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BETTORLOGIC Reasons to innovate


betting landscape is a treasure chest, but only if you’re ready to innovate. So says Bettorlogic’s CEO, Andrew Dagnall.


I


t’s been over a year since the US Supreme Court brought an end to the Professional and Amateur Sports Protection Act (PASPA) and America remains a highly coveted region.


Professional sports leagues have been making moves and signing partnerships to ensure they don’t miss out on a treasure chest valued at $6 billion annually by 2023. A large part of that prize pot will be made by innovating the US sports betting market.


BET STIMULATION AND EXPERIMENTATION


Encouraging US sports bettors to experiment with new markets is one strategy for operators and providing  market-leader in providing unique, real-time bet stimulation technologies for sports betting whether online, mobile or in casinos.


US bettors must be encouraged to wager pre-event through ‘bet prompts’, or reasons to place bets, during the lead up to a contest. An example would be that the Yankees have hit a home run and won in 13 of their last 21 games against teams with a win percentage like the Orioles (20-40%.)


If users are shown a good reason to bet, they are much more likely to place one


Bettorlogic’s data shows that if users are shown a good reason to bet, they are much more likely to place one and this is true across an array of markets. Pre-event selections can advance to building bets and together with the Multibet product, where a customer decides how much they want to wager and win, US operators will gain from better margins.


As well as providing actionable reasons to bet across numerous markets and suggesting additional bets based on customer behaviour, Bettorlogic’s service provides regular in-play updates that communicates match situations in a way that stimulates customer interest. This might come in the form of a message stating that at the top of the 4th when 1-1, the Yankees have conceded three runs   East teams.


Integration is simple across web, mobile  Bettorlogic has solely focused on bet stimulation for years and that strategy is reaping rewards. Data


62 JULY 2019 CIO The US sports


from Bettorlogic products indicate a 14-18% increase in turnover from pre-event reasons to bet and higher returns for in-play. Furthermore, bespoke banner content is proven to increase click rates by up to four times compared to conventional banners.


 equivalent, increases average click-through rates, against a non-livelogic content. Delivering relevant information,  betting propensity for operators.


US sportsbooks need sticky products that give customers a reason to bet and our market-leading technology means coverage is both customisable and scalable.


US SPORTS BETTING READY FOR INNOVATION


Providing top-class betting experiences is pivotal for US  sports betting has been part of UK culture for years and customers will not stand for poor products or experiences.


UK markets provide a diverse offering whether you’re into throw-in frequency, shots on target and number of  are gradually being introduced across the Atlantic but need to be better explained to maximise the opportunity. Bettorlogic has created a US sports Daily Bet service which enables operators to search for the best bets by sport, day, team, market or any combination thereof and use these for marketing and CRM either as an automated service or manually.


 banners, email templates, to support odds boosts or any promotion based on an event. They are also useful for introductory communications with customers to deliver a potential winning bet as we know from our research the importance of an early winner for life-time-value.


HOW THE FUTURE LOOKS


US sports betting growth is facing some barriers and one of these is slow adoption of in-play. Mobile provides the best way to immerse players with in-play opportunities, but many US states currently don’t allow this form of betting. A framework for mobile betting must be installed for operators to see in-play really take off. A better accelerator for now is introducing US bettors to a wide array of new events and giving reasons to get involved. There is often too much loyalty in the US sports betting market, and this is especially the case in the NCAA. College games are massively popular and  only placed on your home team.


These bettors must be convinced to explore elsewhere and well directed pre-event prompts will help expand US bettors’ awareness of alternative markets and in turn help grow operator revenues.


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