Applause at SBC Summit North America

‘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?

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.


BGA are exhibiting at SBC Summit Barcelona!
21 Aug | SBC Summit Barcelona | Jamie Gough
'Betsson Group Affiliates are hitting up yet another huge gaming expo and they will be exhibiting...
Read more
Hipther’s GamingTECH CEE 2023 Agenda Explores the Intersection of Gambling with Technology...
17 Aug | Events | Jamie Gough
'Budapest, 17 August 2023: Hipther Agency is thrilled to reveal the Agenda of the highly-anticipated GamingTECH...
Read more
AffPapa iGaming Awards 2023 Voting Now Open
30 May | Events | Jamie Gough
'AffPapa, the ultimate iGaming directory, is thrilled to announce that the voting for its highly anticipated...
Read more
SUZOHAPP ready to showcase innovative range at SBC Summit North America
4 May | SBC Summit North America | Jamie Gough
'SUZOHAPP has announced that it is fully prepared for its appearance at SBC Summit North America,...
Read more
Final call for AffPapa iGaming Awards 2023 registration
3 May | Events | Jamie Gough
'AffPapa, the ultimate iGaming directory, has announced that the deadline to submit nominations for its annual...
Read more
AffPapa iGaming Awards 2023: Registration Opens!
6 Apr | Events | Jamie Gough
'AffPapa, the ultimate iGaming directory connecting affiliates and operators, is proud to announce the official registration...
Read more
LuckyStreak boosts global profile with The Betting Coach
27 Mar | Partner Press Release | Jamie Gough
'World-class live dealer online casino games provider LuckyStreak has expanded its global media presence after announcing...
Read more
Announcing AffPapa iGaming Awards 2023
20 Mar | Networking | Jamie Gough
'AffPapa is proud to announce the 2nd annual AffPapa iGaming Awards to celebrate affiliates, operators, and...
Read more