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Personalisation in sportsbook roundtable


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Personalisation in sportsbook roundtable
Reading Time: 7 minutes

 

Leonid Pertsovskiy, Chief Executive Officer at Betby

If the pandemic has taught us anything about the current landscape of sportsbetting, it is that immersive experiences that facilitate modern requirements and short attention spans are becoming essential to survival. With the space becoming increasingly saturated with similar offerings and products, creating a more engaging user journey is key to standing out and ultimately retaining business.

 

How have you pivoted your offering to facilitate modern customer preferences? Or is it a case of it if aint broke, dont fix it?

At Betby, we have done a lot over the past couple of years to adjust our sportsbook to the unique preferences of modern users, even though the general needs and requirements have remained consistent over the past five, or even ten years. The end user still wants to see their favourite events on a platform, as well as less distractions, higher limits, and instant bet settlement, and our sportsbook offering has evolved over the years to facilitate these preferences and attract a broader demographic of user.

Nowadays, our platform features high-quality content, including markets on more than 90 traditional sports, major tournament that stretch across the globe, an impressive selection of esports and virtual sports events, and the cherry on the cake: our proprietary Betby.Games range.

The remarkable variety of our offering is what helps us to stand out from the crowd and engage new users. A year ago, nobody could have predicted that we would be able to offer Kabaddi, Golf and Formula 1 live to our audiences, but our sportsbook has really opened up avenues to the rest of the world in a drive to provide followers of all sports with suitable markets, and live odds. It is important to be flexible to satisfy client needs, while offering same level of adaptation when talking about risk-management, localisation strategies, and promotional campaigns. Investing in flexibility means investing in long-term stability and adjusting to the post-pandemic sportsbook landscape.

 

Were seeing plenty of changes in user behaviour and betting patterns, led by a surge in in-playbetting, Prop Bets, and Bet-Builder tools. What are you doing to capitalise on this phenomenon?

We’ve certainly played with the idea of dividing up old-school audiences from the newcomers, due to the differences in their behaviours. We understand experienced punters don’t particularly enjoy new features or innovation within sportsbook, and therefore require a simplified layout and interface that they can relate to, while on the other side of the spectrum, new users enjoy being met with an abundance of new technologies and products thanks to their pursuit of instant gratification.

Our recent focus has been on boosting gamification and the social aspects of our sportsbook, which aligns neatly with modern user requirements, such as needing consistent entertainment and various aspects of interaction in their experiences.

 

Have any innovations in the sportsbetting space have caught your attention?

We see a lot of innovations in the field of data analysis and recommendation systems where reporting and business intelligence (BI) tools have become more integral, and the times of buying market share with traffic investments are over. Our clients see just how easily and effectively they can optimise their marketing budgets using our BI analytics system, and this is exciting for both us and them.

Another innovation that we have started to see more of this past year is contests being created occurring between passionate sport followers. While casino tournaments have existed for the best art of a decade now, sportsbook was always seen as less capable of supporting engaging competitions, especially between punters, which is why we recently introduced a sportsbook tournaments engine, which has shown fantastic results.

 

With the worlds of esports and sports betting blending at an unprecedented rate, is it time that esports merits its own tab in a sportsbook?

Yes, absolutely. Esports has an entirely different audience to regular sports, as well as a distinct streaming-centric user interface, and even a different approach to risk-management in sportsbook and marketing strategy.

Esports as a vertical is very much here to stay, and competitions are extremely popular when it comes to the betting experience that surrounds their unique events, with passionate fans that enjoy placing a wide selection of bets on them. It is a very rare for a user to follow both traditional sports as well as esports, let alone combine the two in one betslip, and for this reason it should have its own tab that is managed differently to the classic sportsbook. Esports is an entirely different space to that of traditional sports, and with interaction between players and esports followers occurring in so many ways, it needs to be respected as a phenomenon.

 

Bobby Longhurst, Managing Director at Sportingtech

If the pandemic has taught us anything about the current landscape of sports betting, it is that immersive experiences that facilitate modern requirements and short attention spans are becoming essential to survival. With the space becoming increasingly saturated with similar offerings and products, creating a more engaging user journey is key to standing out and ultimately retaining business.

 

How have you pivoted your offering to facilitate modern customer preferences? Or is it a case of ‘it if ain’t broke, don’t fix it’?

We’re constantly evolving and catering our offering not only to new customer types but to specific markets. Rather than resting on our laurels, we’re consistently dedicated to incorporating new ideas and solutions into the Sportingtech Quantum platform. Attention to detail is imperative; if the customer believes there has been a lack of effort in the offering put before them, the overall success of the operation will be jeopardised. Localisation, and by extension player profiling, is what sets an offering apart from the competition, and this is something that Sportingtech prioritises – most prominently displayed in our proprietary Popular Bets and Popular Events widgets. In today’s industry, the idea that a one-size-fits-all solution can be offered is one that just doesn’t stand up. Our Quantum platform also has modularity at its core, and this is something that can’t be overlooked – if operators are handed the reins, they can personalise their own offering and subsequently make the experience better for the end user.

 

We’re seeing plenty of changes in user behaviour and betting patterns, led by a surge in ‘in-play’ betting, Prop Bets, and Bet Builder tools. What are you doing to capitalise on this phenomenon?

The rising prominence of these new kinds of betting is clear to see, but this relatively new environment can be a confusing place to navigate for newcomers. Sportingtech’s Bet Assist offering is ideally placed, making traversing platforms more straightforward for players – it generates automated betting tips based on historical data, live-score and AI analysis, covering both pre-match and in-play markets across seven sports and with complete bet slip integration, and has been proven to increase user engagement, retention and turnover rates. In addition, our FastBet solution, which enables users to wager multiple single bets across all sports at the touch of a button without creating a betslip, is the only feature of its kind on the market. Players are likely to place more bets than they usually would with a standard betslip.

 

Have any innovations in the sports betting space caught your attention?

Sports betting is a hub of innovation, and our Popular Bets and Popular Events widgets are testament to this. They allow operators to display a particular market’s current top-10 bets and top-10 events, automatically refreshing every five minutes. Offering our operator customers a localised, intuitive way to immediately boost engagement is extremely gratifying. With minimum effort on the operators’ part, they can be confident that their players are constantly being shown the most popular bets and events at any one time. Our priority is to provide flexibility of use, allowing operators to display the bets and events on different areas of their sites while also being optimised for mobile and desktop. It is important that they auto-populate according to the operators’ markets, which has gone a long way to making this the hassle-free and personalised engagement tool we set out to make.

 

With the worlds of esports and sports betting blending at an unprecedented rate, is it time that esports merited its own tab in a sportsbook?

Sportingtech’s authority in Latin America is well documented, and we are seeing that esports’ popularity in these markets is on a steep upward trajectory. New opportunities frequently arise in emerging markets for the introduction of new verticals, and our platform offers a quick and easy way to market, offering the very best of what esports has to deliver. Bettors in LatAm markets have fallen in love with esports and its popularity looks set to continue to grow – esports will certainly merit its own place in a sportsbook if this trend continues.

 

Suren Khachatryan, founder and CEO of Technamin 

If the pandemic has taught us anything about the current landscape of sports betting, it is that immersive experiences that facilitate modern requirements and short attention spans are becoming essential to survival. With the space becoming increasingly saturated with similar offerings and products, creating a more engaging user journey is key to standing out and ultimately retaining business.

 

How have you pivoted your offering to facilitate modern customer preferences? Or is it a case of ‘it if ain’t broke, don’t fix it’?

Innovation is one of the cornerstones of Technamin. We could have easily stuck with the traditional approach to a sportsbook, but we decided to take things a step further and develop a sportsbook that is ideally suited to the needs of both operators and bettors. The “if it ain’t broke, don’t fix it” philosophy may apply to all sportsbooks, as their functionalities are by and large the same. However, it’s the approach that differs. Our approach is to create a product that is easily customisable to each partner’s preference and offers each end user a personalised sports betting experience.

 

We’re seeing plenty of changes in user behaviour and betting patterns, led by a surge in ‘in-play’ betting, Prop Bets, and Bet Builder tools. What are you doing to capitalise on this phenomenon?

With the development of technology and innovation, users are displaying a decreased attention span. Therefore, the majority of players prefer matches with rapid changes and easy solutions. Technamin works hard to provide the maximum amount of live matches and in-play betting throughout the year with the most reliable odds. Our professional team of traders and risk managers make sure we provide the most accurate data to our partners. Bet Builder and Prop Bets are the other tools that make the players’ journey more enjoyable and multifunctional. These are the features that our team continually develops.

 

Have any innovations in the sports betting space caught your attention?

I think we are living in the best of times when it comes to innovation in sports betting. We are very keen on how crypto payments are going to evolve in the sector. These currencies are already taking the industry by storm, and things are only going to progress from there. Another feature we are very excited about is the addition of VR and augmented reality technology that is going to create a more immersive experience for the end user. Overall, every technological innovation is exciting because it can be a gateway to something breathtaking.

 

With the worlds of esports and sports betting blending at an unprecedented rate, is it time that esports merited its own tab in a sportsbook?

Certainly so. Regardless of where each of us stands in the “are esports real sports?” debate, the facts clearly show that esports are here to stay and are popular when it comes to the betting experience. The fans are passionate about them and love to bet on the events. It’s just another fresh and innovative side of sports betting that we must embrace and build on. And the growing demand is something that operators must meet if they wish to maintain their popularity in the industry. Of course, we at Technamin are here to help with that!

Cryptocurrency

Roundtable: The future of cryptocurrency

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Roundtable: The future of cryptocurrency
Reading Time: 5 minutes

 

Cryptocurrency has really taken off over the past few years within the iGaming industry and has established an important foothold in the world of online casinos.

We spoke to Andrey Starovoitov – Co-CEO at SOFTSWISS, Daniel Heywood – Co-founder of NuxGame, and Matt Sahakian – CSO at Technamin, to talk about what the future holds for cryptocurrency and why it is now a hugely vital part of the industry.

 

How widespread is the use of cryptocurrency in online casino and sportsbook and does it have mass appeal?

Andrey Starovoitov (AS): The use of cryptocurrencies in gambling is a sustained trend that is only getting stronger from year to year. Today, we can see a certain segment of crypto casinos getting a strong foothold and taking over a considerable market share. Crypto casinos are certainly a flagship of our client portfolio along with major fiat casinos. In terms of figures, cryptocurrencies have grown 10% year-on-year to make around 35% of the SOFTSWISS turnover. This is an evident growth indicator on the back of the major coin price volatility, which shows a gradual progressive increase of player interest in this type of deposits.

Daniel Heywood (DH): There has been significant uptake in cryptocurrency adoption in various industries in recent times, including finance, IT, e-commerce and more. Additionally, outside of its use in the corporate world, it has been championed by thousands of private citizens who regularly use cryptocurrencies. This is a far cry from the image crypto had only a few years ago and serves as a testament to its growth.

Matt Sahakian (MS): I think that at this point, crypto is inseparable from our industry. Most reputable online casinos are now offering crypto payment methods and the ones that are not doing so, surely have it in their short-term roadmaps. Online sportsbooks jumped in on the trend a bit later than online casinos, but are certainly catching up as we see the rise of crypto sports betting in the industry.

 

What are the biggest advantages of using crypto for operators and players when placing wagers online?

AS: First of all, operators gain access to a whole new younger audience which generally does not overlap with the traditional fiat casino segment. The use of cryptocurrencies often gives a certain level of anonymity, which, in turn, attracts VIP players and high rollers.

On the level of operations, all crypto casino metrics such as acceptance rate, conversion rate and others are much higher compared to those of fiat casinos. For instance, the SOFTSWISS acceptance rate (successful to attempted deposits ratio) is 99% for cryptocurrencies.

All of the above is just a smidgen of the benefits from using crypto in iGaming. The main advantage is that crypto is an ever-growing trend we’ve been observing over the last five years.

DH: There are lots of benefits for both players and operators, with the speed of transaction being the most obvious. Because there is no intermediary involved in the transaction process things can be completed far quicker and with fewer steps involved, in comparison to traditional payment methods. The added – and significant – spin-off from the removal of that intermediary is the subsequent lowering of fees, making the process more streamlined and cost-effective.

MS: The foremost advantage is the added layer of security that these currencies bring, thanks to the blockchain technology they are based on. Security is always of paramount concern to both operators and players, and crypto puts both minds at ease. The decentralised nature of these currencies also amounts to higher degrees of anonymity which players prefer when it comes to their information and transaction history.

 

In which markets are a cryptocurrency solution particularly relevant?

AS: In fact, when asked which is the most popular market for cryptocurrencies in gambling, at SOFTSWISS we highlight that crypto falls into a separate new market. And it makes sense, as the differences between the crypto and fiat audiences are quite significant – the demand for transaction processing speed, availability of provably fair technology games, high game limits and even top game lists are totally different in these two segments. In general, the geography of crypto gamblers is pretty vast – Canada, Germany, LatAm (Brazil, Mexico, Argentina), and Asia.

DH: Cryptocurrencies are relevant across the world. There is no market in which they’re not playing an increasingly important role. However, they are aiding in the expansion of the iGaming industry in developing countries in particular. This is mostly due to the strict banking rules and restrictions within these jurisdictions that cryptocurrencies remedy.

MS: We’re seeing the Asian market as well as certain areas of the LatAm market embracing crypto, along with Africa and the USA. Mexico is also big on blockchain, being included in the top 50 countries where crypto is most popular. Countries like Greece, Denmark, Sweden, Romania, and the UK are also joining in on the trend.

 

Is it all about Bitcoin, or are other cryptocurrencies commercially viable?

AS: Indeed, we are observing new coins ascending against a gradual Bitcoin decline in the crypto basket, but this does not mean that it is the Bitcoin that is losing its appeal but rather that other cryptocurrencies are gaining momentum as a gambling deposit method. According to our partners’ research, customer interests are shifting towards “stable coins”. Facing the crypto winter, most crypto traders have already sold the most volatile cryptocurrency as we are living in the “cash is king” times. USDT is the leader amongst stable coins, followed by BUSD. As a result, in 2022 we saw that Bitcoin was not the ultimate GO-TO choice for payments. But don’t get me wrong, it is still huge as only Bitcoin offers indisputable decentralisation and freedom of payment. It fell from 65% to 49% in transaction count on average, but marks much lower levels for new casinos with a younger player base.

DH: Bitcoin is of course the obvious leader within cryptocurrency, but there are an increasing number of options for both players and operators. Clients are using an increasingly diverse range, featuring projects such as Ethereum, Solana and Tether and others in order to offer the widest range of payment choices available.

MS: There was a time when Bitcoin was stealing the thunder in the world of crypto. However, that’s not the case today. There are nearly 10,000 active cryptocurrencies out there. Granted that not all of them are as popular or even used, many of them like Ethereum, Binance USD, Dogecoin, Tether and XRP are just as popular with bettors as Bitcoin. That’s the thing with these currencies. You never know which one is going to take the lead.

 

What does the future hold for using сrypto in online gaming? Is it a passing trend or here to stay?

AS: Overall, despite the volatility we are observing, the crypto gambling segment and its audience will continue to grow, as it is the speed, simplicity, and a certain level of anonymity that players value most in cryptocurrencies. We can clearly see an increasing interest in this niche, and a growing number of operators, including top tier ones, are adding crypto to their payment methods.

DH: Cryptocurrencies are categorically here to stay; by now I’m certain most can agree on that. As the crypto industry evolves, new and more innovative solutions are emerging and are competing for their “15 minutes of fame.” This in turn drives more innovation. A few of these are no doubt just a passing trend, yet some will stay with us long-term and become part of the furniture in the industry.

MS: When Bitcoin was released as the first open-source software and blockchain currency back in 2009, many people thought it would be a passing trend. It has been more than a decade now, and look where we are with these currencies today. Much like any other phenomenon, it is impossible to tell where crypto is going, but a decade-long popularity and expansion are clear indicators that this is a journey which we must follow closely.

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Interviews

Exclusive ICE Preview Q&A w/ Ivan Kravchuk, Chief Executive Officer at Evoplay

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Exclusive ICE Preview Q&A w/ Ivan Kravchuk, Chief Executive Officer at Evoplay
Reading Time: 3 minutes

 

Before we get started, congrats to Evoplay on an absolutely fantastic 2022 with high-profile deals with the likes of Relax Gaming, Bragg and Novibet! Can you talk us through the deals and how much it means to you as a company?

2022 was definitely a success for Evoplay! Even though it was still one of the most challenging calendar years, given the war in Ukraine. Our fantastic product creation and business development trajectory allowed us to reach new heights and enhance our position as a leading iGaming developer, so much so – we won multiple awards for our work.

Meanwhile, partnerships with top-tier companies proved once again that Evoplay titles are welcomed by the industry’s biggest and best. It truly motivates us to continue impressing our peers with innovative high-tech entertainment that inspires and engages a remarkably broad audience.

 

Looking to ICE in a few weeks – we’re sure your team must be excited to attend, what have you got in store for delegates, and what can visitors to your stand look forward to?

ICE London is one of our favourite meeting points, we enjoy liaising with industry leaders and like-minded associates. It’s always a great pleasure for the Evoplay team to visit London and catch up with both current and potential partners.

This year, we’ve upgraded our stand to make it in-sync with our next-generation vision. It perfectly complements our finest titles and solutions, so make sure you drop by our N6-150 stand when you arrive – especially if you’re on the lookout for exclusive and cutting-edge products to enhance your offering, we’ve got it all!

 

Looking back at recent years, Evoplay has really made a name for itself as a standout supplier with next-gen titles such as Star Guardians and Dungeon: Immortal Evil, what’s in the pipeline for 2023, and what kind of titles can we soon see?

We’re well known for our world-class games, and we’re set to continue establishing our brand towards this direction. We’re already working on a new flagship game and a variety of other exciting gaming products that will no doubt shake up the industry even more than we have done so already.

In 2023, we’ll be focusing on both instant games and slots, making sure we reinvent these verticals with gamification layers and even more exciting mechanics. In addition, we’re pleased with the response our Penalty Shoot-out, Penalty Series and Football Bet titles have received, therefore, we’re also looking forward to continuing with the world of football.

 

Onto game development – given your extensive experience in the industry – how much do you see trends changing in the year ahead, and what are next-gen players looking for right now?

With a new generation of the audience arriving into the world of gambling, it’s our task as a game developer to meet the demands of this emerging demographic. It’s also important to bear in mind that these younger players are quite familiar with digital entertainment, as they consume so much already through Netflix, video games, TikTok and Youtube. As a leading supplier, you really need to place importance on targeting the difference between generations.

Next-generation players have proven to be quite picky and often choose state-of-the-art games that offer supreme quality. At Evoplay, we’re constantly diving into player research and analysis to find out what more we can do and how we can please a new audience, and we’re passionate about what we do.

 

Last but not least, prediction time for our European Gaming readers! Which key markets on the continent should we be looking at this year, and which regions hold the most potential?

Speaking about our development strategy, it includes Switzerland, Mexico, Portugal, the Czech Republic, Greece, Spain, Canada, and the Nordic countries, with a primary focus on Finland. LatAm is another region to continue establishing our presence, as we saw a remarkable 560% Bet Sum increase in 2022. So, be ready to find Evoplay’s outstanding products on many platforms worldwide!

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Interviews

Exclusive Q&A w/ Atlas-IAC CEO Sergei Efimenko

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Exclusive Q&A w/ Atlas-IAC CEO Sergei Efimenko
Reading Time: 8 minutes

 

Just a few weeks till ICE London 2023, what are you looking forward to at the year’s defining industry show?

As you say, all roads and flight routes, at least to start to year, now converge on the ExCeL Centre in London for ICE in early February. We can’t wait to set up shop at this must-attend event, and unpack our latest plans and progressive product portfolio at Stand S1-120. Needless to say, it’s a timely tradeshow which invariably sets the tone for the remainder of the year. The Atlas-IAC team will be on site, walking the floors to greet old friends and meet new clients all week. As ever, it should be a lot of fun, but also a hugely informative summit at a time when the industry needs to put its combined minds and shoulders to the wheel to confront and navigate some pressing headwinds.

As such, ICE London represents a consequential think-tank as to how the industry can best provide operators and bettors with engaging, innovative betting experiences across some tent-pole, revenue-driving events this year. Add to that some excellent networking opportunities with senior peers to debate many of the most topical and pressing issues from panels and talks to the bar and tables of the Atlas stand. Whatever’s on your mind: looming recession and the cost of living crisis, affordability checks, player profiling, the unfolding scene across the Americas or Africa, regulation closer to home, player engagement, retention strategy, acquisition and bonusing alternatives – it’s always helpful and often illuminating to trade thoughts on broad plans and specific innovations with other industry leaders, in order that we can collectively converge on the best path forward and overcome the headwinds.

 

Atlas seems to be making some great strides in emerging markets of late. Is that your exclusive focus and what’s coming next?

Ultimately, Atlas offers the sector’s most scalable, flexible, and efficient sports betting and gaming platform. If that makes us the go-to platform for emerging markets, like LatAm and Africa (where we’ve done some excellent recent work and are just about to announce another deal with a Pan-African powerhouse) then so be it! But we plan on gaining traction across established, mature and new-regulating markets over time with our highly modular and agile solutions. Driven by live data, Atlas’ highly automated software helps traders focus on value-added risk management decisions and eliminates the manual labour required to run most legacy systems, which you see more of in mature markets, as the result of entrenched deals. In time, those deals will end or evolve as more and more customers come to realise and value the provision of flexible and modular solutions to support any customer’s bespoke operational strategy. On top of which, the Atlas CRM System also offers a fully automated marketing solution that allows operators to manage all of their marketing and communication activities with your customers from one place. These efficiencies of cost and scalability will win out over time, no matter where you set your scene on the global stage.

 

What are the unique challenges in Africa?

Quick or immediate access to funds, from deposit to withdrawals, is vital to making your brand the preferred wallet of any customer. That’s a universal truth, not restricted to Africa. Instead, Africa differs in that more nuanced payment systems are required than in more developed countries, and the customer trust in any operator really hinges on their capacity to payout in timely fashion. Especially because customers heavily favour the BetBuilder / accumulator model of small-stakes-big-win scenarios. You have to localise your payment methods in many cases country-by-country in a patchwork assembly of needs across Africa which isn’t too dissimilar to what you’re seeing state-by-state in the US. That calls for unparalleled agility if you want to service Pan-African multiplicity as Atlas is already doing.

In essence, though, as with South America, you have to localise on Customer Support too. That’s one area where automation can’t currently help you too much. African players want to speak to a human, fluent in their native language and preferably dialect. And the User Experience of your site has to be familiar, so you can’t reinvent the wheel for UX if you want to take on the leaders in any given territory. Ultimately, and again like LatAm (where the sleeping giant of sports betting in Brazil is soon to spring to life) Africa is a football-mad emerging market that is rich with possibilities and presents us with opportunities to build on our international expansion. As we continue to grow Atlas’ incredibly modular B2B software division, deals like this highlight how our breakout proprietary technology is fit for purpose in emerging markets all over the world.

 

You’re big on automation. But is machine learning genuinely a thing in sports betting? Are we still light years behind other tech-driven industries and if so how do you see us catching up?

I’m happy to say, though, that even our sector, which has traditionally been glacial in adopting the advances in tech of other industries, has made huge strides in the past 18 months – and happier still to relate that Atlas’ innovation in this area has us at the forefront of disruption in what has historically been a copycat space, too often tied to cautious thinking or legacy systems.

Machine-learning is increasingly introducing generalizable tools that can adapt and improve their own programmatic code, giving operators the edge on the competition and a deep understanding of their customers. For instance, there’s an old saying in trading that the further ahead of an event you bet, the shrewder you are likely to be as a punter. Needless to say, that’s a generalization with many exceptions, but it does explain why operators relax their limits closer to the start time of any event (when most unknowns are known) so it’s harder to steal an advantage. That said, the latest AI tech can probabilistically drill down on these “tells” (e.g. time/size of the bet, location, gender) across the board and effectively profile your customer within a few trades. It’s a similar story with marketing and trading tools. Bonus abusers get weeded out, high rollers who got lucky early on get accommodated. You get the idea.

After all, we are creatures of habit. Whereas AI is simply a bigger-brained animal. As the trading algorithms kick in, the client-specific marketing strategy must inevitably follow, paving the way to a truly personalised experience for the punter. For any operator, the dream is to know their consumers from log-in. With Atlas’s unique AI-powered platform and its accompanying tools, that dream is now a palpable reality. After all, personalisation in the sports betting industry is a word that has been used for a long time but has never become a reality. Now it’s our ambition to steward the industry’s evolution towards delivering personalised player experiences.

 

Does the trading desk still have in the future?

Yes. However, its role will necessarily change in step with the ground it concedes to automation. Essentially, though, its position as the nerve centre of a trading operation need not alter that much. It can still prove the assembly point of all these progressive feeds: advanced pricing, accurate modeling, scoring data, team and player updates, the weight of money, even opinion. Corralling all these inputs and distilling precise answers for risk management and trading strategies remains the challenge – whether a human being is at the controls, or merely overseeing the machine-learning equipment. Indeed, fresh services can sometimes emerge unexpectedly out of lightning progress. Verifiable tracking is one such new test for the trading desk, but it’s also given it a new job as an integrity tool. Think of the data specialists or the sensitive market-models that now sit behind the tennis tours to guard against match-fixing – or at least flag it. Refining these tools and counting out the vagaries of human misdeeds and misinformation is the task for the brightest minds allied to the finest AI systems.

 

Why and how is well-placed in this domain of expertise?

We provide our own MTA (Managed Trading Service) and strongly believe in its advantages over any competitor, be they established or challenger. Our highly experienced trading team are backed up by a powerful and configurable Trading Platform which takes into account thousands of factors and data-points across sport, event, market, time (and much more) to deliver the best MTS available. Our in-depth MTS algorithms and associated tools are then cross-referenced with the data/profile of each user to ensure that we are serving the most appropriate odds at any given time. Not only can we set different pricing strategies per competition/event, we can also fully customise individual sportsbook instances to highlight/order key competitions and events all from the same back office system. Automation of our evolving algorithms constitutes the cornerstone of our MTS but we also understand a partner may desire anything from total outsourcing of management (cue our “risk free sportsbook” solution, already popular in emerging markets, where we underwrite any downside) to specific elements of control over the sportsbook. We seamlessly achieve this versatility with event/market odds and limits configurable per partner from our back office.

 

How about marketing and CRM – can AI tools be as effective in this domain?

The Atlas CRM System offers a fully automated marketing solution that allows operators to manage all of their marketing and communication activities with your customers from one place. As for Customer Relationship Marketing (CRM), our rules-based flows help create specific personalised communications with marketing targeted based on customer profiling and segmentation. Customers can be grouped into profiled segments based on site activity, betting behaviour, deposit regularity

and a host of additional characteristics. Typically suspected fraudulent users (arbitragers) and bonus abusers are grouped at one end of the spectrum and VIP users on the other. The Atlas-IAC platform allows for a different customer segmentation number to be assigned for each specific product vertical as well as an overall rating for each customer. Bespoke customer segmentation rules can be implemented for each client.

The heart of every CRM platform is the ability to drive the desired behaviour from individual consumers. This is done with a campaign management tool that allows our licensees to target specific customer segments with bespoke promotions. Unlike most sports betting services where one- size-fits-all campaigns are offered to the entire customer base, Atlas’ advanced marketing campaign tool helps to maximise ROI on marketing investment by allowing for pinpoint accuracy to deliver generous promotional offers to the good quality customers while ensuring lesser-value clients do not receive offers that they could abuse.

 

Can you succinctly break down Atlas’ areas of provision and their integration?

Sure. Firstly, the Atlas Seamless API is a service for existing gambling operators who need to bolster their product range to increase business performance. Whether you need a Sportsbook, Casino, Live Casino, Virtual sports or any other product, with one simple integration we can provide any product into your existing platform. Once integrated, an operator has full control over the look and feel of each product. Each product comes with a multifunctional back office, with an intuitive customisation module and CMS. One seamless API integration allows an operator to take advantage of all of the functionality within the Atlas CMS such as our powerful risk management and CRM tools.

As for our Atlas CRM System, it’s a fully automated marketing solution that allows you to manage all of your marketing and communication activities with your customers from one place. Rules based flows helps create specific personalised communication with each client, identify and trigger client group communication, boost the numbers of a campaign through powerful tools for in-depth marketing analysis, predict a campaign’s performance, and modify a campaign on the fly.

Its key features include real-time data collection and real-time triggered activities; unique content-creating tool for template management across any communication channel; client segmentation tool with myriad fine-grained triggers for client identification and grouping; messaging hub across all popular means of messaging and social channels

And finally, there’s our aforementioned risk management tools. These make up a wide-ranging toolbox for fully automated identification and restriction of fraudulent customers, and responsible management of your good customers. You no longer need to employ a huge team of risk analysts to weed out the “sharp” or “at-risk” customers. As an operator, all you need to do is create your own policies and rules, setup and manage categories and criteria in the constructor. The rule-flow powered engine analyses the client’s activities, and categorizes them for you. Core components include in-depth analytics which are mounted on over 200 triggers to manage client groups. Its two operational models are based on AML-scoring or trigger-based scoring and ably backed up by dedicated 24/7 support and training.

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European Gaming Media and Events is a leading media and boutique event organizer in the European Union with a monthly reach of +110,000 readers. The official company (PROSHIRT SRL), has been listed for 4 years in a row among the top 3 Advertising and market research agencies in the local Top Business Romania Microcompanies based on the Financial Reports.

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Copyright © 2015 - 2022 European Gaming Media and Events. Registered in Romania under Proshirt SRL, Company number: 2134306, EU VAT ID: RO21343605. Office address: Blvd. 1 Decembrie 1918 nr.5, Targu Mures, Romania

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