Digitain is sponsoring Betting on Football 2018, the fifth edition of the largest international football and betting trade conference at Stamford Bridge, the home of Chelsea FC.
Ahead of the 20-23 March event, we spoke to the company’s CEO Suren Khachatryan 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: Betting on Football grows in stature every year. And I’ll be first in line to attend some of the key-note speeches and panel discussions. Aside from the obvious in showcasing the rapid progress of Digitain’s products and partnerships, the conference will also provide a timely think-tank at which to discuss some of the unique opportunities and challenges that lie ahead for the industry’s top players (be they more established or up-and-comers) over the coming pivotal year.
I can’t wait to shine the light on the developmental gains of our technology over the past 12 months, catch up with old friends, existing partners, and network with other senior peers.
SBC: What are you promoting at Betting on Football?
SK: The exhibition is the perfect place for us to push our world-class sportsbook, which opens an omnichannel iGaming planet for clients. Digitain is empowering its operators with the progressive functionality of proven easy-to-integrate platforms (via API and turnkey solutions) which can unlock a broad array of requirements.
This ability to seamlessly diversify existing offerings and deliver deep user engagement has allowed Digitain to expand its reach across eastern Europe and central Asia – with this summer’s World Cup 2018 in Russia very much in mind.
SBC: What industry innovation will capture the most attention in 2018?
SK: Personalisation has long been the buzzword proclaiming the next wave in sportsbook innovation. However, it looks like this year it will finally arrive with genuine utility and mainstream applications. Of course, the delay in its arrival reminds us that it’s not straightforward, but such specifications in service are now within our scope.
While it’s also worth remembering that the player-data and information which personalisation can supply will only be enhanced the best machine-learning software, necessarily improving the end-user experience as a result. Accordingly, customised content can be used to attract – and maintain – all customers, even those who have a broad choice of outlets for their bets.
SBC: How can your company help to improve the customer experience ahead of the World Cup?
SK: Digitain sportsbook originals like “Edit My Bet” – a feature which allows players to turn an existing single or multiple bet into a more layered multi-bet – are ramping up player interest ahead of the tournament, with the chances of a bigger payout, without the hassle of having to strike a new bet, or wait for old wagers to be settled.
Anything that affords flexibility and variety to players in a largely standardized market-place (on everything from offers to betting prices), naturally backed up by a rapid mobile-friendly platform, should separate the real operators. The World Cup period always has a huge impact on annual revenues, and 2018’s renewal promises to be more hotly contested than ever.
Therefore, trackable cross-selling KPIs could be the game-changing component for migrating those stubborn casino players, or acquiring a loyal, educated sportsbook following.
SBC: Who are you backing to win the tournament, and why?
SK: I firmly believe it’s going to be a wide-open World Cup edition in Russia. Consequently, for value alone, I’ll be looking away from the usual suspects, as they all have their weak links and seem short enough in the betting. Especially considering their legions of loyal fans acting on little more than blind faith and history!
Instead, I’m taking Belgium to write a new chapter in the annals of the Jules Rimet trophy. Belgium still have a young team, which will have matured from the disappointment of Euro 2016. Under the leadership of playmaker Kevin de Bruyne, and with star striker Romelu Lukaku banging in the goals, this could be their coming-of-age moment on the game’s grandest stage.