The Big Interview: Predikta

As consumers look for more and more ways to get their sporting fix, Jeff Boekstein, CEO at Predikta, talks to sportindustry.biz about standing out in an increasingly congested market and the constant changes in the betting industry.

Predikta, what is it?

Predikta is an online football prediction game that connects you with your friends, family and colleagues. If you are feeling confident about your predictions, it’s also the place that allows you to have a flutter and maybe win some money with its unique accumulator and Pools bets.

What makes you different?

Predikta is different because we combine the fun of predicting with the ability to make real money if your predictions are accurate. We do this by providing our community with easy to use tools to craft their own accumulators and if they wish, to compare their own predictions with the whole Predikta community. We call this the Wisdom of the Predikta Crowd.

In addition, rather than simply providing a link through to a bookmaker, we have a built-in Ladbrokes API in our website – leading to a seamless customer experience.

We have live goal updates from Opta allowing Predikta players to view how their league positions are changing in real time. And finally, we have a “banter” button that gives members the chance to either boast about their predicting exploits or simply to keep in touch.

Since setting up Predikta in 1999, what are the biggest changes you have witness in the betting industry?

The biggest change has been the proliferation of betting. There was a time when betting was confined to horse racing and The Pools. Over the last 10 or 15 years there has been a growth not only in the number of sports offering betting, but also in the number of different type of bets offered.

In the last few years, we have witnessed a huge rise in internet gambling, is this sustainable?

Yes, I think so. As the smartphone becomes the tool of choice for sports betting, so more betting will move from traditional shops to the internet. I also think that people are becoming more accustomed to using a “second screen” while they watch television and in the case of live sport, this screen is often linked to a betting site. With Predikta, for example, whenever a goal goes in, your points, league position and the status of your accumulator are automatically updated.

You’re working with Phil Neville on the re-launch, why him?

We wanted someone who would reflect the values of our brand. Phil is an expert pundit who has had a hugely successful career as a footballer, so his knowledge and credibility are very much respected.

What are your long term aims for Predikta, are you going to get involved in any other sports?

Yes, we are definitely going to offer other popular sports. We already have a rugby game that we have played for years which will be re-launched in time for the Rugby World Cup in September. We have other sports including cricket, golf and tennis which we will roll out later.

Another area we are developing is the provision of a white label version of Predikta (without the betting) for companies to customise with their own messages and brand. Predikta offers companies the opportunity to set up leagues with their staff and/or clients giving them an “excuse” to keep in contact throughout the season in order to build stronger relationships.

Jeff Boekstein was speaking on behalf of Predikta, the football prediction game that connects you with friends, family and ex-players. www.predikta.com