In the past 12 months we’ve seen growing interest from both bettors and operators in microbetting. With the opportunity to offer more choices more often in a fashion that’s timely and catered to specific matches, microbetting is likely going to be a trendsetter for years to come.
Across the globe as well as in markets like the United States, it’s important for suppliers to develop products that meet these new and changing tastes, and for operators to have rich content that bettors enjoy. Microbetting certainly fits this bill, but with tremendous opportunity also comes some challenges.
The microbetting challenge
As with any new innovation, there is a period of growing pains and experimentation to find what works and what doesn’t. What can be seen is there’s a balancing act to providing an engagement market for bettors and resolving it in a timely fashion while still delivering good performance for operators.
Providing bettors with an offer that’s enticing, engaging and an enhancement to their experience is the first step, and it requires a sound understanding of a given match not just based on historical data and trends, but what is happening in live. Live betting in sports isn’t new, but reading a match and offering a micro-betting proposition is still something the industry is fine-tuning. A snappy payout mechanism is also crucial, which means you need to be able to settle markets quickly. And of course, you need to optimise these markets so they’re delivering strong returns for operators so they don’t become a loss-carrying side feature.
In order to learn, refine and optimise a microbetting product, operators and suppliers alike need to build a dataset and trading history based on real-world, real-time examples.
Fast sports offers a large dataset
Microbetting products require actual historical data in order to successfully develop – fast sports products are uniquely positioned to build this dataset. 24/7 sports content that runs year-round offers operators and suppliers more opportunities to experiment and refine microbetting content than traditional sporting events.
The sheer volume of events means more opportunities to offer microbetting markets, more often. At BETER, betting content and data provider, we’ve launched new, fast 16 markets for all table tennis tournaments, managed by our team, to speed up proceedings and allow users to place micro-bets. With this, we’re aiming to allow bettors to place bets with the fastest possible outcome. For example, a “race to 4 points” market would be settled way before the end of an event.
With more experimentation in the actual environments where it will be used, you can rapidly scale the accuracy, efficacy and performance of your microbetting product.
Building a baseline for traditional sports
Leveraging fast sports content for microbetting has two important flow-on effects. Firstly, you can build a robust stream of 24/7 content with a highly refined microbetting offering.
Secondly, you can use the historical data, knowledge and best practices of fast sports microbetting as the building blocks for opportunities in traditional sports. Whether it’s using fast sports data and models to inform your choices, or building the knowledge and skill of your traders – you can take the experimentation, logic and learning from fast sports and bring it to the biggest matches in the world, across any sporting code.
This is particularly important for markets like the US, where the popularity of in-play, parlay betting is a strong indicator of the interest and uptake of unique product offerings that add lots of flavour to a sports match. Microbetting is the natural next step for in-play sports betting innovation.
Fast sports content doesn’t just give operators another profitable vertical with a constant stream of content for players. It’s an incredible opportunity to road-test microbetting and build products that broaden your offering and meet the needs of newer bettors with huge potential for future growth.
Written by: Sabov Evgeniy, BETER Sports Head of Trading
DAZN Appoints Brice Daumin as CEO of French and Swiss Operations
DAZN Group, the world’s leading sports streaming service, announced the appointment of Brice Daumin as CEO of its French and Swiss operations. Daumin will oversee DAZN’s growth strategy in France, using his experience and knowledge of the French market garnered over 25 plus years in the French media and telecoms industries.
The move further underlines DAZN’s commitment to France after its launch in August 2023. DAZN brings its French subscribers the best of combat sports including a weekly schedule of top-quality boxing, MMA with the Professional Fighters League and PFL Europe featuring world-class fighters such as Francis Ngannou and Cédric Doumbé, huge PPV boxing line-ups featuring Tyson Fury and Anthony Joshua, such as “Day of Reckoning”. DAZN also brings its customers top-tier football including Ligue 1 Uber Eats, and the UEFA Women’s Champions League.
DAZN has also delivered a distribution strategy, striking deals with prominent telco and cable operators, to ensure as many French sports fans can access DAZN’s compelling catalogue of premium live sports content, magazine programming, archive and other sports entertainment products. Daumin will report directly to Alice Mascia, whose group responsibilities include her roles as Group Chief Marketing Officer and CEO of DACH.
Shay Segev, CEO of DAZN Group, said: “DAZN’s global sports offering expanded into France last year and we’re excited to announce that Brice Daumin is joining our team to help us grow in this evolving market. With his extensive in-market experience across our strategic imperatives – customer focus, commercial development, and distribution – Brice will play a key role in our long-term development in France. This is a clear statement of DAZN’s commitment to France and our ambition to continue growing in this exciting sports entertainment market.”
Brice Daumin, CEO of DAZN France, said: “This was an easy decision for me to make. DAZN has already demonstrated its offer right across Europe, with its operations in Belgium, Germany, Italy, Portugal and Spain. Working with the biggest rights holder, in local markets and on a global level, DAZN delivers a fantastic service in a way that works for fans and rights holders. The opportunities for further growth in France are clear, especially when you look at the expanding range of sports entertainment products DAZN is creating – e-commerce, ticketing, social experiences and gaming. The French sports fan is ready for a new experience, one that DAZN will deliver.”
Betsson Acquires Gaming Operator and Game Developer in the Netherlands
Betsson announced that the Group has acquired Holland Gaming Technology Ltd, a gaming operator with a license in the Netherlands, and Holland Power Gaming B.V., a game studio that develops casino games for Holland Gaming Technology Ltd. The total consideration amounts to EUR 27.5 million on a cash- and debt-free basis and is financed with own liquid assets.
Holland Gaming Technology Ltd is a gaming operator, which holds a gaming license for casino games in the Netherlands and offers games through the websites www.goldruncasino.nl and www.goldruncasino .com.
Holland Power Gaming B.V. is a game development company in the Netherlands that supplies casino games exclusively for Holland Gaming Technology Ltd.
The total consideration amounts to EUR 27.5 million, out of which EUR 16 million is paid upfront at closing, and deferred payments of EUR 9 million and EUR 2.5 million will be paid in six months and twelve months respectively.
The acquisition will over time contribute to a higher share of revenue from locally regulated markets and is in line with Betsson’s strategic ambition to deliver profitable growth through geographic expansion.
The acquisition is subject to post-closing approval by the Dutch gambling regulator KSA.
IGT Earns Gold Medal from Leading Sustainability Rating Agency EcoVadis
International Game Technology PLC announced that it has earned a gold medal sustainability rating from EcoVadis, a leading provider of business sustainability ratings. This gold medal rating positions IGT among the top five percent of global companies assessed by EcoVadis for its comprehensive sustainable business practices. IGT scored particularly well in the areas of environment, ethics and sustainable procurement.
IGT’s sustainability programme was assessed under the EcoVadis criteria using 21 benchmarks within the categories of environment, labour and human rights, ethics and sustainable procurement. EcoVadis methodically evaluates environmental, social and ethical performance using these international sustainability standards for more than 85,000 companies worldwide.
“Receiving a gold medal from EcoVadis validates IGT’s long-time commitment to continuously improving our ESG results and the effectiveness of our Sustainable Play initiatives. IGT will leverage the gold medal honor from EcoVadis as inspiration for enhanced sustainability innovation and performance, as we help contribute to a more sustainable future for our business and stakeholders,” said Wendy Montgomery, IGT SVP Marketing, Communications and Sustainability.
EcoVadis’ business sustainability ratings are based on international sustainability standards such as the Ten Principles of the UN Global Company, the International Labour Organisation conventions, the Global Reporting Initiative standards and the ISO 26000 standard. The ratings provide an evidenced-based analysis on performance and an actional roadmap for continuous improvement.
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