With a number of new states currently on the brink of regulation, it has become crucial for those in the industry to ensure that they both understand nuanced regulations and the demands for local operators.
Betgenius, who are due to sponsor this year’s Betting on Football, told SBC ahead of the event how they are looking forward to the sessions that will focus upon emerging opportunities and global markets.
We sat down with Matt Stephenson, Global Partnerships Director at Betgenius, to discuss the spread of regulation across newly emerging markets such as LatAm and Africa, and how differentiation is fundamental to helping operators stand out.
What are you looking forward to at Betting on Football?
The quality of content at Betting on Football seems to improve every year. Andy and the team take great care to ensure that it’s relevant and we particularly appreciate the level of presence operators have here; it’s not just suppliers selling their wares.
Our sector is so diverse that even when focusing on a specific sport like football, we’re still faced with nuanced opportunities and challenges. For me, Betting on Football is all about catching up with clients from across the globe, looking at how we can help them grow in specific markets, while hopefully learning plenty, too.
What are you promoting at Betting on Football?
When it comes to in-play trading products for football, we offer the best on the market, so it will be a busy few days for sure. Last year was all about BetBuilder, which most readers will now be familiar with. It experienced massive engagement over the World Cup and the subsequent domestic football season.
But in 2019, the big question operators are asking is how they can gain a fresh edge in their respective territories. As regulation spreads, operators need to find new ways to stand out. Whether that’s in certain markets or certain sports, differentiating themselves will help them to craft an experience that breeds customer loyalty.
For Betgenius, the answer lies in the flexibility of our trading products. A successful sportsbook demands the capacity to adjust everything precisely, from margin to suspension triggers and bet limits, on every market, in every territory. We can help them achieve this.
What industry innovation will capture the most attention in 2019?
I think an in-play version of BetBuilder will be huge for the industry. It’s on its way and we’ll be working with Sportcast to bring that to market again. But right now I can’t say much more than that – so watch this space!
What new technology do you feel will have the biggest impact on football betting?
The ongoing expansion of in-play betting in football puts more emphasis on the need for fast, accurate and reliable data, which means our products must constantly evolve to meet those demands. We’ve already seen VAR in action at the World Cup and the FA Cup, and I think its rise is going to have a real impact on betting when it debuts in the Premier League next season.
VAR evokes heated debate, widens the conversation and adds to the drama of the game, so it will inevitably fuel the already growing appeal of in-play betting. The challenge for us is to be nimble enough to respond to these changes.
Do you expect speed of innovation to slow in the absence of a major football tournament?
Absolutely not. Innovation looks to the future, not the present.
How can betting and football stakeholders work together more effectively?
As part of the Genius Sports Group, we play a pivotal role in bringing together the sports and betting worlds in a secure, sustainable and commercially beneficial way. We create a sports data ecosystem which ultimately gives bookies access to the fastest, most accurate and most reliable data on all football fixtures, ensuring faster bet settlement, the ability to leave in-play markets open longer, and 100% security of supply.
Which parts of the conference agenda have caught your eye?
The sessions focused on emerging opportunities and global markets have definitely caught my eye. Over the past few years, we have become a truly global business, so keeping on top of the latest industry trends around the world, especially in Africa, India and LatAm, is crucial to ensuring we are both meeting the demands of local operators and understand the nuanced domestic regulations in each region.
This year’s #bofcon will take place at Chelsea FC’s Stamford Bridge, taking place from the 19-22 March. The sixth instalment of the international sports betting trade conference which will feature more than 2,000 senior executives, 200 of which will be speaking across 40 conference sessions