Technologies SPORTS BETTING TECHNOLOGIES
STREAMING
Another technology intrinsically-linked to the ever-increasing power and capability of the internet, streaming has shaken up everything from bettor viewing habits to sports rights contracts in recent years.
Due to the ongoing hikes in the cost of sports rights, the streaming of sporting action on bookmakers’ websites has come under increased pressure to be monetised.
At SIS, we’ve worked with international operators on streaming solutions and have seen a sea-change towards a ‘Watch and Bet’ model, where bookies attract a higher number of potential bettors on an event, versus the UK’s more standard model of ‘Bet and Watch’. It will be interesting to see how this trend evolves.
From a user perspective, the improvement in streaming technology, and the introduction of more powerful tablets and mobile phones, means that bettor habits have now moved past even ‘second screen’ to ‘any screen’ needs – they want to see and bet on what they want, when they want, wherever they are. The challenge for bookies is to provide this.
CASHOUT OFFERS
Cashout, cashback and moneyback offers are a great way for bookies to spark that initial interest from users. As they have become more common across the marketplace, there has now become a wrestling match between different providers led by these sorts of offers, as loyalty to betting brands diminishes within the online generation.
The logical next step for this type of offer now is to draw on the big data boom and create tailored offers that are personalised to individuals or a group. Traders now need to become marketers in their own right, spotting trends in sub-sections of their audience and delivering streamlined enticing offers to consumers who will then be tempted onto the service.
IN-PLAY BETTING
The rise of in-play betting continues. Already established in football, the decreased cost of the technology to deliver in-play means that operators can offer more sports within their in-play stable.
I’m expecting to see the capability become more widely available for horseracing, introducing a new style of betting for fixed odds punters who can demonstrate another level of knowledge relating to the consistency of a horse, or its finishing power, and so on.
Key technologies will be developed over the coming months that improve the positional tracking of participants, automated data collection and visual delivery to customers, meaning in-play will only continue to grow. There is no-end to where this technology can take us – with the advances in positioning technology, anything from a bike to a horse to a greyhound can be ‘chipped up’ allowing fixed odds bookmakers to tap into in-play revenue that has previously been largely available via exchanges only.
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