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The bookie has indicated that it could close up to outlets, with the number of closures ultimately dependent on how gamblers change their habits. William Hill is making progress in fulfilling its American ambitions. Since legislation banning sports betting was overturned in May, six states have legalised this form of gambling, and William Hill is present in all six. Sign in Register. Join our community of smart investors Subscribe. Investment Ideas. A non-cash impairment on the UK retail business wiped out full-year profits.

Sports betting community social integration pflegeheim chrischona bettingen

Sports betting community social integration

So we would like to see laws that give the sports the ability to petition regulators to limit certain bet types that pose undue risk. This includes negative bets, like wagering a player will miss a short putt. Betting markets are built on data, and we believe it is in the best interest of everyone involved in the system —consumers, operators, regulators, data distributors and leagues — to have one official source for that data: the leagues.

Unofficial data could conflict with the official records of the leagues, creating uncertainty for consumers and others in the industry. In fact, the TOUR won a series of antitrust cases against a data distributor based on this argument. They would inevitably miss patterns of corruption that span across operators or states.

Bringing together such a wide-ranging mix of the industry, the opportunity to learn from a variety of specialist figures stands out as one of the most integral benefits for the organisation. I hope that events such as Betting on Sports America will bring all constituents together to achieve that goal. The sport will have the opportunity to engage fans in new and meaningful ways. That is why we have taken a prominent, vocal position on this issue.

It is important that the PGA TOUR has a voice in this process in order to protect the interests of our athletes, our sponsors and our fans. UpNdown Virtual Golf will be just one of. Virtual Golf is our first venture into virtual sports and we are confident our partnership with Kiron will help make it a successful one.

We look forward to a long and beneficial partnership with them. This report finding has led 1xBet to predict that esports will become one of its top five most popular sports within the next 20 months. In fact, Overwatch was the only esport not to gain more active players, notwithstanding a sharp rise in both the number of tournaments and subsequent. By contrast, League of Legends LOL a multiplayer battle game developed and published by Riot Games - showed 47 per cent growth when compared with The nature of esports players has contributed to an increase in the amount of customers accessing 1xBet via mobile.

This number now stands at 77 per cent, an increase of 12 per cent from the previous year. Interestingly, Android players account for more than 80 per cent of this 77 per cent total. As for the trends within esports betting itself, bets placed from mobile devices are becoming increasingly popular. In particular, bets on frags of individual players in a team last year became a permanent market alongside the regular major event bets. Successful tests for this market were conducted in live mode which demonstrated the level of player interest.

However, this is due to the wide range of services offered. A few years ago, there was just a set of thee standard markets for matches: win, handicap and total. However, after two to three weeks, their interest in unusual markets increases compared with that of older customers for whom these markets are no longer new. However we believe that they could and should have gone further. They now accept a targeted approach as the most effective response for almost every level of tennis, including quite correctly those.

It suggests that only to professional players earn enough to break even, leading to an imbalance between the prize money and competition fees, which may tempt those at the lower levels to contrive the matches for financial reward. Vision was brought to the market by LSports at the end of to convert live tennis streams into real-time insights, match statistics and new betting markets. There is room for the product to evolve to cover a variety of new sports alongside tennis, including those in the US market.

Jeevan Jeyaratnam, Head of. VAR could hinder the efforts of bookmakers seeking to utilise available data to enhance the speed of their in-play offering. The introduction of a variable like VAR will disrupt this process and operators will be forced to wait longer before resuming an in-play market, or settling a wager.

Whilst it may be seen as something of an operational negative for many operators, Paddy Power has capitalised on the furore surrounding VAR, typically bringing its brand personality to a contentious topic by offering a money back special if the technology is used. It gets better and better every year.

There is obviously a lot of excitement based on the new US regulation. Our partners like ISG are here, and so it made sense that Formula 1 was here. This is a really productive conference for us. Responsible gaming strategies have, to date, been lacking in early intervention elements.

After all, similar projects have been agreed, carried out, and sunk without a trace. While this may be double the sum spent in , it remains unclear where this is going, and what it aims to achieve. It would be interesting to read about tangible impact objectives backed by hard KPIs in addition to amount of money spent.

This announcement should however sound a starting gun on other operators not simply copying GVC, but trying to emulate its efforts. These start with remarkably simple things to implement - indeed most of the larger operators already look to meet the SDGs; responsible gaming programmes are mandated by law in most markets, and charitable initiatives are generally supported by operators.

And it goes beyond with larger scale projects that will have a true positive impact on society in the long-term. What can occasionally be frustrating is a reticence by gaming operators to take the first step. No company wants to be the first to take a stance for or against a certain subject.

It takes one major player to make a move, then others rush to follow. Social responsibility in the gambling industry is perhaps slowed by cynicism from both sides. The solution provides operators, suppliers and lotteries with all necessary tools to assess, refine, launch and monitor CSR, responsible gaming and sustainability programmes, as well as completing licence and industry certification submissions.

To get everyone up to speed, this plan. We need to be much more active as a company, as an industry, and how we deal with that, but also be vocal about about the good work we're doing in that capacity, and balance that with positive messages about the excitement and entertainment we give to millions of people. It's a question of the right sort of regulation. If that's done, then more regulation is good, but if more regulation restricts products and drives people to the unlicensed sector then that's bad.

These have all featured in our second high-profile TV advertising campaign dedicated to responsible gambling messages. It is essential that we are part of the solution not part of the problem and we will only do this if we continue to innovate and collaborate.

National health statistics confirm that end of year stress can lead to relapses, breakdowns and social disorders. Hence, we can assume that the stream of negative headlines garnered by the betting industry during the close of would have sparked communal spasms and seizures for all industry leaders. With some perspective, we should file. Nevertheless, amongst this wreckage of industry failures, two events should. Furthermore, outlining its intent on.

The influence of Comcast on Sky's decision. And it may be academic. History would, once again, repeat itself. So, with no time for reflection, it now appears that the betting sector has arrived at the start of a new year, having lost the trust and patience of two of its major stakeholders - broadcast and banking leadership. The negative headlines that plagued the betting sector during the year have to some.

This modern reality manifests itself. This appears to be a reality that betting operators have yet to acknowledge or comprehend. It would be regressive and short sighted to fall for this pattern of thought. Nevertheless, if the industry repeats events, betting may be branded by wider stakeholders in the same category as the dreaded payday loans sector. Some may define this as hype or an unnecessary furore, but put simply, further failures may well lead to the industry becoming a real snuff movie What exactly is conversion, why is it important, what is the relationship between acquirers and operators in achieving equilibrium between conversion and security, and what kind of payment technologies can be utilised in pursuit of this goal?

Historically, there have been multiple different methods and principles used for calculating this percentage — mostly dependent on whether the analyst responsible for doing the calculations works for the merchant or for the acquirer. After all, whose primary responsibility. Merchants have a vested interest in shifting blame to acquirers in cases of poor performance, as this is likely to result in lower operational costs, while the acquirer will doubtless argue that there are a number of external factors beyond its.

For example, when a player is unable to place a bet due to a lack of funds on his account, who is at fault? Long gone are the days in which the partnership between operator and acquirer relied on the simple transactional service of the latter facilitating the acceptance of payments and the subsequent processing.

As the market has grown saturated, payment service providers have been drawn into an ongoing battle for technological dominance, engineering innovative products and features to meet client requirements. This competition relies on various. The most important indicator, however, will always be the conversion rate. To meet these needs, and to keep those same customers coming back again and again for more purchases, merchants must optimise the payment process.

The make-or-break. As the point of sale, the shopping basket and the subsequent payment page is critical in retaining and converting customers. Engaging in big data analytics, or the analysis of the consumer data from hundreds of millions of transactions coming in from multiple clients across multiple verticals, payment service providers or acquirers can identify the factors affecting consumer behaviour and ensure the customer journey meets their expectations.

End-users — players, in this instance — tend to prioritise simplicity, so conversion rates can be expected to go up in response to weakened security measures, which themselves are often inconvenient and time-consuming. That being said, the associated costs, such as the fines levied by international payment systems when fraud thresholds are exceeded or the ensuing reputational damage, are likely to outweigh the financial benefits. In undertaking big data analysis, acquirers can isolate industry-specific trends, proposing solutions and advising their clients on best practice.

One of the most common conversionboosting tactics involves removing 3D Secure, which is an additional layer of security offered by international payment systems Visa and Mastercard. As the functionality redirects consumers to another page and requires them to enter additional card details, this is the stage at which a significant portion of traffic may be lost.

By removing the 3D Secure feature,. Removal of the 3D Secure feature is therefore ill-advised without a strong risk management system in place to pick up the slack. Operators can and should partner with acquirers capable of providing the aforementioned strong risk management, preferably an in-house solution which they can offer clients in conjunction with smart routing capabilities. Smart routing applies artificial intelligence to analyse the variables of incoming transactions,.

This dynamic analysis on the part of both risk management system and smart routing works to ensure that customers who have previously demonstrated their trustworthiness and reliability are rewarded with a simplified payment journey, while potentially fraudulent behaviour is thoroughly reviewed and, if deemed necessary, blocked.

Ongoing innovation in the payments. Taking into consideration each of these transaction variables, which include, but are not limited to, currency, country of issue, transaction amount, and payment method, risk management systems are capable of calculating the likelihood of fraudulent activity, which they can then communicate to the smart routing technology in order to send the transaction to either a 3D Secure MID or a non-3D Secure MID. As operators continue their pursuit of equilibrium between these two crucial aspects of their business, payment service providers and acquirers meet client demand by engineering proprietary technologies and developing tailored payment strategies to address these opposing elements and establish synergy between them, helping business owners achieve their ultimate goal: increased revenues.

The CasinoBeats Summit is an event that looks to the future, examining the threats and opportunities facing the industry and how we collectively can move forward. The Summit has established itself as a popular date in the diary for the online casino sector. The content of the panel sessions was informative and inspirational for the attendees.

As a new legislative year dawns, there are grounds for real optimism. Five years on, the total number of US states actively offering residents regulated online casino or poker remains precisely three. The same three. Coupled with a degree of political resistance, or at least inertia, states have been slow to act. However, if the Wire Act has curbed enthusiasm for online gaming somewhat, there have also been good reasons to press on with regulation.

The other is money, and more specifically debt. Many states and cities have deficits and debts that show little sign of easing. The igaming dollar offers a degree of salvation. Certainly it is the reasoning applied by Mike Kowall in Michigan. A glance at the New Jersey model for regulation and the Pennsylvania experience postlegalisation may be enough to help persuade Governor Whitmer that it is time for Michigan since, evidently, her sign-off is probably.

The opportunity there is potentially significant. But history has taught us that some states have a disproportionately high strategic value in spite of size. And it is why what is happening in West Virginia is significant, despite the fact the state is home to fewer than two million. It was recently announced that lawmakers in the state, which legalised sports betting in , are seeking again to regulate online casino and poker with introducing a new bill, HB It is entirely feasible, then, that come , there will be six states offering or about to offer regulated online real-money gaming content of one form or another to those resident in the state - namely Delaware, Michigan, Nevada, New Jersey, Pennsylvania and West Virginia.

The biggest of these are California and New York, comprising another If the fall of PASPA and an increasing level of faith in the nature and size of state revenue from real-money igaming were to bring those two states into play in the next five years, then America would be looking at a combined market of approaching million people. That would be bigger even that the UK market and, given the success of the New Jersey regulatory model - were it to be cloned in Pennsylvania and beyond - one potentially as well managed.

While the continued prohibition of interstate liquidity pooling would still represent significant limitation, the true scale of the American igaming opportunity is slowing coming into view. SBC: In your opinion, how closely aligned are the fashion and online gaming industries? This unique premium partnership has allowed us to create a platform to launch a variety of gaming products that appeal to both audiences, including online casinos, live dealers, sportsbook, fantasy games, social games, and most recently fashiontv branded slots.

AB: BetConstruct is a world leader and a. When starting out on this unique venture, we. We wanted to create a brand-new series of slots that would breathe new life into the world of online casino. Our mission and strategy is connecting the online virtual world with the real life style luxury world. We wanted the games to be bold and beautiful, and offer players something that they had never quite seen before.

A creative out of the box technology conglomerate that required very little introduction, BetConstruct has taken our concept and made it real via a series of custom-developed branded fashiontv slots. SBC: Fashion is known to be a fastmoving industry; what sort of lifespan have you put on these games? And is there an agreement in place to replace or add to this collection after a certain time period?

AB: We have currently launched the. These form part of a substantial larger series of games which will be progressively launched throughout the year. Based on the feedback we receive during this time, we will be able to understand the nature of our players, which could lead to a number of exciting future collaborations. AB: sees many new projects. By injecting glamour into the realm of online casinos, we seek to offer a slice of sophistication and style that transcends across both the virtual and real worlds.

Players are invited to enjoy the luxury and entertainment of a fully-branded, fully-supported gaming suite, coupled with the exclusivity of the fashiontv lifestyle, FTV hottest parties and events — which of course we could have never done without the combination of such a reliable partner and FTV Brand. We look forward to what this platinum partnership will bring. Prior to joining Inbet Games, Korolev developed a distinguished career in online marketing and sales.

Working as a Head of Online Sales for Kaspersky Lab in Russia, a firm which specialises in the design and production of computer software, he gained hands-on experience and built the necessary expertise to return record B2C and B2B sales figures and reach top ROI indicators. In his time with Kaspersky Lab, he. The key to his success has been to drive constant evolution and product development that meets customer expectations.

Over the last year, the company introduced a variety of new gaming solutions, added new features to existing games, and secured partnerships. DAREBS, which allows players to make bets on airplane positioning in real time, is well-placed to replicate the entertainment and revenues provided by fixed odds betting terminals FOBTs , while sparing bookmakers with a licensing headache over the muchmaligned B2 machines. We caught up with Shane McLaughlin, Managing Director of Betdaq and Conall McSorley, Business Development Director of gbet to discuss the need for continuous uptime, particularly around the biggest sporting events, and why operators should never be forced to work around defects in their technical supplier.

SBC: How important is it for an operator to have trust in the robustness of the platform before committing to marketing spend around big sporting events? Platform stability is so important to us that after recently going through over days without an unscheduled outage we started to introduce platform stability as one of the themes in our marketing message.

CM: gbet believe this is an absolute fundamental for operators and there have been a number of high profile sporting events over the last twelve months when operators have faced the frustrations of systems failure at the worst possible times. This uptime, is on a platform that is processing over. There are few, if any platforms in the marketplace, that can give operators comfort that not only can they spend marketing budget in confidence, but also that customers will have a seamless experience when they arrive on the platform.

It can act as a hygiene factor for customers so the key is to let them know that they can bet on markets in a football match while placing the 5 they are likely to bet on in front of them. CM: Operators should not be forced to make business decisions around product offering based on the limitations of their technical supplier. This runs counter to the definition of a trusted technical partner. At gbet, our commitment to the operator is that we deliver technically to allow the business to operate with confidence.

While no supplier is immune from technical failure, and it would be wrong. When problems do occur, we pride ourselves on rapid response times and a commitment to fully diagnose and repair the underlying issue to ensure it never happens again.

SM: Optimising content management in. You want to have really big events like a Grand National or Gold Cup one click away on all landing and home pages but many of the customers. The more you can do to personalise content for the user the better. CM: Personalisation is a key pillar of the gbet sportsbook offering.

We use data analytics technology to optimize the data analysis and reporting. As a punter, if I only bet on racing, rugby and golf, the rest of the content is to me, just clutter, making it more difficult to navigate to where I want to bet. Operators want to offer a more personalised experience to their customers; at gbet we want to facilitate that as much as possible. Having made its name through a popular range of products in Italy, where numbers for virtual betting are comparable with those for sports betting, and across emerging markets in Africa, this growing set of target territories now includes the UK and the US.

SBC: In which countries do you see the biggest demand for football focused virtual betting products? MW: After the huge success in regulated. European countries such as UK and Italy, and the amazing amount of tickets played in Africa more than 15 million per day , I strongly believe that this product should work everywhere that real soccer is. At the moment, we see a big level of growth in LatAm markets.

SBC: Do you think that younger punters associate more with the advanced technology and graphics supporting modern football games? In my opinion, the. The big competition on graphics and animations you will find more when it comes to the games console sector. SBC: What would you say to encourage those who are undecided about trying virtual betting instead of real-life sports betting? MW: Our biggest focus in the last few. The benefit of a game like our soccer league is that you can play your team every five or six minutes instead of once or twice a week.

I loved attending Bootcamp! AffiliateINSIDER events go beyond basic business networking as they offer a chance to give you exclusive and relevant insights that are not available at any other affiliate conferences. What you learn here enables you to access digital experts who can really help you make well-informed decisions that grow your affiliate business - quickly.

Improve your web design and convert more customers Link Earning Get visibility with no budget learn onsite and offsite link earning techniques that drive brand growth and search engine rankings. Barcelona defender Samuel Umtiti scored the only goal at the Krestovsky Stadium, as the match finished to takes Les Bleus into the final. Cup campaign in Russia was reflected in the tipster activity, as the pre-tournament holders became the subject of the shortest odds flop on bettingexpert.

One tipster took odds of 1. The same data report also revealed the. A box of Lego is full of small plastic bricks that on their own are functional, but when given to a skilled Lego builder can be turned into something totally unique. So, what are the key bricks for building a phenomenal affiliate program?

The foundation of any affiliate program is the technology that powers it. The tracking platform will dictate the tools and services that you can offer your affiliate partners to grow and scale your business. Affiliates look for programs that offer detailed reporting, fast and frequent payments and are able to provide great and varied affiliate commission models and incentives. Affiliate managers look for easy portfolio management, complex and refined ad management platforms and effective CRM and commercial management features.

When you decide what technology to use, you should be keeping these in the forefront of your consideration along with price, service, and ease of integration. With a solid base in place, before adding the next brick you need a plan. A road map for where you are headed and what you need to get there.

Affiliate strategy, like it or not, is a specialist skill and not a traditional marketing function. It is not account management or sales. An affiliate strategy takes into account the overall marketing strategy, and then works out how affiliate marketing can enhance. If you get the strategy wrong, it can be inefficient. It can harm your overall acquisition strategy not to mention dent your budget with zero return on investment. Get it right and you will expand your brand much faster than you ever could operating on your own.

Like Lego, you can spend hours building something or you can get a set of instructions and build something beautiful simply and quick. Finding people with the right skills to fill this role is often very hard. Having a thorough understanding of how the process of online acquisition works, end to end from the point of entry to when the customer reactivation cycle begins.

To be a great affiliate manager you need to be proficient in these skills:. Responsive, knowledgeable and personable people make good affiliate managers. Be an eternal student of digital evolution — the affiliate ecosystem is. Be target driven and a little quick witted - you have to be able to negotiate,. With the technology, plan, skills and resources in place, preparation is the next step. The part where you start sorting all of the bricks into colours and shapes to get ready to build the end product.

Often, this step is missed. When it is - it shows in the build. So, how do you get prepared? Before putting pen to paper, or finger to key, you need to know exactly who you are as a brand, as a business and as the program. You have to be clear on what you offer, to ensure affiliates understand this in the fray of programs that approach them day in day out. You need to know how you benchmark your program to your direct competition. The days of build it and they will come are long over. For your affiliate program to survive and thrive in a highly competitive market you must be heard above the noise of your competitors.

You can bring together various factors to create a highly desirable package that will convince affiliates to represent your bands, but also to give you their prime real estate. It is also important to set goals and objectives for your program and measure performance against these. This should be done monthly.

This is the most important part of an affiliate program strategy and often the. The principles of how you market your brand apply similarly to how you market your affiliate program. They are vital for building relationships and recruiting new affiliate partners. If you want to run a successful affiliate program, you must combine the right building blocks like Lego together to make it all stick and drive meteoric affiliate growth.

Get all the latest industry news and key leader interviews prior to t See More. ICE London comes with a massive exhibition floor and tens of thousands of attendees, making finding and connecting with high quality or specific suppliers really challenging. Brazil, with its newly signed gaming bill, offers the perfect case in point I n the context of emerging gaming markets, Brazil is up there with the biggest of them.

But for Bolsonaro, having a fully functioning gambling sector ready in the bank in two to four years time could turn out to be a useful insurance policy. Premium live sports streaming, tailored for betting. Transforming in-play betting on player performance Official ultra-fast, accurate stadium data Working with sports and bookmakers to combat betting fraud and match integrity threats. To learn more visit: www. Online Mobile Suppliers to: To find out more email: bettingteam performgroup.

Inflicting further pain on bookmakers, the government eventually came to the decision to bring forward the date for the implementation of this stake reduction from October to April The Treasury had originally planned on allowing betting shops a longer time period to adjust to such a drastic alteration, however the resignation of UK Sports Minister Tracey Crouch was ultimately pivotal, as pressure grew on the government to bring forward the reduction. Sports betting affiliates will be able to monetise on the traffic they attract, while betting operators Not only is gambling advertising in Italy banned, but so are sports sponsorships.

The true effects of the law are yet to be seen, but the Italian government is hopeful Confirmation of this ban, from which only horse racing and greyhound racing will be exempt because of the commercial importance of gambling to their viability, means that from next summer no betting adverts will be shown during live sport coverage before in the UK, from five minutes before the event begins until five minutes after it finishes. Google and Facebook, two major contenders in advertisement, have already implemented changes to their search functions to comply with the legislation; it has resulted in unlicensed operators appearing at the forefront of searches.

However, the company was in fact setting itself up for sustained success in Sweden by focusing on compliance measures and launching a new front end platform, often at the expense of other growth initiatives. Contact: sales amazinggaming. Most participants stated that crossing to bookmakers throughout the match had become such a normal part of the game that they rarely thought to challenge the presence of these forms of promotions:.

You have your commentators reviewing games and they talk about the odds and who is favourite to the extent whereby they sometimes cross over to someone who gives you the odds on who is trending well. I think it becomes so in your face that we just accept it as normal now. For example, one participant described how watching sports and following a team was no longer solely about emotion and passion but was also about backing their team through betting:.

Not only [do you] back them with your emotions, you back them financially. The majority of participants believed that young men were the key target market for gambling companies and that marketing had played an important role in shaping the gambling identities of young men. Participants described a range of marketing appeal strategies that they believed were particularly influential in shaping gambling as a part of sports fan behaviour.

The most common was the use of appeals and imagery that centred upon peer belonging and mateship. A number of participants spoke about how advertisements sought to align what they already valued and appreciated in sports, with that of betting. For example, the following participant described how effective he thought sports betting marketing strategies were in linking gambling to friendship and comradery.

Some participants stated that they could relate and identify their own relationships and betting behaviours to those portrayed in advertisements:. The following comment suggests that these marketing tactics created a strong positive cultural narrative for young men about the role of gambling in their peer groups and their collective identities surrounding sport:. Like you can be the cool guy that won money and this is what you should be doing - you should be gambling, you should be doing this.

Participants argued that it was extremely problematic that individuals could not watch sports without being exposed to the marketing for sports betting and felt frustrated that sports broadcasts were overloaded with betting promotions. A few described switching off the television when they felt too pressured to gamble because of betting promotions:. If you actually analyse it, the value is there. I consider it a smart and reasonably safe, more safe bet.

Participants also believed that they could maximise their winnings through large sign-up bonus bets. Many conceptualised these incentives as free money, with these types of inducements being the most influential mechanism in stimulating the opening of betting accounts. Many described that while they initially thought they would open accounts, use the bets, and then walk away, this was the first step into long-term patterns of gambling:. But obviously I never walked away. However, other participants believed that bonus bets and a competitive gambling environment meant that they could take advantage of deals between bookmakers.

There was evidence that inducements stimulated some participants to continue gambling and to gamble when they otherwise would not have gambled. For example, even though the following participant knew that inducements were a clever marketing tactic, they still influenced his decisions to place bets and how much he would gamble:. Some specific incentives created a perception amongst participants that they were more in control of their gambling.

Some believed that placing bets on these players gave them a greater degree of control over the outcome of the markets that they gambled on and that incentives would protect their money even if the bet was unsuccessful:. Probably the cash back ones. You get your money back. Others described the impact of inducements tied to the emotion associated with large sporting events. This was particularly the case for individuals with moderate- or high-risk levels of gambling.

Another stated that push notifications via his mobile phone, which offered a range of promotions, led him to bet more than he normally would have done during the State of Origin NRL match:. The Origin a couple of weeks ago is a good example. And with those particular games I certainly bet a lot more then what I normally would, based on those specials and promotions. This study sought to investigate how the marketing of sports betting products may influence betting attitudes and consumption behaviours which ultimately may lead to harm.

The study also sought to consider potential strategies to reduce the risks posed by these marketing strategies for young male sports fans. It is clear from this study that most participants recall the marketing for sports betting in environments which are not specifically designed for gambling, and this was most notably the case during live broadcasts of Australian sports. This is the phase of cultural alignment that McCracken [ 34 ] described as taking cultural meanings within the social world, and applying them to products.

Marketing for sports betting products is no longer confined to specific gambling environments such as bookmaker websites or mobile applications and gambling venues. Rather, the marketing for these products has entered everyday community and media spaces, which have not traditionally been aligned with gambling. We would argue this is increasingly similar to betting being core to the experience of horse racing.

Marketing strategies that may shift the cultural meanings associated with gambling and sports. Legend: Theoretical model of how marketing strategies may influence a shift in the cultural meanings associated with gambling and sports, as well as the distinct promotional factors that may influence gambling consumption behaviours. However, it is not only the placement of sports betting advertisements within sports but the saturated nature of these promotions that has exacerbated a cultural alignment between betting and sports and the subsequent risks associated with betting.

This raises an important issue for policy makers and regulators in relation to the prevention of harm. While marketing for some forms of gambling e. Recognising the potential for harm, some countries, such as the UK, are now considering the prohibition of gambling promotions before the watershed the point in time after which programmes with adult content may be broadcast , as part of a comprehensive suite of harm reduction strategies associated with sports betting products [ 46 ].

In Australia, the state of Victoria is considering the restriction of betting promotions on public transport and infrastructure near schools [ 47 ]. This study suggests that policies aiming to denormalise gambling as an inherent part of sports must consider significant restrictions on the volume of advertising during sports programmes, sporting matches, and within non-gambling environments at any time of the day.

The study indicates that there are specific marketing mechanisms that intensify the symbolic relationship between gambling and sports. We would argue that the endorsement of betting by sporting codes particularly via sponsorship relationships and broadcasters has a significant influence in betting becoming a meaningful part of the life of sports fans. In part, this is because endorsement by these agencies contributes to the removal of the negative social stigma once associated with betting, embedding it as a valuable social norm for the fans of sporting codes.

Norms are regulated, in part, by the images and narratives created about sports betting by sporting codes and sporting commentary panels often comprised of sporting heroes. Given the reported influence of these types of marketing by young men in our sample, and also from studies with children [ 13 ], we would argue that the embedding of commentary-based marketing in sports is clearly an issue that requires urgent consideration by governments and sporting authorities to prevent risk and the potential for harm.

The results also suggest that very specific forms of promotions, such as inducements and incentives, play a significant role in establishing betting on sports as part of consumer behaviour. These strategies must be of central focus in any regulatory efforts to prevent and reduce harm.

Inducements and incentives minimised the perceptions of risk associated with sports betting, promoted feelings of control over the betting outcomes, and encouraged individuals to open more accounts with gambling companies and gamble more than they normally would, including on events on which they might not otherwise gamble.

Even when participants acknowledged that these types of promotions were a clever marketing tactic that could increase the risks associated with gambling, they still had a strong influence over gambling consumption intentions. Inducements are not a new marketing phenomenon for the gambling industry and are used on a range of different gambling products to stimulate consumption [ 48 ]. However, our research contributes to growing evidence about the significant influence that these types of marketing promotions may have in encouraging risky gambling behaviours.

We would also support the development of sustained and adequately funded public education programmes to complement the legislative approaches already suggested for policy makers. These programmes should be developed independent of the gambling industry and related interests, emphasise the harms associated with their products, and expose approaches used by the industry.

There is encouraging evidence on the value of mass media campaigns in addressing a range of public health problems [ 49 ], and the findings from this study should assist in providing formative research for the development of such campaigns related to gambling. In addition to this, further research should also seek to explore the influence of marketing on the betting attitudes and behaviours of other population subgroups, including female sports fans, and younger populations, such as children and adolescents.

Finally, it is important to consider the study limitations. Despite participants having gambled on a range of products, the results of our study may not be generalisable to young men who bet on other sports, horses, or sporting events e. Second, the sample was skewed towards young men who were educated and living in more affluent socio-economic neighbourhoods.

Finally, in this study, we did not aim to diversify the sample with regard to ethnicity. This research suggests that marketing plays a strong role in the normalisation of gambling in sports and in encouraging gambling consumption intentions and behaviours. For the young men in our study, the emotional investment in the game, and the ways in which they 'consume sport', for the most part, now included betting on the match.

This is problematic as there is an absence of overarching cultural and organisational structures to restrict sports betting promotions. There is now a clear industry presence in non-gambling and community settings.

Policy makers must begin to consider the lag between evolving gambling landscapes and sophisticated marketing strategies used by the gambling industry and sporting codes to promote gambling products, and effective harm reduction measures in order to protect populations from gambling harm.

Problem gambling and family violence: prevalence and patterns in treatment seekers. Addict Behav. The big gamble: the need for a comprehensive research approach to understanding the causes and consequences of gambling harm in Australia. Australas Epidemiol. Google Scholar. Assessing gambling harm in Victoria. Victoria: Victorian Responsible Gambling Foundation; Productivity Commission. Canberra: Commonwealth of Australia; Problem gambling in adolescents: an examination of the pathways model.

J Gambl Stud. Markham F, Young M. Addict Res Theory. The marketing of wagering on social media: an analysis of promotional content on YouTube, Twitter and Facebook. Creating symbolic cultures of consumption: an analysis of the content of sports wagering advertisements in Australia. BMC Public Health. Soc Sci Med. Patterns of sports sponsorship by gambling, alcohol and food companies: an internet survey.

Mcmullan J, Miller D. All in! The commercial advertising of offshore gambling on television. J Gambl Iss. Sports betting marketing during sporting events: a stadium and broadcast census of Australian Football League matches. Willingham, R. Butt out. Push on for gambling promotion to be banned like cigarette ads.

The Age; 8. Retrieved 5. Racing New South Wales. Approved Licensed Wagering Operators. Accessed 7 Oct Department of Business. Sports bookmakers and betting exchange operators. Northern Territory Government. Accessed 3 Oct Queensland Government Statisticians Office. Australian Gambling Statistics.

Queensland Government. Hare S. Study of gambling and health in Victoria. Stensholt, J. Financial Review; 9. Retrieved 3. Kerin, L. Dramatic increase in online gambling addiction among young men, treatment clinic warns. ABC News; Retrieved Gambling expenditure in the ACT : by level of problem gambling, type of activity, and socioeconomic demographic characteristics.

Canberra: Australian National University; Schetzer, A. The Age; Retrieved 4. Hickman, A, Bennett, L. Gambling ads: place your bets. AdNews; 1. Hickman, A. William Hill reports huge spike in tennis betting. AdNews; Child and parent recall of gambling sponsorship in Australian sport.

Ad News; Williams, P. Tennis bets soar as gambling giant shrugs off controversy. The Sydney Morning Herald; Int Gambl Stud. Binde P. Exploring the impact of gambling advertising: an interview study of problem gamblers. Int J Men Heal Addict. Do advertising and promotions for online gambling increase gambling consumption?

An exploratory study. The role of peer influences on the normalisation of sports wagering: a qualitative study of Australian men. Affective response to gambling promotions during televised sport: a qualitative analysis. Financial Counselling Australia. Duds, mugs and the A-list: the impact of uncontrolled sports betting. Assessed 25 Jul McCracken G. Culture and consumption: a theoretical account of the structure and movement of the cultural meaning of consumer goods.

J Consum Res. Culture and consumption: new approaches to the symbolic character of consumer goods and activities. Bloomington: Indiana University Press; Who is the celebrity endorser?

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Game lover and passionate about esports. He led the transition and growth of Intel Extreme Masters events from studios and trade shows to arenas around the world. Darina Goldin. She started playing competitive Team Fortress 2 in grad school. While no longer an active gamer, she is still an avid Esports fan. When not crunching numbers, you can find her at the gym training Brazillian Jiu Jitsu. JMR Luna. Daniel Evans. Reely offers AI-based, real time video analysis and highlights for live stream content as well as marketing automation tools for fan engagement and content generation.

Daniel is a 5x founder, lifelong gamer, and autism advocate. Bobby Shen. RNG's international lead, also has helped many western teams unlocked Chinese market. Kirsty Endfield. She set up Swipe Right six years ago after seeing a gap in the market for esports communications. Swipe Right was the first agency to offer dedicated esports communications services alongside video games and the team now manages some of the biggest brands in the industry including Red Bull, FACEIT and Team Vitality supporting esports teams, platforms and 10, attendee tournaments.

Han Park. CEO and Founder of Payment Labs focusing on solving payment issues in gaming and social media marketing. Andrew Peterman. Andrew oversees content production, marketing, social media, and creator talent for esports and entertainment company Envy Gaming. In more than a decade of esports experience, he has held leadership roles with icons and OpTic Gaming.

Kaja Snare. Been working as a sports reporter for 10 years, covering a lot of different sports. In I was introduced to chess and got hooked on covering this fantastic sports and its original and great players. Miquel Matthys.

I try to inspire not only the gamers on our platform, but also, my colleagues and business relations to go next level by providing value whenever and wherever I can. On a personal note: I'm 32 years old, married to a beautiful wife, and proud father of a 16 month old daughter.

I love to play tennis and badminton, some occasional running here and there, and playing games. Nicolas Maurer. He has established some of the most successful partnerships in esports, securing blue chip sponsors for Team Vitality such as Renault, adidas, Orange and Red Bull. Walter Wang.

There he built a small and agile team that was able to quickly make an impact across the esports industry. He transitioned to full time in as Head of Operations. In his current role, Walter provides key operational oversight of critical departments such as Partnerships, Finance, Operations, Facility, Esports Performance Training Program, and Investor Relations.

He lives in Los Angeles. Gene Hladki. An avid esports fan. Dan Houl. GRID is a technology platform that serves as a comprehensive data partner for game publishers, tournaments, sponsors and teams around the world. Since the launch in GRID has worked together with their partners and clients to unlock the vast revenue potential of data assets.

The world of esports is experiencing explosive growth and, with that growth comes a wealth of opportunities. In a billion-dollar industry, where data is king, we at Bayes Esports have claimed our place as the newest leader in the market. With our cutting-edge technology-driven products, we solve real issues that esport organizers, teams and media companies are facing everyday backed up by our very own machine learning algorithms.

Partnerships with some of the biggest names in the esports and betting industries put Bayes in a unique position that allows the team to make a real impact in this vibrant and exciting space. We are passionate gamers at heart—a small, agile team of esports veterans building a truly innovative next-generation data distribution platform.

U , the payment technology partner of thriving brands. We provide the intelligence and technology businesses need to succeed locally and globally, through one integration — propelling them further, faster. Uniting payment consulting and payment technology, we help businesses remove payment barriers, optimize operating costs and increase acceptance rates both locally and globally.

No reveal in the identity of the player or any other information can be performed. This remarkable feature of cryptocurrencies is what makes it popular. While making transactions, every record is maintained on a digital ledger. By this, if the transaction is made privately, nobody can ever find out the details about the owner and their details.

Unlike traditional payment systems where there is a central authority controlling over every transaction, there is no such control while making payments through cryptocurrencies. Using cryptocurrencies, there is no bound to the amount that can be transferred or paid while betting.

The transaction can be made from any part of the world to anywhere without any restrictions. Smartphones being reachable and accessible to almost everyone, cryptocurrency transactions can be easily made from mobile phones or desktop servers. We support many types of sports betting in the software to give players some considerable varieties to choose from.

They include bets like Parlay, H2H, Pool betting and many more. This will improve the customer satisfaction levels. Admin Dashboard is fully controlled by the admin, who centrally manages all the betting activities of the players in the Cryptocurrency-based Betting Software. Our Crypto-based Sports betting software has social media sharing options, by which bettors can share their winning records, achievements and progress on platforms like Twitter, Instagram or Facebook.

As mobile users are increasing every day, our highly mobile responsive platform will drive the business into success and attract more customers. The feature of the Agent Management System is based on third party authentication that involves managing various sports betting activities and giving better sports betting solutions.

Our Crypto-based sports betting software is equipped with features which ensure that the players remain up-to-date with the latest news and updates from the betting world. Bettors can communicate with each other in groups for discussing tips, updates and vital information regarding the betting world.

Our strong backend support will scale your business to greater heights by providing technical support and assistance. Our sports betting platform provides analytics about various sports, results and players. It also provides scores of the live matches going on, so that the players can view their progress while betting. To enhance the user experience, voice-enabled betting is incorporated in our Cryptocurrency integrated Sports Betting Software.

Our Betting Software is very robust. It is nearly impossible for the hackers to break in the system and retrieve private information about the players. We have integrated advanced risk management features in our sports betting software to lessen the risks and increase the performance of the sports betting software.

Being a leading Cryptocurrency Integrated Sports Betting Software Development Company, our goal is to provide the client with software that their customers will want to keep using, due to the excellent and user-friendly interface. With features like bet slip printing, ticket generator, tracker and bet cast, etc, it becomes easier and convenient for the bet-shop owners to control and govern all betting activities efficiently.

The purpose of the software has to be thoroughly understood. Our team of expert designers implement the requirements of our clients into a technical reality. The solid User Interface will surely attract more customers. Our team of highly-skilled developers carefully implements all the components of our sports betting software with some of the most advanced and emerging technologies.

Beta Testing is the most crucial stage. After testing, the software is ready to be used by the bettors. The software is launched based on the feedback of the client and the development team. After the software has been timely delivered to the client, we maintain the software with timely and regular updates.

Our team of SEO experts will also help our client in reaching out to a large number of customers. Odds and Sports data Integration. Speech Enabled Betting. AI integrated Betting. Payment Gateway. AI integrated Betting System. Player Level Betting. Detailed Admin Dashboard. Unlimited Betting Markets. Advanced Risk Management.

Speech-Based Betting. GammaStack is a well-known company for Cryptocurrency-Integrated Sports Betting options due to its remarkable work in developing exceptional software having rich user-interface and unique features. Our sports betting software accepts cryptocurrencies due to the ease and security it brings while using. Quick Payment Processing As cryptocurrencies are based on blockchain technology, fast transactions are possible without any delay and the payment gets confirmed very quickly, in a matter of seconds.

No or Limited Transaction Fees While making the payment through cryptocurrencies, the transaction fee is absolutely none. High Security All the transactions made through cryptocurrencies are highly secure. User Anonymity While using Cryptocurrencies for any transaction, it can be made anonymous. Ease of Exchange into other Currencies This remarkable feature of cryptocurrencies is what makes it popular.

Transparent Transactions While making transactions, every record is maintained on a digital ledger. No Third-party Interference Unlike traditional payment systems where there is a central authority controlling over every transaction, there is no such control while making payments through cryptocurrencies.

Unlimited Transactions Using cryptocurrencies, there is no bound to the amount that can be transferred or paid while betting. Greater Accessibility Smartphones being reachable and accessible to almost everyone, cryptocurrency transactions can be easily made from mobile phones or desktop servers.

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The standoff between the tribes and Lamont is an example of staggering brinksmanship. The bigger issue is that the tribes have stated unequivocally that they will challenge. So they are allowed to continue slots in their casinos which is huge, clearly. They also get. If the Governor does put this bill through and the tribes follow through with their challenge - it is a huge risk. His assessment is not for the faint hearted.

How long are we going to be down and to what extent? Those volumes have been maintained. But the other unknown is are people going to pay what they either owed before or what they continue to owe for the services we provide. How long can we take this through? Where we thought we were geographically reasonably well diversified, that means nothing with this particular situation.

Difficult decisions are going to be made. Nobody knows the timetable - none of us at all - but we are tackling rents, licenses and personnel. Just to set the scene for European operators; what are the key differences to look out for in the US? CC: The US is a completely different market, in pretty much every respect you can imagine. For starters it's not really one market, there is currently a dozen or so, soon to be 25 or 30 markets.

Each one of the states is going to be run in a completely different way. The economics are different, the technology is different, the players are different, the sports are different, the root to market, marketing - everything about it is completely new. The smart European operators are those asking the questions before they jump in and get themselves into trouble.

CC: We're fortunate because we've been in the market for about five years already given our presence in Nevada. We had our platform certified there in so we learned a huge amount. We learned that sports betting is as hard and complicated to do as we thought it would be, if not more than we thought.

For the states and regulators it's something new for them to get up to speed on, and the regulatory environment will evolve very quickly - as it has done already. And we also learned that the casinos, who are essentially the hosts and beneficiaries of most sports betting right now, needed to learn a completely new business. This involves cutting through a thicket of different types of suppliers,.

There's lots of money being thrown around, it's actually quite a surprise how much cash has suddenly materialised and is being thrown at marketing, operators - it's quite extraordinary. SBC: So the key thing for newcomers to the market is that you cannot just. CC: There is no choice. You have to approach each state as a separate market. The Wire Act in itself makes it impossible, illegal even, for you to manage bets across state lines. You've got to do the licensing, the compliance, the certification, the hosting, the reporting, the accounting, the liquidity - everything within the borders of each state.

And actually, more so if you're dealing with tribal operators, so then you've got to do it on sovereign land within the state - it's incredibly complicated. Americas, you said that would be the year of tribal sports betting; can you just explain what you meant by that? CC: It's just straight forward arithmetic. The majority of the casino business in the US is tribal, much bigger than the commercial sector. If you look at the map where the states are regulating, they are states with tribal gaming.

Where you've got tribal gaming and sports regulating, you're going to see tribal sports betting. These properties are seriously impressive and they are very forward thinking commercially too. They are not afraid to make big investments to capture a new market, and they know that their customers want to bet.

CC: It's been quite interesting because if you went to Nevada, the only legal market for sports betting until two years ago - there were almost no SSBTs. There were some, William Hill had some, but on the strip almost non-existent. The culture was betting at the window - if you were to go to Vegas for March Madness or before the Super Bowl - don't be surprised to stand in line for an hour just to get a bet on. And what was really interesting was that when the market opened up outside, particularly in New Jersey, as soon as SSBTs started to appear on the floor players went straight for them.

They didn't need to be educated or persuaded, or have promotions thrown at them, they just wanted the convenience. Now, some of the data we're seeing from our customers shows that when you add SSBTs you just increase volume. It doesn't take away from the window, it adds to it. And the reason is probably just that it makes the whole experience that much more convenient. It's also less intimidating to use a kiosk because you don't feel like. CC: No, actually the division seems to be the size of the wager.

SSBTs by definition are limited on the size of the wager, because of the physical amount of cash people don't want to have to carry around, but also because of the rules around money laundering in title This makes it very difficult for. CC: Another 10 states. SBC: Is this from a company or regulatory perspective?

CC: For us, it's the same thing. If a state regulates, our customers expect us to be there and that's what we're doing. The Golden Race CEO admitted that the primary aim for 3x3 Basketball had been to create a realistic virtual game complete with a wide selection of in-play betting markets, before the opportunity to add pre-game markets and a cashout function became apparent.

We took professional players from the US because it's prerecorded, we brought them on the court and showed them the scoreboard for the. They know what they have to do - the clock is saying one minute to go. So now we offer this too, followed by in-play bets for the first nine minutes of the game.

The in-play markets then resume with the action and the cashout function becomes available throughout the final minute. We are very confident that no-one will follow us because everyone knows Golden Race works with real odds. We had some tests with clients and they were really into it, so this will be the big game for Supporting its expansion across. It takes a bit of time for people to understand these games.

Europe, you have to come with simple games and build the trust of the players. But the US is very new, so we all have to learn how the market works. It's only possible if you're flexible enough like us. However, we were unaware at the time that this official data partnership would produce a new virtual baseball offering for licensed gaming operators in the US and across the world. Readied for what was meant to be the start of the season in March, this concept of year-round engagement could not be more timely given the impact of the coronavirus on the sporting calendar, which of course included the current postponement of MLB matches.

Just like for the in-game betting feed, the virtual game leverages official MLB data. At the time, he explained that Sportradar would be helping MLB. He said that virtual sports are known to create value in emerging markets, especially around partnerships with a real association or league. Nevertheless, due to changes in technology, perceptions quickly change. So get it up and running in the right way on the right devices, that's the key.

This first-of-its-kind virtual offering does just that, and we are excited to bring fans this new entertainment option. EG: EveryMatrix is not suffering as much as sportsbook providers because we have other products such as virtuals and esports, and our casino is not affected - our large casino clients are not seeing less casino volumes, if anything a bit more. If we were more like a Kambi or SBTech and had the majority of our volumes on sports then it would be worse for us.

Our main product is still CasinoEngine, sports comes in second. The first thing for sports is to make sure that you have as good a coverage as possible - so we are putting a lot of effort into this. You have to adapt. One of the biggest sports for us at the moment is table tennis. We can very quickly add new sports into our sportsbook. While table tennis, as an example, doesn't replace football, tennis etc.

SBC: Can you just explain to our readers why the virtual sports are integrated through the CasinoEngine, and not your OddsMatrix product? EG: This is simply because the CasinoEngine is built to make it very easy for us to integrate vendors. So as you know, we have more than 80 game vendors across slots, live games and also virtual sports.

Last year, we added. CasinoEngine is the platform that best supports this. It allows us to then quite quickly add more vendors. When the coronavirus first started, I think we had five vendors already for virtual sports. So the first thing we do is start identifying and contacting other vendors. And we can quickly increase our offering around virtual sports.

The approach we take is that the best thing for the bookmakers is to get as many providers and as much content as possible. This is similar to say live casino. You could say I'm content to have this from Evolution or Playtech, and tailor the setup to those products, or you can say I will integrate content from as many providers as I can.

It's the same with virtual sports. If everything is from Sportradar or Inspired, you can build a lobby to fit with those products. Or you can say, as we're doing, the better. COVID response approach is to get as many games as possible. For virtual sports, we are doing two things.

Add more content as quickly as we can. And the other is to build a front end user experience that goes across vendors so I can navigate between them - for example, I can see virtual horse racing but across four different providers. And the same way for football, tennis, boxing etc. In this way I can showcase the offering from different providers and group them via sport, which is a bit different to most bookmakers adopting more of a single provider focus.

SBC: It seems like every platform provider is rushing to talk up the selection of games that they have to offset a lack of sports; why would the number of games housed by an online casino make any difference to traditional sports punters? EG: You are sort of right. If you already have 2, casino games then adding another probably won't make a big difference. This is different for virtual sports because the number of. Providers might only have two or three titles, not 50 or They might have football and horse racing, or horse racing and darts that's it.

And that's why the benefit of aggregation is much higher when it comes to virtual sports than for casino. SBC: As virtual sports providers strive to make their solutions as realistic as possible, in some cases incorporating real sports odds, might it be time to integrate the product into OddsMatrix in the same way you do for esports content?

EG: Well you could do both. From the. The key thing is that virtual sports are not put into the casino tab, you will not see them hidden amongst all the slot games. We will make a special main tab so you see it alongside sports, casino or live casino for example. This makes it as easy as possible for the sports player to see the virtual sports offering without having to visit the casino section.

The fact that virtual sports are integrated via the casino doesn't mean that the games will be presented as a casino component - we are just using the CasinoEngine for the quickest integration. It allows us to build dedicated lobbies, as we have done for slots, live dealer, table games etc. SBC: Is the virtual sports cross-sell opportunity bigger for sports or casino players? EG: With virtual sports I am looking at a random number generator RNG , something that is put together in the same way as a roulette or a slot game.

The other type of game, which we've touched upon already, that we think will actually work even better in the absence of real sports is esports. These are actual games being played. There are many titles, of course, but some where the experience is very close to the one you have already for sports betting.

For example, you can look at two. There's no RNG involved - it is actual players where the best player wins. The other big title in this regard is the basketball game NBA 2K. SBC: Sports-based games have been seen as low-level games in the world of esports; might this enforced ban on real sports bring about a change to the pecking order? EG: Yes, I think so. For someone who is not familiar with esports, the first thing you want to bet on is games you understand.

So if you're betting on NBA 2K or FIFA, for example, you can see the stream presented in a nice way, you know the rules, it is very straightforward and includes the same betting markets you are used to. This is where I think it will all start, and we have seen this already. We've been trying to promote the esports sections more for our clients and the take up has been really good. Particularly these sports titles are taking a lot of the volume, even though they are not the ones with the highest number of events.

Now as people get used to this, they might spend time in the esports section and get curious as to what else is available. We're getting into speculation, of course, but for the first few weeks post sports lockdown it is clear that esports has benefited a lot - it has grown almost by a factor of 10 in less than a month. SBC: On your OddsMatrix platform, punters would still see esports as separate to real sports; might there come a time when these are mixed in? EG: Both options are possible. The main reason to split them out right now is visibility - you want your sports players to notice that there is such a thing as esports.

Yet, another thing is that streaming is key for esports. Almost all live events have a video stream, which is very different to real sports where the live stream is rare outside of the richest bookmakers.

In esports, these video streams are readily available, they are free and add entertainment value. That's why you want to have a different look and feel for your esports section. The way we will do it is basically have both options available. Our clients can mix esports into the regular menu, for example placing FIFA next to Football, or keep the two separate.

At this stage, when it comes to capturing a new audience, we think it's best to keep the two concepts apart. We already have a great level of esports coverage but we don't have a separate tab, so this is something we are building now. We are offering it to clients as a new tab, but one you can place next to your existing sports. It's also good for us because if a bookmaker has poor esports coverage, they can frame the esports tab from OddsMatrix and put it there in the same way as if it was a virtual sports tab or a casino tab.

Longer term you might want to do a deeper integration with the sportsbook API, but you. SBC: These are distinct audiences as things stand, but after this extended period of reduced sports coverage might there not be such a split?

EG: Yes, this can happen. As with all these situations, there is a silver lining and there are opportunities to evolve. You can have a sports brand who,. And now they are forced to do it. In a good scenario, what they will discover is that they can reach out to a new audience and when the regular sports are back they will still have their old audience, but they will have also managed to sell a new experience and build a new audience. In the end, you might have big losses now but a year from now you might.

SBC: Final question. How does the betting world look after this crisis is over? EG: It will have quite dramatic effects I think. And of course it depends how long this lasts, but we will no doubt see that some operators will struggle. We have ongoing consolidation in our industry with bigger brands taking in smaller ones.

This will keep happening in the coming months. If you don't have a healthy product margin you will be forced to shut down, which provides impetus for further consolidation in the market place. So the two main things are to focus better on other products. This includes regular casino - there are sportsbook operators out there not doing well enough in order to promote a world class casino offering.

But mainly virtual sports and esports, two products which can bring about long-term positive effects for those who do it well. Those who react fastest will be in the best situation. And then, of course, the consolidation part too. However, with a history steeped in land-based real-estate, should, or could, live casino be doing more to embrace new technologies?

And how much of a role does this play with regards to innovation within the sector. From looking at product launches in recent years and at our product development roadmap, we have embraced these new technologies in the sector. Live casino is evolving with virtual reality, scalable options and multipliers not available in land-based casino games.

It has now beaten all previous in-house records for a game and attracted huge numbers of new players to live casino, many of whom had never played a live casino game before. What drives us is creating games that players love. If we can use new technologies to deliver the fun and entertainment in the slickest and most impressive way possible to the widest range of players, then great. Every component of the game has to work hand in hand to deliver a fantastic gaming experience.

What challenges exist in meeting the differing needs of users across jurisdictions? And how key is it to achieve a tailored product to meet the needs of players in a variety of regions? So there, roulette is the main game but lottery is also in high demand. Finally, as a responsible operator, we always put that at the forefront of our concerns,. Launching a New Jersey studio in Atlantic City during , the process to build a similar entity in the neighbouring state of Pennsylvania has begun and agreements with new operators for that state have already been struck.

In all markets where we operate, we pride ourselves on having a strong understanding of player needs and local gaming customs. Sometimes that involves creating a very specific game, such as our American Double Zero Roulette. In other cases, it might involve just some small tweaks to the rules of an existing game.

The dice game craps, for example, is an important strategic release and another global first for us. SBC: For our readers who are unaware of the current landscape, can you just explain the current state of play for regulated igaming in the US? DS: The US has been really interesting. NJ is doing fantastically well I think for everyone in igaming. SBC: What are the likeliest states to join the regulated scene in the next year or so?

DS: If I had a crystal ball it would be great. SBC: Picking up on sports betting, do you think the successful spread of this vertical has lowered the barriers for more states to regulate on the online casino side? DraftKings has got a very different type of player to. DS: Super excited. And we see it as a core mechanic of the platform, allowing players to use their free rounds on a wide variety of compatible games. SBC: In terms of how it works as a bonus mechanic, is it just for your library of titles, or can it be applied.

Most free round products that exist in the industry only work on a set amount of content. As Free Rounds is a platform feature that lives on our Open Gaming System OGS , it not only takes care of products that we build through our own studios, but also studios and partners that are integrated in the right way can also take advantage of our Free Rounds product.

Now in the UK and Europe we have something like games that are already Free Rounds enabled across a plethora of different content - so not only our own content but people like Big Time Gaming are using Free Rounds as well. DS: Jackpot Wars is a new innovation. It fuses the world of random number generator RNG casino gaming with the social gaming world.

Essentially, it allows players to interact with the game like they normally would but then actually opting to win a jackpot in a very new and innovative way. Kind of like a fusion of social gaming with RNG, players can then create their own robot, they can create their own features around the robot and essentially enter that robot into a tournament and into a jackpot system that allows them to potentially win a number of different jackpot prizes.

Whether this trend continues or there is a move away from such third-party platforms to operator and. SBC: Are we going to see more suppliers franchise their product? It is more a case of offering different tools or leveraging experiences and technology. So the wording should be considered with this in mind. What does come across is the need to present and offer faster routes to market while making it easier for new suppliers to offer services, and operators to take on new content.

SBC: Is there a case to be made for gaming suppliers to acquire their own platforms? It requires heavy initial and ongoing investment in the technology itself, the integration team to support it, compliance and legal teams that are geared up for various markets of interest and all that comes with it, plus a strong contacts book ready and willing to prioritise your content for integration without delays that cost you money. I can see that a lot of suppliers will choose to streamline expenditure rather than invest in a fully-fledged RGS and the choice for innovative suppliers is for a partner that provides a simpler integration with faster timeframes.

However, large suppliers with a bank of hot content will usually end up at least playing with the idea of their own RGS and this is another reason that Relax supports server builds as well. As an aggregator, Relax Gaming supports both, as not all suppliers are in a position to invest in their own platform. It was originally argued that having your own platform affords you the potential of direct integrations to an operator, independence and the ability to define your own tool suite.

Although this still holds true today, consideration also needs to be given to the market landscape. The explosion of content providers in the last two years has drastically expanded operator choice and reduced the appeal of direct integrations that are expensive and time consuming. The efficiency for studios of owning their own platform is a reduction in the cost of rebuilding on several different server APIs if they choose multiple distribution routes.

However, if a Remote Gaming Server RGS provider needs to use a middleware to reach the operator and its tools, then it dampens those benefits. SBC: Is the idea of operator-built platforms now gone? Is outsourcing the only solution? SH: If the ideal is for operators to centralise their platforms for uniformity, then the idea of operatorbuilt platforms is almost more important today than ever, given the influx of content and regulation. Naturally, however, an operator needs to consider the more stringent landscape that regulation and general market conditions are shaping.

Current conditions pile pressure on hiring, building and maintaining a large tech workforce to service their needs, which makes the idea more difficult to put into practice. Outsourcing, meanwhile, can provide pockets of innovation especially in relation to key areas such as business intelligence, analytics, promotional engines, AML and the like. It can harness expertise or indeed fast-track development in areas whilst letting the operator focus on what they do best.

I think there will always be the desire for a centralised operator platform, but with the changing landscape also comes a changing mindset to plug in additions from outsourced specialists. SBC: How can we improve the operator and player experience at a platform level? SH: There are numerous ways through which the platform can provide a unique and improved partner experience.

At an operator level, ease of use lies at the heart of working with a platform and follows four basic principles: ease. When we take the player experience into account, there are countless ways of making improvements that could have positive effects on the gameplay. How the mechanics are extrapolated from the backend to the final gamescreen can have major effects on the.

A reduction of fragmentation, for example, is a key area that benefits both the operator and player and is directly linked to the platform. Players are not interested in where the inspiration for a game comes from, or how, but they do care about.

The reduction of fragmentation in the industry, which is centrally routed in common platform functionality or standards, will help drive the market forward. NT: The UK is traditionally a card focused market, so increasingly. SBC: And in terms of the European market, how important do you believe cashless payments will be?

We are able to help them around responsible gaming, we are able to cater to newer audiences that are comfortable making deposits on mobile and we are able to provide KYC information alongside payments that really tighten the regime from a money laundering perspective.

In order to keep up with an ever-. And it also helps them reduce costs, as there are a lot of costs associated with handling cash. SBC: From your perspective, what do you believe are some of the key differences between the US and European consumer when it comes to payments? NT: Payments across Europe vary from country to country. Some places like Denmark and the UK are card dominated, whereas other countries like to use e-wallets, prepaid cards or different local methods. We have 50 states in the US, the first few states will set the standard and then everybody will adopt and there will be fast followers.

That's why we are poised. NT: With the business being very mature in Europe, we are working with most of the large operators in European online betting and casino and we are now looking to work with them in the retail landscape. We can leverage the experience in the European market with the US, where it is a much newer scene, but we can also learn from what we have done over here in Europe and extrapolate that for the US market.

SBC: Speed and efficiency have been key to ensuring customer engagement in Europe, do you believe this approach will be replicated in the US? And we do that very effectively. That's why we have the success that we have. But, to answer your question, speed and efficiency will be extremely important. SBC: In Europe, payments within sports betting have innovated faster than payments in other sectors. Do you think that this speed of innovation will be mirrored at a.

KM: In the US, the e-commerce market is much more mature when it comes to traditional methods than it is with sports betting in payment methods. This is because sports betting is very new and the law has only just changed within the past couple of years to allow betting online. As a result of that, we are looking at infrastructure that was in place for e-commerce and seeing if we can apply it to sports betting.

The challenge is that the number one way people pay online in the US is with their Visa or Mastercard, but neither of these are supportive for sports betting. It also may have some interesting implications for e-wallets. If I load my e-wallet with a credit card is that going to be allowed or not?

That could knock some e-wallets out of the blend. With the way. This is a key difference in the US; so you have to look for alternatives and that is very much where we play a key role. The responsible angle here is very important and bank transfer as a payment method very much plays into that. Merchants will try and do a lot of different things for fraud mitigation, but here Trustly is relying on the bank to know their customer with multi-factor authentication and so we can reduce, if not eliminate fraud.

Do you see this as a regulation that needs to evolve? And is it a step in the right direction? The new rules state that gambling website owners must complete age verification checks before consumers commence play. This means that no funds can be deposited, and no form. Discussion of the new policy only officially began in January before being executed in May that same year.

The Gambling commision had a consultation, decided to do it and then brought it in. Whereas in other industries the build up to new policies has been a bit slower. To be able to do that you need a smooth onboarding process and as I've looked across the industry, both internally and externally through different operators there are many different ways that they do it. Russell implied that the best way is to not make rash decisions regarding re-structuring a betting operator's current age verification process.

Whilst the regulations came in quite quickly, most if not all of the operators had age verification in their workflows as part of the KYC Know Your Customer process. So the knee jerk reaction to meet the requirements was to push the KYC right to the front of the process because it would tick the box from the. GC but it isn't a sustainable process.

If we have a client who wants to come on to our site and play with us. This has been heavily implemented in the betting industry to solve underage betting and problem gambling. There was an immediate impact on the conversion funnel. Despite the age verification policies only coming into place quite recently, multiple other sectors are currently dealing with the issue of trying to verify its customers in order to eradicate underage consumerism.

Currently, the knife industry is. Whilst e-cigarettes are also being implemented with age verification protocols in order to prevent young people purchasing the product, especially through online outlets. Russell believes that while gambling companies can learn from these sectors, the key issue is separating age and identity.

But for betting companies, they need to know who you are for money laundering purposes. Can different markets collaborate? Yes they can. Will they? Gambling industries are being held in the same regard as finance and foreign exchange companies when identity requirements are mentioned. So, in theory, a working relationship with these companies on how the firms verify its customers could benefit the betting industry as a whole.

The old school markets, the banking sectors, that information would be the most useful. The panel was unanimous, by providing feedback. They have asked for changes, we have implemented it despite not being very clear what the final goal was. If not then we need to do something else differently. We all need to do this within our companies. To highlight the impact of its own community, RotoGrinders has tracked more than four million daily fantasy sports DFS entries between.

September and August Step forward, Kevin Roth. Roth is a degreed meteorologist with a unique and singular focus on analysing how weather impacts sports — primarily. His work goes far beyond just making a forecast, however, as he is armed with databases on how weather has impacted games in the past, which he uses to predict impacts on future fixtures.

The first part of his job is getting the correct forecast out to the people. However, Roth was quick to jump in and relay his own forecast of much milder weather, which proved to be correct. People are making decisions and placing bets based on this weather, so you have to get it right. By contrast, that's not as big of an issue. However, others, including some at higher risk levels of gambling harm, described the impact of constantly seeing promotions for inducements and incentives to gamble.

The following moderate risk gambler directly attributed the embedding of gambling within sporting cultures to the constant push of gambling products and services throughout sporting matches:. Similarly, the following participant described the familiarity of seeing very specific promotions for sports betting products when viewing sports events. In particular, he described the specific informational campaigns run by betting companies which were designed to teach individuals about the range of different ways to engage in betting via mobile technologies:.

All that stuff is in the marketing. Participants described the role of sponsorship deals between industry and sporting codes as creating a symbolic alignment between gambling and sports. Several participants described the way in which implicit endorsement of betting by teams and codes contributed to the normalisation of gambling:.

Every team is sponsored by a gambling agency. Participants described the subtle ways in which marketing for sports betting had also become embedded within sports-based commentary before and during sporting matches, as well as in sports-based entertainment shows.

Others described how broadcasters would cross to a bookmaker for the odds of the game—not only on the match outcome but also on individual players and specific statistics associated with the game. Some stated that this changed the terminology and discourse associated with the match, with bookmakers and sports commentators encouraging fans to view the match through a gambling lens:. Most participants stated that crossing to bookmakers throughout the match had become such a normal part of the game that they rarely thought to challenge the presence of these forms of promotions:.

You have your commentators reviewing games and they talk about the odds and who is favourite to the extent whereby they sometimes cross over to someone who gives you the odds on who is trending well. I think it becomes so in your face that we just accept it as normal now. For example, one participant described how watching sports and following a team was no longer solely about emotion and passion but was also about backing their team through betting:. Not only [do you] back them with your emotions, you back them financially.

The majority of participants believed that young men were the key target market for gambling companies and that marketing had played an important role in shaping the gambling identities of young men. Participants described a range of marketing appeal strategies that they believed were particularly influential in shaping gambling as a part of sports fan behaviour. The most common was the use of appeals and imagery that centred upon peer belonging and mateship.

A number of participants spoke about how advertisements sought to align what they already valued and appreciated in sports, with that of betting. For example, the following participant described how effective he thought sports betting marketing strategies were in linking gambling to friendship and comradery.

Some participants stated that they could relate and identify their own relationships and betting behaviours to those portrayed in advertisements:. The following comment suggests that these marketing tactics created a strong positive cultural narrative for young men about the role of gambling in their peer groups and their collective identities surrounding sport:.

Like you can be the cool guy that won money and this is what you should be doing - you should be gambling, you should be doing this. Participants argued that it was extremely problematic that individuals could not watch sports without being exposed to the marketing for sports betting and felt frustrated that sports broadcasts were overloaded with betting promotions. A few described switching off the television when they felt too pressured to gamble because of betting promotions:.

If you actually analyse it, the value is there. I consider it a smart and reasonably safe, more safe bet. Participants also believed that they could maximise their winnings through large sign-up bonus bets.

Many conceptualised these incentives as free money, with these types of inducements being the most influential mechanism in stimulating the opening of betting accounts. Many described that while they initially thought they would open accounts, use the bets, and then walk away, this was the first step into long-term patterns of gambling:.

But obviously I never walked away. However, other participants believed that bonus bets and a competitive gambling environment meant that they could take advantage of deals between bookmakers. There was evidence that inducements stimulated some participants to continue gambling and to gamble when they otherwise would not have gambled.

For example, even though the following participant knew that inducements were a clever marketing tactic, they still influenced his decisions to place bets and how much he would gamble:. Some specific incentives created a perception amongst participants that they were more in control of their gambling.

Some believed that placing bets on these players gave them a greater degree of control over the outcome of the markets that they gambled on and that incentives would protect their money even if the bet was unsuccessful:. Probably the cash back ones. You get your money back. Others described the impact of inducements tied to the emotion associated with large sporting events.

This was particularly the case for individuals with moderate- or high-risk levels of gambling. Another stated that push notifications via his mobile phone, which offered a range of promotions, led him to bet more than he normally would have done during the State of Origin NRL match:.

The Origin a couple of weeks ago is a good example. And with those particular games I certainly bet a lot more then what I normally would, based on those specials and promotions. This study sought to investigate how the marketing of sports betting products may influence betting attitudes and consumption behaviours which ultimately may lead to harm. The study also sought to consider potential strategies to reduce the risks posed by these marketing strategies for young male sports fans.

It is clear from this study that most participants recall the marketing for sports betting in environments which are not specifically designed for gambling, and this was most notably the case during live broadcasts of Australian sports. This is the phase of cultural alignment that McCracken [ 34 ] described as taking cultural meanings within the social world, and applying them to products. Marketing for sports betting products is no longer confined to specific gambling environments such as bookmaker websites or mobile applications and gambling venues.

Rather, the marketing for these products has entered everyday community and media spaces, which have not traditionally been aligned with gambling. We would argue this is increasingly similar to betting being core to the experience of horse racing.

Marketing strategies that may shift the cultural meanings associated with gambling and sports. Legend: Theoretical model of how marketing strategies may influence a shift in the cultural meanings associated with gambling and sports, as well as the distinct promotional factors that may influence gambling consumption behaviours.

However, it is not only the placement of sports betting advertisements within sports but the saturated nature of these promotions that has exacerbated a cultural alignment between betting and sports and the subsequent risks associated with betting. This raises an important issue for policy makers and regulators in relation to the prevention of harm. While marketing for some forms of gambling e.

Recognising the potential for harm, some countries, such as the UK, are now considering the prohibition of gambling promotions before the watershed the point in time after which programmes with adult content may be broadcast , as part of a comprehensive suite of harm reduction strategies associated with sports betting products [ 46 ].

In Australia, the state of Victoria is considering the restriction of betting promotions on public transport and infrastructure near schools [ 47 ]. This study suggests that policies aiming to denormalise gambling as an inherent part of sports must consider significant restrictions on the volume of advertising during sports programmes, sporting matches, and within non-gambling environments at any time of the day.

The study indicates that there are specific marketing mechanisms that intensify the symbolic relationship between gambling and sports. We would argue that the endorsement of betting by sporting codes particularly via sponsorship relationships and broadcasters has a significant influence in betting becoming a meaningful part of the life of sports fans. In part, this is because endorsement by these agencies contributes to the removal of the negative social stigma once associated with betting, embedding it as a valuable social norm for the fans of sporting codes.

Norms are regulated, in part, by the images and narratives created about sports betting by sporting codes and sporting commentary panels often comprised of sporting heroes. Given the reported influence of these types of marketing by young men in our sample, and also from studies with children [ 13 ], we would argue that the embedding of commentary-based marketing in sports is clearly an issue that requires urgent consideration by governments and sporting authorities to prevent risk and the potential for harm.

The results also suggest that very specific forms of promotions, such as inducements and incentives, play a significant role in establishing betting on sports as part of consumer behaviour. These strategies must be of central focus in any regulatory efforts to prevent and reduce harm. Inducements and incentives minimised the perceptions of risk associated with sports betting, promoted feelings of control over the betting outcomes, and encouraged individuals to open more accounts with gambling companies and gamble more than they normally would, including on events on which they might not otherwise gamble.

Even when participants acknowledged that these types of promotions were a clever marketing tactic that could increase the risks associated with gambling, they still had a strong influence over gambling consumption intentions. Inducements are not a new marketing phenomenon for the gambling industry and are used on a range of different gambling products to stimulate consumption [ 48 ]. However, our research contributes to growing evidence about the significant influence that these types of marketing promotions may have in encouraging risky gambling behaviours.

We would also support the development of sustained and adequately funded public education programmes to complement the legislative approaches already suggested for policy makers. These programmes should be developed independent of the gambling industry and related interests, emphasise the harms associated with their products, and expose approaches used by the industry.

There is encouraging evidence on the value of mass media campaigns in addressing a range of public health problems [ 49 ], and the findings from this study should assist in providing formative research for the development of such campaigns related to gambling.

In addition to this, further research should also seek to explore the influence of marketing on the betting attitudes and behaviours of other population subgroups, including female sports fans, and younger populations, such as children and adolescents. Finally, it is important to consider the study limitations. Despite participants having gambled on a range of products, the results of our study may not be generalisable to young men who bet on other sports, horses, or sporting events e. Second, the sample was skewed towards young men who were educated and living in more affluent socio-economic neighbourhoods.

Finally, in this study, we did not aim to diversify the sample with regard to ethnicity. This research suggests that marketing plays a strong role in the normalisation of gambling in sports and in encouraging gambling consumption intentions and behaviours. For the young men in our study, the emotional investment in the game, and the ways in which they 'consume sport', for the most part, now included betting on the match.

This is problematic as there is an absence of overarching cultural and organisational structures to restrict sports betting promotions. There is now a clear industry presence in non-gambling and community settings. Policy makers must begin to consider the lag between evolving gambling landscapes and sophisticated marketing strategies used by the gambling industry and sporting codes to promote gambling products, and effective harm reduction measures in order to protect populations from gambling harm.

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Accessed 3 Oct Queensland Government Statisticians Office. Australian Gambling Statistics. Queensland Government. Hare S. Study of gambling and health in Victoria. Stensholt, J. Financial Review; 9. Retrieved 3. Kerin, L. Dramatic increase in online gambling addiction among young men, treatment clinic warns.

ABC News; Retrieved Gambling expenditure in the ACT : by level of problem gambling, type of activity, and socioeconomic demographic characteristics. Canberra: Australian National University; Schetzer, A. The Age; Retrieved 4. Hickman, A, Bennett, L. Gambling ads: place your bets.

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