“ We put our punters first . If they ’ re entertained , feel informed and feel they can trust us to see them right , we know we ’ ve done a good job ”
“ We put our punters first . If they ’ re entertained , feel informed and feel they can trust us to see them right , we know we ’ ve done a good job ”
Rachael Kane , Flutter Entertainment interactions with the operator as enjoyable and unique as possible . For instance , it held a penalty shootout event in London , flying the five best penalty takers out to Germany for the Euros . “ We put our punters first ,” Kane declares . “ If they ’ re entertained , feel informed and feel they can trust us to see them right , we know we ’ ve done a good job .”
KAMBI PARTNERS WITH LIVESCORE BET
Kambi is looking to take a multipronged approach this summer to achieve its primary purpose of serving its operator partners with a top product .
“ Our offering includes new and fully combinable bet types , such as player assists , goal methods such as headed goal and even woodwork-related bets ,” Hurst says .
“ To keep things fresh and to capitalise on emerging storylines , Kambi is also offering a large number of daily special markets for each competition throughout the tournaments which can be a powerful tool for operators to acquire and retain customers .”
One of Kambi ’ s partners is LiveScore Group . Kambi supplied its sports betting solution to LiveScore Bet when it rolled out in the UK and Ireland in May , having entered into a sportsbook partnership in October 2023 .
“ Kambi views our partners as far more than clients to be managed ,” Hurst explains . “ Collaboration is key and we work closely with them well before the tournaments begin to understand their goals and develop strategies to achieve them .”
COMPANIES MUST BE ADAPTABLE
For the more experienced companies in the industry , their ability to meet and satisfy demand this summer is boosted by learnings from previous major events , such as the 2022 World Cup when the marked increase in added-on time saw Kambi update its models in real time .
As ever , help comes in the form of technology , with Hurst highlighting Kambi ’ s AI-powered trading division Tzeract as the “ driving force ” behind its pre-match offering .
“ Launched before the 2022 World Cup and now implemented across all major soccer leagues , Tzeract leverages learnings from hundreds of millions of bets to deliver a superior offering during the tournaments ,” he says .
Prior tournament experience is also crucial in informing Paddy Power ’ s strategy this summer .
“ This isn ’ t our first rodeo ,” Kane says . “ Having experienced a winter World Cup in Qatar , another in Russia , and several monumental changes such as Brexit and Covid in what feels like the past five minutes , we ’ ve learned to buckle up , be brave , hold on tight and know when to run for your life if you haven ’ t got a firm grip of things .”
OPPORTUNITIES APLENTY
While fans ’ attention will be focused on who wins on the pitch or court , gambling companies will be hoping for their own off-the-pitch success .
As Kane outlines , it ’ s not the first rodeo for the likes of Flutter , Betfred and Kambi , all of which boast a wealth of experience that has set them up to attack the packed summer sporting schedule .
The real outcome of the summer of sport for betting firms and suppliers will be known later in the year as public companies release earnings reports reflecting the busy period . For most , marketing , product innovation and thinking outside the box around customer engagement are key to ensure continued increased performance amid a packed sports schedule .
iGB L ! VE 2024 • ISSUE 136 • 37