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Pulse


TRANSFORMATIONAL GROWTH BETGAMES


markets is slightly different to more mature markets, but generally we attract sports bettors. Not only that but we also offer a far more ‘regulation-friendly’ experience. Our products are geared towards low-stakes sessions, which means that players don’t lose their shirt (or indeed empty their wallet) with us.


Africa is definitely a market of high interest for us. BetGames is already a very well-known established brand, especially in South Africa, and it is a no- brainer that we now look to increase our efforts in adjacent markets. Latin America is tricky because the requirements are so high, particularly in markets such as Colombia where larger, more established competitors have already put a lot of money on the table and bought into the market with exclusivity deals, such as Wplay with Playtech.


P158 WIRE / PULSE / INSIGHT / REPORTS


From our research of Eastern European for example, we know that 70-80 per cent of our recurring customer base are sports bettors, and this is key to our differentiation as a supplier. We also see that that the casino player does not resonate too much with our existing games portfolio, so this is a clear message that we have created our own niche. Tis separates BetGames significantly from other established players in the vertical because we have a loyal player base that predominantly attracts sports bettors through our odds-based games.


Where are you looking to take BetGames? Where are the markets of interest?


Africa is definitely a market of high interest for us. BetGames is already a very well-known established brand, especially in South Africa, and it is a no-brainer that we now look to increase our efforts in adjacent markets. Latin America is tricky because the requirements are so high, particularly in markets such as Colombia where larger, more established competitors have already put a lot of money on the table and bought into the market with exclusivity deals, such as Wplay with Playtech.


It’s pretty hard to get your foot into the LatAm door and grow significantly. We have an eye on the market, but we choose our market entries wisely. Otherwise, you just end up burning a tonne of money that won’t result in a sustainable upside. Europe is also a market where we see lots of white spots despite its maturity.


What are the assessment criteria for new markets?


We changed the assessment criteria significantly when I came into the company to become a more thorough and detailed process. We now have our own taskforce conducting key market analysis with a set of criteria consisting of qualitative and quantitative data. Tere are 14 different boxes that we analyse to find out where our product could work best.


A quick win, for example, is usually found in emerging markets with a strong retail footprint.


On the other hand, in mature markets such as UK or the Nordics it is hard to bring in new game types and resonate with the various established players - this requires significant time, effort and resources.


We completely transformed our commercial department which was previously split into several separate entities. Tey have been aggregated into one single commercial operation comprising marketing, sales, compliance and sales operations. Tis enables us to have a holistic view and approach to entering new markets.


Tis means that when BetGames enters the market, it is based on a concrete plan as opposed to just signing contracts and hoping the money will flow in. It’s easy to sign contracts. Te beauty of our industry is its revenue share based but sustainably developing partners is the key challenge and that's what we're focused on, moving away from quantity to quality. Tis is why our commercial team is being tripled in order to have the helping hands in place to work with customers at an operational level on a daily basis.


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