Innovation, regulation and new markets: what to expect in 2020

Speaking at the SBC Awards 2019, a number of key figures in the industry gave their thoughts on what they believed would be the biggest trends, challenges, and opportunities in 2020.

With new markets beginning to open up, a number of the awards winners pointed out that the industry should be keeping a close eye on a post-PASPA US market.

Todd McCully, Global Sales Director at Sportradar, explained: “2020 delivers a lot of challenges for not just us, but for everyone in the industry in that there are new markets and territories opening up.

“I think the US is going to be a topic that is on everyone’s agenda this year. I think that just to focus on the US and not to have an eye towards India and a regulating Asian market would be somewhat negligent. I think these are places that most people will be looking at in 2020, 2021 and beyond.”

But despite the new opportunities presented by new markets, regulation remains one of the biggest challenges that the industry faces – a viewpoint shared by Khalid Ali, CEO of the International Betting Integrity Association (IBIA).

Ali explained that the trend of imposing further regulation is not confined to the UK market.

“There are going to be a lot of challenges in 2020,” he said. “We already know that the UK government has got big plans for the gambling industry, which is going to be replicated across Europe and internationally as well.”

Innovation also continues to be a hot topic for 2020, with many saying that a diversification in products is key to both attracting new users and retaining a core demographic.

Mikael Gustafsson, Casino Product Manager at LeoVegas, added: “We are also excited to see more engagement and a shift towards a more personalised experience for users in the casino space.

“I hope at least that there will be more of a focus upon the product that we deliver. It’s not so much about bonuses anymore, it’s more about what value you can create for your users, and how you can retain those customers. And that’s something that is going to be a bit more important going into 2020.”

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