Paul Witten, Commercial Director for SIS, expressed the need for sports betting markets to find the right balance between the amount of live data provided and the simplicity of the user experience. He stated that the aim for live betting environments should be to process enough data in real time to help inform a decision, without over complicating the user interface.
Both Witten and Matt Stephenson (Business Development Director at Betgenius) agreed that financial markets and certain eCommerce sites are ahead in this regard. They also referenced the online transportation network company Uber, as another product that feels clearer and more intuitive to the user.
Stephenson also touched on using the power of social media to increase user retention and reinforce a company’s point of difference. For example, Sky Bet, a client of Betgenius, has become renowned for its request a bet market offering, generated by Twitter.
Just this week, a successful request a bet punter was offered 300/1 on a Romelu Lukaku hat-trick in Everton’s match with Sunderland. This not only provides a huge incentive for the player to return, but also generates effective PR for Sky Bet and its markets.
Witten and Stephenson were talking on the ‘In Play Time’ panel at Betting on Sports 2016, alongside Tom Light (SBTech Business Development) and Jacob Lopez (Optima CEO). The session was moderated by the founder of Spiffx, Lennart Gillberg.