22 Jan Wiggin – Saving industry operators time, money and hassle
Ahead of the 20-23 March event, we spoke to Wiggin Partner Steve Ketteley about what he is looking forward to at #bofcon2018, which innovation he expects to capture the most attention in 2018, and who he is backing to lift the World Cup trophy in Russia.
SBC: What are you looking forward to at Betting on Football?
SK: This year’s agenda is full of incredibly knowledgeable speakers. Having the ability to hear them speak about their businesses, and the challenges and opportunities for this industry is a real draw. I am also looking forward to meeting the industry’s most innovative individuals and catching up with familiar faces – this is a key event in our calendar.
SBC: What are you promoting at Betting on Football?
SK: Wiggin’s betting and gaming team is a recognised leader within the industry. We represent some of the largest and most successful gambling businesses, as well as the media businesses, brand owners, payment processors and service suppliers that are today integrated with the gambling industry.
Our specialist team are dedicated to the gambling sector and have accumulated a level of regulatory knowledge and experience that is unrivalled by any other firm. It is simple – if you need legal advice in this industry, we are the firm for you.
SBC: What industry innovation will capture the most attention in 2018?
SK: There is no doubt that technological advancement will continue to have a huge impact on this industry this year. As in other sectors, the gambling industry relies heavily on data analytics to understand its customers, and is perfect placed to further enhance its use of data to help it not only pursue commercial goals but much more.
My prediction is that this year we will begin to technological, data-driven initiatives playing a significant part in promoting an industry wide sense of social responsibility as opposed to just showing it lies at the heart of a few operators’ businesses.
SBC: How can your company help to improve the customer experience ahead of the World Cup?
SK: The gambling industry always responds to high interest events such as the World Cup with undeniably innovative promotions and there is no question that these one-off markets enhance the customer experience. Our role is to check that promotions are legal, saving operators time, money and hassle. The last thing they want is to make all that effort and then get told to pull an ad.
SBC: Who are you backing to win the tournament, and why?
SK: England. I always do.