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SPORTSBOOK


popularity due to the bookmakers offering live markets during a match.


the launch of the iPhone betting on mobile phones was a poor experience. In the last 12 months we have seen the introduction of various smartphones and suddenly mobile sportsbetting has taken on a new life. Smartphones will have over 50% penetration in the market by 2012 and it’s now believed that mobile betting will overtake the PC as the main online betting mechanism and become the standard way for punters to place bets. LVS’s mobile solution supports iPhones, iPads and Android devices, and the one message we’re getting back from our customers is that they are being used more and more for live betting. Live betting and mobiles go hand in hand.


“…it’s now believed that mobile betting will overtake the PC as the main online betting mechanism and become the standard way for punters to place bets”


The idea that a bookmaker can send a in-play The punters will bet on what they can see, so


essentially if it’s on television then it’s a potential betting sport. The trick for the bookmakers is to offer an experience as close to TV as possible, and by this I mean rich content including video, audio and text surrounding a broad range of live betting markets. For LVS we need to think about things from both sides: the punters’ view and also from the traders’ side. So, as well as designing a media-rich, consumer- facing live betting console we have 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 veteran bookmakers, so we ended up with a live betting product “designed by traders for traders”


market to a punter whilst they are at the game will soon be a reality, so I believe the live betting trend will continue to grow and will remain the single most important area for all operators.


To summarize,


there are two areas that will decide how the sportsbook


The one channel that will benefit the most from the popularity of live betting is mobile. Previous to


industry will shape up over the next few years: legal and technology. As I mentioned previously, legislative changes will be a driving force in deciding how and where the industry will grow. No one can second-guess how this will pan out, only that it will change over time. In terms of technology, LVS are paving the way to giving operators the tools to run a faster, more efficient and cost-effective business by continually breaking new ground.


OCTOBER 2011 73


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