Pulse


SPORTS BETTING CHAMPION SPORTS


“In the US, there are some


interesting overlays with live pictures such as watching the odds of a certain player in-play and I think that's a clever


innovation. Maximising the user experience to bet in-play will be crucial going forwards.”


happening. It sounds a cliché, but feedback from clients means everything.


Is it fair to say a lot of the leading operator sportsbook landing pages look similar to how they did 20 years ago?


I'm not sure they look like 20 years ago when it comes to mobile, but given the obvious size limitations there are far more constraints to what you can do. When we create a website or design interface, we start with mobile then extrapolate to desktop – the exact opposite of how we worked two decades ago.


We encourage our operator partners to utilise data to determine optimal design and, when they do have a winning page, not to rest on their


P126 WIRE / PULSE / INSIGHT / REPORTS


laurels! Tere are certain markets such as Asia where there is a particular look and feel operators ask for when they speak with us because it’s what their players want and expect.


It is very easy at a conference or tradeshow to look at a desktop version and think things haven’t changed much, but most action we receive today is on mobile where we believe transformative operators and challenger brands are still able to create significant opportunities in our industry.


Te holy grail we are all striving for as operators in the industry is product differentiation and personalisation. In practice this means looking to create and serve content based at the individual player level based on their actual past behaviour, the operator’s understanding of them as a player or, if that’s not available, on players just like them.


Over time, we will likely see more of this personalisation employing predictive analytics in a seamless manner to enhance the player experience. Of course, it's also important not to


put players into an echo chamber but to engage and guide players to other potential avenues of interest through an intelligent user interface that rewards beneficial behaviour.


Recently, one of our operator partners was looking to target players from the cryptocurrency community and asked whether we had multi-currency – not just Pound Sterling or the Euro – but a single account with multiple available coins or tokens to bet in, whether that’s Ethereum, Bitcoin etc.


We worked with them to produce an optimal solution tailored specifically for them. We listen to what our operator partners have to say and their business rationale for the change or feature and it’s safe to say that they have a very good chance of featuring on our development roadmap.


With live streaming gaining popularity and punters increasingly placing bets in-play, how do you see technology providers tapping into and converging these two trends over the coming years?


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