34 B 2 B “”
The whole team has worked incredibly hard this year and so for Mfuse to have been recognised by the ME Awards is a welcome acknowledgement of their efforts.
Andrew Pegler Business development director, Mfuse PLATFORM
BASKETBALL’S VOLATILITY APPEALS TO LIVE BETTING CUSTOMERS
S
portsbook platform developer Oneworkshas an Asian pedi- gree, but it is moving into Eu- rope with a bang after being
awarded a new Network Licence from the Isle of Man just last month.
Oneworks business development direc-
tor Tom Hall revealed that Asia and Europe are the firm’s current priorities and believes the two markets are closer than some would believe. “There are probably more similarities than differences frankly,” he ex- plained. “The similarities are obvious; both Asian and European customers love to bet on football, on the major European Leagues (with the Barclays Premiership the most popular with both sets of players) and increasingly ‘in-play’, of course, with the Asian market being the ‘early-adopters’ some 10 years ago. “The 1X2 market remains popular with both markets, and it’s still the Asians who bet biggest; your typical European player also still prefers accumulators to Asians.
Sportsbook
Mfuse, the leading provider of mobile sports betting applica- tions, has been recognised for its part in growing the sports mo- bile applications industry by being shortlistedfor ‘Best Gambling Company’ at the Mo- bile Entertainment Awards 2011.
BettingBusinessInteractive • NOVEMBER 2011
ONEworks aiming to take Europe by storm
Closely associated with Asia, Oneworks hopes its experience will be an attractive factor for potential European-based customers.
Culturally, Asians see pre-match betting as ‘betting blind’, without knowing team line- ups and formations, often preferring to see how a game unfolds before stepping in.” Hall said that other differences are ‘more subtle’, with Asian players still preferring the ‘over-under’ goals markets than their European counterparts. He added: “Even that difference is changing, as we see more European bettors playing in these markets, frequently as an adjunct to the 1X2 market, and again stepping in as a game develops. Certainly, with recent games involving top EPL sides sharing 7, 8 and 9 goals, you can see the attraction to customers wanting to play these markets.”
Hall also believes that an in-play product is ‘essential’ for any sportsbook wanting to be taken seriously. “The number one sport
bet around Europe is football, accounting for up to 90 per cent of all sports bets in markets such as Italy or Germany. With up to 80 per cent of total football betting rev- enues now taking place after the game has started, Oneworks would estimate that around two-thirds of every single sports bet placed nowadays is ‘in play’. That’s an extraordinary development that’s taken off in the past two to three years in Europe, but it’s clearly how today’s sportsbook cus- tomer prefers to bet.”
He explained that any sport which is par- ticularly volatile, and where the draw either doesn’t exist, or rarely comes into play - like tennis, basketball and one-day cricket - and where a game’s outcome can turn on a single no-ball, missed-hoop or double- fault, means a challenge for the operator to
respond as quickly as this volatility re- quires.
Hell added: “Our sportsbook platform, Onebook overcomes this challenge by en- suring that rapid price-changes are made in real-time. Having the single biggest pool of sports betting liquidity in the world means very large numbers of concurrent players can be satisfied simultaneously. It’s vital that players can bet as quickly as they want to, and our real-time prices pushed to operators, from the 700 sports traders that assist us, ensures that this happens reliably and rapidly. “Sports betting customers the world over will always love this volatility, though, and it’s why sports like tennis, cricket and basketball are firm favourites, and the next most popular after football.”
ACTION IMAGES / STEVEN PASTON
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