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Industry leaders from Betfred , Flutter and Kambi explain why a packed sporting schedule means plenty of opportunities for gambling companies to engage new customers , be that through targeting new betting markets or offering a variety of unique products . By Kyle Goldsmith
O perators Betfred and Paddy Power and betting engine supplier Kambi are among those looking to make significant revenue and customer gains throughout the packed summer sporting schedule , which encompasses Euro 2024 , Copa América , the Olympics , Wimbledon and the US Open .
The opportunity for the sports betting sector is clear , as more traction from these events will lead to increased activity across betting sites and ultimately more financial gain .
According to French gaming regulator l ’ Autorité Nationale des Jeux ( ANJ ), France could see close to € 1bn (£ 851.4m /$ 1.1bn ) wagered on Euro 2024 alone . The German Sports Betting Association ( DSWV ) also stated that together , punters in the host nation will bet up to € 1bn on the competition .
Kambi head of soccer Jonathon Hurst sees huge potential in the Euro 2024 and Copa América events occurring simultaneously when it comes to attracting customers .
“ Both are expected to generate substantial betting interest for Kambi and our partners , as these tournaments are crucial for customer acquisition , as seen with Euro 2020 when 78 % of [ betting ] newcomers during the tournament had a Euro 2020 bet on their betslip ,” he says .
“ Notably , both finals fall on the same day as the Wimbledon men ’ s singles final , making Sunday 14 July a potential betting bonanza for sportsbooks .”
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The surge in interest means an uptick in competition across the industry , so the ability to stand out from the crowd becomes increasingly important – especially with big-ticket events .
“ Major sporting events are the pillars around which we pivot ,” says Rachael
Kane , a spokesperson for Flutter . “ We build our activity around all of it and with so much action ahead of us , we ’ ve got all hands on deck to make sure we are capitalising on every single one of them , and then some .
“ Behind the scenes , a huge amount of research , time and energy goes into having the right ingredients to ensure our products are on the cutting edge of what punters want . We engage with them on a daily basis across retail , online and via our social media channels and know them intimately .” How will companies capitalise ? Betfred is aiming to leverage the UK consumer ’ s home bias by offering top price on England to win the competition and on Scotland to qualify from the group stage . The launch of its new platform earlier this year has also allowed the company to offer a quicker and easier user experience just in time for the packed summer schedule .
34 • ISSUE 136 • iGB L ! VE 2024