Jack Smith, Senior Sales Director

Sportingtech: "We will use ICE London to propel our brand further across LatAm"

Reading time 3 min

At this year’s ICE London, one of Sportingtech’s main objectives will be to boost its brand presence further across the Latin American region by meeting with its existing and potential new contacts. With this and other goals in mind, the full-service betting and gaming platform provider’s new CEO Tom Ustunel be joining the team at the ExCeL exhibition center.

In an exclusive interview with Yogonet, Jack Smith, Senior Sales Director at Sportingtech, said ICE is a vital part of the company's calendar which presents an unmatched opportunity for the supplier to meet operators and potential new partners. Smith also elaborated on the company's LatAm strategy and provided a detailed view of its Brazil playbook.

What should attendees expect from Sportingtech's presence at this year's ICE?

We will use ICE London to propel our brand further across LatAm, where we are already considered a tier-one provider. We will be showcasing our award-winning sportsbook technology and this year, our new CEO Tom Ustunel will be joining the team at the ExCel, ready to meet visitors to our stand.

We have added new interactive elements to our stand to improve engagement and leave our products etched in the memory of visitors. Gamification has enjoyed a rise in popularity since the last show, so we have developed an ICE-first motion-activated game that will be a highlight of our stand.

To improve accessibility, we have redesigned our demo units to demonstrate our platform in a larger and clearer format. We will have more Spanish and Portuguese speakers available to cater to partners, old and new, across the LatAm market.

What are the company's goals for this event?

ICE is a vital part of our calendar and presents an unmatched opportunity for us to meet operators and potential new partners. As noted above, our goal for this year’s event is to meet with new contacts, particularly in LatAm, and look after our current partners.

We want to build long-lasting relationships. We are in a strong position to help operators enter Brazil due to our local knowledge and ongoing success in the region. We expect to inspire operators looking to enter the market later in the year and demonstrate our ability to pinpoint their requirements thanks to our tailored products.

What markets will you focus on at the expo?

Our focus will be supporting our current operator partners with their transition into the Brazilian regulated market. We are using our rich local insights and knowledge of other regulated jurisdictions to advise on how operators can prepare well for when license applications open.

The industry, including our clients, is looking for ways to stay ahead of the competition, and the way to do that is by making use of our agile product suite. We have spent the last two years researching Brazil and other LatAm markets so we have a localized portfolio that we know can evolve to meet the diverse demands of customers as they move into a new period of regulation.

What is your assessment of how the sector developed in 2023, and what should we expect from it in 2024?

The past 18 months have been characterized by a wait for Brazil to open up and the significant development of our sportsbook. In 2023, we invested heavily in gaining local knowledge and tailoring our products to Brazilian customers, with differentiation our focus.

With this localization in mind, we launched our enhanced Bet Builder featuring Brazil Serie A stats. We have since reported an impressive 1,300% increase in betting volumes compared to the 2022 season. We also sought to use the rise in social media influencing to further improve our products, adding Share-a-Bet, which allows bettors to share their bet slips with friends/followers.

In the year ahead, we anticipate further growth in Brazil and the LatAm region. As a tier-one provider, we will continue to secure significant strategic partnerships that support our leading position in the region.

What other industry events does the company plan to attend this year?

We have a packed-out calendar of events that we will be attending over the coming year, with a focus on LatAm exhibitions across both South America and Europe.

Aside from ICE, we also have the Brazilian iGaming Summit, SBC Summit Rio, the new SBC Summit in Lisbon and SBC Latinoamerica high on the agenda, where we hope to connect with operators and partners on all things Brazil.

Additionally, we will have a presence at other regional events such as G2E in Las Vegas, where we have observed a strong LatAm focus over the years.

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