hat can you tell us about the products you're planning to exhibit at ICE London?
From outsourced trading and risk management, to bespoke front-end development and an integrated digital marketing service, the Betgenius Sportsbook Platform offers everything needed to run a world-class sportsbook. This will be a big part of conversations at ICE this year.
What really appeals to operators is the platform’s flexibility. We allow our partners to take a turnkey solution, or select the components they require, in highly-customised partnerships that can evolve over time as an operator’s strategy progresses.
As the world’s live betting expert, we also cannot wait to showcase the enhancements made to our live betting solutions over the past year. These improvements are largely down to our investment in the highest-quality data, so our partners can offer the sharpest prices, widest array of content, longest market availability and fastest bet settlement.
What can both operators and players alike expect to see from you in terms of product development?
We are excited to showcase the major developments we have made to our digital marketing services. Betgenius has run betting and iGaming’s only sector-specific marketing agency for over a decade, which gives us an unmatched understanding of customer behaviour, and knowledge of how to optimise online campaigns to effectively acquire and engage players.
By harnessing granular behavioural and environmental analytics, our specialist technology automates marketing campaigns so players are presented with precise content and promotions at the right time. For operators, spend becomes more efficient and player value increases. For the end-user? A less intrusive, more engaging experience.
Which jurisdictions do you feel currently offer the most potential for gaming growth?
The obvious example is the US, which has the potential to transform the sports betting sector as more states regulate. Like all other suppliers and operators, we are working hard to deliver solutions that meet the demands of the market. For example, we continue to invest into US sports data and the widening of our trading provision.
But elsewhere, we see Latin America as one of the fastest growing sports betting regions in the world and this will continue into 2019. With an office in Medellin, Colombia housing over 300 employees, we have built localised technical and operational expertise to better serve the LatAm area.
Now, as more countries, such as Brazil and Peru, make the move towards regulation and introduce robust legislation that will see the sector flourish, LatAm presents great opportunities.
The company is now providing a sportsbook management solution to Pearl River Resorts’ sportsbook in Mississippi. Taking into account last year’s legalization of sports betting on a federal level, are you considering any further partnerships with other companies operating in the US?
We were delighted to enter the US market alongside the ambitious Mississippi Band of Choctaw Indians, the first tribal casino to offer sports betting outside of Nevada, by supplying a tailored sportsbook management solution.
Sports betting in the US is expanding rapidly and customers are becoming increasingly sophisticated. With operators in a number of regulated states on the cusp of launching mobile apps, in-play betting is inevitably going to be the primary driver of growth in the years to come.
We’re well set here and as I’ve already alluded to, we continue to work hard to ensure our solutions allow US operators to deliver the widest range of content across all US sports to the fingertips of their customers. It’s ultimately about providing a smooth, unique customer journey that satisfies the end-user, and in the modern, digital era, getting your live experience right is vital.
What discussions should drive the 2019 agenda?
As part of the Genius Sports Group, we’ve been long-term advocates of a sports data and betting ecosystem that treats all stakeholders fairly. This means giving sports a fair return on their official data for those who choose to create that product, better protecting consumers and giving sportsbook operators the best possible service.
Sports across the globe continue to realise the value of their official data as a means to protect their fixtures from corruption and unlock new revenue streams. Leagues and federations are beginning to clamp down on unauthorised collection and as a result, the flow of unofficial data has become increasingly unreliable and fragmented. For sportsbook operators, this means they must ensure their trading is fuelled by the fastest, most accurate and most reliable data.