It depends on the region. It has passed its highest growth in the UK and Western European markets. What a lot of operators are looking at doing is maintaining their customer base in the in-play market by showing they are a market leader, whether that be for pricing, content, product, or the user experience, rather than try to make another step change in growth.
It’s now about securing a customer base and enhancing the level of engagement and activity on the site. On the other hand, in more nascent markets such as the U.S., in-play is nowhere near its potential, not least now because a lot of the operator demand is not at the product development stage. It is primarily focused on all-in-packages where they provide a simple customer experience wherein bettors can make a bet selection in an easy customer experience.
Essentially, it’s like the UK market a decade ago where we saw bet365 be so successful by having the best site, range of markets and marketing spend. It’s only after that we have seen a demand for bet builders and new types
of accumulators. Our in-play bet prompt is of interest to operators we are speaking to because it provides a level of differentiation.
What are the barriers to data access, licensing, and regulation in the U.S. market?
Te data access is not such a big barrier. However, tech expertise in relation to the products and content that have been successful in European markets is one area. Te other, as your readers will be aware, is the regulatory issues with different licensing requirements across states. Terefore, it is important to get partnerships in place to push products to operators across the U.S. market.
How does in-play become more accessible and less complicated for the casual bettor?
Tat is what we have tried to do with our bet prompt product. Whilst what I have described may sound relatively complex, the output comes in one or two automated sentences with a bet recommendation alongside it. It might be something as simple as a particular team taking
The data access is not such a big barrier. However, tech expertise in relation to the products and content that have been successful in European markets is one area. The other, as your readers will be aware, is the regulatory issues with different licensing requirements across states. Therefore, it is important to get partnerships in place to push products to operators across the U.S. market.
the lead in the first 15 minutes of the game and alongside a statistic that the last time, they did this they want on to win five of their six previous games.
On a more complex level the bet prompt may mention something to do with expected goals and who the next goal scorer will be. However, it doesn’t start talking about intricate numbers and modelling outputs. Instead, these are translated into comprehensible, simple to read sentences with a clear instruction as to what the user can do.
We have put investment behind this because we see it as adding real value to the user experience. I think simple and easy to use is where the U.S. market will eventually head towards, but at this stage the market is still in its infancy and enjoying the novelty of having a platform where customers can make bet selections. It wasn’t many years ago that this was something the U.S. punter couldn’t do.
NEWSWIRE / INTERACTIVE / MARKET DATA P91
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