28 B 2 B Essential Guide to ... EiG OPENBET LVS
Not so risky
OpenBet powers Chinese operation
The wide range of services available from gambling software developer OpenBet has been demonstrated once more with Ladbrokes’ foray into China with AGTech.
ajor gambling systems provider Open- Bet has said it is proud to be part of UK
bookmaker Ladbrokes’ launch in China and its AGT joint venture with Hong Kong-based lottery services company AGTech. David Loveday, CEO of OpenBet, com- mented: “This is yet another project that demonstrates how OpenBet works in part- nership with its customers and other providers to deliver an all round successful sportsbook solution. Lottery businesses are at the forefront of what we do and where we are going as a business and being able to bring our product to China, with Inspired Gaming and Ladbrokes, is very exciting for OpenBet and marks yet another milestone in our international ex- pansion and expertise.”
The ‘Lucky Racing Game’ will be available in Sports Lottery outlets throughout the Chi- nese province of Hunan. The game is a sports-themed electronic random number generated lottery game where customers can choose to wager on a virtual car race be- tween 12 cars over two laps of an oval track. Having successfully incorporated the OpenBet Sportsbook, it will enable fixed odds bets to be taken on each virtual race in the Sports Lottery outlets throughout Hunan. The virtual racing content is provid- ed by OpenBet’s sister company Inspired Gaming.
The game was approved by the PRC lot-
tery regulator (Ministry of Finance of the PRC) earlier this year and has been success- fully operating in a small number of shops since June. The product will launch in 1,000 shops throughout Hunan.
Commenting on the launch Ladbrokes di-
rector of corporate and strategic develop- ment Adam Greenblatt said: “This is a small but positive step in a key gambling market. We are pleased to have launched our first product - the result of many years of rela- tionship building in China.”
Stand 420 business
VISUAL REPRESENTATION OF RISK
Managing a sportsbook is quite a complex task and it is even harder to do efficiently, especially now live betting is so popular. However, a visit to the LVS stand at EiG will show how to handle the risks.
he main challenges currently fac- ing sportsbooks are around risk and how to manage it. With bookmakers offering an increas- ing number of markets across a wider cus- tomer base, both operational costs and ex- posure to risk are getting higher, especially if they are using traditional risk management methods. Equally, the set up costs for a start-up bookmaker is hugely prohibitive given the breadth of events that need to be covered in order to be competitive. LVS has looked at how this issue can be controlled and is now developing ground- breaking tools that allow traders to monitor risk at a global level using graphical repre- sentation. This means a single team member could oversee the company’s total exposure at a glance by monitoring graphs that pulsate in real-time as the risk ebbs and flows. The
tools will have huge savings on operational overheads and will help identify and reduce any liabilities far quicker than at present. Other new features that will be on display
will be LVS’ new live betting interface. With live betting such a dynamic environment LVS has taken both the punter’s and the trader’s view. So, as well as designing a media rich, consumer facing live betting console the firm has also designed a pioneering interface for traders that allows them to manage multiple live games with minimum effort. This was completed with input from a number of veter- an bookmakers, giving LVS a live betting product ‘designed by traders for traders’. The one channel that LVS believes will benefit the most from the popularity of live betting is mobile. In the last 12 months the in- dustry has seen the introduction of various smartphones and suddenly mobile sports- betting has taken on a new life. It is predicted
that smartphones will have over 50 per cent penetration in the market by 2012 and it is now believed that mobile betting will over- take the PC as the main online betting mech- anism and become the standard way for pun- ters to place bets. LVS’s mobile solution supports iPhones, iPads and Android devices and the feedback that LVS is getting from customers suggests they are being used more and more for live betting. Live betting and mobiles go hand in hand.
The firm’s sales & marketing director Ron Regan commented: “The idea that a book- maker can send an in-play market to a punter whilst they are at the game will soon be a re- ality, so I believe the live betting trend will continue to grow and will remain the single most important area for all operators.”
BettingBusinessInteractive • SEPTEMBER 2011
DRAGONFISH Providing a flexible casino solution
888’s B2B arm Dragonfish has already arrived in Italy ahead of EiG, providing fully licensed casino products for the likes of Microgame, Gioco Digitale and King.com
. Yaniv Sherman, VP business development & sales at Dragonfish, discusses the firm’s popular CasinoFlex product.
hat are the main advantages of Casi- noFlex for your customers?
CasinoFlex offers great flexibility and a one-stop shop integration with the excel- lent portfolio of Dragonfish casino games combined with the best-performing third party games in the industry including a full suite of the latest live casino tables. It is a best-of-breed gaming solution for opera- tors with existing back office infrastruc- ture that are looking to speed up their time to market with a casino platform that is de- signed to be inherently compliant with new regulations like in Italy and Spain.
Are your customers reassured by the fact that the system is used by 888.it
? The 888 brand is globally recognised for its quality and experience in online gaming. This is also the case in the Italian market
and our association with the 888 platform is undoubtedly a key advantage to partner- ing with Dragonfish. In addition, through our existing partnerships with Bwin.it
, Giocco Digitale and Microgame, Casi- noFlex is powering the leading casinos in the regulated Italian market.
How will your knowledge of the Italian mar- ket help customers looking to enter the Spanish market?
As one of the first international online gaming operators to obtain the full casino concession extension in Italy, and through our presence in additional EU regulated countries, we have established a regula- tion-prone strategy and methodology. Al- though the Spanish online gaming decrees are not yet finalised, we expect to be able to leverage on the regulation framework
and infrastructure we have developed over the past two years. This will undoubt- edly be a key advantage and differentiator in Spain, putting Dragonfish in the pole po- sition for the Spanish gaming market.
How important is EiG to your business? Does it help being in Milan this year? As in previous years, EiG this year is once again a key marketing event for Dragon- fish. It provides us with an excellent forum in which to showcase our total gaming services and meet with existing and future partners. By locating this year’s event in Milan, the organisers have chosen a great venue at the heart of the booming Italian market and we’re delighted to be sponsor- ing the event once more.
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