Sports TV companion web app Squawka has announced a partnership with Paddy Power for this summer's European Championship. The deal, signed through affiliate network Commission Junction, means that the latest odds will be fed into the app during the international football tournament.
Squawka is set to launch in the UK in June 2012. It’s billed as "providing football fans with every playing statistic they could hope for", including news, line-ups, live action and analysis, results and, of course, the latest odds from Paddy Power. Twitter and Facebook integration will be prevalent, with users able to track conversation surrounding football matches and players from different leagues.
According to Squawka, Paddy Power was selected as partner because it is an early adopter of mobile technology. Anthony Wong, Marketing Manager at Paddy Power, spoke of the company's intention to stay at the forefront of innovation. He explained: "Being the first to partner with a cutting-edge technology like Squawka is important for Paddy Power, as it represents the next generation of partnerships – one which is technically evolved, future savvy and driving highly targeted traffic."
Feeding the data-hungry
One feature that’s sure to please sporting anoraks is the Squawka Player Ratings Algorithm, which assigns scores to each football player on over 2 million possible in-game actions as soon as they happen. The algorithm makes use of data from Opta to give app users detailed player and team statistics, head to head info, heat maps and goal analysis.
Sanjit Atwal, CEO at Squawka, feels that the sheer volume of data and Paddy Power's odds will be hugely advantageous to consumers. "The real-time Squawka Influence Algorithm [is] a constantly updating 2 million+ dataset of intelligence that gives the user a never-before seen array of footballing insight to help make their betting choice," he boasted.