PICKLIVE
sports in the US in an industry worth over $2 billion.” The team are confident that there are no fantasy/social products in the US market quite like Picklive, and the company plans to launch an American sports version of the product within the next 6-12 months. Starting with NFL, the product offer will also
concepts to the market. Since the acquisition of the business in July 2012,
the product has been further developed and several key strategic deals have been agreed to take the Picklive product internationally and to other sports beyond soccer. Picklive is starting to gain traction and is capturing the imagination of the betting and gaming industry, having recently won Best Betting Operator of the Year 2013 in the Totally Gaming Awards.
RIGHT HERE, RIGHT NOW
Picklive is fully operational in the UK, with a UK gambling licence. “There is a very loyal core player base that returns multiple times per week to play,” explains Galan. “Playing Picklive almost becomes ‘what you do when you watch a live match’ for these players. Both player and industry feedback for the product has been very positive. This has given the
management team the confidence to raise significant funding to commence a marketing and development strategy to accelerate the growth of the business.” With business running in the UK, the Picklive team
are now looking to launch in other territories. “When online gaming was made illegal in the US by the Unlawful Internet Gambling Enforcement Act in 2006, there was a specific carve out for fantasy sports,” explains Galan. “The fantasy sports market in the US is large as it’s pretty much the only form for betting that people can do legally. According to industry stats, 35 million people are playing fantasy
ultimately include Baseball, Basketball and Ice Hockey. “Picklive has agreed a joint venture to launch the
products with a large betting operator who has a significant North American business,” says Galan. “This will accelerate the time to market for Picklive and the plan is to become a significant player in the US fantasy sports market over the next three years.” That’s not to say that the UK product won’t continue to develop during this time: “Picklive is coming to market with a much enhanced product offering for the 2013/14 UK football season,” explains Galan. “The game will have more in-running gameplay elements, including the ability to substitute players in real- time during the games. There will be more football leagues including the major European football leagues, giving players the opportunity to play Picklive every day and turning the business into more of a 24/7 operation.” Looking to the future, more sports are planned for
Picklive: “the concept works across many sports such as cricket, golf and motor racing,” says Galan. In terms of marketing strategy, Picklive is planning a B2B and B2C strategy. They are open to B2B opportunities with existing operators who are looking to drive player acquisition and retention through innovative and sticky content. Galan closes: “One thing is for sure, with the availability of sport- on-demand across a multitude of devices, betting on sport is certain to evolve. Picklive aims to be at the front of that evolution.”
JUNE 2013 59
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