The Brief
Operated by Nederlandse Loterij, TOTO is the most recognised sportsbook brand in the Dutch market. Until 2021, TOTO was the only legalised online sportsbook in the Netherlands.
Now facing increased competition, TOTO wanted to remain the Netherlands’ number one sportsbook. It selected Genius Sports to power its in-play betting product.
The Challenge
TOTO operates in the tightly-regulated Netherlands online betting market, facing strict limits on monthly deposits, bans on sponsorship, while most advertising is restricted.
To engage customers in this landscape, TOTO invests in building a high-quality live betting experience that maximises engagement, profit margins and player retention, with reliability, speed and breadth especially key.
Football is the most popular betting sport in the Netherlands. Leagues such as the Eredivisie and Premier League drive major turnover, and in order to maintain its market-leading position, TOTO needed to maximise every second of each fixture in order to allow players to bet, with zero delay or disruption.
The Solution
Partnering with Genius Sports, TOTO enjoyed access to ultra-fast odds feeds powered by official live sports data from the venue, through Genius official partnerships with the NFL, FootballDataCo (betting rights holder to the Premier League), Serie A and the European Leagues (rights holder to the Eredivisie and 45 other competitions).
Through odds set via our in-play trading models, TOTO maximised market uptime on popular football competitions,with instant odds recalculations after VAR checks and penalties.
Genius Sports’ 400-person trading team ensured TOTO offered accurate odds across football, basketball, tennis, table tennis and dozens more sports.
This results in a frictionless in-play experience for TOTO customers, allowing them to bet with zero delay. For TOTO, the result is increased sportsbook turnover, retention and engagement.
