iGaming Business magazine In-Play Focus 2018 | Page 14

In-Play Focus 2018
markets are constantly available to bet and are
not subject to overly restrictive countdown times –
and are fully conducive to instinct-driven betting.
From a player perspective, there is nothing
opportunities during the most exciting moments
of a game or match can elevate the live experience
even further. For instance, match markets are
generally suspended once a penalty has been
“There is nothing more frustrating than being unable to place bets
due to long live delays or markets frequently being suspended”
more frustrating than being unable to place bets
due to long live delays or markets frequently
being suspended, in particular when chosen
selections would have been winners – which
they invariably tend to be as bettors don’t
remember losers.
However, being able to deliver on this
user-experience promise is no easy feat,
which is why so many fall short of the required
standards. Market availability requires a supply
chain able to deliver on all levels, beginning
with the integration of official data partners
and proven algorithms that process the data,
followed by excellence in trading and risk,
which must all be delivered through a fast and
intuitive front end. Only when these elements
are working in perfect harmony can an operator
begin to deliver a best-in-class service.
Taking this one step further, having the
ability to provide players with popular betting
42 | iGamingBusiness | Issue 109 | March/April 2018
awarded during a football game, and only made
available once the result of the penalty is known.
Yet through a blend of trading expertise and
automation, all markets, including match-winner
and penalty-to-be-scored, can be offered between
the time the penalty is awarded and the taking
of the kick. It is by focusing on this type of
product enhancement, improving the offer
for all, rather than trying to reinvent the wheel,
that we can improve customer retention and
maximise turnover.
This is not to say innovation should be
shelved. Far from it. As we’ve shown through
the development of our market-leading instant-
betting product, new bet offers can gain traction.
However, placing a focus on making the product
more enjoyable for the wider audience, rather
than innovation for the few, will have a far
greater impact on bottom line and provide your
sportsbook with true differentiation.
Simon Noy has led
Kambi’s in-play division
for the past five years
and has overseen the
development of Kambi’s
in-play betting product,
particularly in areas
such as user experience,
availability and breadth
of markets. Prior to this,
he was responsible
for building Kambi’s
in-play team in Manila,
and previously spent a
number of years on the
trading desk.