The Big Five T
he sports betting sector has needed to reinvent itself numerous times, particularly since the advent of the internet. As
bookmakers compete to be at the forefront of the current sports betting boom, new technologies and products cause as many headaches as they do opportunities for their planning teams.
As bookmakers compete to be at the forefront of the current sports betting boom, new technologies and products
cause as many headaches as they do opportunities for their planning teams.
As Head of Product at SIS, Marc Thomas is at the sharp end of new developments in the industry. He picks out five key innovations and products that are changing the face of sports betting:
Marc Thomas Head of Product, SIS
5 4
BIG AND SMALL DATA
Operators are consistently challenged with how to get the biggest bang from their marketing buck and this year we could see the sports-betting sector make massive strides in how their data is harvested, analysed and put into practice.
The ability to look into this data and understand the changing target markets can now go into fine detail, making personalisation a watch-word for any new products. Using this ever-evolving capability to create a truly tailored offering with products, services, bonuses and interesting messages delivered to individual customers will be crucial as operators look to hold and grow market share.
Within a sportsbook, operators also need to visualise data in a way that will capture the imagination of the betting community, whether that’s live, statistical or historical data. I think that we may see the sort of efforts that have already taken place in financial analysis – replacing qualitative concepts such as ‘form’ with hard statistical data – become more prevalent in sports betting.
HTML5
Modern smartphones are now as powerful as desktop computers, have higher quality screens and are infinitely more accessible and convenient.
Even without touching on the careful balancing act bookmakers now have to make between their online and retail identities, there’s a massive challenge to create adaptable products that serve bettors across traditional online outlets such as the PC, while still satisfying the mobile generation.
The emergence of HTML5 as the technological standard for online development means that bookies can now build solutions that satisfy both online platforms. It’s a tool that is capable of producing outstanding visual feats that adapt to whichever platform a user encounters, whether that is mobile, tablet, PC or, as the platform develops, watches too.
The omni-channel conundrum is one that hasn’t yet been solved and mobile will likely be the biggest focus for many businesses in the industry this year. True, effective convergence is now seen as the Holy Grail for bookmakers and HTML5 could be the technology that delivers it.
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