EVENBET GAMING
other simultaneous games) on their phones throughout the match. And while sportsbook can offer something similar
to DFS in this domain with its array markets, specialised sports betting can also drastically narrow the prism through which a user watches and engages with a sport (e.g. an over-corners bet restricts engagement into a niche area, out of sync with the vast majority of fascinating components on any match). Betting can keep you out of step with the rhythms
and topics of naturally-occurring sports conversation, while DFS increasingly brings a “let’s talk about it” platform. And the more multi-layered its solutions, the more engaging discussions will take place.
Fuller offering
In turn, this effortlessly promotes customer loyalty and another of the online’s holy grails: time-on- page. For suspensions to in-play betting on a match (i.e. when it’s at a critical juncture), or when there’s little interest remaining in a one-sided game can again negatively affect sportsbook usage and hang-time.
DFS, on the other hand, always promotes another
interesting angle or twenty away from, say, prosaic goals. Instead, assists, clearances, passes, corner kicks, shots off target, fouls that result in a penalty kick always connecting the player with the game right up until the final whistle. As a result, with daily fantasy sports, even a late-season midtable match can take on Champions League Final-type interest, making channel-hopping unlikely. Even for the ficklest millennial. Of course, no one is predicting DFS will supplant
sports betting in any market where sportsbook is legal and regulated. But even within the mature
markets or Europe, it remains a product that can supplement sportsbook and better engage and retain a user base. DFS can also drive sportsbook growth through the seeds of education – some bettors are put off by complicated odds and derivative markets – and engagement, above all on social media. Sportsbook can return the favour by providing a product to their customers with a longer hang time, providing greater value to players for their stake. Accordingly, at EvenBet, we have high expectations for our new product, recently rolled out in September. It is entertaining and, equally importantly, easy to manage. Trusted data providers deliver official results for all leagues, while all data sets are processed by our own gaming servers, which are primed for use in DFS events. Players can get involved in both free and real-money tournaments, which offer team formations, substitutes, captains, and vice-captains. There are several types of prize distribution, with multi-entry and freeroll events, including bespoke user-created tournaments. As I say, a deep dive for user engagement is the aim and our flexible technology is at the heart of meeting those objectives. Success and survival in the modern gaming
ecosystem, is now a question of adaptability and evolution, and demonstrating a complete product offering across the verticals to ensure you retain players in an extremely competitive environment. DFS integration into a sportsbook or casino is a way of providing a wider offering to customers who might otherwise look elsewhere. Indeed, there is no real conflict of interest
between sportsbook and DFS. This town is comfortably big enough for the both of them. In fact, operators stand to benefit considerably if they can harness the complementary strengths of these two products.
MARCH 2018 67
Sportsbook and DFS do not need to be viewed as rivals, but rather individual components of any
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strong sports betting offering
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