Pulse


SPORTS BETTING OPERATIONS FITZDARES


Would more consistent, high-quality racing generate more funds than the quantity approach that comes from a comprehensive fixture list?


Long-term, yes. I've always been told more racing equals more money for bookies, but I'm just looking for quality. As a sport, Premier League football has created a quality product ¬– whatever you say about it. It's week-in, week- out with front page grabbing news stories. Tat's what makes it so popular.


We also have the looming Gambling Act review to consider. How painful will it be? Do you fear independents could be swept under by pending changes?


I feel like we did all our worrying about this a year ago! Obviously, there is a concern about online casino and the way to manage safety with that. Unfortunately, sport gets thrown in with that by people who don't understand the nuance. When people talk about problem gambling, they always seem to talk about accumulators and football. As far as I am


P72 WIRE / PULSE / INSIGHT / REPORTS


concerned, most people who have problem gambling issues lie with online casinos. I think there will be something around managing the frequency of stakes on slots.


We have enacted pretty much everything with regards to compliance pre-legislation. Te UK is the most heavily compliant jurisdiction on the planet by far. I do wonder whether the Gambling Act will make a nod towards affordability and the obligation of bookmakers to check their client’s level of affordability.


How can operators keep hold of their best customers but at the same time avoid predatory behaviours which threatens the wellbeing of customers and the industry as a whole? Is corporate hospitality still allowed? Will free bets or money back offers be frowned upon by regulators? What is the safest way to reward loyalty?


With high staking clients – which is the sphere we operate in – we would not offer a ten per cent rebate across the board to a punter. Our vision is to reward loyalty, not losing. People


When I arrived three years ago, the industry was all about who can offer the best price, offer best price guarantees and how many TV adverts you could do – a crazy acquisition swan dive to the bottom – and we were going in the opposite direction. In the last year, I have seen a reverse with a much more considered and thoughtful approach to safer gambling, marketing and what the end consumer receives from the big bookmakers.


who have been with us might get something on a Monday to thank them for their business and that's what we think is appropriate.


Secondly, many of our members who are entertained are now paying for the pleasure. We don't operate big freebie events for high staking punters. Instead, one of our bettors can come and have a lovely lunch in Mayfair, Goodwood, or Windsor. Te market has changed and that's why we have built the club to look after members without having to overly reward them.


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