#SPORTSBETTING


Those looking to implement sportsbook operations are well served to partner with US-centric bookmaking teams” – ROB BONE


and options than queuing for a cashier which can often be a daunting experience for more novice bettors. Our superior platform and software technology, high regulatory and compliance standards and reputation for enabling operators to rapidly enter new markets enabled us to not only become the first supplier to announce sportsbook technology partnerships in the US with Churchill Downs and Golden Nugget, but to also be among the first companies to provide Self-Service Betting Kiosk software in the US, driving US partner revenues through this new wagering channel. We are live in several properties across several states, with more to launch in the coming months, and the results have been extremely positive. Margin performance has been excellent so far and the feedback we’ve received both from our partners and their players across retail and online has been very complimentary.


How is the regulated opening of the US wagering market post-PASPA set to transform the in-play/ in-game product and offering stateside? Ian: The US market is still very new, therefore in-play levels are not yet comparable to European numbers of approximately 70-30 in favour of in-play versus pre-match bets. It is the opposite at present but will inevitably increase over time as more states regulate, online play becomes more prevalent and bettors become better informed and more accustomed to the options available to them.


The industry is currently limited as to what it can offer due to current legislation, but this will also increase as and when regulation allows the wider coverage of markets across different sports, across different leagues and broadening that coverage to non-US based sports which has been the focus to this point. I expect in-play to catch up to 50-50 levels in the next year to two years.


The early trends have shown a large volume of pre-match singles and combination bets across all major US sports. This significantly increased across


March Madness, for example, with our partners offering specific targeted promotions, and as TV coverage of major events such as basketball, helps to drive the number of in-play parlay bets across our partner network.


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Sport and entertainment go hand in hand in the US; how should European operators look to adapt their offerings to capitalise on American preferences? Rob: The saying “we have two ears and one mouth” is a great guideline when contemplating changes to existing European offerings. Those looking to “Americanise” their product and services have  sports wagering space and (I cannot emphasise this enough), listen to their feedback. This is only possible by leaving your


have  asise this


organisational ego at the door – American partners and customers are particular in what they want and that isn’t going to change. The organisations that can leverage their European experience in operating mature sportsbook operations, while prioritising the “voice of the customer” and “voice of the bookmaker” are well suited to long term-success in what will likely prove to be the world’s largest sports betting market. Also, while many European organisations have very capable trading teams, the nuances and intangibles in trading US sports are numerous. Those looking to implement sportsbook operations are well served to partner with US-centric bookmaking teams that understand the players motivations and behaviours in making football, basketball, baseball, and hockey wagers. Peter: I think the connection between sport and entertainment in US casinos offers a bespoke opportunity that one does not find in Europe. The majority of sports betting potential in Vegas lies in the sports zones with wall-to-wall sport on the TVs above players – and this is what European operators need to adapt their offerings to.


n partners want and


ons that can erating


I expect in-play to catch up to 50-50 levels in the next year to two years” – IAN BRADLEY


CIO JUNE 2019 65


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