BettingBusinessInteractive • JANUARY 2012
B2B 31
BUZZ SPORTS In-play betting as gaming entertainment
One of the most innovative in-play products of last year was Buzz Sport’s ZonePlay model. Chief commercial officer Ian Williams discusses the reaction to the product and what’s on the agenda for the company this year.
H
ow have the trials in the UK retail betting sector gone for ZonePlay?
We are very pleased, the margin has held up very nicely and we are extremely happy with the performance of the units.
There are many ways of betting in-play these days - what makes ZonePlay stand out?
ZonePlay stands out because it is unique, no other provider has our offering. You can get feeds and in play services from third parties etc, but you cannot get ZonePlay. We offer a form of gaming entertainment - not outsourced bookmaking functions. We offer significantly more mar- ket opportunities than a standard in running product. On average we offer 10 selections which are settled every 90 seconds in football, 600 on an ODI cricket game and around 500 in a game of tennis.
What kind of margin does ZonePlay provide for bookmak- ers? How do you maintain it?
ZonePlay can be managed to any margin a client wishes to hold, whilst there is an inherent risk with bookmaking we are very happy that our models and margins stand up well. All operators are unique, in certain jurisdictions there are
game is about what happens next, every person that has ever watched a game of football with a friend has had that moment where they say - "I bet he scores from this..." Now you can. The sports betting industry volume has drastically shift- ed to have a huge in-running focus - predominantly that in running volume is coming from mobile and online, howev- er, retail has been slower to develop, Self Service terminals are changing that and I think the growth will come albeit at a slower pace from that channel - we hope that this product can help bookmakers introduce the concept of In-play bet- ting in a fun and friendly manner.
set GW targets, others can and do get away with upward of 30 per cent. We take into account what partners demands and we accommodate them. We advise our partners the op- timal margin range in order to generate the highest volume in bets should be 5-10 per cent of the turnover.
Why do you think ZonePlay works so well online and across jurisdictions?
It is very simple, sports transcends borders and platforms. The
What does Buzz Sports have planned for 2012? 2012 will be a big year for Buzz Sports, we have gone from just having football a year ago to now having Tennis, Crick- et and Australian Rules, we will have Basketball and Base- ball up next. We are in retail trials with a national book- maker at present and will take our first operator live online early in January. We also have some very large deals in the pipeline that will hopefully come to fruition in Q1 2012, so we are optimistic about the outlook for next year.
STAND 4220
www.iomegaming.im
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