“ For sportsbooks to retain players they must ensure bettors also enjoy the rest of the sportsbook , where retention rates can be even higher , during and after the tournament ”
“ For sportsbooks to retain players they must ensure bettors also enjoy the rest of the sportsbook , where retention rates can be even higher , during and after the tournament ”
Jonathon Hurst , Kambi
It ’ s not only the user experience that companies are looking to improve . They are also keen to expand the breadth of unique betting offerings and novelty markets also available this summer .
“ There ’ s so many more markets than there used to be ,” Betfred ’ s head of media Mark Pearson says .
“ The build-a-bets are getting more and more popular as well . But you will find during the tournament that your traditional bets of first goalscorer and correct score will be very popular alongside all these innovations as well .”
NATIONAL INTEREST
The value that a major football tournament provides to Betfred – and other bookmakers , of course – is huge . Famously , Betfred ’ s founder Fred Done bet on England to win the World Cup in 1966 and his winnings helped him open his first betting shop in Salford the following year .
Pearson compares Euro 2024 with the Grand National insofar as new customers tend to place bets following the hype surrounding these events . And the presence of England and Scotland at this year ’ s tournament has only added to the expected betting interest .
“ You do see the occasional gambler coming in and having a flutter around these big tournaments , especially for the Euros ,” Pearson explains . “ It makes a massive difference for turnover and obviously England doing well is fantastic for turnover .
“ Some of the punters who may only have a bet once or twice a year will come out for a big home nations game and maybe have a first goalscorer bet because they ’ re planning to watch it with a big group of friends .”
UNIQUE OPPORTUNITIES
Betfred , Kambi and Flutter all point to the summer ’ s two major football tournaments as the standouts for increasing business across the range of their products . But Pearson also highlights Royal Ascot as a key event for Betfred as the bookmaker is its official betting partner .
“ Even in a general election year , the Euros can end up dominating the news ,” Pearson says . “ It ’ s very much at the forefront of people ’ s minds . I think everyone knows that if England do well , the nation gets behind them , interest gets higher . But don ’ t forget Royal Ascot . It ’ s five days , all the races on ITV , so Royal Ascot would be a big focus for us as well .”
Football tournaments are also hugely important for Kambi , with the Euros and Copa América its main targets from a revenue perspective . However , Hurst expects the revenue disparity from the Euros to the Copa América to be different this year due to Kambi ’ s growing LatAm focus .
iGB L ! VE 2024 • ISSUE 136 • 35