An increasing number of betting operators are recognising how Live Channel Promotion (LCP) can drive valuable engagement by leveraging captivating clips of the latest sporting action. Ahead of LCP’s integration into our popular Live Match Tracker solution in 2025, we caught up with Richard Ruthner, Sportradar’s Head of Product – Betting Streaming, to get the latest on a game-changing product for sportsbooks.
“Q: For those who do not know, what is LCP and how does it work?
RR: “LCP, which uses advanced computer vision, automatically edits clips and highlights of big moments during games and pushes them straight to fans’ devices via a sportsbook’s app or website. These clips can be delivered just a couple of minutes after the action has happened.
“For example, with ATP men’s tennis, the clip could be of a thrilling point to break the serve. With NHL ice hockey, it could be a jaw-dropping goal, or with Bundesliga football, it could be a game-changing red card.
“Computer vision can recognise how and when to edit the clips, as well as push them out, removing all the heavy lifting. So, for instance, the clip can capture the key passes that lead up to a goal, and not just the finish, to provide context to the end user.”
Q: So, why is LCP such a useful tool for sportsbooks?
RR: “Ultimately, they encourage fans to tune in to the live action and place a bet. Having worked for betting operators for 15 years before joining Sportradar earlier this year, I was thrilled to learn more about LCP, because it is an outstanding product and, as an operator, I would love to have it as part of my feature portfolio.
“From experience, I know that even adding a still image from a live game to an in-play notification can trigger a double-digit percentage increase in click-throughs. So, I am excited to see the significant impact LCP’s compelling clips will have on conversions for our sportsbook clients.”
Q: Fans of some sports are increasingly accessing highlights rather than watching a whole live game, according to research. Does LCP tap into that trend?
RR: “Yes it does – and in fact, I am one of those fans. I would love to watch a full game, but having a busy lifestyle with a young family means I rarely have the chance! For that reason, I love nothing more than watching highlights when I have the time.
“In the digital era, it is increasingly challenging to retain the attention of any consumer. Therefore, a product like LCP is designed to cut through the noise, make an impact and, crucially, engage fans more effectively in live action.”
Q: What does the integration process look like for sportsbooks?
RR: “It is straightforward and offers flexibility to operators as they can easily integrate LCP via API and build the user experience and notifications as they see fit. But it is about to get even easier.
“From the start of next year, LCP will be available within our Live Match Tracker solution, so it can be a plug-and-play feature, making it even more accessible to a broader range of sportsbooks. LCP will be a seamless addition to Live Match Tracker and will enrich the experience of bettors who are interested in game updates.”
Q: So, aside from the Live Match Tracker integration, what is next for LCP?
RR: “We have a good selection of rights that are available via LCP covering football, the NHL, basketball and now ATP tennis. However, I am sure this portfolio will grow in the future.
“We will continue to optimise the solution by collaborating with our clients, and in the coming months we will continue to explore several different updates, like direct integration within the Sportradar video player.
“There has been an increase in demand for LCP this year, and this will accelerate now that various 2024-25 seasons have got underway. But next year we anticipate a sharp rise in interest following the Live Match Tracker integration, with an increasing number of sportsbooks discovering how the product offers an emotional hook and drives conversions.”
Find out more about our Live Channel Promotion solution here.”
