future. Te predominant argument is that a sport with this level of popularity will drive customers to the black market if not readily available for legal betting.
Esports are also responsible for huge handle figures and the region is the driving force behind this sport’s success as a betting product.
How do betting patterns differ from other global markets? For instance, are Bet Builders or micro-markets more popular in Asia than elsewhere?
Asian betting trends are notably different from say, Western Europe. Due to the low margin, high volume nature of the business, much focus is placed on handicapping, in order to offer theoretical 50-50 chances while removing the draw option. Indeed, the mathematically elegant Hang Cheng (now commonly, Asian Handicap) system is world famous for its low margins, large permitted stakes and highly accurate pricing. Tracing its roots back to Indonesia, this system allows bookmakers to make even-sided books on the most one-sided
slower adoption of bet builders is the difficulty of including Asian Handicap wagers in a bet builder because of the split nature of quarter balls and the frequency of pushes. Tere are only a limited number of suppliers that handle this effectively.
Which data points matter most for keeping football bettors engaged?
Accuracy and speed are key conditions for retaining engagement. Punters want to be paid out quickly but not suffer clawbacks or overturned results. Front-end stats board widgets are also useful tools for keeping players focused.
Increasingly, in Europe, we see interest in tracking individual player stats, mainly for shots and shots on target, where we have witnessed a huge surge in market popularity. It’s easy to understand why, as these metrics are easy to follow and occur at a more frequent rate than goals. Shots markets are now the most popular player metric, usurping goalscorers in many places.
We are slowly seeing “western” trends emerging in parts of Asia. Our partnership with the Hong Kong Jockey Club is proof that
there is increasing demand for player prop bets. At present, that is limited to singles or non-correlated multiplies, but in other areas of Asia bet builders are becoming more common without yet having the impact witnessed across the rest of the world.
of matches- though get the original quote wrong and it’ll be very hard to create a winning one.
Tere are other unique regional variances that also impact how well, or not, “western” products fit. In India, punters expect to see an exchange-based UI with back and lay options. In Indonesia and most of Southeast Asia, players expect to see Malay odds, which is a simple conversion. If not available, this will be deeply harmful to a sportsbook’s revenues.
We are slowly seeing “western” trends emerging in parts of Asia. Our partnership with the Hong Kong Jockey Club is proof that there is increasing demand for player prop bets. At present, that is limited to singles or non-correlated multiplies, but in other areas of Asia bet builders are becoming more common without yet having the impact witnessed across the rest of the world. One of the reasons for the
JEEVAN JEYARATNAM Chief Betting Officer Abelson Sports
What emerging trends do you foresee for basketball and football betting in Asia over the coming years?
Focusing on Hong Kong, we’d expect to see as huge interest in basketball betting as the Jockey Club offers it for the first time.
I’d imagine the permit includes player props and if so, it will be an exciting period of growth for the sport in a key Asian market. We also hope that football player shots markets are embraced by the Jockey Club as there is exciting growth to be achieved with a broader product.
Abelson Sports has a further deal, yet to be announced, with an Asian platform business to provide all full range of player props. Tis reinforces the notion that there is a shift towards player markets in the region.
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