OddsMatrix readies Fast Markets in time for NFL

Less than a month remains until the new National Football League (NFL) season gets underway on September 7, 2023, and EveryMatrix and OddsMatrix have been preparing for the start of the biggest sports event in the United States.

OddsMatrix is EveryMatrix’s dedicated B2B sportsbook division which will now introduce the "Fast Markets" product, which is designed to help partner sportsbooks to provide customers with a range of real-time and instant betting options.

The solution will focus on specific moments of the game, ensuring that partner sportsbooks can drive even stronger engagement with their respective audiences. The Fast Markets solution is described as a product that will deliver "in-game, time-driven betting options," giving brands an edge ahead of the start of the new football season.

Fast Markets is also going to cover other top leagues, proving a flexible and innovative solution. Partners will be able to offer a select range of sports bets on fixed time ranges. These could be 5, 10 or 15 minutes, the company clarified in a press statement.

OddsMatrix CEO Tor Skeie hailed the arrival of the new product and spoke about its significance to the sports betting landscape in general, and what it can bring to partners as well.

"Fast, or micro markets are a subset of in-play betting that allows players to bet on individual moments in a game," Skeie said, adding that these types of products have been increasingly sharply in popularity. The executive added:

"Fast Markets offers the real-time continuous betting opportunities of iGaming but with the skill of sports betting and we plan to build more betting options across many more sports in the coming months, particularly for U.S sports where tier-1 brands have already experienced significant increases in betting volumes as a result of micro betting."

The product will be first launched for the National Football League markets, but it will gradually expand to cover other sports, including tennis, basketball, and other popular competitions that appeal to sports fans and bettors in the United States.

OddsMatrix and EveryMatrix are confident that this new product is definitely coming in the right time. Low-price and high-frequency betting is becoming more popular, not least owing to Betr, a brand that promised to revolutionize sports betting by focusing on micro-betting markets.

The arrival of this new product comes at an exciting time for sports betting in the United States. Many new companies have been entering the space, with Fanatics launching its own sportsbook division and ESPN BET announcing a dedicated sportsbook as well.

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