SBC News Voice of the Sports Betting Industry
Metric Gaming launched in 2013 and has quickly carved out a reputation for innovative wagering solutions such as its flagship SuperLive inplay product. It has a base in London, Stockholm and Las Vegas.
Metric Gaming is continuing to prove it means business in sports betting by sponsoring the Betting on Football Conference (#bofcon) at Stamford Bridge on April 21st.
We spoke to CEO Peter Bertilsson, former MD at bwin Games AB, about Euro 2016, just how key football is to Metric’s business and why you’ll want to check out the products they’ll be showcasing at #bofcon 2016.
SBC: What’s the most important thing for operators to get right ahead of Euro 2016, and what’s the most challenging aspect of major international competitions such as this?
Peter: All operators are fighting for the same customers and need to market heavily which make the price on marketing go up and the saturation is high – it’s hard to stand out. Innovation goes a long way here as the players these days have several accounts and the virality high – with innovative content it is cheaper to keep the player and also cheaper to get him onto your platform.
SBC: How important is the sport of football to your business?
Peter: In Europe football is the acid test, the barometer by which SportsBooks determine their success or failure, at over 50% of all turnover, a single Premiership weekend can make or break a month. Football and in particular in play football is where the battle lines are drawn in terms of market share.
Football Super Live was our first product on the market and launched with Coral at the last World Cup to excellent customer feedback. With over 200 markets more than any other Operator per 90 minutes of football, Super Live has established itself as a popular, engaging product and a welcome addition to any SportsBook.
SBC: What effect will the major mergers of recent times have this year, if any?
Peter: The players will not see so much difference, the brands are mostly still kept even if they are owned by the same owners. Most changes are internal and financial.
SBC: What does 2016 have in-store for you?
Peter: 2016 is the year that Metric moves from being niche provider and in play product specialist, to launching our bespoke mobile first sportsbook pre-Euros. The Metric sportsbook will deliver content and functionality that is genuinely next generation and will assist our clients in terms of making a significant entrance into the market.
SBC: Why did you choose to become a sponsor of this year’s #bofcon?
Peter: BOFCON last year was a good opportunity for us to raise our profile, by speaking and demoing our products to an informed audience.
This year we want to build on that momentum, with an opportunity for the delegates to actually use our products through a competition and experience how Metric’s product entirely changes the betting proposition through multiple mini-markets throughout the in play 90 minutes. We also want to inform potential customers about our sports book capabilities and how we offer both turnkey and bespoke solutions.
SBC: Euro 2016 – who’s going to win, who’s going to shine and who’s going to slump?
Peter: Germany’s form has dipped since being crowned World Champions, but they are a fantastic tournament nation. Spain will do well and France as the host nation will probably outplay their odds, but Belgium were probably the most impressive team in qualification and might be the solution to an extremely competitive tournament.
