Reflecting on a Year of Rapid Growth
Sports analytics company Sporting Risk is celebrating the one-year milestone of its strategic partnership with Midnite, highlighted by a standout World Cup campaign. As the UK’s fastest-growing sportsbook, Midnite has tripled its turnover over the past year, cementing its position as a leading challenger brand in the market. Central to this momentum was Midnite’s pre-match and in-play “Sub Hero” promotion, powered by Sporting Risk’s predictive technology.
During the tournament, Midnite offered players 116 Player Prop markets, including 26 Super Sub and 26 Extra Time Player Prop options, alongside 269 BetBuilder-compatible markets. Sporting Risk’s “SureSub” technology, branded by Midnite as Sub Hero, allowed bettors to maintain their wagers when a selected player was substituted, as the replacement carried the bet forward. Following its success during the tournament, Midnite will extend the promotion into the upcoming football season.
Integrating Advanced Analytics and Next-Gen Features
Over the past year, Midnite has integrated Sporting Risk’s Player Props and Next-Gen player-centric BetBuilder features, benefiting from broad market coverage and combinability. The partnership also incorporates products such as player head-to-heads, in-play multis, and micromarkets supporting more than 150 global competitions.
Andy Phillips, CBDO at Sporting Risk, 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 at 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.”
