passes that led up to it, plus the players involved, and you can also look at the shot itself.
Insider Sport: Regarding player ratings, what technology does Sofascore leverage to provide the most accurate stats?
KL: Our player rating is calculated totally independently without any human input through our proprietary algorithm. The algorithm is revised and updated on a regular basis taking into consideration every new data point that we receive from our data streams.
This feature is something that we are most proud of and is always on the forefront of technological advancement at Sofascore. In recent years it leverages more and more on machine learning technologies to make it faster and more accurate.
Insider Sport: What is your assessment of the betting sector’s use of data for fan engagement? Could operators be doing more in this regard?
KL: Interesting data can engage fans in many different ways. Our content and partnerships team does a great job in that direction, serving on a daily basis interesting statistical data to our media partners and published on our social networks.
We often get positive feedback from our fans. I will never forget one example – we did statistical analysis of one player, famous for his haircut, Marouane Fellaini. At one point he got rid of his hair and after a while we found out that his statistical numbers have dropped since he was without his famous haircut.
That is just one funny example of what can be done with data, so just imagine what can be done in more serious aspects. Operators can also benefit from all that data in terms of fan engagement.
Insider Sport: Has the company’s data and analytics been leveraged by not just football teams, but other teams/players from different sports?
KL: Of course, players, coaches and managers often use our visualisations of data to quickly study their opponents, potential new players etc.
That is our goal, to become a ‘one-stop-shop’ for every football enthusiast in the world, whether on a professional or amateur level, or just as a fan. And not just in football, but in other sports also.
We have already received many confirmations by other players, coaches and managers that they often use Sofascore as part of their preparation, and it makes us immensely proud.
Insider Sport: How has Luka Modrić expanded Sofascore’s brand visibility and reach as a global ambassador? Why was he the right man for the role?
KL: The partnership with Luka Modrić came as the most natural thing. Just like us, he also started his career in very modest Croatian surroundings, with just his perseverance and motivation to become one of the best in the world. We share the same values and message that only hard work can get you to the top.
Now he is the player with most trophies in the history of the biggest football club in the world – Real Madrid, and at the age of 39, still highly motivated to bring something new in the world of football. He is a perfect definition of an ambassador to all sport fans out there.
Insider Sport: Could you give us some insight into how Sofascore is looking to evolve over the next several years?
KL: We are focusing on getting as many competitions as possible into the app, our goal is to have all competitions with the referee on the field inside our app and available to our users so that everyone can see their local neighbourhood league shoulder to shoulder with the Premier League, for example.
When we achieve that, together with simplifying data understanding for the user, we are going to have a winning formula on the market!
Insider Sport: Lastly Karlo, and thank you for your time, what do you think the main takeaways around sports data will be for SBC Summit attendees in September?
KL: I would say that data is becoming more and more important and widely available and that the key is to make it as easily accessible and digestible for the users through visualisation and simplification for the end user.
Karlo Levak will be sharing his views at the SBC Summit in Lisbon, taking place from 24-26 September 2024. The event will see countless other betting and sports stakeholders discussing a range of topics.
Secure your spot with a special offer granting access to all three core days of the event, including the exhibition floor, conference agenda, and evening networking parties, all for the discounted price of just €400.
