Marina Bogard, Managing Director North America, Betsson Group


“Obviously, NFL


provides the largest wagering


opportunity, but it is becoming a bit


saturated in terms of “me too” with most of the sportsbook operators looking very similar and with similar campaigns,


promotions, bonuses and so on. This means that over the next few years we


are going to have to see innovation as operators look to differentiate and break away from their rivals.”


Marina Bogard


Marion, when an average American football match lasts three hours and 12 minutes - but ball-in-play time is a mere 11 minutes, what are the opportunities and challenges for sportbook operators?


I have looked for statistics relating specifically to the US market to see if wagering either increases or decreases, but there has been nothing published to date from what I can see. It is important to look at this as more of an opportunity than a challenge for all operators. Tis is a chance to innovate and provide other betting options while there is downtime or a commercial break. At BetSafe, we are looking at aspects such as social interactions during


P46 WIRE / PULSE / INSIGHT / REPORTS


downtime and other sporting events that might be happening at the same time and presenting betting opportunities around those games. Really it comes down to engaging with players and providing them with other betting options and opportunities while they wait.


What’s Betsson’s presence in the US and what key partnership deals have you struck?


Last year we indicated to the market that we would be launching our BetSafe brand in Colorado, which we have done. It was a soft launch, but we are now looking to ramp up our efforts by bringing our affiliate programme onboard as well as rolling out


additional marketing campaigns in the state.


Our Colorado BetSafe play is B2C and will act as a showcase for our B2B objectives, which is really how we plan to grow in the North America marketplace. We have had and continue to have really positive conversations with several companies right now and expect to be able to make some announcements over the coming months.


Do stoppages lead to more in- game wagering between plays?


We haven’t really been in the market long enough to generate this data from BetSafe. And like I mentioned, it has been tough to


find any statistics on the correlation between the two. Despite this, I do believe it presents an opportunity to increase wagering whether that be with other live sports that might be happening, through social betting experience or other innovative options to create excitement for players. Innovative solution will drive the experience.


Do you think that the rising popularity of betting on NFL games will push the development of in-game product development?


Absolutely! Although I don’t just look at it as NFL as I think it will be all sports that ultimately push the development of in-play products. Obviously, NFL provides


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