Industry News
Using data to detect insights is a precise science, argues Parimatch Chief Data Officer
Rostyslav Maikovych – Chief Data Officer at Parimatch, provides an insight to his presentation at iGB Live! and the challenge of generating reliable data in a post GDPR era, the critical task of drawing as much value from usable data as possible and an exploration of the key metrics that businesses can deploy.
Is data like oil in so far as it has to be refined to be meaningful. No one would put crude oil in a jet plan for example?
Collecting data is only the first stage, but it is essential. To effectively use the data in the processes of business intelligence and machine learning, it needs to be processed correctly, verified and transformed if needed to ensure that everything is correct and accurate and prepared for analysis. Data should be verified based on both accuracy and context. Machine learning requires the right set of features that can be used in ML.
Usually, for normalized data, you need to prepare a relational data warehouse where all information about clients, their behaviour and transactions is aggregated. Then from this repository, you can take data and discover insights, prepare samples for the development of predictive models such as response prediction, or churn prediction, to activate the client on time before he/she loses interest in the service.
You can collect a lot of different data. It can be structured and unstructured data from e-mail, social media, logs, client profile, history of the transaction, etc. In this regard, the search for insights – hidden patterns and features in data sets – is similar to the search for golden sand in a heap of ore. However, it’s still possible.
With so many data breaches how do we build trust with consumers?
We ask for a minimum of personal data. We save all the information we receive, and we do not pass it on to third parties. We take care of the personal data as if it is our own. The primary source for insights is the behaviour of customers and their bets. Due to it, we divide clients into segments, and we can make targeted offers that are interesting to the particular client. Clients benefit from receiving fewer uninteresting mailings and having more exciting bonus and activation proposals that are tailored to each customer.
Do you think consumers now appreciate the value of their data?
I suspect that they do not notice how much data is being transmitted – clicks, bets, markets, teams they bet on. It is difficult for a person to remember what he/she was interested in over one or another period. Moreover, we aggregate and analyse this information to create a more efficient customer journey and relevant content. At the same time, customers get many benefits – such as less spam as well as more interesting and targeted suggestions.
They give more valuable information, for example, to Google – all the search queries and keywords they were looking for. As a result, they are persistently plagued with advertisements that are mostly irrelevant. It’s easier to feel the value of information in this case as you can see the direct result of collecting something close to you. We do not have such an effect with our data. We are only interested in their preferences towards sports and their behaviour on the site.
How do you draw maximum value from usable data and what are the key metrics?
We must take into account what the business requirements and objectives are. If the primary objective is to achieve an increase in conversion, it will be necessary to analyse which clients are better converted and why, at what stages do we encounter the most significant problems, where it is necessary to make a shorter application form or to change the location of the buttons. The metric here is the sales funnel and conversion rate on each step, namely, its increase after fixing the detected flaws in the processes.
Should the organisation want to quickly grow its share on the new market, we need to analyze what sports events and types of bonuses involve most customers, test different types of campaigns for the acquisition, analyse their effectiveness, and use the best. In this case the metrics are the monthly growth of active users, daily active users and additional profit.
Frequently an organisation’s focus is to increase retention rate. We need to identify at what stages there is the most significant outflow. The strategy would be to give customers an offer that is interesting to them or content that enhances their engagement and brings them back to us on the site. For example, the highest level of outflow appears in the first two weeks among a particular segment of clients. We assign our main activities on them, improve onboarding, send them more exciting offers and announcements. The metric here is the retention rate.
Trustly announced a bold pledge to boost growth for businesses across Europe. In a major move to revolutionise the checkout experience for millions of people, the payments tech firm unveils the new Trustly Growth Guarantee.
The market-leading account-to-account provider is offering clients – current and new – a fresh way to pay at the checkout. As part of this, businesses are guaranteed to see an increase in conversion rates, to as high as 98.8%, and a clear reduction in the fees they pay in comparison with traditional payment methods.
Customers will enjoy fewer steps to pay and the added efficiency of return user recognition; Trustly guarantees supercharged success at the checkout. With predictable pricing, costs will be just one amount per transaction – with no variable fees at all. Trustly also states that it is dedicated to providing a seamless integration and will include Success Concierge as standard.
The initiative, revealed only a matter of days after impressive 2023 growth results were announced for the global leader in the industry, reflects Trustly’s unwavering confidence and commitment to continuing to innovate account-to-account payments. Last week, Trustly announced a 79% increase YoY in annual transaction value – reaching $58 billion in total.
Its track record for already attracting major global clients – some examples being Meta, eBay, HMRC, Zalando and Hargreaves Lansdown – signifies that there’s been a distinct change in customer preference and merchants priorities.
Businesses are making attempts to remain innovative and ahead of the curve as millions of consumers increasingly adopt open banking-enabled account-to-account solutions instead of other more standard options when they pay.
Jussi Lindberg, Chief Revenue Officer of Trustly Europe, said: “Our market-leading payment setup embodies Trustly’s mission: to be a growth partner for our clients. We don’t just provide payment solutions; we drive efficiency and value in their businesses. Trustly Azura has delivered remarkable results, and now businesses can experience its benefits. Account-to-account payments are booming, and we’re here to help businesses seize the opportunities it offers.”
If merchants do not see a boost in conversion or a drop in payment costs – at a processing rate of at least 50K transactions each month, for three months, Trustly will reimburse three months’ worth of processing fees. The guarantee is available for both new and existing European customers and is subject to Trustly’s general terms & conditions.
Wazdan, the gain-focused developer behind some of the world’s most rewarding casino game experiences is set to make the most of the networking and relationship-building opportunities at Casino Beats Summit 2024 and share its groundbreaking Online gaining™ approach.
Leading a formidable team of Wazdan talent will be Chief Commercial Officer Andrzej Hyla. Joining him in Malta is Promo Tools Specialist Marcin Trafiałek, who has been nominated for the prestigious Product Manager of the Year award at the CasinoBeats Game Developer Awards 2024.
Trafiałek’s nomination recognises his pivotal role in the triumphant success of the Mystery Drop™ promo tool. Additional representatives from Wazdan’s Account Management and Marketing departments will also be on hand, eager to connect and share the latest Wazdan innovations.
Wazdan’s commitment to excellence is further underscored by its multiple nominations at the CasinoBeats Game Developer Awards 2024. The company’s exciting new titles and features are vying for top honours in various categories, including:
- Slot to Watch: 25 Coins™
- Game Mechanic of the Year: Coins™ series
- Game Feature of the Year: Coins™ series
- Game Music/Soundtrack: Book of Faith™
- Game Music/Soundtrack: Los Muertos™ II
- Game Retro-Style: Mighty Symbols™: Crowns
As a proud sponsor of CasinoBeats Summit 2024, Wazdan reaffirms its dedication to fostering a vibrant iGaming community and actively participating in industry-shaping events. The company looks forward to setting a course for success and collaboration at the summit.
Andrzej Hyla, Chief Commercial Officer at Wazdan said: “Casino Beats Summits are always fantastic events. This year sees us in the enviable position of being shortlisted for six awards which reflects the hard work our team of engineers and inventors have put into the experiences that add value for demanding players.
“We’re looking forward to meeting friends old and new at the event and sharing how we gain ground and ground gain.”
Industry News
Europe Sports Betting Market Size, Share & Trends Analysis Report 2024-2030 Featuring Bet365, William Hill, Betfair, Paddy Power, 888sport, Bwin, Unibet, Ladbrokes, MGM, and Betsson
The “Europe Sports Betting Market Size, Share & Trends Analysis Report by Type, Platform, Sports Type (Football, Basketball, Baseball, Horse Racing, Cricket, Hockey, Others), Country, and Segment Forecasts, 2024-2030” report has been added to ResearchAndMarkets.com’s offering.
The Europe sports betting market size is anticipated to reach USD 65.54 billion by 2030 and is expected to expand at a CAGR of 9.9% from 2024 to 2030
The globalization of sports and the integration of international leagues and tournaments into European betting markets have fueled the growth of sports betting. Major sporting events such as the FIFA World Cup, UEFA European Championship, Wimbledon, and the Olympics attract widespread attention and betting interest from European consumers, driving significant betting volumes and revenues for sports betting operators, thus driving the growth of the sports betting market in Europe.
The COVID-19 pandemic had a negative impact on the European sports betting market. The cancellation or postponement of sports events during the pandemic restrained the market growth. With major tournaments, leagues, and competitions either suspended or canceled outright, the absence of live sports events severely diminished consumer betting opportunities. It led to a significant decline in betting volumes and revenues for sports betting operators.
The presence of favorable betting policies in the region is driving the growth of the sports betting market in the region. Many European countries, such as the UK, Ireland, Denmark, and France, have progressive policies promoting a competitive and well-regulated betting market. It facilitates the entry of new operators into the market and encourages competition, leading to innovation, improved services, and better value for consumers.
Moreover, established responsible gambling initiatives and regulatory bodies in Europe, such as the European Gaming & Betting Association, help build trust and confidence among consumers by promoting responsible gambling practices, ensuring fairness and transparency in betting operations, and providing avenues for dispute resolution, to protect consumers and maintain the integrity of the betting market, thus driving the growth of sports betting market in the region.
Europe Sports Betting Market Report Highlights
- Based on the type of betting, the fixed odd wagering segment accounted for the highest revenue share of 27.7% in 2023 due to the stability and predictability of the payouts
- Based on platform, the online segment dominated the market in 2023 and is expected to grow at a significant CAGR from 2024 to 2030. It can be attributed to the collaborations between sports teams, leagues, and betting companies, thus increasing the visibility of sports betting and attracting a larger customer base.
- In terms of sports type, the football segment accounted for the largest revenue share in 2023. It can be attributed to the popularity of football in Europe due to popular football clubs like Real Madrid, Liverpool FC, FC Barcelona, and Manchester United.
- The UK held a significant share of 34.6% in 2023 and is expected to grow at a significant CAGR during the forecast period. Favorable gambling policies in the country drive the market’s growth.
Company Profiles
- Bet365
- Ali William Hill
- Betfair
- Paddy Power
- 888sport
- Bwin
- Unibet
- Ladbrokes
- MGM Resorts International
- Betsson
Key Attributes:
| Report Attribute | Details |
| No. of Pages | 80 |
| Forecast Period | 2023 – 2030 |
| Estimated Market Value (USD) in 2023 | $33.75 Billion |
| Forecasted Market Value (USD) by 2030 | $65.54 Billion |
| Compound Annual Growth Rate | 9.9% |
| Regions Covered | Europe |
Key Topics Covered:
Chapter 1. Methodology and Scope
Chapter 2. Executive Summary
2.1. Market Outlook
2.2. Segment Outlook
2.3. Competitive Insights
Chapter 3. Europe Sports Betting Market Variables, Trends & Scope
3.1. Market Lineage Outlook
3.1.1. Parent market outlook
3.1.2. Related/ancillary market outlook
3.2. Market Dynamics
3.2.1. Market driver analysis
3.2.1.1. Increasing number of sport events
3.2.1.2. Growing number of sporting events and leagues in Europe
3.2.2. Market restraint analysis
3.2.2.1. Lack of unified regulations
3.2.3. Market opportunity analysis
3.2.3.1. Growth in E-sports audience
3.3. Europe Sports Betting Market Analysis Tools
3.3.1. Industry Analysis – Porter’s
3.3.2. PESTEL Analysis
Chapter 4. Europe Sports Betting Market: Platform Estimates & Trend Analysis
4.1. Platform Market Share, 2023 & 2030
4.2. Segment Dashboard
4.3. Europe Sports Betting Market by Platform Outlook
4.4. Market Size & Forecasts and Trend Analyses, 2018 to 2030
4.4.1. Offline
4.4.2. Online
Chapter 5. Europe Sports Betting Market: Type Estimates & Trend Analysis
5.1. Type Market Share, 2023 & 2030
5.2. Segment Dashboard
5.3. Europe Sports Betting Market by Type Outlook
5.4. Market Size & Forecasts and Trend Analyses, 2018 to 2030
5.4.1. Fixed odds wagering
5.4.2. Exchange Betting
5.4.3. Live/In Play Betting
5.4.4. eSports Betting
5.4.5. Others
Chapter 6. Europe Sports Betting Market: Sports Type Estimates & Trend Analysis
6.1. Sports Type Market Share, 2023 & 2030
6.2. Segment Dashboard
6.3. Europe Sports Betting Market by Sports Type Outlook
6.4. Market Size & Forecasts and Trend Analyses, 2018 to 2030
6.4.1. Football
6.4.2. Basketball
6.4.3. Baseball
6.4.4. Horse Racing
6.4.5. Cricket
6.4.6. Hockey
6.4.7. Others
Chapter 7. Europe Sports Betting Market: Regional Estimates & Trend Analysis
7.1. Regional Market Share Analysis, 2023 & 2030
7.2. Regional Market Dashboard
7.3. Regional Market Snapshot
7.4. Market Size, & Forecasts Trend Analysis, 2018 to 2030
7.4.1. UK
7.4.2. Germany
7.4.3. France
7.4.4. Italy
Chapter 8. Competitive Landscape
8.1. Recent Developments & Impact Analysis, By Key Market Participants
8.2. Company/Competition Categorization
8.3. Vendor Landscape
8.3.1. List of key distributors and channel partners
8.3.2. Key customers
8.4. Company Profiles
For more information about this report visit researchandmarkets.com
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