SPORTS BETTING Football focused
Andris Backovs, head of trading department at BETBY, talks about how the sportsbook provider is preparing for the start of the football season.
What trends can you share with betting activity that you have seen? AB: Main markets will always remain as the key focal points for users. Bettors who are football fans mostly prefer to wager on the outcome of the result of their team, but this doesn’t exclude the activity on additional markets like Player Props. After all, this all adds variety to the world of betting and bettors are becoming more interested in betting on the performances of individual players.
Has the Winter World Cup impacted betting volumes ahead of the new season? AB: Definitely! The World Cup made it possible for companies to understand whether they are ready for big tournaments, for a surge in activity and bets. It was a great opportunity to attract new bettors and showcase the best products and services that they deserve. BETBY managed to deliver a quality product throughout the tournament and this greatly influenced the betting volume, and not only in football.
How does pre-match to in-play activity compare? AB: In this case, it is probably worth comparing the preferences of each bettor. In-play activity is many times higher than pre-match, and it’s not a surprise. Bettors prefer to watch the match and place bets during the action, because the interest increases during the match. Therefore, it is very important to provide a wide range of in-play markets.
Football is widely known as one of the most popular sports to bet on, is this the case for BETBY? Andris Backovs: Absolutely! Like everyone in the sports betting world, we have been looking forward to the start of the new season in all the top football leagues. Football is the most popular sport in the world and attracts many players from all over the globe. Our main task is to provide a multifunctional and versatile product and all tools for seamless experiences.
How has BETBY prepared for this season with its product offering? AB: BETBY as a company is very focused on the quality of our product offering, not just
8 SEPTEMBER 2023 GIO
for football but for all sports we cover. Every season we provide more and more markets, thereby expanding our coverage. In addition to the main markets that each company provides in the industry, we have made great steps in promoting statistical markets such as shots on target, offsides, and throw-ins. This also includes improvements in player props markets, where you will find many bets for every player of your favourite team. We are constantly developing new features and enhancing the current ones. A great example of this is football being the very first sport where we integrated our Bet Builder feature to maximise engagement.
What can football betting do to sustain its popularity with bettors? AB: The main challenge is to continue to develop and to not stand still. We need to work on our product and constantly improve the quality of our offering. Brands need to continue to develop new tools and opportunities for bettors, and tap into current trends. Look at what’s happening in the sport - top players are moving to the United States or Saudi Arabia, that is why we have more markets on more leagues and tournaments, as people are engaging with those players and matches. If all these conditions are met, interest will only grow.
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