Ahead of Betting on Sports 2017 (12-15 September), Easyodds CEO James Garmston, part of the ‘Improving the horseracing betting experience’ session at next month’s event, spoke to SBC News about what he’s looking forward to at #boscon2017, where operators and affiliates can work better together and what sports partnership has stood out over the last 12 months.
SBC: Why is it important for you to speak at Betting on Sports?
JG: The list of attendees is like reading through the who’s who of the operator and affiliate world, so it will be great to hear some genuine experts in their fields debate on how they are solving the real day to day issues we are all facing.
In regard to ‘Improving the horseracing betting experience’, I’m really looking forward to sitting on this panel at #boscon2017 for an in-depth discussion with Will Lambe (BHA) and Bill Mummery (SBOBET) about what the industry collaboratively needs to do and just how realistic change is.
SBC: What are you looking forward to at Betting on Sports?
JG: With BOFCON (Betting on Football Conference) proving to be such as success at Stamford Bridge earlier in the year, now I’m really looking forward to being involved in another event by SBC which looks to be getting a lot of support, sitting in and listening to those with hands on experience getting stuck into some real debate, seeing who is presenting what in the exhibition hall, networking and naturally catching up with friends and colleagues across the industry.
SBC: Where can operators and affiliates work together more closely?
JG: It’s all about the data – although the operators are considering more collaboration in this space, with wallet developments now more in abundance, further efforts are still required regards the sharing in user data not only for retention but also for acquisition. Simply put, the more affiliates know the more they can refine their methodology and the better results will be for both sides.
SBC: What sports betting partnership has stood out in the past 12 months?
JG: The BetVictor and Liverpool partnership has impressed me the most with the standalone use of Klopp in some of their TV work. It’s given them some strong authority and associated the brand very tightly with the club, something other operators have failed to do with real people to which the everyday punter can relate. BetVictor have also made some significant product changes of late, so have backed up a good campaign with solid product development over the last 12 months.
SBC: Describe your perfect sporting event
JG: Got to be either a day at Lords, the Amex Stadium, Twickenham or a couple of days down at Cheltenham (which I guess goes without saying). Any of these in any order for me, naturally a good lunch and good company being an essential component. All that said though, I think a pint and pie and a good game against a top-flight team at the Amex this season probably just edges it.