Intilery – Responsible gaming can drive partnerships between operators and sport

This year’s Betting on Football  is fast approaching, and Intilery are set to sponsor the sixth edition of the sports betting conference. In a chat with the Intilery CEO Gareth James, we spoke about how responsible gambling measures can facilitate partnerships between the gambling industry and football, and how organisations machine learn to predict customers next action.

The international event will be held from 19-22 March at Stamford Bridge. It is set to feature 2,000 senior and c-level executives from across the industry, 200 of which will be taking part in panel discussions across 40 different conference sessions.

What are you looking forward to at Betting on Football?

Understanding the key challenges and opportunities the market pose as technology, regulation and customer preferences change. This will help shape our product and marketing strategies for Gaming Clients as we evolve and innovate our proposition.

What are you promoting at Betting on Football?

Capability for gaming companies to create 1/1 communications in real time. This includes making it easier for the gaming companies to increase Customer Lifetime Value through having a detailed understanding of customer needs through through machine learning and AI.

What industry innovation will capture the most attention in 2019?

Platforms continued focus on reducing the barriers to entry, in addition to how we evolve on the mobile device and how organisations machine learn to predict customers next action.

Do you expect speed of innovation to slow in the absence of a major football tournament?

No with mass tech investment in Martech, the lack of a football tournament will make little difference.

How can betting and football stakeholders work together more effectively?

Responsible gaming plays a huge part here and ensuring we look at codes of conduct. Whilst they are different sports there is an opportunity for the industry to continue data sharing to work holistically on responsible gaming.

Which parts of the conference agenda have caught your eye?

The general content is very good, I am very interested in one of the talks with regards to how do the new brands compete with the established brands. I am also intrigued to understand the marketing automation content as this is very relevant to me.

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