In the ever evolving landscape of sports, media and betting, a convergence of these sectors can spark a wave of innovation and collaboration, with each industry bringing its own unique expertise to the table.
When combined correctly this synergy can reshape the way people consume, engage and think about content, which is exactly what Checkd Dev sought to achieve with its latest product.
Teaming up with Boxing News and bet365, the developmental division of Manchester-based sports media firm Checkd Group has pioneered a “one-stop-shop” for boxing enthusiasts.
Adam Patton, Managing Director of Checkd Dev, broke down how the firm worked to create an app allowing fans to catch up on the latest news, place bets, predict and score live fights, and challenge their know-how to earn top spot on the app’s leaderboard.
At the core of the app lies the publication from which it derives its name, a magazine with roots dating back to 1909. Boxing News holds the esteemed title of being the longest-running boxing magazine still in circulation today.
Boxing News underwent a significant transformation last year when it was acquired by iD Sports Media and has since transitioned to a more modern approach to keep up with its industry’s ever-changing landscape.
However, iD Sports Media didn’t alter its best qualities. Speaking to Insider Sport for the SBC Leaders magazine earlier this year, Patton explained: “What we liked about them is that they’ve got such a legitimate voice in what is a bit of a murky world. They’ve done a brilliant job of staying neutral, which ties itself perfectly for what we’re trying to do with the app.”
As Patton said, the boxing ecosystem is certainly “murky”, with some publications in the space having direct links to specific promoters.
“We want a product that’s going to appeal to the mass market, we didn’t want to work with someone who was just focused on certain fights”, Patton added.
“Boxing fans don’t really care who’s promoting, they just want to see the best fighters fighting each other and they want to have an opinion on it that they can share. That’s why we liked Boxing News.”
Introducing the second layer of dynamism, users can seamlessly place bets on fight outcomes, thanks to a strategic partnership with bet365.
The feature allows users to predict the results of bouts and utilise their selections as accumulators, thereby recommending bets and displaying the corresponding odds from the bookmaker.
Checkd Group has worked with bet365 for more than a decade, and Patton said: “Our integrations are probably as deep as they are with anybody else. So, that means that within an affiliate product, we can give the best user experience.”
Currently, users are taken from the app to bet365, but that may soon change. Patton added: “We could get to the point in regards to UK users, where we could take bets on the app via bet365’s API gateway, which reduces friction for the user.”
Moreover, bet365’s well-established reputation precedes them, as Patton pointed out, “the bookmaker converts very well”. He said: “Their offers are really clear and they’re a brand that everybody knows, meaning you know what you’re getting with it.”
Serving as the cohesive element within the app is Checkd Dev’s implementation of gamification features. This includes a dynamic scorecard to enhance the interactive experience for users during fights.
Additionally, the app features a leaderboard tracking users’ proficiency in predicting outcomes, fostering a sense of competition and engagement alongside a prize winning element.
Patton said: “The predictor and the scorecard are two unique features and are perfect examples of what we’re trying to do here, which is give fans a voice.
“We are letting people predict the fight nights and show off their knowledge with a consistent solid leaderboard. Boxing is definitely a sport, where people think they know about it and in most cases think they know better than everybody else.”
Patton’s point here is hard to disagree with. In boxing every spectator has an opinion and can’t wait to be proven right, whether that is supporting the underdog or siding with the house favourite.
Another huge talking point when watching the sport is the often hotly-disputed judges’ scorecards, so the Boxing News app allows users to score contests themselves.
“The scorecard aspect of the app is definitely engineered towards a more purist user, one that is going to sit and score the fights, scorecards are one of the biggest talking points after the fight,” Patton said.
“Often there is an extended period post-fight, where people are discussing scorecards, maybe saying that it was a bit dicey or that it shouldn’t have gone that way. This is all discourse online, and we think this is going to give people something to illustrate their thoughts as well as help get their point across.”
Boxing is a sport that has no language barrier, which opens up the app to opportunities around the world. However, Patton stated: “The US is the biggest driver of us releasing this app.”
Checkd has spent the past three years investing stateside, obtaining licences and setting up the basics. Although he acknowledged the sport as “niche” in the US, Patton added that boxing is still a major TV draw, enabling the firm to enter a mass market with an “underserved” product.
Looking ahead, Patton said: “We are focused on growing in the US, we’ve had some initial success, without any funding. We’re a relatively small business and we’ve already made a pretty decent splash, through going there with some proven tech and a proven strategy around social media, influencing and driving traffic.”
Patton believes that second screen engagement with live sports will go from strength to strength, but feels as though nobody has “truly cracked second screen free-to-play”.
“That is what we are trying to do, now that the speed of data delivery has gotten faster over the years and the technology has become more sophisticated. I think there are still a lot of opportunities.”
Patton concluded: “I think our particular focus is actually on the premium app space in the US market. There are various apps in that market, but we feel we’re very well placed to release something that is super competitive because it’s what we know and it’s what we have done.”
