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SIS: Evolving your product offer to meet bettors’ needs

Paul Witten, Product Director at SIS, highlights why non-stop live betting opportunities available throughout the day are key to driving future business growth within the sports betting industry.

As the international betting industry prepares to make its way to London for the biggest trade show of the year, you can be sure that there will be plenty of exhibitors unveiling exciting new products at the exhibition.

From new slot games to platform enhancements, ICE London presents a fantastic opportunity for operators to discover the latest innovations to hit the marketplace.

Evolving your product offering is imperative to stay competitive in this industry, whether you are an operator or supplier. Not only as a means to differentiate yourself, but to adapt to changing consumer needs.

Within the sports betting market, betting operators are all jostling for market share. Offering a seamless customer experience is key, and standing out in a very busy market is a key challenge for operators.

Understanding what bettors want, and providing relevant and timely betting opportunities, is what will set operators apart from the competition.

The way in which consumers engage with content has changed significantly in recent times. Entertainment giants including Netflix and Spotify have driven a new approach to how people can access their favourite films and music.

With millions of people all over the world subscribing to these streaming sites, it’s inevitable that the trend for easily accessible, on-demand content will influence our industry too.

We’ve already seen a significant increase in bettors engaging with short-form content in the sports betting market, as well as in other verticals. Horse racing and greyhounds are ideal short-form betting formats, as they deliver quick-fire, frequent betting opportunities, as well as providing consistent margins for operators.  

Bettors are looking for frequent betting opportunities, at times which suit them, and therefore, delivering frequent live, free-to-view betting opportunities meets this need.

The sports betting experience is far more engaging when there’s an opportunity to view the live event in which you’ve placed a wager on. Whether you’re sat in your local bookmakers, or viewing an operator’s online sportsbook, live pictures help to raise excitement levels and often encourage further engagement.  

The ‘watch and bet’ model is hugely effective in driving incremental revenues, with numerous operators enjoying success by offering live pictures to accompany the data for sports.

Whatever the location around the world, it’s key for operators to provide their customers with compelling betting opportunities at a time of day that suits them.

The availability of round-the-clock betting opportunities has been a major focus for SIS. The launch of our new 24/7 Live Betting Channels means that operators can now provide premium live racing content throughout the day, with a betting event every three minutes.

Delivered as an end-to-end solution, operators can tailor the channels to meet their individual needs, with bespoke partner logos, time zones and languages for commentaries, plus on-screen graphics and betting triggers.

It is key that the betting sector mirrors the broader entertainment industry, by offering easily accessible, engaging content, at times that bettors want it. Operators that provide this, will help differentiate themselves, whilst meeting changing customer needs.  

SIS will be exhibiting at ICE London 2019. To find out more about the products it provides, head to stand S2-180.

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