INTRALOT
SPONSORED EDITORIAL
SPORTSBETTING FOCUS
Serving dot.country markets does not simply mean offering
your product in the local language, sometimes prioritising and
promoting the content based on geolocation technologies and
that’s where everything stops. It is now evident that the model
that almost everybody applied over the last few years did not
prove successful enough to meet local aspirations. The industry
has reached a point where “I can do anything” platforms and the
so-called “full products” exist, but this alone is not a contributing
factor to the success of a sportsbetting operation. The message
to the industry operators today is clear: they have to revisit the
basics. So what are the keys to establishing prominence in the
emerging sportsbetting landscape?
Being ready to adapt to local needs
Local regulatory frameworks can bring in constrains that affect
the sportsbetting business at the highest level: product strategy.
This can come in many forms i.e. taxation, and/or product, and/
or player limitations.
Moreover local liquidity pools need a product addressing wider
customer segments by offering something exciting, focusing on
satisfying local needs but still being easy to adapt.
Service dot.country markets means being able to create a
country specific product strategy, by offering a quality product
that adopts rules and legal frameworks, complies with country’s
instructions for responsible gaming and appeals to all customer
segments. Local culture and preferences mean KPIs examined
per country, a product complying with specific requirements and
managing local expectations.
High quality services
The strategic approach should be to combine centralised
operations, taking advantage of the efficiencies this entails,
with local supporting functions, thus assisting in high quality
localisation of the products and services offered. Such a synergistic
approach provides additional value since local knowledge from
diverse markets can be built in the global product and shared by
all operations. A unique carefully designed and locally optimised
business strategy ensures a high quality customised product,
tailored to each jurisdiction instead of a generic white label
service. At the same time, a ‘hybrid’ global/local model ensures
that all customers can reap the benefits of a global experience
and can be guaranteed the same quality standard for the product
and management services they receive.
Algorithmic pricing
Investing in the creation of algorithms is valuable for