Interview with Betby's Commercial Director Chris Nikolopolous

"Esports and Virtuals are now seen more as central content pillars than alternative products in sports betting"

"With an ideal starting point being the framework in Colombia, the appetite will continue to grow (in LatAm) not just for football betting, but across a number of sports," Betby's Commercial Director Chris Nikolopolous tells Yogonet.
2020-08-24
Reading time 3:21 min
Chris Nikolopolous talked to Yogonet about the resurgence of sports betting in LatAm. He notes the potential of horse racing and tennis to blossom in the region, and also some of the major US sports primed to increase their cut-through there. He says machine learning and AI has never been more important and can dictate where the sector goes as an industry.

Ahead of Betby's participation in the Sports Betting Zone at SBC Summit Barcelona - Digital from 8 - 11 September, the company's Commercial Director Chris Nikolopolous talked to Yogonet about the resurgence of sports betting in LatAm and what's in store next for one of the industry's fastest-growing regions.

Has the return of sporting events worldwide seen activity return to pre-lockdown levels?

Despite the peculiar state of the calendar, with some football seasons restarting before the Champions League has even finished, we have more or less seen a return to the expected levels of sports betting. There are some important rescheduled events that will be played this month as well, such as the NBA Playoffs and the aforementioned European football competitions, which are expected to keep turnover high. While it has been a welcome return to pre-lockdown levels of betting, there is always a possibility that fixtures are cancelled or postponed on short notice, which is sure to keep everyone alert for the coming months.

Despite Latin America being famous for its love of football, what other events do you expect to see as a focal point for regulated sports betting?

It is no secret that people in Latin America fervently love football, but I think it is fair to say that they love sports in general. As the area looks to regulate, with an ideal starting point being the framework in Colombia, the appetite will continue to grow not just for football betting, but across a number of sports. As for what sports follow in football’s footsteps, it could go a number of different directions. Global popular betting sports, such as horse racing and tennis, have the potential to blossom, while some of the big US sports are also primed to increase their cut-through in the region.

Do you expect to see popular betting formats, such as in-play, attract players in similar volumes in Latin America as they do in Europe?

In-play betting is one of the most exciting betting formats out there, giving bettors the opportunity to use their knowledge and instinct based on the performances in front of them. It is suited to plenty of sports, especially football, which is immensely popular in Latin America, so we expect to see similar levels of in-play betting in the region. In-play is something that has taken off worldwide, with few exceptions such as fast markets in sports like tennis or cricket. While it is hard to perfectly outline how emerging markets will look, we are hopeful and expectant that sports bettors will have a similar enthusiasm for in-play products.

Can virtual and esports continue to be a viable alternative to sports betting, even with the return of sports?

Esports and Virtuals have grown to such an extent they are now seen more as central content pillars than alternative products in sports betting. If we look at the data, the demographic of bettors is quite different from traditional sports, and doesn't necessarily overlap. While during the sporting shutdown sports bettors may have turned to esports as an alternative, due to recognisable betting events across certain competitions, esports and virtual sports offer a unique experience for bettors. Of course, there is also valuable cross-sell opportunity, but this can run in parallel to sports betting, acting as a useful acquisition tool for operators.

What does the industry need to be speaking about right now?

As with every industry, there is so much to talk about as we look to re-find our feet in an altered world. However, many of the talking points remain the same. Regulation and integrity remain vital, with player protection at the forefront of the industry. More and more territories are exploring regulating sports betting in the wake of the Covid-19 pandemic and it is important that this regulation is achieved successfully. Equally, it is an exciting time to talk about where the future can be for sports betting. Machine learning and AI has never been more important and can dictate where we go as an industry. However, this also brings data analytics and data protection into the conversation, as any use of data to enhance the experiences for both operators and players must also be approached with caution as we look to continue to improve sports betting.

Betby will be showcasing its products in the Sports Betting Zone at SBC Summit Barcelona - Digital, the virtual edition of the global betting and gaming show, from 8 - 11 September. Further details, including the agenda, full line-up of 200 speakers and the list of the 100 virtual exhibitors, are available from the official SBC Summit Barcelona - Digital website. To join the 10,000 delegates from around the world, click here to register for free

 

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