SBC News Voice of the Sports Betting Industry
Matt Parr, Head of Horse Racing at Amelco, reminisces on what acted as the catalysts for a best year yet, elaborates on how the betting landscape could advance through 2025 and reveals which regions have been pinpointed as key to success during the coming 12 months.
SBC: Can you begin by telling us about some of the highlights for Amelco in 2024?
Matt Parr: I think it’s safe to say that 2024 has been our best year at Amelco! Over the last 12 months, we’ve launched some serious innovations, particularly in the integration of advanced technologies into our betting solutions. With 17 years of experience, we have become well versed in the art of delivering an exceptional platform for our tier-one partners – this year, we have tapped into new technologies to elevate that experience even further.
One of the major highlights has been the development of a new project that leverages data analytics and machine learning to offer precision-based odds and personalised betting recommendations. Not only does this complement the industry-wide demand for personalisation and localisation, but it will also revolutionise our B2B clients’ engagement and give them a truly competitive edge.
SBC: For Amelco, what’s been the driving force behind your success in the UK over the last 12 months?
MP: The driving force behind our success in the UK has most certainly been our commitment to pushing the boundaries of innovation as well as the integration of advanced technology into our betting solutions. As an industry, the sports betting and casino industries prides itself on being at the forefront of technological change – we need to consistently innovate to ensure that we are delivering the best possible experiences for players.
By focusing on data-driven strategies and personalised experiences, we’ve been able to meet the evolving demands of bettors who seek more than just an ‘off the shelf’ experience.
Our mission here will be to always elevate our partners’ ability to personalise their betting offering – whether that’s through innovative iOS and Android apps that are customised to their brand, the delivery of a best-in-class platform that prioritises a streamlined UX/UI, or offering the best possible odds across a whole host of sports.
SBC: What major racing events shaped the UK market’s betting volume and trends this year? Were these trends what you expected?
MP: The horse racing calendar has been filled with lots of fantastic fixtures this year, but there are a handful of meetings which have stood out for me. The excitement surrounding Aidan O’Brien’s City of Troy generated significant interest in the flat season. His impressive performance in the Derby, following a disappointing run in the 2000 Guineas, maintained that interest all the way through to the Breeders’ Cup in November.
However, as expected, major racing events like the Cheltenham Festival and the Grand National have had the most significant impact on the UK’s betting volume and trends this year. These events consistently drive high engagement and betting activity, meeting our expectations.
The buzz around both the Cheltenham Festival and the Grand National are palpable across the UK in the run up to these events; they are two meetings that attract everyone from casual bettors to more regular punters. They really do showcase the best of British and Irish racing!
Additionally, the integration of technology has played a crucial role in enhancing the betting experience during these events. With more advanced data analytics, we can deliver much more granular, real-time markets and enhanced odds that help add an additional layer of excitement to the betting experience.
Our partners are really seeing the benefits of this – and we’ll continue to be a leader in this space through 2025 and beyond.
SBC: How do you see the UK betting landscape evolving in 2025? Are there certain verticals/technologies that you believe will capture bettors’ attention in 2025?
MP: In 2025, we anticipate that the UK betting landscape will continue to evolve with a greater emphasis on personalisation and real-time interactions as bettors continue to expect more instantaneous experiences. This will be a core part of our focus – and as you can see from this year’s milestones, we’re doing fantastic work in this space already.
Technologies such as AI and machine learning will be pivotal in providing tailored betting experiences – those brands that can effectively incorporate these technologies into their product suite will stand to reap the benefits.
Additionally, as mobile betting continues to grow in popularity, platforms that are optimised for hand-held devices combined with data analytics will further enhance accessibility and engagement for bettors across the UK.
SBC: Outside of the UK, what other markets will be a priority for Amelco and racing in the next 12 months?
MP: Beyond the UK, Amelco has big plans to expand its presence in emerging markets with a growing interest in both horse racing and betting. We’ve already made a significant impact in North America, and as fixed-odds horse racing becomes available in new states, we aim to be among the first to enter these markets and deliver an industry-leading standard of horse racing products.
We will continue to expand our footprint across South Africa too, where we already have a presence via our partnership with LulaBet. Across South Africa, we will continue to showcase Amelco’s leading technologies, drawing upon our 17 years of experience with big-name operators to disrupt the market.
As we enter 2025, our goal is to leverage our technological innovations to attract new audiences and enhance engagement in these regions. We’re trusted by some of the biggest betting brands in the world, and with good reason!
