SIS
Quickfire Greyhound Racing
Paul Witten, Product Director at SIS, explains how greyhound racing is the ideal short-form betting format to entice casino players to the growing sportsbook experience
T
he online casino experience is no longer just limited to roulette tables or slot machines, with a growing number of operators launching sportsbooks to entice their players to
stay on board rather than switch sites. The likes of Mr Green, LeoVegas, Grosvenor and Genting have all leapt into the sports betting arena in recent times, as they look to broaden their offerings to keep users engaged. The ultimate aim of course, is to boost revenues and profits. However, sticking to the “if you build it, they will come” way of thinking simply won’t cut it if you want your players to cross the virtual casino floor. To get the best out of a newly-launched
sportsbook there needs to be an understanding of how behaviours of casino players differ from those of sports bettors. The fundamental reason why casinos are going down the sports route is because of the cross-selling opportunities they bring, so operators need to offer the types of events which will resonate with the typical casino player.
The spin and win format commonly
associated with casino games is what players love about the experience. And it’s those quickfire betting opportunities, which greyhound racing can offer, which are likely to be an attractive proposition for roulette or slot players when looking to place a bet within a casino’s sportsbook.
Short and sweet We can see how popular quick-fire sports
betting in with the rise of in-play markets which now outstrip ante-post betting on big televised events like football and tennis. Like football, greyhound racing has been entertaining sports bettors for generations, particularly in its heartlands of the UK,
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Ireland, and Australia. Unlike a football match where there may be a relatively small number of betting spikes, greyhound races last around 30 seconds and with SIS greyhound content bettors can benefit from a race every eight minutes throughout the day, representing a significant opportunity for frequent and quick betting, which should resonate with today’s customers wherever they are in the world. Betting results are also always known within a short, defined period of time, so there is never a need to wait very long for the outcome of the bet, whereas a bet placed
in the first minute of a football match may not have an outcome until the 90th minute. With greyhound races the customer gets the satisfaction and thrill of an outcome quickly, and that means that the whole engagement is positive. It’s very similar to how slots and certain
table games play out, which is why when looking to showcase sportsbooks to these customers, quickfire greyhound events are a sure-fire way of keeping them entertained. Furthermore, these races are quick and simple to understand, which is why offering more of this type of short form content can lead to further cross-selling. At SIS, we provide end-to-end betting
opportunities, with live pictures, data and pricing for horse and greyhound racing to operators, providing over 100,000 betting opportunities a year.
Increasing dwell time
Launching a sportsbook isn’t a cheap option, and so offering the right sort of content that will not only fill the schedules but keep people engaged is imperative. Casinos will want to make a return on the investment, rather than see it as a “nice to have” product that has little use. And there’s also the need for content to fill the schedules to keep users actively engaged online. Short form betting can provide an effective solution to this challenge, particularly with greyhound racing, as the short duration of the races means that much more content can be shown across the day. At SIS we’re focused on maximising value for sportsbooks by creating these betting events for greyhound and horse racing. Through the SIS greyhound content, races are shown every eight minutes, which in turn increases dwell time on websites.
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