SPORTS BETTING OPERATOR
OPINIONS
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F E AT U R E S
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VOLUME 006 ISSUE 009
sportsbettingoperator.com
EVENTS
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INTERVIEWS
Join us for ICE on 6-8 February, 2024 at Excel, London. Booth ND6-A
EDITOR’S LETTER
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roblem gambling. it’s an issue requiring eternal vigilance of the industry — and never more so in the U.S., where I reside. As baneful as the issue may be, there’s no ignoring that the proliferation of online sports betting its making it that much readier … and worse. Who needs to go to a casino when gambling is available within a few clicks of your mouse? Lest you think I exaggerate, I direct your attention to the excellent and sobering article in this issue by Tim Jotischky. Go ahead and read it. I’ll wait. Done? Many branches of Big Gaming have done yeoman-like service to combating disordered gambling. It would be invidious to single out a few at the expense of the many. The bad actors are easier to identify, sadly. I say “sadly” because I hailed one of them in these very pages a few issues ago: FanDuel. Yup, FanDuel. CEO Amy Howe’s company was caught trying to kick the ball onto the fairway in New York State. A Freedom of Information Act request by The Guardian exposed FanDuel as rank hypocrites. When the Empire State was promulgating rules to protect the vulnerable, FanDuel was actively agitating (thankfully, without success) to castrate them. As problem-gambling activist Brianne Doura-Schawohl said, “It seems not only disingenuous to the public, but also the policymakers that probably took many of them at their word that responsible gambling was a priority ... when there is an opportunity to influence regulations, they are trying to overturn and undo any obligations they have to the very consumer protections they promised were a pillar of their business.” (FanDuel sought refuge in ‘no comment.’) Among FanDuel’s affronts against basic decency was an objection to a 4
RIGHT: David McKee, Editor in Chief, Sports Betting Operator
rule that would prohibit promotional language to which disordered gamblers would be susceptible. FanDuel’s problem? Such a measure would be “analogous to a liquor not being able to advertise to customers who ‘may be’ alcoholics.” FanDuel also got its dander up over the idea of not being able to place ads in close proximity to college campuses (New York’s legal gambling age is 21). Equally objectionable to Howe’s minions was the notion of requiring FanDuel to display a compulsivegambling assistance message in its commercials. If you’ve seen FanDuel’s TV ads on this side of the pond, you’ll notice that such messaging is run in the smallest possible type. Might spoil the fun, you know. FanDuel was comparably exercised that it might be held responsible for the irresponsible acts of its affiliates, ones who don’t play by the marketing rules. It wanted a blanket waiver but didn’t get one. Anti-moneylaundering measures were also found objectionable by FanDuel. Whatever the effect of the bombshell Guardian revelations was, it hasn’t been sufficient. FanDuel appears unchastened. However, some measure of opprobrium is in order — maybe a few rolling heads in the C-suite. This is serious business. sportsbettingoperator.com
4 EDITOR’S LETTER FanDuel puts the lie to its own rhetoric
CONTENTS VOLUME 006 - ISSUE 009 CONTACTS Publisher – Peter White peter@outsourcedigitalmedia.com Editor in Chief – David McKee dmckee6@comcast.net Editor EMEA – Damien Connelly damien@outsourcedigitalmedia.com Las Vegas Correspondent – Ryan Slattery ryanslats@gmail.com Associate Editor EMEA – Andrew Behan a.behan@librasgroup.com Designer – Stewart Hyde www.de5ign.co.uk Tel: 44 (0) 1892 740869 W: www.sportsbettingoperator.com Editorial Policy: The views and opinions expressed in Sports Betting Operator remain principally the views of contributors and do not necessarily reflect those of the editor or publishers. The publishers wish to avoid inaccuracies and, whilst every precaution has been taken to ensure that information contained in this publication is accurate, no liability is accepted by the editor or publishers for errors or omissions, however caused. Unless otherwise stated, articles appearing in this publication remain the copyright of the publishers and may not be reproduced in any form without the publisher’s written consent. Printed in the UK by Severn Print Ltd.
Volume 6: Issue 009
7 KAIZEN GAMING Anders Nielsen of Kaizen Gaming sits down with Sports Betting Operator. By Andrew Behan 11 RELIABILITY, INNOVATION AND WORLDWIDE RECOGNITION Why 1xBet is trusted by players and partners 15 KEEPING THE CUSTOMER SATISFIED Digital strives to keep ahead of an ever-changing and accelerating marketplace. By Iain Hutchinson 22 A STRONG VISION An interview with Hayk Sargsyan, CEO of Galaxsys. By Peter White 25 THE GATHERING STORM The U.S. gambling market is a cash cow but the warning lights are flashing. By Tim Jotischky 28 THE GLOBAL SPORTS BETTING MARKET OUTLOOK A report by Global Estimates Research & Consultants 32 MORE IS LESS Optimove’s analysis of 10 million-plus NFL bets shows that a surge in bettors correlates with reduced average wager amounts 37 GIG EXPANDS The company furthers the global presence of its next-gen platform with two new launches 38 IBIA AND SPEL INSPECTIONS The Swedish Gambling Authority and IBIA join forces on betting integrity
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FEATURE: KAIZEN GAMING
FROM LOCAL PLAYER TO GLOBAL POWERHOUSE Anders Hauberg Nielsen Kaizen Gaming’s Director of Trading sits down with Sports Betting Operator. By Andrew Behan
H
ow would you describe your current position within Kaizen Gaming? Please tell
the procedures we have in place in order to execute on this strategy. I also spend a lot of time on business analytics, and I
us a bit about your typical day at the office. In the Kaizen Gaming trading department, we have a team of
work closely with the business-intelligence department to extract valuable and actionable insights.
230 traders, data analysts, platform technicians, a data/streaming operations team and sportsbook integrity agents. As you can imagine, we keep ourselves busy since we run an operation which is open 24-7, 365 days a year and which is currently available in 15 countries. I have a great team however, which always helps! As the director of trading, my overall responsibility is the sportsbook’s P&L and ensuring that the offer to our clients is top notch across all our brands. We operate our own platform, have our own in-house algorithms – which we are constantly optimizing – and we compile our own odds on a wide range of leagues and markets. I am responsible for our trading strategy and, together with my team, I ensure that we follow
What makes life at Kaizen Gaming special? Working in a team that redefines GameTech globally, for sure. Working alongside a group of extremely bright people, with passion for gaming and sports. Being all focused on delivering an unmatched customer experience through our premium Betano and Stoiximan platforms. Having an innovative mindset and a thirst to do better every day. The list can go on. Kaizen Gaming has been named as one of the best workplaces in Europe by its own people scoring high in terms of caring, respect, collaboration, equity, innovation and more. I get to experience all of that in my day-to-day life, where challenges inspire the team to bring its ‘A’ game. We work hard, getting
Volume 6: Issue 009
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FEATURE: KAIZEN GAMING involved in some really cool projects around the world’s top sporting events like the UEFA Euro 2024 or the Paris Olympics, and play hard too. We move fast and make things happen. What notable projects has Kaizen Gaming been involved with recently? We have a culture of showcasing our commitment to innovation and collaboration within the GameTech industry. One significant achievement is the company’s historic partnership with UEFA this year, where Kaizen Gaming proudly stands as the firstever official betting partner for EURO. This collaboration not only highlights our company’s global reach but also underscores our dedication to sports entertainment at the highest levels. This deal follows another groundbreaking one, our partnership with FIFA. In an industry first, we became the first sports betting company in the world to sponsor a World Cup, the one in Qatar in 2022. Besides that, Kaizen Gaming has extended its influence beyond gaming through its extensive socialresponsibility activations in every country we operate in. The philanthropic initiatives highlight the company’s commitment to making a positive impact in local communities, showcasing a well-rounded approach that goes beyond traditional gaming. Kaizen Gaming has had a couple of busy years. What can we expect next from 2024 and onwards? Our recent years have been marked by dynamic growth and strategic initiatives, setting the stage for exciting developments in 2024, and beyond. The company’s plan for geographical expansion is underpinned by our appetite to enter new markets and strengthen our global presence. This expansion not only proves Kaizen 8
Gaming’s ambition but also positions the company to tap into diverse gaming demographics around the world. Our customer-experience obsession across the board has been vital to the company’s success until now, and it only intensifies as we grow bigger and expand. Our teams are constantly working on providing an even more tailored and thrilling gaming experience to cater to the evolving preferences of players across the globe. What have been key milestones for Kaizen Gaming that have been achieved so far? Kaizen Gaming has managed to transform itself from a local player to a global GameTech powerhouse. The progression, marked by a shift from “humble” beginnings to significant success, underscores the company’s resilience, strategic vision and adept navigation of the competitive GameTech landscape. One of our defining milestones is the company’s strategic shift to proprietary technology. Kaizen Gaming’s investment in developing its own technology reflects a commitment to innovation and staying ahead of the technological curve. This move not only enhances our capabilities but also positions us as a technological leader within the industry. We continue on the path of international expansion, cracking open new markets every year. We are committed to growth and efficiency across our footprint and are ready to take on the next opportunity that comes up that will strengthen our position. What do you consider to be your biggest success so far? Maybe “success” is not the right word, but I would say that I am very content with having lived and worked in many different countries and “succeeded” in all of them, both professionally as well as personally. I have taken on challenges and sportsbettingoperator.com
FEATURE: KAIZEN GAMING started from scratch in new countries, without knowing anyone, several times. Along the way, I have worked in great companies, most of them market leaders, I have met many interesting and bright people, and I have learned a lot from these experiences. I consider this a success, because it’s been a goal of mine since I left Denmark 17 years ago. What in your opinion has been or is the biggest challenge that you’re facing to improve your Player’s UX experience? Since we operate in different countries, some with very different cultures and ideas of what constitutes a good UX, one challenge is to localize the experience as much as possible, and tailor it both on demographic and individual level. What are the biggest challenges when entering and investing in other countries or territories? Actually the challenge begins long before entering a market, as we have to plan and research meticulously each potential candidate country or region to make sure we are fully aware of its prospects and potential. This includes fully understanding the regulatory framework, competition and products, payments, as well as the marketing requirements that will enable us to be competitive in a market. Our goal is to utilize our experience from our presence in multiple markets and explore potential synergies which, coupled with a fully localized approach, will ensure a smooth customer journey in line with our vision for a premium experience for all Betano users. I understand you have a background that includes teaching. Does this help you in your current role and how? Yes! It was a long time ago, but I would say that the experience helped me in various ways. I was just 19 years old Volume 6: Issue 009
RIGHT: Anders Nielsen
when my sister, who is still a teacher, recommended me to the school director because there was a need for substitute teachers. Whenever a teacher called in sick, they would ask me to replace them and basically cover any of the topics they were planning for the day. I worked quite a lot but it was a great part-time job, where I learned to face daily challenges at an early age. I covered all age groups, with the oldest students being 16 years old! As you can imagine, some would test my authority, being only three years older and pretty much looking like them. It was a very enlightening experience. As a director of trading I have to tackle new challenges every day, but luckily I am used to doing that since an early age. How does your expertise in mathematics apply to the betting industry? Understanding mathematics and probabilities is super-important in trading, and it was my entry point to the industry as I would often challenge the opinion of the operators. Equally important is having your own platform and price algorithms to communicate with the quants team, and ensure that your pricing models are as accurate as they can possibly be! That said, there is always work to do and with more than one million events offered annually — many of which offer betting 9
FEATURE: KAIZEN GAMING markets in the hundreds — sharpening our pricing models remains an ongoing process. How does Kaizen Gaming approach responsible gambling? Responsible gaming is our most valued principle that we hold at the core of our operations. We understand that the product we provide is exciting and makes for a great pastime activity but we also understand the risk that is associated with immoderate gambling. That is why we have a robust responsible-gaming policy, and multiple tools that assist our customers to enjoy a risk-free and enjoyable experience. Our Responsible Gaming Ambassadors provide players with advice on an individual basis, including tips and best practices for staying in control while ensuring that they know when to stop. We have also developed an AI solution to predict which player could develop excessive and problematic betting behavior, in order to reach out to them proactively. How does your organization contribute to society? Corporate responsibility has been an integral part of our business model, right from the very beginning. Under this scope, in all markets we operate, we analyzed our areas of action and identified those where our positive footprint can be maximized. Our global CSR strategy can be described in a twofold direction: We implemented flagship, long-term, social-impact projects in Greece, Portugal and Brazil in collaboration with NGOs, institutions, and the public sector. At the same time, we are undertaking individual CSR activations in collaboration with our sponsored teams and National Leagues worldwide in order to address and raise awareness about some critical social issues. 10
What challenges do you foresee (if any) for the gaming and betting industry going forward? Our industry has not been shy of challenges historically and I do not expect this to change anytime soon. The everchanging regulatory environment across geographies will take a central role in the industry’s challenging future, adding complexity and affecting roadmaps. However, I believe that even if it will bring operational challenges in the short term, regulation cultivates a healthy environment for trusted operators and businesses to offer their entertainment services, ultimately benefiting the customers, and the industry. In a nutshell, it will be challenging yet a step towards the right direction and, through Kaizen Gaming’s strategy, we heavily support such moves in regulated or soon-to-be regulated markets. Additional challenges may come up from the commercial standpoint, due to market saturation and increased competition, making it challenging to position and differentiate. At the same time, potential macroeconomic challenges could pose a threat as they usually do. The list could also include points varying from cybersecurity issues to the enhancement of responsible gaming practices, that Kaizen Gaming is also focusing efforts on. However, I believe that a challenging environment sets up for development and growth, and if we positively react to it we can benefit in various ways. But yes, it will never be boring. What one thing have you not yet done that you want to do both professionally and personally? There is an abundance of things that I would like to do and haven’t done yet, but it’s difficult to choose one. What I can say is, that as a person and professional, I want to keep on growing, adding new experiences and meeting new, interesting people along the way. sportsbettingoperator.com
FEATURE: 1XBET
RELIABILITY, INNOVATION AND WORLDWIDE RECOGNITION
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Why 1xBet is trusted by players and partners
xBet was founded in 2007 and, in 16 years, has gone from a promising startup to a global brand and one of the three most visited betting sites in the world.
The 1xPartners website is available in 45 languages and four continents, and registration takes a few minutes. Regardless of where they live, people can become 1xBet partners and earn
Every month more than three million registered users log onto the 1xBet gaming platform and this figure is constantly growing. Every day, 1xBet clients can access over 17,000 events, and 6,000 broadcasts of games and
income from attracting traffic to their media sources.
matches. The 1xBet website is translated into 70 languages, including the most popular languages in Europe, Africa and Asia, and the support team is ready to help 24/7. The bookmaker offers its clients more than 250 options for depositing and withdrawing funds, including popular international payment systems, electronic wallets, and cryptocurrency. In 2016, 1xBet launched an affiliate program that brings together more than 100,000 affiliates worldwide. Volume 6: Issue 009
The main achievements of 1xBet in 2023 Bookmaker company 1xPartners is writing a success story with you and is happy to share its achievements in 2023. During this time, the global brand extended sponsorship agreements with world-famous sports clubs, and organizations, cooperated with new partners and ambassadors, collected some prestigious awards, and paid its clients millions of dollars in winnings! The company opened its awards account on February 6, 2023, winning the Innovator of the Year category according to the International Gaming 11
FEATURE: 1XBET Awards (IGA). Thus industry experts confirmed that the global brand is on the right track, setting industry trends and bringing innovative betting products to the market. Competition in the Latin American market is traditionally high and the brand is proud of its success in this region. The Sportsbook Operator of the Year title in Latin America, received at the international gambling exhibition SiGMA Americas 2023, showed the high professional level of 1xBet and the professional community’s recognition. Let’s move to another continent where the company experienced resounding success. As part of the SiGMA Balkans/CIS Gaming Awards 2023, which traditionally note the best betting companies in southern and eastern Europe, 1xBet became Sportsbook Operator of the Year, and was awarded the prestigious Affiliate Program of the Year. The jury of 128 experts highly appreciated the company’s success in affiliate marketing, especially noting the profitable commission of up to 40 percent for referred players, high conversion, realtime game statistics, and the ability for partners to interact with personal 1xBet managers. The last award for 1xBet in 2023 was the title of Online Sportsbook Provider of the Year, according to the prestigious SiGMA Europe Awards 2023. The award was presented in Malta on November 14, 2023, as part of the SiGMA Malta Europe Summit 2023 gambling exhibition. Market experts noted the high standards of 1xBet in Europe, where the company offers a modern, highquality product, safe gaming, and a unique bonus system that attracts both experienced players and beginners. 1xBet continues to pay special attention to the European region, and in 2023 the brand received official licenses to operate in Spain and Ireland. Volume 6: Issue 009
1xPartners affiliate program benefits Cooperation with one of the most popular bookmaker brands will help monetize your traffic and provide a stable income. 1xBet Partners offers to join the affiliate program and receive a number of benefits: • high conversion of registrations into deposits – up to 40 percent • lifetime 40 percent commissions on the bets of each attracted player • automatic weekly payments and over 250 payment methods • unique bonuses for your audience • huge library of promo materials • personal manager’s support
Sports partners and ambassadors of 1xBet The global bookmaker is an official partner of leading sports clubs, leagues and organizations worldwide, and also works with many famous athletes. The company’s official betting partners list includes FC Barcelona, Paris SaintGermain, LOSC Lille, La Liga, Serie A, Confederation of African Football and many other famous sports brands. The partnership with Barça includes support for the main football, basketball, handball and futsal teams, as well as women’s football. With us, FC Barcelona regained the title in La Liga and successfully played in the Champions League. 13
FEATURE: 1XBET Sponsorship programs for 1xBet are a tool for increasing brand awareness and an excellent opportunity to develop and support sports in different parts of the world. For example, in Africa, the official partners of the bookmaker are the Ugandan Wakiso Giants, the Nigerian Aqwa United, the Ghanaian Legon Cities FC and many other clubs. In Latin America, 1xBet ads can be seen in Brazilian Serie A and Serie B, the Chilean Primera Division or the iconic Copa Libertadores matches. Many famous athletes and cultural figures became brand ambassadors in 2023. The company is proud of its successful collaboration with the legendary MMA fighter Jose Aldo, Olympic football champion Paulinho, popular Nigerian singer Davido and many other stars.
1xBet and esports It is impossible not to mention the mutually beneficial partnership of 1xBet with famous esports teams. Currently, 1xBet is a sponsor and partner of such reputable organizations as OG Esports, Team Spirit, Talon Esports, Beastcoast, MIBR, The Mongolz and IHC Esports. These clubs compete in the most popular esports categories, including CounterStrike 2, Dota 2 and Mobile PUBG. In addition, 1xBet is the official sponsor of the tournament organizers ESL, CBCS, CCT and HLTV, a popular resource about professional Counter-Strike. The betting giant’s support helps its partners win at the highest level. For example, in 2023, the partner team Team Spirit won three major Dota 2 tournaments at once — Riyadh Masters 2023, DreamLeague Season 21 and The International 2023. Another partner team, OG Esports, is the only club in the history of esports to win The International — the main Dota 2 tournament of the year — twice in a row, in 2018 and 2019. The partner club IHC 14
Esports won the Global Championship 2023 — the most significant tournament in the world in the PUBG Mobile discipline.
1xBet clients’ winnings Every day 1xBet customers bet on thousands of events with the highest odds. Some receive huge winnings, and 1xBet guarantees safe and timely payments, regardless of the amount. For example, a 1xBet client from Egypt recently bet less than $20 on an express bet and multiplied it 14,000 times, earning almost $280,000. The enormous success was made possible thanks to an accumulator of 27 events, in which the player included matches from the Champions League, English Premier League, Italian Serie A and supplemented them with events from the FA Cup, German Bundesliga, Spanish La Liga, and French Ligue 1. An accumulator enthusiast from Guinea showed an even more sensational result. He bet just over $1 on a football accumulator and won $550,000. The 1xBet player was able to achieve fantastic success thanks to a risky accumulator of 50 matches, which included games of the UEFA Champions League, Europa League, and Conference League, as well as the championships of England, France, Germany, Belgium, Scotland and Cyprus.
1xPartners looks confidently into the future 1xPartners will not stop there and in 2024 it plans to release innovative products, promotion to new markets, exclusive opportunities for partners, and an advanced bonus program for players. We are constantly developing and want to create a modern professional product that will fully meet the needs of our audience. Join the 1xBet affiliate program and increase the monetization of your media sources. sportsbettingoperator.com
FEATURE: DIGITAIN
KEEPING THE CUSTOMER SATISFIED
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Digitain strives to keep ahead of an ever-changing and accelerating marketplace. By Iain Hutchinson
t’s a highly competitive vertical, the one of sports betting for any operator brand. With the constant increase in new costs for player acquisition or CPAs, it is the perfect time to look at how sports-betting-platform providers can help and integrate more social engagement, and retention features, and promotional tools for revenue growth. Digitain’s chief revenue officer, Iain Hutchison, outlines trends and potential opportunities. We have decades of experience delivering reliable, flexible, scalable, and adaptable award-winning (over 30 Volume 6: Issue 009
industry awards), GLI-certified iGaming and sports betting solutions to more than 150 partners across various markets. We continue to look at ways to create solutions to the challenges that arise repeatedly within the gaming ecosystem for our partner operators. Introducing sports betting players to this funnel can be difficult for marketing teams across everincreasing acquisition channels or sometimes need more efforts due to advertising restrictions. In the same way, the brands must be imaginative and competitive to get attention from players and ensure the most 15
FEATURE: DIGITAIN the highly competitive online betting on sports market is very much a true saying.
Create content that has engaging features
compelling interaction and experience for players at the first encounter with the brand’s website. Teams in marketing and platform providers need to think beyond the top-of-the-funnel and look for post-funnel solutions or assist in implementing retention strategies. The marketing or business saying that keeping a customer happy is less expensive than buying a new one in
In the past, the B2B platform company was focused on content or betting on headline statistics, that is, quantity over quality. For instance, Digitain provides 100,000 real, live, monthly events, as well as 70,000 monthly monthly pre-match events happening in 15,000 international leagues. The size of these betting markets available is a crucial distinction; however, the players have various levels of experience and knowledge when they place bets on sports. Today’s players demand entertaining content that aids their decision-making process for betting opportunities, resulting in more frequent visits to your online gaming brand. Digitain gives our partners sports data and statistics from more than 19 sports across different nations and championships. Due to the rise of live-on-demand sports streaming, information in the form of lineups, statistics, player stats, team formation data, and scores have been essential to the player’s experience with real-time scoreboards and visualisations. As mentioned earlier, players have different age profiles and experience requirements. Thus, providing players with education before the betting process is becoming more popular to give greater involvement and engagement. You only have to look at the many social media platforms or peer recommendation networks providing educational or information-based content related to betting on sports. These include strategies, tips, and insight that are well known on affiliate channels and drive customers to the
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FEATURE: DIGITAIN platform operators. It assists players in making more-informed choices and makes them feel more secure about their betting. In addition, the information that is in the form of responsible-gambling tools further promotes responsible gambling through self-exclusion choices, deposit limits, as well as hyperlinks to resources for gambling addiction. This shows your dedication to the wellbeing of your gamblers and creates a halo effect to help retain players. Making gamification and communitybuilding features within the platform allows users to get more involved in the operator’s brand, which can result in higher retention of loyalty, advocacy and GGR. The following are some feature solutions that Digitain has introduced.
Sport tournaments One example of the growing importance of gaming and community tools is Digitain’s Sports Tournaments. The Sports Tournament feature allows players to place bets using their bonus points and win real cash prizes. The winners of the tournament are players who have earned the most points. These are shown on the updated leaderboards. The tournament’s winners and the prize money are all adjustable parameters in the platform. This has been proven to be a robust retention-and-acquisition feature that has seen high engagement rates for participants in the tournament. Also, the double-digit engagement rate documented from the tournament participation shows many players placing a real bet during the event, since the player is comfortable with the company and betting results.
Bet Race Tournament Bet Race Tournament is our new feature. It has it all to assist sports Volume 6: Issue 009
RIGHT: Iain Hutchison, Chief Revenue Officer, Digitain
betting operators in organizing a contest for players that can stimulate the betting process and keep their players interested. We allow operators to organize an event where players who bet on specific bets are awarded bonus points, which could be turned into cash prizes at the end of the competition.
Sportchat Building on community features, Digitain released Sportchat to revolutionise how users engage with the platform, fostering a sense of community and social interaction among bettors. This feature is set to transform the betting experience by providing users with a real-time chat environment where they can share insights and emotions, and connect with fellow sports enthusiasts. Boosted Betting Activity: Because of this added social dimension, Sportchat is anticipated to grow betting activity significantly. Preliminary data suggests a remarkable 20 percent increase in bets placed by users actively participating in Sportchat discussions. 17
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FEATURE: DIGITAIN User experience, expectations and performance As we’ve mentioned, offering more features based on retention and tools will help users become more involved in the company’s brand. In addition, extending this feature further using live chat active player support, chatbots, or conversational applications features, including regular phone and email support, enhances, and improves user engagement. These interactions in the player journey offer valuable feedback on the interaction level. They allow companies to improve their products by taking into account users’ opinions and converting them into actionable enhancements to the experience at the feature or product level.
Machine learning Retention is a priority; however, a dataanalysis requirement is associated with developing any brand-new community or gaming feature. The features are essential, but to improve users’ behaviour, the data analytics integrated into the platform are a must-have. This is to ensure that the brand can determine which features are most helpful, and determine the roadmap for marketing the product to maximize growth opportunities in the future. Machine learning helps divide users into groups according to various factors, including gambling habits, demographics or levels of engagement. This can allow for more specific personalization and product-driven marketing strategies. Using machine learning, it can analyze customer preferences and previous interactions, and recommend relevant content, like tips for betting, life events or news articles about sports. This keeps your customers interested and entices them to learn further on your platform. Volume 6: Issue 009
Similar to how real-time or live betting has increased in popularity, real-time data on player behaviour and patterns will soon be integrated into every feature of a product and tool. These insights will eventually guide and help improve a brand’s retention strategies and align them with players’ preferences. If you want to learn more about how Digitain can up your game, please visit our ICE London stand, S4-150. 19
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FEATURE: GALAXSYS
A STRONG VISION An interview with Hayk Sargsyan, CEO of Galaxsys. By Peter White
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ports Betting Operator Magazine caught up with Galaxsys, the innovative games studio that is leading the way in
London. Our varied portfolio includes six crash games: Crash, Rocketon, Cash Show, Crasher, Maestro and our most recent release, Limbo Crash. The year 2023 was a time when
providing award-winning fast, crash, mines, skill and plinko games for online casino players seeking a more engaging, simpler game theme, and experience. Hayk Sargsyan, CEO of Galaxsys provides insight into this
we felt honored to be recognized for several prestigious B2B iGaming awards. These demonstrated our increasing influence and prominence within the online-casino vertical market. The highlight was the cult game, Ninja Crash, which took the spotlight and won prizes for its unique features and game design. Overall, 2023 was an incredible year of growth for Galaxsys
fast-growing and innovative casino games vertical. Galaxsys is still a relatively young business. How was 2023? We are incredibly happy with our team members and our collective accomplishments. Galaxsys released 15 games in 2023. This included the hit “Too Sweet to Handle” Ninja Crash. We’re looking forward to showing our most popular game of last year’s season during ICE 22
Galaxsys has expanded into several markets. What’s planned for this year? Galaxsys has widened its market coverage throughout the year. Our games are accessible to over 150 operators and are available with 170 currency options. This is an impressive sportsbettingoperator.com
FEATURE: GALAXSYS feat for a business that is relatively new. We have recorded a remarkable user growth of 263 percent in 2023 in comparison to 2022. This is, in my opinion, reflects the increasing interest and popularity of our gaming services to top-tier casino operators. We hold MGA, Curacao licenses, have obtained certifications for Romania, Croatia, Serbia, Bulgaria, Greece, Republic of Srpska, Switzerland, Colombia, and are entering Italy, and other markets located in Europe, Asia and Latin America countries. How have these games been received by online B2C operators? Our games are widely played in all regions of the world. The reason is that online casino players want to try something different, as well as play games that are simple and easier to comprehend. The players of today wish to maximize their time to play without having to learn the myriad of characters, bonuses and bonus rounds, resulting in confusion, particularly when you have only five to 10 minutes to play. Crash as well as Fast Games provide a streamlined experience with low friction and give players the feeling of control over what will happen next during the game. These are just a few reasons behind the increased demand from players and B2C operators alike. What have you learnt from this market expansion? We are always excited about entering new markets and bringing our services to a wider market. The lessons we have learned from the previous expansions provide useful insights for our future ventures. Every market has its own unique characteristics and dynamics, and we welcome the chance to change, and improve. Volume 6: Issue 009
RIGHT: Hayk Sargsyan, Chief Executive Officer of Galaxsys
What is on the agenda for 2024’s growth? We are constantly looking for possibilities to expand and partner at Galaxsys. Our current focus is expanding into markets like those in the UK, Italy, Netherlands, Sweden, South Africa, Colombia and the Baltics. The reason for these plans is rooted in the variety of gaming landscapes and user bases that the regions have to offer. We have also started our own slots development. Galaxsys has announced the launch of several games for ICE London. Can you provide more information regarding these games and explain the features that set each from the others? It’s true, Galaxsys is thrilled to introduce a variety of brand-new games during the London show and will be displayed in our demonstrations at the stand. In “Dr. Shocker,” players will enjoy a fastpaced game by connecting cables to win. “Tower Rush” will require players to create an endless series of floors to maximize their chances. “Limbo Crash” introduces an exciting concept, with winnings dependent on the chosen multipliers. “Bingo Star” combines the most popular bingo elements with a surprising twist. “Hot Gear” seamlessly blends speed and fashion by requiring players to scratch their fingers, and reveal the matching odds or attractive symbols. Finally, “Cosmo Saga” is a fun puzzle game that requires players 23
FEATURE: GALAXSYS across all departments. We analize all feedback and create agile business scenarios to make sure that every roadmap improvement is in line with the standards for product releases prior to the release to the public. We are making continuous improvements in communication, support and training that will ensure the results, and we are determined to continue this process. to move colorful particles to create winning combinations. We are excited to present a diverse and thrilling range of games, each with its own distinctive features, during our demonstrations at the stand. What other titles shall you focus on at this last show in ExCeL? The mentioned games will be on display at ICE London, with a particular focus on “the Queen of our Portfolio.” That is Ninja Crash. ICE attendees will be able to enjoy an experience that will be immersive when we recreate the cherished elements of the game on our stand. This year we’re taking it one step further by bringing the thrill that is Ninja Crash to life with an actual-world setting, allowing visitors and players to interact with this game on a manner that is more than just a screen on your mobile phone. Why are your games so successful? Galaxsys is a highly focused business that puts the client at the center of everything we do. We research both with our operator partners, and from casino players, to continue to improve our game creation and implementation. This is not just the front end or the game, it also includes the back-office and business processes. The UI/UX and product teams are looking at ways in which specific flows could be improved. This is a team method that spans 24
As we embark on 2024, what is your aim for this year? The goal of Galaxsys is to become the leader in the market in fast as well as crash games. We design, create, and develop games that are extremely engaging and attractive across the entire casino player spectrum. We love helping our partners increase their players’ active and revenue targets. Furthermore, we believe in providing players with exciting games and providing the best gaming experience possible within the ever-changing world of iGaming. Any final message for ICE London ExCeL’s visitors seeking different casino gaming content? Our primary marketing campaign is for Ninja Crash, which is taking over London and it isn’t simply a slogan, it’s an undertaking, and it will truly be the main event at ICE London. The stand will reveal an experience for Ninja Crash, showcasing the game’s exciting features as well as the fun of playing it adds to the gaming experience. At Galaxsys Stand N6-110, visitors will receive the ‘cake,’ which is part of the game theme, while taking part in interactive presentations and gaining exclusive, behind-the-scenes insights into the game development. Come and visit us or get in touch at the Galaxsys website. sportsbettingoperator.com
FEATURE: U.S. SPORTS BETTING MARKET OUTLOOK
THE GATHERING STORM The U.S. gambling market is a cash cow but the warning lights are flashing. By Tim Jotischky
M
ore years ago than I care to remember, when I was business editor of The Telegraph, one of my reporters started writing about
of the apocalyptic impact on their industry, predicting that thousands of betting shops would close and tens of thousands of colleagues would lose their jobs. But one of the biggest bookmakers, Paddy Power
FOBTs. At the time, I didn’t know what they were; I didn’t understand their significance and I certainly didn’t realize that the campaign against them would end up changing the landscape of the UK betting industry. That was back in 2013, when antigambling campaigners, charities, the Church of England and a group of high-profile politicians formed a powerful coalition against Fixed Odds Betting Terminals, which accounted for more than 50 percent of highstreet bookmakers’ revenue. By 2018, the UK government had legislated to reduce the maximum stake on FOBTs from £100 to £2. The Association of Bookmakers warned
Betfair, welcomed the government’s decision, saying FOBTs had inflicted reputational damage on the industry and removing them would help bookmakers return to their roots. The campaign against FOBTs succeeded because campaigners depicted them as “a social blight” and argued they were fueling gambling addiction amongst the most disadvantaged communities, who were being cruelly targeted, triggering a public health crisis. The reason for delving back into history to revisit the FOBT saga is because what happened in the UK a few years ago could soon be replayed in the U.S., albeit in a different format and on a much bigger scale.
Volume 6: Issue 009
25
FEATURE: U.S. SPORTS BETTING MARKET OUTLOOK The burgeoning U.S. market Since 2018, when the Supreme Court overturned the federal ban on sports betting, 38 states have legalized it and it has become a $280 billion marketplace, with $220 billion wagered in legal sports books – with the annual total increasing 22 percent year on year. But calls to gambling addiction hotlines in New Jersey doubled in the four years after legalization; in Michigan, calls doubled in a month. The Gambling Helpline Network received more than 270,000 calls in 2022, a 45 percent year-on-year increase. The emerging U.S. market is a cash cow and 2023 was reported to be a record year for the industry. Flutter’s U.S. revenue for the three months ending 31 December was $1.4 billion (£1.1 billion). The gambling giant missed third-quarter guidance by $225 million (£147 million) after a series of big wins by punters, including one Thursday-night NFL game between the Dallas Cowboys and Seattle Seahawks, which cost them $80 million (£63 million). But the warning lights should be flashing on the dashboard. The UK’s experience gives a clue as to what will happen next: growing unease; more stories emerging of lives blighted; emotive testimony from victims; and eventually a full-blown campaign arguing that gambling has become a public health crisis on par with alcohol abuse or drug addiction. The American Gaming Association (AGA) says the gambling industry is one of the most highly regulated in the U.S. They argue that online gambling products are designed for adults and the vast majority of their customers enjoy gambling as enjoyment. That is undoubtedly true – but it won’t be enough to ward off the 26
gathering storm. When it hits, it will be violent. So what does the nascent U.S. sports betting industry need to learn from the UK?
Learning from the UK experience A few years ago, I consulted for a leading trade association in the UK gambling industry. Some of its members felt that they would never get a fair hearing from the media or politicians and believed that proactive engagement was a waste of time. They believed that the incidence of problem gambling was being exaggerated. But they did not feel their viewpoint would ever be listened to or they could do much to influence the public discourse. But one CEO took a different view. He argued that safer gambling was not a nice-to-have, or something to pay lip service to – it had to become fundamental to the business model of everyone around the table. And that meant embedding cultural change within his business, starting from the boardroom and permeating all the way down to the most junior employee. It was not good enough to find gimmicky initiatives. A deep-seated change in relationships with customers was required. His business became a market leader in safer gambling; moreover, it had a positive impact on their operations and customer relationships. No gambling operator wants to have problem gamblers; it is much more beneficial to build long-term relationships with customers who gamble safely and for their own enjoyment, not because they are chasing losses. That approach should inform the way a gambling operator communicates with its customers and the entire customer journey. Safer gambling cannot become wallpaper or background noise. It needs to be sportsbettingoperator.com
FEATURE: U.S. SPORTS BETTING MARKET OUTLOOK fundamental to the messaging, the tools that customers are offered and their ongoing dialogue with the business. Recently, I spoke to a challenger brand that was pioneering a new online-game game format. Its CEO recognized it had the potential to become addictive and was concerned that appropriate safeguards were put in place. However, to his frustration, his investors did not understand the implications. Perhaps because they were not British, they could not appreciate the current climate of opinion in the UK and the reputational repercussions of being seen to encourage problem gambling.
RIGHT: Tim Jotischky
Beware the gold-rush stampede There is a danger that some operators might adapt a similar gold-rush mentality to the U.S. market, focusing only on profit and only worrying about the possible backlash further down the line. The UK experience shows that this approach is doomed to fail. Social responsibility must be embedded in the market from the outset. The direction of travel is clear. Operators paid more than £76 million in fines to the Gambling Commission in 2022-3, resulting from 27 enforcement cases. That compares with just three operators paying out £1.7 million because of regulatory failures in the 2016-17 financial year. But the political costs are far higher. Having waited interminably for the government to publish a White Paper outlining its reforms to the 2005 Gambling Act, when the long-anticipated moment finally came, it became evident that a series of consultations were being launched to scope out key issues further. No business likes uncertainty, but the UK gambling sector has had to contend Volume 6: Issue 009
with regulatory uncertainty for several years. The process has become even more protracted than many operators could have imagined. To avoid the same fate, the U.S. gambling industry needs to build a positive safer-gambling narrative, engage with government and campaigners proactively, and advocate in the media, building relationships, and alliances. For any business, good communication begins with articulating values and purpose. Gambling operators in the U.S. who neglect this will invariably find themselves in the spotlight. Tim Jotischky is divisional managing director, for reputation at The PHA Group, a leading PR, creative and digital agency. 27
FEATURE: GLOBAL MARKET ESTIMATES
GLOBAL SPORTS BETTING MARKET OUTLOOK Report provided by Global Market Estimates Research & Consultants
S
ports betting can be described as betting on the results of various outcomes
of sports matches like football, cricket, and others. Sports betting is only legal in some sections of the world and most sports betting occurs illegally through enterprises called bookmakers or “bookies”. There are many types of bets like money-line bets (bets on the winning teams), point-spread bets (bets on the team winning/losing by specific margins), proposition bets (bets on specific events within a game, such as the first team to score or the number of goals scored by a particular player). Sports betting is a vast market valued at USD 84.5 billion in 2023 and is expected to reach USD 160.62 billion in 2029, exhibiting a CAGR of 11,44 28
ABOVE: Figure 1 Global Sports Betting Market: Revenue Growth Forecast to 2029
percent between 2024 and 2029. Request a sample copy of the report at “Global Sports Betting Market - Forecasts to 2029.” (Report link: https://www.globalmarketestimates. com/market-report/sports-bettingmarket-4375) It can be observed from the above graph that the market is estimated to witness significant growth by 2029. The following sections highlight the trends and opportunities of the market that will affect its growth globally, and regionally.
Sports Betting Market: Market Drivers Sports betting has been a longtime tradition in the sports industry and covers many sports like cricket, football, hockey, American football, baseball, and many others. The sportsbettingoperator.com
FEATURE: GLOBAL MARKET ESTIMATES market has steadily grown since the 2000s and continues to grow due to various drivers. One of the major drivers responsible for the growth of the global sports betting market is the increasing digitization of betting platforms. Previously, gamblers had to physically place bets with various “bookies,” which resulted in both parties frequently defaulting on the bets. Digitizing the data acts as insurance for both parties, driving the demand for digitizing gambling platforms. Moreover, people have started to utilize various AIs to predict the results of the games, which further drives the market growth. Digitization acts as a precursor to the rise of online gambling, which has transformed the gambling industry. Online gambling has been on the rise, especially during the COVID-19 pandemic, which caused a total lockdown in most countries. While sports betting is illegal in many parts of the world, the market is growing due to various regional factors. The presence of a vast number of tech companies like Bait and Odd Hacker, who create online betting platforms in the United States, is
betting (except horse race betting) is not legal in India, the country has also observed many illegal bets during the ICC Cricket World Cup held in 2023. As per The Telegraph, the World Cup had marked nearly USD 100 billion worth of bets, according to the Think Change Forum report. All these factors have contributed to the growth of the global sports betting market.
a significant driver for the market growth in the U.S. These companies offer many forms of gambling, including sports betting for a large variety of popular sports in the U.S. like American football, baseball, and basketball. Another important market driver is the huge fan base of European football clubs. Football is the most popular sport in Europe, especially in countries like France, Spain, Germany, the UK, and Italy. Europe holds the largest market share of the global sports betting market. The recent FIFA World Cup held in 2022 has generated huge revenue for betting companies across Europe, such as Betfect (UK), Pudding (France), and DaznBet (Spain), among others. While sports
One of the most significant market restraints is the ban on sports betting in major countries like China and India. China has strictly banned all forms of gambling except the Welfare Lottery and China Sports Lottery in the mainland. Chinese authorities have arrested more than 100,000 people for illegal gambling in 2021 alone. Sports betting has been legal under the China Sports Lottery since 1994 and only allows Chinese citizens to bet on international football matches. India has also banned all types of sports betting except betting on horse racing, which acts as a market restraint for the global sports betting market and results in the creation of various illegal sports betting enterprises.
Volume 6: Issue 009
Sports Betting Market: Market Restraints While the sports betting market is growing due to several market drivers, there are also market restraints that hinder its growth. Sports betting is very addictive, especially in young adults, which often results in negative impacts on their mental health. People losing their bets have shown heightened levels of depression and aggression, which has prevented many countries from legalizing betting. Also, while online betting has been rising in the past few years, governments impose heavy restrictions on online betting. These restrictions hinder new gamblers from entering the sports betting market.
29
FEATURE: GLOBAL MARKET ESTIMATES Sports Betting Market: Market Opportunities The top opportunities for sports betting companies worldwide include investing in the research and development of the digital infrastructure involving betting websites and applications. This research and development will improve network connectivity and data security, and develop a standard financial platform that can provide secure transactions to individuals. Companies can also invest in developing proper digital interfaces that help gamblers track their data. The integration of blockchain technology and artificial intelligence to predict outcomes based on parameters will entice new consumers into betting on sports. Moreover, companies can work on developing augmented reality and virtual reality into gambling platforms to provide a unique experience to their consumers. The integration of real-time analysis into betting platforms also allows many companies to grow in the market.
Sports Betting Market: Regional Legalities This section will describe the legal regulation of sports betting across various countries in the world. The U.S. had banned sports betting for a long time, but the Supreme Court of the United States decided to lift the ban and allow states to implement their own laws regarding sports betting. Canada has legalized sports betting since 1985. While the European Union legalized sports betting in 2014, it is subjected to many restrictions like the GDPR, the Fourth Anti-Money Laundering Directive, and the Consumer Rights Directive to prevent criminal activities like money laundering. Sports 30
betting has been legal in Italy since the Mussolini era, and all gambling activities were regulated by the Legislative Decree No. 496 of 1948. Later, in 2006, the country also legalized online sports betting. In Latin America there is no strict legislation on legal betting, but it is not explicitly illegal. Countries like Mexico, Puerto Rico, Chile, and Argentina generate huge revenue from sports betting. The provinces enabling sports betting activities in Argentina are licensed by the Lottery of the City of Buenos Aires. In December 2023, Brazil passed Bill PL3626/23 and many financial regulations on betting platforms. The country announced its plan to set up a legal sports betting marketplace for its citizens. This legislation is expected to be well received by the citizens, given the country’s tremendous support for football. In Africa, sports betting is legal and is extremely popular in countries like Kenya and Nigeria. Sports betting is legal in Nigeria, as the Nigerian Lottery Regulatory Commission regulates brick-and-mortar and online activities. The industry is quite relevant for the country, as it represents an income source for the state, and provides jobs and businesses for small and medium local companies. Kenya legalized sports betting in 1966 by establishing the Betting & Licensing Board. In the Asia Pacific region, many countries like China, India, and South Korea have banned gambling, but they have specific laws on betting on a few sports, such as international football in China and horse racing in India. India has banned gambling based on the Technology Act of 2000 and the Gambling Act of 1986. However, the country allows states to legislate their regulations on the subject. In this sportsbettingoperator.com
FEATURE: GLOBAL MARKET ESTIMATES context, states like Sikkim, Meghalaya, and Nagaland provide laws that authorize sports betting. The Philippines is known to be a betting-friendly country, and two parties govern sports betting here. The First Cagayan Resort & Leisure Corporation controls the CagayanFreeport area, while the rest of the country is governed by the Philippine Amusement & Gaming Corporation (PAGCOR). Macau and Hong Kong are some of the most famous countries which have legalized gambling and sports betting. Macau generates annual revenue comparable to Las Vegas in the United States. Australia has also made sports betting legal in their country, but people can only place their bets before the matches start. The country has banned people from placing bets after matches start, according to the Australian Interactive Gambling Act 2001 (IGA).
ABOVE: Figure 2 Share of Different Sports in the Sports Betting Market
Conclusion
The key players operating in the
In conclusion, sports betting has been a cornerstone of the sports industry for a very long time. The presence of a huge number of betting companies further bolsters the market and drives its growth. The rise of online gambling and increasing digitization are significant market drivers. The legal sports betting market projects a considerable figure, but this is a small share compared to the illegal
global sports betting market include 888 Holdings PLC, Bet365, Betsson AB, Churchill Downs Inc., Entain PLC, Flutter Entertainment PLC, Kindred Group PLC, Sportech PLC, and William Hill PLC, among others. The United States has many companies that provide a platform for sports betting, including Boom Entertainment, Bait, Odds Hacker, Prophet Exchange, Betr and Wunderdog Sports Picks among others. Top sport betting enterprises in Europe are Betfect (UK), Scorefam (UK), Bettingrunner (UK), Betadviser (UK), Pudding (France), Libero (Germany), Collbet (Germany), Codere (Spain), and DaznBet (Spain), among others.
sports betting market. Chinese laws have proven to be major hindrances in the global market. The imposition by China on gambling-rich countries like Macau and Hong Kong has led to uncertain future predictions for the sports betting market in the countries. Most of the betting companies are based in Europe due to their gambling-friendly regulation, and these companies provide their services to many countries like India, where gambling is illegal. Like the United States, India has left the formulation of sports betting laws to the states’ discretion. Overall, the global sports betting market is expected to grow significantly between 2024 and 2029.
Sports Betting Market: Global & Regional Market Players
Volume 6: Issue 009
31
FEATURE: OPTIMOVE SPORTS BETTING MARKET OUTLOOK NFL: Average # of Bettors vs. Average Bet Amount $
-26%
+228%
-50% +119%
Regular Season
Playoffs
Average # of Players Increase Compared to Regular Season
Super Bowl Average Bet Amount Decrease Compared to Regular Season
Source: Optimove Professional Services Consolidated Sportsbook Player Data
MORE IS LESS Optimove’s analysis of 10 million-plus NFL bets shows that a surge in bettors correlates with reduced average wager amounts
O
ptimove analyzed sports book players’
behavior based on over 10 million NFL bets from September 2022 to February 2023, comparing the NFL regular season to the playoffs and Super Bowl. Optimove is a CRM marketing platform used by four out of five of the top U.S. sports book operators, plus others. As a result, Optimove has access to aggregated data of player betting trends and volume. The data revealed that as the 2023 NFL season reaches its final stages (the latest complete season data as of this writing), a surge in betting volume coincided with a reduction in the average bet amount. The total number of bettors increased from the regular 32
season to the playoffs, with the most during the Super Bowl. Compared to the regular season, the playoffs saw a 119 percent increase in the number of bettors. This figure soared to a 228 percent increase compared to the regular season for the Super Bowl. Conversely, the average daily bet amount per bettor on playoff games was 26 percent lower than during regular season games. And the average bet amount during the Super Bowl game day was 50 percent of the regular season. This trend suggests a surge in new participants, primarily placing smaller bets, driven by the allure of major games.
Increase in the monthly average number of firsttime depositors sportsbettingoperator.com
FEATURE: OPTIMOVE SPORTS BETTING MARKET OUTLOOK Similar to major sporting events, the NFL season attracts a substantial influx of new depositors (individuals making an initial deposit into their accounts) particularly during its final stages. Optimove data shows an increase in the monthly average number of first-time depositors compared to the average over the previous six months without football. In September, the surge surpassed the previous six-month average for first-time depositors by 109 percent, followed by October with a 51 percent increase, November with a 26 percent uptick, and December — marking the end of the regular season — with a nine percent rise. Interestingly, as the playoffs commenced in January, there was a 105 percent increase, and February recorded a 62 percent surge, despite only one week of football, which culminated in the Super Bowl.
NFL: Percent of 1st Time Depositors Retained in Following Months 70%
0%
Oct
105%
80% 70%
62% 51%
40%
26%
30% 20%
9%
10% 0%
Sept
Oct
Nov
Dec
Jan
2022 Regular Season
Feb 2023
Post Season
Super Bowl*
Source: Optimove Professional Services Consolidated Sportsbook Player Data
*Only 1 week of football in February
Feb
Retained from Feb Mar
2023 Post Season
Super Bowl*
Source: Optimove Professional Services Consolidated Sportsbook Player Data
90%
50%
Jan
Regular Season
100%
60%
Dec
2022
Percentage of New Depositors Monthly Increase During the NFL Season Compared to the NFL Off-Season 109%
Nov
10%
38% Retained from Jan
20%
Retained from Dec
30%
46%
Retained from Nov
Retained from Sept
40%
49%
Retained from Oct
50%
50%
120% 110%
59%
58%
60%
Off Season *Only 1 week of football in February
in October. As the season progressed into November and December, approximately half of the new depositors were retained as active from the previous month. Interestingly, the playoff month of January saw a significant uptick, with 59 percent of the new depositors remaining active from December. In February, this retention figure remained strong at 46 percent, reflecting the sustained engagement of players from the playoff period. Even as the NFL season concluded, in March, our data indicates that operators successfully found new games to captivate bettors, evinced by a retention rate of 38 percent from February. This continued engagement suggests the allure of alternative events, possibly those associated with March Madness.
Player retention rates plummet post-Super Bowl
Single bet vs. multiple bets per game
The data sheds light on intriguing trends in the retention rates of firsttime depositors (bettors) during the NFL season. The findings reveal a notable decrease in retention rates in the subsequent month following the regular season, with a noteworthy spike in retention observed in January, the playoff month. Fifty-eight percent of September first-time depositors remained active
In terms of betting preferences, the data highlights a discernible inclination among players toward single bets, and this inclination intensifies as the Super Bowl draws near. This pattern underscores a player preference for simplicity, indicating a penchant for straightforward bets, particularly as a growing number of new players participate in the NFL sports book wagers.
Volume 6: Issue 009
33
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FEATURE: OPTIMOVE SPORTS BETTING MARKET OUTLOOK
NFL: Players’ Percentage of Single vs. Multiple Bets Per Game 100%
80%
59%
69%
60%
88%
40%
41%
20%
0%
31% 12% Regular Season Games
Playoff Games
Single Bet
Super Bowl
Multiple Bet
Source: Optimove Professional Services Consolidated Sportsbook Player Data
Live bettors wager more
pertinent content to players, shaped by their historical engagement with the brand. It serves as a strategic opportunity to attract new players and
Live bets, occurring in real-time as a game unfolds, constitute a pivotal facet of sports gaming, and the analysis unveiled pre-game bets as the overwhelming preference. Eighty-two percent of players exhibited a preference for pregame bets throughout the season, with just 18 percent opting for live bets. Interestingly, despite the lower prevalence of live bets, the average wager amount for these live bets was 1.6 times higher than pregame wagers, pointing to the inclination of more seasoned players to engage in higherstakes bets during live game play. Understanding the player’s lifecycle stages (new -> activated -> churned -> reactivated) is an essential stride in tailoring experiences for sports book operators. This understanding empowers operators to deliver highly Volume 6: Issue 009
rekindle engagement from those who may have become dormant.
Average NFL Season Distribution of Number of Live vs Pre-Game Bets 100%
82% 80%
60%
40%
18%
20%
0%
Pre-Game
Live
Source: Optimove Professional Services Consolidated Sportsbook Player Data
35
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sportsbettingoperator.com
NEWS: GIG
GIG FURTHERS GLOBAL PRESENCE OF ITS NEXT-GEN PLATFORM WITH TWO NEW LAUNCHES
G
aming Innovation Group (GiG), has announced the launch of two online casino brands, PlayR and Palasino, delivering the latest projects to go live on its powerful, next-generation platform technology. PlayR.bet is making its online casino debut, strategically targeting the burgeoning Brazilian market. This move comes in the wake of the recent regulatory approval for online casinos in Brazil, sanctioned by the president at the end of 2023. Leveraging the new, next-generation platform provided by GiG, PlayR.bet is poised to establish a robust digital presence. Palasino, with this launch, is taking its first steps into the online world for the Palasino Group, an established land-based operator with over 25 years of experience in the casino industry. The launch will leverage the combined
for the platform and sportsbook provider alongside transformative, new regulatory opportunities across Europe, and both North and Latin America. GiG’s innovative, feature lead AI stack currently powers over 60 brands in some of the most complex markets worldwide. GiG’s portfolio is complemented with years of experience in local regulated markets, and leverages long-established partnerships with some of the leading online and land based brands. Andrew Cochrane, chief business officer of GiG said: “I’m extremely proud of the impressive cadence our delivery team is achieving, with these recent planned launches perfectly demonstrating our capacity at exceeding customer expectations. We continue to cement our preeminent reputation at taking land-based operators online, having executed many similar successful projects over recent
power of GiG’s award-winning player account manager, alongside its revolutionary AI solutions, GiG logic and GiG Data. Leveraging the latest in AI and databased solutions, GiG’s acquisitionand-retention-focused technology has been specifically developed to further enhance operators’ capabilities in complex markets. Built to offer a significant step forward in platform technology, GiG has focused on a suite of secure, scalable, user-centric, end-to-end features that are adept at maximizing opportunities for growth in the most competitive regulatory environments around the globe. These latest launches come at a time of both significantly increasing activity
years with established brands across Europe, Canada and Latin America.”
Volume 6: Issue 009
ABOUT GAMING INNOVATION GROUP (GIG)
Gaming Innovation Group is a leading iGaming technology company, providing solutions, products and services to iGaming Operators. Founded in 2012, Gaming Innovation Group’s vision is ‘To be the industry-leading platform and media provider delivering world-class solutions to our iGaming partners and their customers. GiG’s mission is to drive sustainable growth and profitability of our partners through product innovation, scalable technology and quality of service. Gaming Innovation Group operates out of Malta and is duallisted on the Oslo Stock Exchange under the ticker symbol GIG and on Nasdaq Stockholm under the ticker symbol GIGSEK. www.gig.com 37
FEATURE: IBIA AND SPEL INSPECTIONS
SWEDISH GAMBLING AUTHORITY AND IBIA JOIN FORCES ON BETTING INTEGRITY
S
pelinspektionen, the Swedish Gambling Authority (SGA), and the International Betting Integrity Association (IBIA) have signed a memorandum of understanding (MoU) on sports betting integrity. It brings together the body responsible for ensuring that the Swedish gambling market is legal, safe and reliable, and the largest international betting integrity monitor of its type in the world. The MoU will see both parties share information concerning suspicious betting activity identified on Swedish sport. IBIA represents the majority of the SGA licensed betting market, which leading industry data and intelligence company H2 Gambling Capital valued at SEK4,690m in sports bettingderived gross gaming revenue in 2022. Khalid Ali, IBIA CEO, said, “IBIA is delighted to have reached this
agreement with IBIA which will be beneficial to our coordination of the national platform and general work against match-fixing. We look forward to our cooperation with IBIA.” In December 2023, the Swedish Government notified the European Commission that they intend to amend the Gambling Ordinance. The changes include proposals to make Sweden fully compliant with the Macolin Convention and for SGA to set up and run a platform for itself, licensed betting operators and national sports federations to share information about suspected match fixing. IBIA is a globally recognized non-profit organization that seeks to guarantee integrity in the sports betting sector. Its membership includes nearly 50 companies and over 125 leading sports betting brands with over $137 billion in betting turner per annum, making IBIA the world’s leading
agreement with the Swedish Gambling Authority. The association is focused on working closely with the SGA to maintain the integrity of Swedish sport and the regulated betting market. IBIA will utilize its global customer-accounttransaction data to identify and report suspicious betting on Swedish sporting events to the SGA, and engage in any related investigatory actions. Maintaining the integrity of the market is of paramount importance.” Camilla Rosenberg, SGA directorgeneral, responded, “It is very important to us that information is shared regarding suspicious betting activity in order to maintain the integrity of sports. Therefore, we are delighted to have reached this
operator-run integrity-monitoring body. IBIA’s third-quarter 2023 integrity report detailed 50 alerts reported in the quarter; the association’s fourthquarter and annual report for 2023 will be published in the coming weeks. The association reported 268 alerts to the authorities in 2022, with successful sporting or criminal sanctions against 15 teams, officials or players where IBIA had reported suspicious activity on their matches.
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