One of the main inhibitors to success for suppliers is operator prioritisation, or in their cases, the lack of it. It is unlikely that an operator will dedicate internal resource to integrating a
standalone alternative or niche sport offering. Operators may still offer the product, but via manual upload of prices and settlement, which is far from ideal. JEEVAN JEYARATNAM
Chief Betting Officer Abelson Sports
The Attention Economy of Betting Reshaping Sportsbook Strategy
Abelson Sports’ third-party partner network is uniquely positioned to help operators target the next generation of bettors with fast, diverse and socially shareable betting content. Jeevan Jeyaratnam, Chief Betting Officer, explores how this ecosystem enables sportsbooks to innovate faster and build products that feel native to the way younger audiences consume sport today.
How is the behaviour of younger, social-native bettors fundamentally different from traditional sports punters and what does that mean for sportsbook strategy?
Te single biggest factor for me is attention span, though to be honest this isn’t just a trait confined to younger generations. Older generations, of which I am part, have also witnessed a change to prefrontal cortex function, in particular, in regards to attention. Te main culprit, of course, is the smart phone.
Short-format events and ‘highlight’ reels have gained in popularity and operators have shown willingness to cater to fans of this style of content.
Cricket provides an interesting case study for examining the changes in human attention. Traditionally, cricket, even in its shortest one-day format, would be played over 100 overs per match. More recently, Twenty20 cricket, played over just 40 overs, and the 100 (just 100 balls per side) have taken over the game both in terms of popularity and commercial revenues.
Test matches, traditionally a five-day affair, are finishing in record times, the 1st Test in the current Ashes series testament to changes in players’ attitude and attention, ending in just two days.
104
Micro-markets have gained a real foothold within the industry over the last few years, a fact that supports my theories on concentration and fulfilment. Micros are the most casino-like markets available on a sportsbook and are perfectly positioned to benefit from changing behaviours.
Why are micro-sports, alternative sports and high-frequency events becoming essential for attracting and retaining the next generation of bettors?
Mobile phones offer access to a plethora of entertainment, and allowing for the negatives they also deliver, are here to stay. Te younger generation know little of what came before and have come to demand that their media content hits the right note within the prefrontal cortex in order for them to retain focus. Tis has led to opportunity and transition within a sportsbook.
In addition to micro-markets for traditional sports, there has been a shift towards providing new, varied sporting content to appease today’s younger crowd.
Social media and advances in streaming technology, tethered to low cost and speedy streaming data, allows content creators opportunity to launch their own channels has also opened doors for niche or new
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72 |
Page 73 |
Page 74 |
Page 75 |
Page 76 |
Page 77 |
Page 78 |
Page 79 |
Page 80 |
Page 81 |
Page 82 |
Page 83 |
Page 84 |
Page 85 |
Page 86 |
Page 87 |
Page 88 |
Page 89 |
Page 90 |
Page 91 |
Page 92 |
Page 93 |
Page 94 |
Page 95 |
Page 96 |
Page 97 |
Page 98 |
Page 99 |
Page 100 |
Page 101 |
Page 102 |
Page 103 |
Page 104 |
Page 105 |
Page 106 |
Page 107 |
Page 108 |
Page 109 |
Page 110 |
Page 111 |
Page 112 |
Page 113 |
Page 114 |
Page 115 |
Page 116 |
Page 117 |
Page 118 |
Page 119 |
Page 120 |
Page 121 |
Page 122 |
Page 123 |
Page 124 |
Page 125 |
Page 126 |
Page 127 |
Page 128 |
Page 129 |
Page 130 |
Page 131 |
Page 132 |
Page 133 |
Page 134 |
Page 135 |
Page 136 |
Page 137 |
Page 138 |
Page 139 |
Page 140 |
Page 141 |
Page 142 |
Page 143 |
Page 144 |
Page 145 |
Page 146 |
Page 147 |
Page 148 |
Page 149 |
Page 150 |
Page 151 |
Page 152 |
Page 153 |
Page 154 |
Page 155 |
Page 156 |
Page 157 |
Page 158 |
Page 159 |
Page 160 |
Page 161 |
Page 162 |
Page 163 |
Page 164 |
Page 165 |
Page 166 |
Page 167 |
Page 168 |
Page 169 |
Page 170 |
Page 171 |
Page 172 |
Page 173 |
Page 174 |
Page 175 |
Page 176 |
Page 177 |
Page 178 |
Page 179 |
Page 180 |
Page 181 |
Page 182 |
Page 183 |
Page 184 |
Page 185 |
Page 186 |
Page 187 |
Page 188
