Betting on Football

Betting on Football delivers blueprint for player props perfection

Perform Group and Sky Bet will join forces at this week’s Betting on Football (20-23 March) to expose what’s changed to drive the boom in betting on player and team stats.

Featuring SVP of Perform Betting Shane Gannon, Sky Bet Head of Trading Andy Wright and Opta Chief Analyst Duncan Alexander, ‘Opta and Sky Bet’s blueprint for player props perfection’ is one of 10 presentations on the Betting on Innovation track.

Gannon said: “We’ve targeted the Betting on Football conference as an opportunity to gather the best football trading and product teams in one room to answer any questions they might have about creating entertaining experiences from their customers’ interest in player and team statistics.”

New to the agenda for #bofcon2018, Betting on Innovation is a series of presentations by companies attempting to grow their business by bringing an innovative product to market.

TCM InPlay will be using it to introduce Super7, a high frequency in-play tournament product designed to boost acquisition, cross selling, re-activation and legal revenue generation.

Jim Yu, CEO and Founder of TCM InPlay, said: “Super7 is a fresh and true gaming innovation that you have never seen. The most exciting part is the multiple application across various verticals. After two years of development, we hope to give the biggest surprise to the football and gaming world.”

Meanwhile, innovation in automation is on the agenda for Leigh Herdman. The CEO for Algosport, the algorithm provider behind Playtech BGT Sports’ new MatchAcca, will be discussing the betting products of tomorrow and the need for increased levels of automation.

Herdman commented: “Since the advent of derivative and in-play pricing models, product innovation in the trading room has been pretty stale. However recent developments, such as cashout, have shown there is an appetite amongst the betting public for these innovations.

“Companies who don’t already have their own in-house trading solutions will find our product a fast way to catch up with their rivals, while sportsbooks who already have their own trading models will also benefit, as many of their existing solutions were built when overrounds were much higher and hence the models didn’t need to be as accurate as they need to be today.”

Nicholas Tucker, Head of Sales at Trustly, will be taking to the stage to promote two innovative new products for 2018 – instant pay-outs and Pay N Play.

He said: “As players seek instant gratification when it comes to both betting and payments, our instant pay-out product is proving a big hit with sportsbooks. We enable operators to pay winnings back to a player’s bank account instantly in the UK and across the continent.

“With its frictionless sign-up, our Pay N Play product lets players the quickly and securely benefit from the leading incentives, bonuses and offers between competing bookmakers.”

The afternoon will feature a presentation on key findings from a forthcoming report examining global trends in irregular football betting patterns, led by Perform Head of Integrity Jake Marsh and Starlizard Head of Integrity Affy Sheikh.

Sheikh added: “Betting on Football is a great opportunity for us to showcase the important role Starlizard Integrity Services are playing in the fight against match-fixing, including the recent case of banned referee Joseph Lamptey, where the evidence we presented to the Court of Arbitration for Sport was cited in the decision to uphold the ban.

“Because of Starlizard’s direct involvement in betting markets, we have a unique inside-the-market view that offers more than traditional integrity monitoring services and affords greater insights. In line with this, we will be presenting to the conference key findings from our report on global trends in suspicious football betting patterns.”

The speaker lineup for Betting on Innovation, which concludes with a guide to increasing live betting turnover by Triggybet.com’s Fredrik Fröst and Daniel Svenson, also includes representatives of OtherLevels, Optimove, Sportdec and Proof of Toss.

Fröst said: “Calls to action are not an exact science, and difficult to pull off in a live environment. But if customers could set their own calls to action by choosing the parameters they are interested in, this would increase engagement.”

OtherLevels CEO Brendan O’Kane will join former Head of Online Marketing at Paddy Power Betfair Richard Harris to explain how an operator using in-play messaging that isn’t personalised to bettors or tailored to the circumstances of the game is leaving revenues on the table.

O’Kane commented: “Operators who implement our solution will be able to solve the challenges their customers are asking them to solve when it comes to in-play betting, delivering the personalized real-time experience demanded by changing consumer expectations, enhancing the customer experience, reducing churn and gaining share of wallet.”

Optimove Director of New Business Motti Coleman will be telling #bofcon2018 delegates how to turn tournament punters into repeat players to maximise long-term revenues, before Sportdec CEO Bruce Bale takes an alternative approach to engaging and monetising non-betting football fans.

Bale added: “As both the cost of acquiring new customers and the rate of churn increase, this session will explore the opportunity for new game types to emerge that appeal to the broader fanbase, addressing the challenge of how to engage and monetise new customers.”

Finally, Betting on Innovation will embrace the rise of blockchain, one of the major ‘buzzwords’ to emerge from last month’s ICE Totally Gaming conference.

Proof of Toss CMO Eugene Malahov said: “Blockchain is set to disrupt the entire betting market. It will increase transparency, open new markets, provide the ability to drive down costs by reducing transaction fees and in turn provide operators with the ability to give better odds. The question is, how quickly will this happen?”

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