‘Learning from industry leaders in a professional and social setting’ – Burton Deady, Enterprise Account Executive at Applause

As SBC Summit North America gets underway. Burton Deady, Enterprise Account Executive at Applause, details how the company can ‘solve virtually any digital quality testing challenges’ for operators and how the Summit gives Applause the opportunity to discuss regulatory and compliance technology with other industry minds. 

Deady also explores some of the newest industry trends and how accessibility and inclusion on digital wagering products should be at the ‘forefront’ of new product development, as well as detailing that ‘there is a lot to learn’ from SBC Summit North America when it comes to new online betting and gaming product innovations. 

SBC: What makes SBC Summit North America stand out as an event?

BD: All of the most important operators and providers are in attendance and partake in hard-hitting subject matter discussions that move the industry forward. Pair that with the venues and different environments, and there is a lot to learn.

Applause is happy to be a Supporting Headline sponsor for SBC North America this year. This is our first time as a sponsor, and we’re excited to meet with industry leaders and learn how we can help this fast-growing industry release high-quality online betting and gaming products.

SBC: What would you highlight as the biggest opportunity in the US gaming industry over the next couple of years?

BD: Designing products and experiences with accessibility and inclusivity at the forefront will ensure that the next wave of digital experiences and immersive technologies for gaming are available to the broadest group, and of course, comply with upcoming accessibility legislation in the EU. 

Applause’s unique ability to test with real people in real-world situations will help gaming companies put their best foot forward in this regard. We have a community of more than one million testers across the globe who comprise a vast range of demographics – ages, languages spoken, cultures, locations, abilities – and across a huge variety of devices and browsers, who can provide insight into how real customers will interact with an app, website or digital experience before companies release their products, so bugs and poor user experiences can be fixed.

SBC: What industry innovation will capture the most attention in the next 12 months?

BD: I’m really excited about the role of AI in sports betting and gaming, for a few reasons: a more seamless onboarding process, predictive data, and personalization. The onboarding player process is still something of a poor experience across all of the operators – AI will simplify and speed up that process. 

Predictive data makes for faster odds-making and more informed decision-making for the player. Personalized content generated by input data provided by the individual player will encourage players to spend more time watching and enjoying their favorite games and matches.

SBC: What core challenges do you help solve for your customers/partners?

BD: Applause solves virtually any digital quality testing challenges that operators face. Because we can assemble highly customized testing teams – in-market – representative of the demographics, locations, payment types, and devices needed – very quickly, we’re able to test the entire journey that a potential player may take and provide valuable feedback that helps development teams ensure they correct any mistakes before they reach the public. We help improve quality, efficiency and customer satisfaction. 

That’s what is needed in any industry to ensure happy customers who remain loyal and engaged but is especially important in gaming, where players of course expect their experiences to be easy and safe.

SBC: Who have you especially enjoyed working with over the past year (partner/client)?

BD: We’ve enjoyed working with all of our clients, of course, but the many teams across FanDuel were some of our very first clients, so we hold them in very high regard. They’ve developed an excellent strategy for licensing and launching new products and new states. Much of what we’ve learned from working with FanDuel has helped our team iron out our services across the industry for over two years.

SBC: What are you hoping to learn from the conference at SBC Summit North America?

BD: I’m looking forward to learning from industry leaders in both a professional and social setting. Something that I find particularly interesting is the great lengths the industry is taking regarding player protection. Reg tech and compliance tech are making it easier for the player and the operator to make safe and legal bets and have fun doing it.

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