AFRICA’S GROWING MARKET
different methods and betting markets. By giving people more choice it increases the enjoyment and lifetime value of a player. A potential issue of giving players more options are
then explaining the benefits and why they should move away from more traditional markets like 1x2 football. It can be daunting to switch from your usual habits and that’s where preview content and analysis help operators step up to the plate. Bettorlogic provides sportsbooks with insightful and in-depth information for shop managers to display. This brings in punters and then also opens up new avenues to explore. Big data grows in importance and we are in a unique position to analyse past customer activity which aides how sportsbooks can tailor their product for individuals. It’s a way for customers to see what other
sporting events there are and why they might prove more profitable, although there is still a relatively concentrated selection of betting markets. Local operators are successful marketers, but not all are experienced in how to adapt sportsbooks for the modern user and integrate a more diverse offering. Placing bets at retail shops and via mobile
devices are the two most popular channels for betting in Africa but the nature of wagers placed will vary depending on the bettor’s location and channel choice. Kenya is a fascinating market at the moment and a perfect example of why a long-term strategy may not be the best recipe for success. The country will hold a general election in August which may provide the opposition Orange Democratic Party – an open critic of the new tax seemingly agreed on – the opportunity to set a more workable rate. Agility is the best way to succeed in Africa. Gone are the days where a long-term strategy is the recipe
for success as news travels like wildfire to negate the impact of a plan. Bettorlogic consequently has created a wide range of products for operators to choose from whatever their needs. Each gives insight and analysis on sports betting, but in different ways and sports. The way to maximise the impact of betting analysis is an intuitive platform to avoid legacy issues of yesteryear. Rolling out a clearly defined sportsbooks offering is not the way forward as the focus must be on providing a bespoke product built from customer habits to be adaptable.
Conclusion Localisation gives operators the best chance to
ensure their product is right for the many different markets throughout Africa. Working with local partners develops respect and reputation amongst your betting audience to build stronger relationships. Customers in some countries will only really trust an operator if they have a bricks and mortar portfolio. In these cases, there is no point going online if there is no one willing to take a risk. If something goes wrong it’s important for people to feel they can speak with someone face-to-face. A major brand in Europe would have little effect if there was no physical presence to cater for this audience. Africa has a bet now mentality and will look at
markets in the immediate future, not on who might win each golf Major, Grand Slam or the Champions League in May. In this sense, the Eastern European betting scene has certain similarities. Understanding these African intricacies means
you have a far greater chance of succeeding in what is a very exciting space in the gaming sector. There are huge growth opportunities for those that are diligent enough to ensure the product is tailored to the right audience.
OCTOBER 2017 67
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72 |
Page 73 |
Page 74 |
Page 75 |
Page 76 |
Page 77 |
Page 78
