Executive summary
and we are currently in the process of updating and refining our segmentation to understand better
why the trends and behaviour we are seeing are happening.”
Borislav Borisov, chief operating officer, UltraPlay:
“The ascend of eSports to the top flight of sports betting has been by far the biggest trend which
affected UltraPlay in 2015…..The large portion of the demographic which is involved in eSports is now
at the beginning of their professional journey and as they move up the career ladder in the years to
come, so will the amounts they invest in eSports betting.”
Carsten Koerl, founder and chief executive, Sportradar:
“Since the modern digital betting era started around the turn of the century, bettors have become
increasingly more demanding and discerning, which has forced operators to become more savvy and
competitive. Bettors are less tied to specific bookmakers, meaning they will go with the operator that
gives them the best odds and the best betting experience which includes rich data on which they can
base their bets.”
David Chang, founder and chief executive, Betcade:
“Most importantly a successful offering needs to have compelling content – while we are a store, we
recognise that the digital sportsbooks that have the right content mix will outperform those that do
not. Whilst the right content is essential, it is not sufficient to guarantee success. The right content
needs to be paired with a user-focused design perspective….By embracing design methodology
found in other entertainment apps digital sportsbooks could then start differentiating themselves by
providing better, and more personalised, user experiences.”
Peter Bertilsson, president and chief executive, Metric Gaming:
“Whilst many factors are relevant, a strong mobile offering has become imperative. The online gaming
world necessarily lags behind the rest of the market, however, due in large part to the regulatory
obligations that render technology overhauls not just expensive from a time and labour standpoint,
but also in terms of regulatory clearance.
Olivia Gillibrand, head of marketing, OpenBet:
“As a supplier, it is absolutely crucial to keep the customers at the centre of everything we do….The
omni-channel market for suppliers is only going to increase, but it’s important to remain wise to the
changing habits of consumers and ensure you’re delivering solutions that keep operators ahead of
the curve. Today, there might be a thirst for in-play, but what will tomorrow’s bettor require? That’s
why it’s important to keep launching new products, making innovations and preparing for the future,
whatever it brings.”
Simon Burrell, head of business development, Editec (UK):
“The year of the mobile was heralded year on year for three years before it actually hit. Now it is here,
not only is sports betting being driven by it, every retail business on earth is being driven by it…..
Enhanced features such as early cash out, site and bet placement speed (site optimisation), player
personalisation and customisation along with better device recognition are the ingredients which will
retain existing casual customers, the more savvy punter is still flitting between many operators and
rarely influenced by anything other than how quickly they can interact to place, collect or re-place
their bets.”
Sabin Brooks, founder, SportzRush:
“The core competences and critical success factors for a successful digital sports betting proposition
8 Digital Sports Betting