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Pulse


SPORTS BETTING: AFRICA PRONET GAMING


,


Pronet Gaming: Tailored to fit


Off-the-shelf solutions are a thing of the past with a custom approach quickly becoming the norm. Tommy Molloy, Sportsbook and Trading Director at Pronet Gaming, highlights the importance of localisation and the latest innovations in making it a reality for operators.


Although it may have worked in years gone by, the idea that an iGaming company today can offer a one-size-fits-all product to an emerging market is one that must be debunked.


It implies that there is such thing as an “average player.” Entering markets, particularly emerging ones such as Africa and LatAm, with this concept at the fore could be disastrous for any operator – the wide variety of player types and connectivity infrastructures now present in any given territory means a broad targeting approach is unlikely to satisfy the specific needs of any given bettor.


Te very notion of “average” is synonymous with a lack of quality. Attention to detail is imperative; if the customer believes there has been a lack of effort in the offering put before them, the overall success of the operation will be jeopardised. Te implication that an off-the- shelf solution could be rolled out in multiple markets with no distinct identity is outdated – the modern-day operator must present today’s customer with bespoke propositions in line with their expectations.


An offering must be tailored to the local operator and its audience – generic content distributed with the aim of pleasing everybody will, in fact, have the opposite effect. It is all about offering each jurisdiction the solution to their specific needs, whether that is giving players their own local leagues and teams or the Premier League.


Te level of choice available in the modern world is such that customers can afford to pick and choose the product that best fits their needs. Half measures will be identified as such, and subsequently avoided. Localisation, and by


P90 WIRE / PULSE / INSIGHT / REPORTS


extension player profiling, is what sets an offering apart from the competition, and this is something that Pronet Gaming prioritises – most prominently displayed in our recent addition of proprietary Popular Bets and Popular Events widgets.


Showing players the market’s current top-10 bets and top-10 events, automatically refreshing every five minutes, the Popular Bets and Popular Events widgets work at an operator level, not platform-wide. Tis means the betting options that are presented are determined according to each site, given the operator’s traffic, offering advanced customisation for Pronet Gaming’s clients across the globe.


It is important for operators to avoid over- reliance on one vertical. Our experience in mature markets, especially as they approach higher levels of saturation, is that differentiation is key to separating the wheat from the chaff. Localisation is vital, therefore; fragmented regions like Africa can exhibit vastly different player profiles and demographic trends,


Showing players the market’s current top-10 bets and top-10 events, automatically refreshing every five minutes, the Popular Bets and Popular Events widgets work at an


operator level, not platform-wide. This means the betting options that are presented are


determined according to each site, given the operator’s traffic, offering advanced


customisation for Pronet Gaming’s clients.


Tommy Molloy, Sportsbook and Trading Director, Pronet Gaming


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