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REGULATION
basketball are all growing in popularity . These are just a few examples of betting events that are drawing customers into the shop . Again , it ’ s another area where our Betbuilders are performing well , with a full range of betting opportunities for NFL , tennis , basketball – and baseball to follow soon .”
Which operators are best placed to lead in 2024 ? “ It ’ s definitely a case of those who invest the most will have the most success ,” says Drabwell . In short , bet on a UK operator investing in retail , and especially Playtech Sports ’ SSBTs .
INVESTING IN CUSTOMER BRAND LOYALTY
Going above and beyond for the customer will be another key indicator of operator performance in 2024 . Star Sports is an excellent example of this . By focusing on the customer experience , it is bullish on its outlook .
“ We have made great progress in 2023 with our online product [ app ], acquired more retail estate and stood at more tracks than ever before ,” says Flynn Goward , head of operations at Star Sports . The company has been quick to capitalise on demand , staking its claim on new pitches on racetracks – the first at the Newbury National Hunt and the second at the Ascot National Hunt .
“ We ’ re now standing for approximately 150 days a year across horse racing and greyhound racing . Our space in the market currently is to lay some of the largest bets around , while ensuring we give the best service possible for whatever size of punter .”
Where others see crisis , Star Sports sees opportunity . This aggressive approach is paying dividends . “ We are trying to be present in as many areas as possible . As other firms are leaving the high street and on-course , we are buying up retail and pitches .”
As Goward has noticed , “ bigger punters ” are now roaming the betting
“ There ’ s clearly market demand for betting shops . The realisation is that if you don ’ t move with the times and give customers what they want , then you ’ ll struggle ”
Lee Drabwell , Playtech Sports
“ Bigger punters are now roaming the betting rings . We are seeing larger cash-based bets now on-course compared to previously when affordability checks weren ’ t being mentioned ”
Flynn Goward , Star Sports rings . “ We are seeing larger cashbased bets now on-course compared to previously when affordability checks weren ’ t being mentioned ,” he says . “ I ’ m assuming the on-course bookmakers have been left alone so far , as they only present a limited opportunity to bet [ typically six or seven races per day ] and possibly the away meetings .”
The thought of affordability checks happening at the likes of Cheltenham in March will be almost insurmountable . “ I ’ m unsure how we would manage this when the punters are climbing over each other to get the price they want in the Champion Hurdle !” Goward adds .
INVESTING IN SUCCESS
As a customer-focused operator , Goward is very proud of how much Star Sports has carved out a niche for itself in retail , on-course and online . “ In terms of the online product , I believe we offer the best service around ,” he says .
132 • ISSUE 135 • ICE LONDON 2024