Pulse
North America BETSSON GROUP
because of it. Teir success is a benefit to us.
I do look to see what's unique, what's trending with them, who is expanding their offerings. Tere will be new and upcoming companies coming into this category with innovation.
As more innovative solutions and features and functionality hit the market, we'll see possible acquisitions of those companies. It'll be fascinating over the next five to 10 years According to reports, ESPN Bet has already captured double digits of the market. If that's the case, how can it not be successful?
ESPN is a sports company, media company, and Penn is a very well-run company with Jay Snowden. He's terrific from a leadership perspective and a visionary. Tey'll be the ones to watch. How can they not creep up into that top five category? I don't know if they'll be number one, necessarily, but I can see them being number three over time.
Are B2B clients taking the full solution, or components? Is the long-term aim for customers to wean themselves off Betsson’s toolset?
Conversations of significant interest are ongoing. I can't speak to who those are, but I can tell you that they're looking at the full platform, not just components of it. Beyond that, it would be difficult to try to piece that out of the core components of what a sportsbook requires and what a gaming content application requires.
I'm also seeing non-traditional companies looking to get into this space, i.e. non-casino and not an online gaming company. But significant companies that have a vast database of clients. Tey're looking at how they can leverage that database into this business, and I can see more of that happening over time, especially if the top five can prove profitability.
Tese potential clients are North America based. Conversations mostly centre more in terms of the markets that they serve today. Casino partners aren't looking to expand on a national level but be in their current state with their existing players and offering them a service. For non-traditional casino gaming companies, they're exploring how to go national and what the licensing requirements are.
When you're not in gaming, there's a lot to learn and there's cost involved with that and what it entails for a company and their executives to get licensed. Some of it is education as they wean through this to determine how best they can get into the marketplace early.
Maybe it's not their brand initially that goes live, but then transition to their brand over time. Te main questions for them are how they can
P136 WIRE / PULSE / INSIGHT / REPORTS
We've integrated with all the
casino content partners that you can think of, and as new ones
come on board, they reach out to us to establish global
agreements. I'm seeing a little bit more interest in live casino, but traditional slot games tend to drive a lot of the play. On the sportsbook side, parlays are driving a lot of play. We are
seeing greater social capabilities through third parties coming in and providing that element to the experience.
exploit that database of customers they already have and offer something unique?
How is Betsson building out its iGaming and sports betting offering?
We've integrated with all the casino content partners that you can think of, and as new ones come on board, they reach out to us to establish global agreements. I'm seeing a little bit more interest in live casino, but traditional slot games tend to drive a lot of the play. On the sportsbook side, parlays are driving a lot of play. We are seeing greater social capabilities through third parties coming in and providing that element to the experience. Micro betting is a hot topic right now.
From an innovation standpoint, we're going to see more companies providing future functionality, especially on the social side, and how to leverage AI to create a customisable experience for that player. AI has been around a long time, especially in customer service and chat type features most people are familiar with. From a trading desk perspective, the industry should be looking at how to utilise AI to create more efficiency, be a little bit more precise on creating betting odds and enable a faster turnaround time.
What are Betsson’s plans for North America in 2024?
We'll continue to look at feature functionality to create and enhance user experience. It comes down to the product and ease and capabilities that you can offer an individual, whether it's just on sportsbook or for gaming as well, creating relationships to provide rich content that's interesting for players and then enhancing that with the social element.
Alongside this we will be expanding our portfolio with other sporting events that are interesting for bettors, which from a B2B perspective goes hand in hand. Te greater the feature functionalities, the more enhanced the platform, the greater the benefit to our B2B proposition.
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