hat products did you exhibit at ICE this year?
At ICE, we showcased our full omni channel platform solution (which includes sports, casino, registration, banking and BI), as well as our integrated wallet or seamless sport only product.
As part of our frontend solution the new responsive solution we have created caught a lot of attention as well.
We also showcased our new back office, Chameleon360, which allows operators to customize odds, manage their CRM, online chat and extract and interrogate customer data meaning operators can manage more of their operation.
“At SBTech, we see the growth in live betting, and fast markets as an evolution towards a casino style of sports betting”
Who is the player of the future? How would you describe them? What are their characteristics? How are companies adapting their product offering to cater to this new type of player?
With the trends towards mobile and in play, the player of the future will be motivated by speed and ease (more so than today.) For us the focus has been and will be fast markets, meaning bets settle faster, and the second is around personalization, ensuring users get the events and bets they want first and are also promoted others in a bespoke and targeted manner.
Mobile and online gaming, once synonymous with innovation, have become common currency. What new ways of innovating will the industry see in the coming years?
No one has really done anything massively innovative as a cross between casino/gaming and sports. At SBTech, we see the growth in live betting, and fast markets as an evolution towards a casino style of sports betting. We are working on some really immersive and engaging features that will really help create a casino like experience on sports and help with the cross sell from sports to casino.
VR could also be a game changer, but this is clearly a few years away yet.
Apart from a strong presence of both eSports and omni-channel gaming at ICE 2016, what are the highlights of this year’s conference for you?
Some of the VR demos were very interesting to see. Clearly it is too early yet for this to take off, but it is certainly something to watch as the technology becomes more widespread and accessible.
How do you assess your participation in the 2016 edition of ICE?
This year we certainly had more footfall and demos than in any previous year on our stand. Amongst our competitors in the industry which provide either sportsbook or e-gaming platforms we feel our stand and involvement in general really stood out.
We had delegates at almost every session as well as speakers discussing the latest innovations and the future of gaming.