SBC News BOF Blog –New Ball Game - Innovation in football betting

BOF Blog –New Ball Game – Innovation in football betting


How can an old market such as football betting be innovated effectively. Session panel looks at current consumer trends and new technologies trying to gauge their future effects on the market.

Panel takes both the perspective of the betting operator seeking to broaden its product/market inventory and start-ups seeking to break ground within sports betting convoluted value chain.

Session Panel


SBC Notes

  • Cornall McSorley believes that users are driven by instant gratification, and that this trends hosts sports betting biggest opportunity to create new markets and customer engagements. However McSorely highlights that gaining instant gratification is no easy task, the winners are those that can integrate via multiple products seamlessly and offer engaging content and usability.
  • David Mills – Tasked with leading’s incubator David Mills states that football fans are no longer passive beings. On judging innovation a core value is what mechanisms will make these fans place a wager, be it via a widget, filtering of data, and engagement features.
  • Mick Robins highlights that successful new technologies will effectively make football worldwide fan base smaller. In order to innovate operators have to value technological trends which surround them.
  • Trevor Keane – US fantasy sports growth highlights that innovation and new products can succeed in the market, but only if funded and matched with appropriate resources. Keane states that fantasy sports products can evolve and be tailored to European consumer market habits, which will defer significantly to US models. 

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