SG Digital: The tech tools and knowledge to “win” in the US sports betting market

SG Digital’s Keith O’Loughlin said that the technology behind the recent OpenSports rebrand is “underpinned” by an OpenAccelerate program that helps an operator get to market quickly, run its day-to-day operations, and “win” in the market.

Speaking at last month’s Betting on Sports America conference, O’Loughlin said that OpenAccelerate provides vital support to the “four key pillars” of this new sports betting proposition, which is still headlined by the core technology solution OpenBet™.

This is alongside player account management from OpenPlatform, 360-degree managed trading services from OpenTrade – powered by the recently acquired Don Best Sports – and sportsbook optimisation through OpenEngage, a customisation tool that delivers flexible front-end interfaces for both digital and “all major retail propositions.”

The OpenAccelerate program is run by a team of experienced personnel, who combine to design and execute critical strategy across acquisition, retention and player engagement.

OpenBet, OpenPlatform, OpenTrade and OpenEngage are the core products that enable operators in the US to deliver what they want,” said O’Loughlin, “but they are all underpinned by what we call our OpenAccelerate program – a suite of services that helps an operator run their day-to-day operations and ultimately win in the market.”

O’Loughlin also told SBC News that operators will only be successful in the US – a country in which sports betting remains “embryonic” – if they understand the “nuances” of the market.

The US customer is quite different to the European customer,” he said. “And it’s not just about sports betting, it’s the way they consume sports. You only have to go to a sportsbook or a sports bar on any night of the week to see it. People are wearing their team’s shirt, and you can see the passion they have for watching their sports.

“And hence they want to be able to wager in different ways than others around the world. It’s much more around entertainment, having access to the stats, and tracking the influence of individual players as well as the overall team.”

O’Loughlin concluded that SG Digital has the “tools, knowledge and the means” to deliver the best conditions for sports betting, which should be seen as a partner for sports and “not a sideshow for someone who wants to watch, consume and enjoy the action”.

To see the full interview with Keith O’Loughlin, click here.

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