Referring to the US as a single market is not only a disservice, but also an approach which
One must bear in mind that whilst marketing costs have soared recently, data shows this is not a sustainable approach as both the heavy costs of advertising and the heavy costs of free bets severely limit the margins involved for sports betting firms.
At the same time what is so fascinating about the US market is the wealth of opportunity to cater for every type of punter imaginable. Referring to the US as a single market is not only a disservice, but also an approach which sees operators not reaping the benefits that such a diverse landscape can offer. And this is an aspect which “less established” brands need to hone to increase their foothold in their respective markets.
Te market keeps in hold players of every taste, background, and sports fandom. Te audience is diverse in its passion for a variety of sports.
Talking about the US as a single market for sports betting is doing it a disservice. Like many other regulated jurisdiction – perhaps even more so – the US boasts a veritable wealth of opportunity to cater to every type of punter
imaginable. To be successful operators need to keep a keen eye on their audience and the sports they like to bet on. Whilst this seems simple enough, crafting a sportsbook around these requirements and respond to shifts in the audience is challenging.
How can new operators in the market adapt their approach to attract customers given the fact that the market seems to be more and more concentrated amongst a small number of companies?
It is immensely valuable for operators to know their players, and pick and choose the technology that meets their punters’ requirements. It is a must for operators to vary their approach according to the different betting habits and needs of their players. Tus, an operator running a sportsbook in a market characterised by a more savvy player might need a higher investment in their trading to address the complex nature of bets that their players enjoy. On the other hand, a sportsbook operating in a densely populated area where competition is rife might need to identify ways of increasing their online offering to maintain a
sees operators not reaping the benefits that such a diverse landscape can offer. And this is an aspect which “less
established” brands need to
hone to increase their foothold in their respective markets.
high level of appeal to players. And in smaller markets where punters enjoy sports betting in a more retail environment, then a higher attention to the physical infrastructure and making use of cutting-edge retail technology can lead to increased turnover.
Operators also need to understand that even in those cases where they have their own legacy technology, a modularised approach to technology by bolting on third party technology can further elevate the sports betting experience, round up their offering and fill-in any gaps or shortcomings that their legacy technology presents. Tis will not only provide players with an unprecedented betting experience but will eventually power their future growth, and ensure they maintain a high level of retention.
NEWSWIRE / INTERACTIVE / MARKET DATA P77
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