Latest News
How Horse Race Betting Has Galloped Into The Online Era
![Despite horse racing being one of the world’s oldest and most historied forms of betting, wagering on the sport is virtually unrecognisable today even when compared to just a few decades ago.](https://europeangaming.eu/portal/wp-content/uploads/2024/08/Max-Sevostianov-INT-1.jpg)
With the popularity of horse race betting steadily on the rise as the sport spreads to new markets and platforms, we sat down with BETBAZAR’s Chief Operating Officer, Max Sevostianov, to discuss everything sportsbook operators should know before they attempt to tap into this emerging online trend.
Despite horse racing being one of the world’s oldest and most historied forms of betting, wagering on the sport is virtually unrecognisable today even when compared to just a few decades ago.
Rapid advances in betting technology and data analytics, increased internet and smartphone penetration and a wider availability of horse racing events all over the globe have all undoubtedly changed the face of the sport – and this has in turn dramatically altered the ways in which online betting operators have had to market their horse racing product to attract and retain customers.
Indeed, you don’t have to cast your mind back all that far to recall a time when horse racing meets were largely confined to the U.K., Ireland and a handful of marquee events in the U.S.A. These days, however, the sport has become an essential part of the betting landscape in countries like the United Arab Emirates and Japan, presenting new challenges and opportunities for operators.
The impact of horse racing’s growing popularity in the U.A.E. and east Asia is two-fold – not only has greater event choice and frequency reduced betting downtime for customers all over the world and created a more consistent revenue stream for operators, but it has also significantly diversified the audience they target and changed how they communicate from market-to-market.
Having these new countries in the horse racing picture means that a blanket way of promoting the sport is no longer a viable option. Instead, operators should be monitoring the customer data they have in each market very closely to try and identify ways in which they can tailor their offering so that it caters to local tastes. This could, for example, involve creating targeted promotions that tie in with local holidays and specific regional events or partnering with race providers and other associated businesses in the market that can enhance brand awareness and bettor engagement.
Of course, the data operators have on each market should also inform whether or not horse race betting is a viable product to push in the first place. Though – as outlined previously – the popularity of the sport is increasing globally, horse race betting is still a very region-specific vertical and needs an existing audience and infrastructure that operators can target. Potential customers need at least some prior understanding of the sport and the betting product that caters for it, so successfully penetrating a market where horse racing isn’t popular is very unlikely.
The change in the number of countries that host horse racing events, however, pales in comparison to the impact technological innovation has had when it comes to betting on the sport. Again, you don’t have to think back very far to remember a time where the two main ways that customers bet on horse racing were either at the track or at their local high street bookmaker and the only data they had at their disposal was the form guides in publications like Racing Post!
These days, it’s a totally different story. Ever-increasing levels of internet penetration across the globe coupled with wider smartphone adoption has meant that customers can now access and bet on races no matter where they are in the world. While this has alleviated the need to travel to retail betting locations and driven more revenue to online wagering platforms instead, so too has it increased the importance of live streaming to a point that it’s now basically a must-have feature.
As online operators have picked up more and more of the traffic that had previously flown to retail betting locations, the onus on them to provide a similarly engaging experience has also increased. Thankfully for them, technology has now advanced to a point where they’re able to reliably stream races from virtually any track on the planet directly to computers or smartphones, with this effectively opening the door to events that bettors may otherwise never have witnessed.
Of course, one of the keys to providing this level of coverage is operators having the necessary partnerships in place with the rights holders in each market that they operate in, as not only does this provide access to all the races they want to feature, but also to the official data that comes with them. Given that we live in an information age where having access to fast and reliable data is an absolute cornerstone when it comes to making informed betting decisions, the fact that online operators can provide this in greater depth than their offline counterparts is very important.
By collating all the relevant information about how certain horses, jockeys and stables have performed on specific tracks in the past and making this available to customers in real time, operators can enhance the betting experience for both horse racing experts and newcomers to the sport alike. For precisely this reason, BETBAZAR has chosen the most accurate and advanced horse racing product for its marketplace in order to give customers access to detailed statistics from truly trustworthy providers – with this information in turn being used to power all manner of useful graphics and widgets for an even more dynamic user experience.
While these geographical and technological factors both mean that the popularity of horse race betting is likely to increase in the coming years, both will count for nought if the industry doesn’t continue to behave in a responsible and sustainable manner. Luckily, these days virtually every aspect of horse racing is totally regulated and necessary steps have been taken to improve horse welfare and other ethical concerns; all of which is vital to the long-term sustainability of the sport.
Alongside this operators must continue to promote responsible gaming practices in all markets that they service and provide further education and insight to both their clients and customers. In doing so, not only will they build trust within the horse racing community and cement the integrity of their product, but they’ll also set themselves up for more success as the sector grows.
About Betbazar
Betbazar is a B2B worldwide iGaming marketplace which has set a new sales standard, sourcing specialist iGaming products and advising on their role within existing strategies to deliver growth to our partners. The company’s ambition is building a digital iGaming marketplace that connects creators with buyers to accelerate growth powered by best-in-class products.
Website: https://betbazar.com/en
LinkedIn: https://www.linkedin.com/company/betbazar
Latest News
How mobile gambling has been spearheading growth in the industry
![](https://europeangaming.eu/portal/wp-content/uploads/2024/09/11-2.jpg)
The rise of instantly accessible online platforms has transformed the iGaming world, allowing players to take a flyer on the go, wearing whatever outfit they saw fit instead of donning the obligatory tuxedo to look the part in a glamorous gambling parlour.
The shift from desktop computers to mobile devices ushered in an even more promising era for the industry, further solidifying casino games as a mainstream form of entertainment, one accessible to gamers from all backgrounds. So, let’s explore how mobile gambling has driven growth and innovation in the iGaming industry – changing the game for all players involved.
Jumping on the mobile gaming bandwagon: a profitable and future-proof endeavour
Largely driven by the success of leading companies like Playtech or Evolution Gaming, the iGaming sector has been on a roll lately. According to global data platform Statista, online gambling could reach up to 290.5m users worldwide by 2029. While North America leads the way in user penetration, emerging markets in Asia and Africa contribute significantly to this growth.
In 2023, mobile games accounted for approximately 57% of the global market revenue, bringing together close to 3 billion players. With over 7.2 billion smartphones circulating globally, major industry players could not but seize the opportunity to transition to mobile platforms. As reports show that the average adult spends one-third of their waking hours on their mobile phones, casino operators boast many avenues to boost customer engagement and increase their market shares through mobile apps.
What factors come into play when explaining this mobile gambling boom?
The irresistible appeal of immediate accessibility
Convenience is arguably the main contributing factor to the growth of mobile gambling. Most platforms have adapted their game libraries to work seamlessly on portable devices such as smartphones, tablets, and even smartwatches, whose portability and simplicity of use work wonders for audiences both young and older.
As a case in point, senior citizens are getting increasingly hooked on video games on their phones, whether for social reconnection, cognitive stimulation, or sheer entertainment. Technological advancements have facilitated this smooth transition by optimising gameplay mechanics, sound effects, and graphics for mobile play. In this day and age of short attention spans, many software developers have been rolling out games with less extensive designs to push for increased speed and efficiency, unencumbered by painfully long loading times.
An exciting playground for toying with new technologies
The iGaming industry has consistently been a trailblazer in implementing new technologies, and mobile platforms are the perfect vessels to try new things and test new grounds among an audience mostly receptive to innovative experiences. To enhance player immersion, modern mobile casinos have long begun to leverage emerging technologies to replicate the atmosphere of their land-based counterparts.
Soon, technologies like augmented reality (AR) could integrate with a phone’s camera to bring game elements into the player’s real-world surroundings, making a roulette table pop up in one’s living room. While still in its infancy, virtual reality is also making headways in the iGaming sphere, with some casino games already compatible with VR goggles and headsets. Meanwhile, many developers have understood the key importance of strengthening the social components of their mobile games, capitalising on technology to introduce chat rooms and live messaging features.
Attractive incentives, to boot
Incentive marketing is on the rise, and casinos have perfectly internalised that rewards are the most effective way to pique users’ curiosity – and keep them coming back in the long run. Incidentally, countless mobile casinos provide bonuses catering exclusively to their mobile player pool. Such promotions can often get lost on newcomers, however. For those unsure of which mobile platform to choose, specialised websites offer precious insight and assistance.
First-time players with little gambling experience may grab no deposit bonuses to fund their bankroll with no financial risk attached. Top websites feature advanced filters that make it easy to compare hundreds of expertly curated casino offers. From their withdrawal terms to their game eligibility, the drawbacks and advantages of each promotion are clearly outlined. This way, new users only need to follow the steps laid out to claim their due – and try the most exciting mobile platforms out there.
Mobile casino apps are gaining momentum in the iGaming industry, combining a technological edge with the appeal of convenience and engaging marketing. As players can now dive right into their favourite games whenever they want to unwind, revenue growth in the mobile iGaming sector has barely reached its full potential.
Interviews
Thunderkick’s secret to success: The importance of a localised approach
![Thunderkick’s secret to success: The importance of a localised approach](https://europeangaming.eu/portal/wp-content/uploads/2024/09/Andrea-Brioschi-INT.jpg)
In our latest Q&A, we sat down with Thunderkick’s Key Account Manager, Andrea Brioschi, to discuss the importance of localisation and the intricacies of the Italian market.
Although Thunderkick is an established provider in Italy, how important is it having a native speaker to build and maintain strong partner relations in the market?
A localised approach is key in any market, but it is particularly important in Italy, where the natives are typically very traditional people. Italians like to communicate in their own language, and it is far easier to forge relationships when you share traditions and can understand cultural references relating to a specific way of life.
Certain marketing strategies that work in other European jurisdictions won’t necessarily be effective in Italy, so having a native managing client relationships is pivotal in enhancing operational efficiency. Like any industry, iGaming is about building and maintaining relationships, and a targeted approach will not only help establish connections, but can also aid in delivering country-bespoke content and marketing campaigns.
In your position working across multiple jurisdictions, what are the differences in how the Italian market operates?
The Italian market is incredibly unique and comes with its own challenges. The strict regulatory guidelines make marketing new products tricky, with various game approval processes in place and numerous certificates required. As a result, the process can sometimes take up to a month, meaning a huge amount of prior planning is necessary in order to meet deadlines.
This is why it’s essential to have someone in place who works within the market, day in, day out. You can no longer navigate the Italian market as a salesperson. Instead, you must have a broad spectrum of knowledge and experience within sales, compliance, and legislation.
How has your position as a native Italian speaker helped resolve previously encountered issues?
Thunderkick’s approach in Italy has allowed us to build relationships with a host of reliable partners, which are crucial when it comes to launching games. Previously, due to the processes in place, games would often be released days, sometimes even weeks later in Italy. With the right coordination and planning, as well as optimised communication, we can work ahead of schedule to obtain certification early, streamlining the product launch process so that games can be released on the same day in Italy as they are across the rest of Europe.
Effective communication is the most important aspect. Having a native speaker means nothing gets lost in translation and the correct message can be relayed from our Italian partners back to the Thunderkick tech and compliance teams, in turn allowing for rapid and efficient problem-solving.
What are the key benefits of adopting a tailored approach to commercial activities in a market and what impact has this had on revenue?
At Thunderkick, we strive to provide the best possible service to our customers. Something which may seem inconsequential, such as having similar experiences growing up, can be more significant than you think in fostering strong relationships. I have the opportunity to really get to know our partners, allowing us to tailor our approach according to their preferences.
It is also necessary to understand what resonates with players in a specific market, paving the way for bespoke content and targeted communications. We can now make predictions about which games will be more successful in Italy and create a marketing campaign across the relevant channels to appeal to the target audience. Ultimately, this tailored strategy is a key factor in amplifying player acquisition, enhancing player experiences, and driving commercial revenue growth. This has been apparent, with Thunderkick’s Italian operations thriving alongside the expansion of the market.
Do you think the success of Thunderkick’s localised approach in Italy will impact future decisions to employ native speakers in targeted markets?
Having seen the impact of our localised operations in Italy, Thunderkick has already taken steps to replicate this strategy. With the emergence of the promising Latin American markets, of which we have recently launched in Mexico with Rushbet and Colombia with Luckia, Thunderkick has taken steps to appoint a Spanish-speaking Account Manager, Ariadna Ölund.
Ariadna will contribute to forming relationships and tailoring our approach in the established Spanish market, as well as across the Atlantic in Latin America. It is difficult to predict where the next hub of iGaming will be, and therefore it is vital to remain flexible and build a diverse team with expertise across global markets.
Latest News
BETBY IMPROVES BETTING EXPERIENCE WITH THE LAUNCH OF UPDATED BET BUILDER
![BETBY IMPROVES BETTING EXPERIENCE WITH THE LAUNCH OF UPDATED BET BUILDER](https://europeangaming.eu/portal/wp-content/uploads/2024/09/BETBUILDER@publisher.jpg)
BETBY, a leading sports betting provider, has unveiled an upgraded version of its Bet Builder feature, aimed at enhancing the experience for sports betting enthusiasts worldwide.
The Bet Builder from BETBY allows users to effortlessly combine various markets within the same match, enabling them to create unique, personalized bets based on their own analysis and preferences.
What distinguishes BETBY’s Bet Builder is its exceptional flexibility. The latest version enables players to choose not only classic markets and common statistics like corners and bookings, which are common across all betting platforms, but also markets that depend on extensive statistical data. These include a range of options from offsides and shots on target to throw-ins and total shots at goal.
This enhanced flexibility allows players to combine multiple Bet Builder selections within a single match, spanning 11 sports, including four disciplines from esports.
Sergey Tsukanov, Chief Product Officer at BETBY, commented: “This development reflects our dedication to providing our partners with the Sportsbook features they need to enhance their offerings. Our updated Bet Builder not only enhances the player experience but also creates new revenue opportunities for operators by attracting a wider audience. We are committed to continuous improvement and innovation to ensure a unique and profitable experience for our partners.”
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