Chapter 1 – Introduction
regulation of editorial promotion, and the requirement that editorial independences be
• Close
maintained.
risk of damage to the parent ‘media’ brand by association with a controversial industry
• Perceived
such as digital betting and gaming.
typical growing pains that can result from trying to incubate a small business within a larger
• The
one (e.g. what level of independence to give the small business, how to deal with a difficult to
predict earnings profile).
Sky Bet
1.4.2 B2B suppliers
Technology providers offering platforms, software and/or content support the B2C operators such as
OpenBet, Microgaming, Amaya, IGT Interactive and Playtech (although some of these typically B2B
operators have recently started entering the B2C chain too). They compete on offering the highest
quality products, increasingly linked with the best licensing deals, as well as offering systems
capable of achieving the operators’ business objectives.
There are also many market participants who focus on particular support services necessary to achieve
a fully operational digital gaming business, including affiliate management, payment processing and
VIP/client management. Most successful companies in this space offer a complete portfolio of best-ofbreed products, including the most liquid bingo and poker networks, and market-leading sportsbook,
casino and skill games libraries.
B2C operators may choose to outsource a range of functions to a B2B provider depending on what
they can do in-house themselves. For some operators this is limited to providing additional content or
a product that is not their core focus (e.g. a sportsbook operator looking for a complementary bingo,
poker, skill gaming or casino product). Others that are not digital specialists may look for a turnkey
service provision encompassing all products and additional back office support.
Digital Sports Betting 21