Interactive
SPORTS BETTING ATLAS IAC
Kambi and has acquired wisely, namely 32Red, while Sky Bet benefitted from excellent corporate governance and being very effective at corralling and controlling their suppliers. Of course, we probably shouldn’t overlook the glaring reality that Sky was in a privileged position to align a betting asset with a media asset – after all, Sky Sports weren’t up against much terrestrial competition for broadcasting live sport.
While they’re understandably not in a rush to talk about them, even Bet365 have notable dependencies outside their prospering operation. Tis is why our modus operandi at Atlas IAC is so modular. We’re approaching everything from a scalable, self-contained point of view that affords our partners unmatched optionality and adaptability.
Should operators be concentrating on other areas, such as marketing and lobbying?
Absolutely. One of the main reasons for Atlas IAC’s highly-automated software is that it lets companies focus their attentions elsewhere, from value-added risk-management decisions to optimised marketing strategy. Automated CRM is even within our grasp. In fact, I believe high-volume AI systems present a key battleground of the future for marketeers implementing successful strategies. Because we cover the entire sports betting and gaming value chain, we can also offer valuable machine- learning insights around data collection and effective modes of personalisation.
As for broader marketing, the likes of Paddy Power, Bet365 and Sky Bet have provided some of the best and most ingenious campaigns in wider ecommerce. So effective, in fact, that they’ve had to be reined in by regulators! Te challenge nowadays, however, is how to make your brand stand out in an increasingly homogenised marketplace for prices and products. After all, this trend towards limited product differentiation will only lead to dilution. Companies like RedZone have shown what can be done by standing out and creating a US Sports niche with direct links between product and market.
Against that, beware the folly of hiring marketing “creatives” who simply don’t understand the industry – just take the glut of 20-something marketeers whose “all you need is LADbible likes” tactics are as misguided as they are uninspired. Challenger brands need more oomph, even if that means daring to be a disruptor by being a bit subversive (cue 1XBet).
At Atlas IAC, we can help you better profile your customers, unpack their motivations and synergistically engage them with insights that speak to their passions. Te rest is up to you.
P78 NEWSWIRE / INTERACTIVE / MARKET DATA
One of the main reasons for Atlas IAC’s highly-automated software is that it lets companies focus their attentions elsewhere, from value-added risk-management decisions to optimised marketing strategy. Automated CRM is even within our grasp. In fact, I believe high- volume AI systems present a key battleground of the future for marketeers implementing successful strategies.
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