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The Rainbow Riches Race Day slot by SG Digital helped numerous operators cross-sell punters into the casino environment during and after key horse racing meetings earlier this year. The sports- themed slot struck a chord with bettors given the gameplay’s familiarity and enabled operators to extend their offering beyond the typical sportsbook model.


watched sporting events in the world, yet historical betting interest doesn’t seem to match. Why do you think this is and could the status quo change?


Bettors are traditionally more inclined to wager on sports they truly understand, and the majority of punters simply don’t have the knowledge set required to engage with some of the Olympics events on offer. It’s another reason why sportsbooks have often offered limited markets on the Olympics, with traders lacking the expertise to offer odds on certain events.


Having said that, the sports betting industry has P122 WIRE / PULSE / INSIGHT / REPORTS


evolved greatly since the Games were last held in 2016 and we expect activity to increase. Te sector has more data at its disposal to offer more accurate odds, while bettors have greater access to statistics to make more informed decisions. We’ll offer more markets on the Olympics than ever before and believe it’s a great opportunity for sportsbooks to remain engaged with their customers over the summer period.


A lot has happened in the US market since the Rio 2016 Summer Olympics and the 2018 FIFA World Cup. What level of interest are you anticipating US punters to have for this year’s two main sporting competitions? Will it come close to those we’ve seen on American sports?


Given how strongly the US team traditionally performs at the Olympic Games and the huge interest for the event amongst the wider public, the Tokyo Olympics certainly provides a big occasion for US-facing operators to engage with customers.


Te slight sticking point will be the time difference, with some of the big track and gymnastic events taking place at awkward times in the US, but a number of the swimming finals will be on at peak times. While the Olympics will struggle to match the levels seen at this year’s Super Bowl and March Madness, it nonetheless offers the chance to acquire new customers.


What cross-sell opportunities do international sporting competitions offer?


Casino and other forms of gambling entertainment are increasingly important to sportsbooks and serve as an effective way to remain engaged with bettors long after the final


whistle. As we’ve seen in recent sporting events, operators are finding clever ways to elevate the way in which they cross-sell punters into different channels. Whether it’s through a promotional offer or producing a product that will resonate with sports bettors, casinos have ramped up the way in which they make themselves appealing to a wider audience.


Te Rainbow Riches Race Day slot by SG Digital is a glowing example of this. Te game helped numerous operators cross-sell punters into the casino environment during and after key horse racing meetings earlier this year. Te sports- themed slot struck a chord with bettors given the gameplay’s familiarity and enabled operators to extend their offering beyond the typical sportsbook model.


Beyond the aforementioned events into the winter months, have you earmarked dates in the calendar for sporting competitions that may spring a surprise?


Although not surprising, Wimbledon and other key tennis tournaments will equally bring strong engagement opportunities to sportsbook operators this year. Last year’s tennis calendar was hit hard as a result of Covid-19 restrictions and the return of Wimbledon is most welcome for the industry.


Betting activity for the Grand Slam tournaments has consistently grown over the last few years. Te in-play experience has seen tennis become one of the most popular forms of sports betting in the world and that trend is likely to continue for the foreseeable future. Tis year will see us offer an unparalleled number of markets per event providing a competitive offering to traders across our operators.


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