Technology SPORTS-BETTING - OMNI-CHANNEL
central point of contact, continues to provide a strong driver for operator revenue. Then there are the land-based channels, which demand a different understanding of player habits altogether.
The one constant at the centre of all these channels is the sportsbook. Betting on pre-match markets will always remain a key revenue driver for bookies, but the demand for in-play will only continue to grow. ‘More’, ‘faster’ and ‘easier’ are the demands of the omni-channel consumer, so having an effective platform to deliver these key requirements is crucial.
Every football season, we see markets added to the in-play offering of the major bookmakers. Everything from the next yellow card or throw-in to the number of corners or headers – the choices are almost limitless. More matches are added to the sportsbook, from across the world, meaning 24/7 sports coverage and betting opportunities. Platforms are dealing with thousands and, often, millions of interactions at one time.
The sheer volume of bets made across different
The one constant at the centre of all these channels is the
sportsbook. Betting on pre- match markets will always
remain a key revenue driver for bookies, but the demand for in- play will only continue to grow.
devices is now staggering. Take the Grand National, for example. OpenBet handled 19.3 million bets in just 24 hours ahead of the most famous National Hunt race of the year, with mobile bets up 10% from the previous year.
The real lesson learned with the emergence of omni-channel is that the player has to be central to everything that bookmakers do. Ensuring player loyalty is only going to become more of a challenge as competitors look for that edge that bears them apart from other operators.
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A better understanding of player behaviour has driven the way that omni-channel has evolved. First, it was simply to supply mobile and desktop users with a way to bet. Next, it was understanding how players in different channels bet, and what they’re betting on. Now, it’s about convenience – we know what people want, but how can we deliver it to them in the best possible way?
Sportsbooks will have to be dynamic. Reacting to the data and seeing what really works for customers. Omni-channel is here to stay, but when it comes to sportsbook, we’re only at the beginning of the revolution.
Jeremy Thompson-Hill CEO, OpenBet
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