New Integration via Sportradar Unified Odds Feed Auto-Transfers Player Prop Selections to Substitutes Across Global Sportsbooks
Predictive analytics firm Sporting Risk has expanded its signature Promotional Markets suite with the global rollout of SureSub, delivering what the company describes as the sports betting industry’s broadest range of substitution-enabled player prop markets.
Distributed directly and via the Sportradar Unified Odds Feed, the new feature automatically transfers eligible player prop wagers to incoming substitutes when a chosen athlete is subbed off. The mechanic ensures that bettors remain active in their wagers throughout the entirety of a match, giving sportsbooks an alternative to traditional cash bonuses, free bets, or price-slashed promotions.
How SureSub Works: Sustaining Engagement Beyond the Bench
Traditional player prop markets often end abruptly when a star player is substituted early due to tactical adjustments or minor injuries, leading to a frustrating experience for the bettor. SureSub addresses this friction point by keeping the original wager active under the incoming substitute’s performance.
Comparison: Traditional Props vs. SureSub Mechanics
| Feature / Operational Dimension | Standard Player Prop Markets | Sporting Risk SureSub Portfolio |
| Substitution Event | Bet closes or voids upon player departure. | Automatically transfers active selection to the incoming sub. |
| Bettor Lifecycle | User loses engagement mid-match. | Keeps bettor active through the final whistle. |
| Operator Margin Impact | Relies on costly bonus credits/free plays. | Creates value within the core betting product without bonus spend. |
| Customization Flexibility | Generic market naming across operators. | Fully white-labelable to match operator branding. |
| Integration Architecture | Complex custom API integration. | Plug-and-play via Sportradar Unified Odds Feed. |
Driving Product-Led Differentiation in Competitive Markets
The launch expands Sporting Risk’s broader Promotional Markets strategy, which aims to help operators stand out through intrinsic product mechanics rather than expensive acquisition incentives. By offering intuitive features like 2Up and SureSub across an extensive range of leagues and markets, sportsbooks can deliver clear, visible value that players actively seek out.
Andy Phillips, Chief Business Development Officer at Sporting Risk, emphasized the commercial importance of scalable product differentiation:
“Operators are constantly looking for new ways to stand out in increasingly competitive markets. Promotional Markets do exactly that. They give operators a differentiated betting experience that keeps customers engaged throughout the match, without relying on bonuses or free bet campaigns.
“SureSub is a natural addition to that portfolio. It’s a mechanic customers already understand, but we’ve expanded it across a much broader range of player prop markets. Combined with our distribution through Sportradar, operators can now roll out SureSub at a scale that simply hasn’t been possible before.”
