Sports Betting Operator Issue 001 Volume 1

SPORTS BETTING OPERATOR

ISSUE 001 VOLUME 001

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EDITOR’S LETTER

Welcome to the inaugural edition of Sports Betting Operator, a global magazine dedicated to providing the latest news, engaging features and comprehensive event information within the global sports betting industry.

As sports betting is one of the world’s fastest-growing markets, our B2B publication offers vital information to help sports betting organisations address this significant potential.

We begin with an interview of Jay Kornegay, Vice President of Race & Sports Operations at the world renowned Westgate LV Resort & Casino.

Known as the SuperBook, this iconic venue is the world’s largest sportsbook and has been setting standards that others aim for.

Recognizing consumer demand for Sports Betting in New Mexico, the Isleta Resort & Casino is nearly finished with the expansion of their SportsBook facilities. We chat to Harold Baugus, Isleta Resort CEO on the features of their new facilities opening this November.

David McKee takes us into the relatively young, recently legalised American sports-betting market. With the Bradley Act overturned less than two years ago, the growth in American sports betting has been rapidly expanding on a state-by-state basis.

Alan Thompson, Director at Green Book Trading chats to SBO’s Damien Connelly about his career change from IBM into sports trading more than a decade ago. Alan highlights how he combined his competitive nature and technical experience to create a successful sports trading firm.

Keith O’Loughlin SVP, Sportsbook and Platforms at SG Digital discusses their move from traditional casino amusement and lotteries into Sports Betting through a couple major sportsbettingoperator.com

ABOVE: Bill Healey

acquisitions -- NYX Gaming Group and Don Best. These have become part of SG Digital, setting the firm’s course into Sports Betting.

Dennis Algreen, Marketing Director SBC Events, chats to David McKee about the phenomenal growth of Sports Betting worldwide, and how their Betting on Sports Conferences and SBC Safer Gambling Forum have become vital event for industry leaders.

Del Lago Resort Casino in Upstate New York is set to open a DraftKings Sportsbook just off the New York State Thruway, becoming the first in the Finger Lakes region to open a sportsbook. The new, 6,000 squarefoot sportsbook is expected to boost revenues for the property.

1XBET provides us with insights into how to navigate through an oversaturated iGaming market through well managed affiliate programs, establishing a win-win relationship with their partners.

Genting Online unveils their revamped GentingBet website, consolidating their digital offerings, while BetConstruct highlights their sports offerings at G2E Las Vegas.

The American Gaming Association highlights their long history with the sports betting industry, and how they continue to educate the industry through their series of seminars and conferences.

Enjoy our inaugural issue.

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CONTENTS VOLUME 001 - ISSUE 001

31 Content Edge Keith O’Loughlin SVP, Sportsbook and Platforms at SG Digital (Division of Scientific Games Corporation) chats to Sports Betting Operator

CONTACTS

6 First Impressions with Lasting Impact Interview with Jay Kornegay Vice President Race & Sports Operations at Westgate Las Vegas Resort & Casino

34 A ffiliate-bookmaker partnerships 1XBET Alongside their Partners all the Way

North American Associate Editor David McKee

36 Growth Without Limits Dennis Algreen Marketing Director SBC, chats to Peter White

International Editor Damien Connelly

13 Setting the Stage for Success Harold Baugus, CEO of Isleta Resort and Casino chats to Bill Healey on their expansion in Sports Betting

42 Digital Wallets Digital wallets emerge as preferred payment method for online gaming, FIS data shows

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Editors Letter

5 Guest Comment Casey Clark, Senior Vice President, Strategic Communications at American Gaming Association

20 Sports Betting Stampede U.S. wagering has fled the barn and won’t be corralled By: David McKee 26 Perception Percentage Alan Thompson Director, Green Book Trading Limited chats to Damien Connelly

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45 Del Lago Casino Sets Date to Open Sports Betting 47 Genting Online Unveil Revamped Gentingbet Website 49 G2E Las Vegas 2019 Betconstruct Talks Sports Betting at G2e Vegas 50 The Last Word

By: Damien Connelly

Publisher Peter White Managing Editor Bill Healey

Tel: 44 (0) 1892 740869 E: peter@odminternational.com W: www.sportsbettingoperator.com Editorial Policy: The views and opinions expressed in Sports Betting Operator remain principally the views of contributors and do not necessarily reflect those of the editor or publishers.

The publishers wish to avoid inaccuracies and, whilst every precaution has been taken to ensure that information contained in this publication is accurate, no liability is accepted by the editor or publishers for errors or omissions, however caused.

Unless otherwise stated, articles appearing in this publication remain the copyright of the publishers and may not be reproduced in any form without the publisher’s written consent.

Printed in the UK by MPC Ltd.

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GUEST COMMENT

THE AMERICAN GAMING ASSOCIATION - A GROWING FOCUS ON SPORTS BETTING A long-time advocate for legalized sports betting in the United States, the American Gaming Association (AGA) continues to expand their collaboration with both government and the gaming industry to advance safe sports betting nationwide.

Even though sports betting has only recently been legalized in America, the AGA has had a presence in sports betting for quite a long time. They’ve continued to press the concept that legal sports betting creates a safe foundation that protects consumers and creates tax benefits for local communities.

Fitting that this month’s G2E Conference in Las Vegas features two well-known proponents of Sports Betting: Former New Jersey Governor Chris Christie and NHL Commissioner Gary Bettman.

Governor Christie will be the Keynote Speaker on October 15th, addressing the issue “How New Jersey Fought the Fed and Won”. He has long been a vocal advocate for legal sports betting and fought to overturn the federal ban. The Governor will also touch on global gaming..

NHL Commissioner Gary Bettman will be headlining the Sports Betting Symposium at G2E on October 16th, focusing on “Executive Viewpoints - NHL Commissioner Bettman and Leading Gaming Executives Discuss New Business.” Years ago Commissioner Bettman was an opponent of legalized sports betting, but now is one of it’s strongest sportsbettingoperator.com

ABOVE: Casey Clark, Senior Vice President of Strategic Communications

supporters.

G2E’s Sports Betting Symposium will cover topics ranging from legislative issues to business strategies, with leading sports betting companies available to discuss partnership opportunities.

Back in 2015, the AGA created the Sports Betting Task Force, a select group of industry leaders entrusted with the task of studying the issues associated with sports betting and Daily Fantasy Sports. Further, the AGA has an invitation-only gathering -- the Sports Betting Executive Summit where industry executives discuss the viable expansion of legalized, regulated sports betting. The next AGA Sports Betting Executive Summit will be held at the MGM National Harbor in Oxon Hill, Maryland, March 16-18, 2020.

Each year the AGA hosts an annual Responsible Gaming Education Week at which time gaming operators and manufacturers across the country promote the industry’s responsible gaming and sports betting efforts through dozens of local events and responsible gaming activities.

The AGA has also recently extended their Code of Conduct guidelines to include wagers on sports, as well as creating new provisions to ensure casino and sports betting marketing is age-appropriate.

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LEAD FEATURE: WESTGATE Jay Kornegay Vice President Race & Sports Operations at Westgate Las Vegas Resort & Casino

FIRST IMPRESSIONS WITH LASTING IMPACT Bill Healey chats to Jay Kornegay Vice President Race & Sports Operations at Westgate Las Vegas Resort & Casino

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LEAD FEATURE: WESTGATE

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hether it’s a prime-time NFL or college football game, a key NBA or UEFA matchup, or a championship series like the NFL’s Super Bowl, college basketball’s NCAA March Madness or soccer’s World Cup -- The SuperBook at the Westgate is the world’s number-one draw for sports betting and viewing.

Along with being the world’s largest sportsbook, the SuperBook consistently delivers comfort and service while offering a vast array of betting options. Fortunate to live a few KM from the Westgate, I have stopped in to see some of their busiest events, such as the Super Bowl, Kentucky Derby, NCAA Final Four and the World Cup. During these events with full-capacity crowds, the SuperBook can become a bit rambunctious, adding to the excitement The SuperBook is a non-smoking venue, though there is a smoking section specifically for the SuperBook.

Smoking areas are also easily accessible in the casino where the games can still be viewed. There is a full bar on site as well as a food court where guests can order Mexican, Italian and sandwiches. For those driving

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ABOVE: Jay Kornegay and Bill Healey

or taking a taxi, there is a convenient entrance at the SuperBook, making it easy to get in and out without needing to go through the Westgates’s large casino.

As weekends tend to be quite busy with NFL and college football in the fall, we stopped in for a week-day chat with Jay Kornegay, Vice President Race & Sports Operations at the SuperBook.

How did you get your start in gaming, and particularly Sports Betting?

I came to Las Vegas for the first time during my last spring break at Colorado State University. While my group of friends spent most of their time in the Bally’s casino, I was more focused on the Nevada sports books. I had always followed the betting lines and was intrigued by sportsbook operations. I returned to school and shared my thoughts with my girlfriend – that I wanted to try the gaming industry. We soon moved to Lake Tahoe to make our start, and we’ve never looked back. We’ve been married for 28 years and have raised a family here in Las Vegas.

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LEAD FEATURE: WESTGATE Image captions to be placed in this column

THE SUPER BOWL IS THE KING OF MONEY BUT IT’S MARCH MADNESS THAT REIGNS CHAMPION FOR TICKET COUNTS. THEY’RE TWO DIFFERENT TYPES OF EVENTS BUT ARE CLEARLY OUR TWO BUSIEST TIMES What is the progression that led you to the Westgate SuperBook?

wall, the SuperBook is the world’s largest sportsbook. What is the size

My first gaming position was a change person at Harrah’s Lake Tahoe. After spending just over a year at Tahoe, we moved to Las Vegas and ended up working at the same book that initially caught me wide eyed. Bally’s hired me as a ticket writer. Soon afterwards, Kirk Brooks offered me a position and opportunity to open the brand new sportsbook at the Imperial Palace. In 2004, after 15 terrific years at the IP, Randy Prieto offered me a position to run the largest sportsbook in the world -- the SuperBook. In Papillon’s words, “I’m still here!”

of staffing required to manage the venue?

We have a magnificent team of 48 members. Our top oddsmaking/ bookmaking team has over 125 years of experience in the American market.

With a footprint of more than 30,000 square feet, over 350 seats, and a massive 220-foot-by-18-foot 4K Video sportsbettingoperator.com

Though it would vary by season, what are the more popular sports and events at the SuperBook?

As my golf partners will attest to, our busy season runs from late August through March. The Super Bowl is the king of money but it’s March Madness that reigns champion for ticket counts.

They’re two different types of events but are clearly our two busiest times.

Honorable mention would go to the the NFL’s first weekend of the season.

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LEAD FEATURE: WESTGATE

WORLDWIDE SPORTS FANS KNOW SOCCER IS THE MOST POPULAR SPORT IN THE WORLD AND THE WORLD CUP IS ONE OF THE MORE POPULAR EVENTS WE OFFER Are foreign events often shown?

We like to pride ourselves in offering the largest wagering menu in the state of Nevada including a wide range of

case for March Madness. This hoops event is almost 99.9 male, all drinking coronas and eating double bacon cheeseburgers. It’s a frat party that

international events.

you don’t want to miss.

What would be the more popular foreign sports covered?

Worldwide sports fans know soccer is the most popular sport in the world and the World Cup is one of the more popular events we offer. When the UEFA Champions League is playing, we have solid crowds for the matches.

Are most bettors local?

We have a very strong local market throughout the year and they represent about 80% of our total handle. The tourists make a presence over weekends and during special events.

What are the demographics of the SuperBook crowd?

The demographics vary by sport and season. As you can imagine, the sports books are dominated by males from 21+. We see many generations. During the football season, we see our fair share of ladies as well. That’s not the 10

And do many foreigners frequent the venue?

We do have a consistent foreign fan base here as we have a number of international offerings.

Does the SuperBook handicap all of the domestic events?

We do make odds on both foreign sportsbettingoperator.com

LEAD FEATURE: WESTGATE

and domestic events. We’re “first to market” on a number of sports/games but not all daily offerings. In many eyes, we became the industry leader by offering many different sports, first to post, and expanded the more popular US sports.

With regard to the foreign events, are the odds created internally or are some taken from odds-makers overseas?

It’s a little of both. Sometimes we have the time to make our own numbers, and other times we use foreign markets as guidelines and shape accordingly.

Are odds created at Westgate’s SuperBook featured on television sports news programs like ESPN and others around the world?

We have great relationships with many media outlets both local and national.

Many outlets use SuperBook numbers throughout the year. We have been the primary odds provider for ESPN over the last six years.

Are there any plans on expanding the SuperBook within the Westgate Resort, or outside the resort?

We’re currently looking to expand the SuperBook brand outside of Nevada.

Our business development team is consistently in conversations with potential partners across the country.

You will see the SuperBook brand sportsbettingoperator.com

operating in other jurisdictions.

It’s always a pleasure to stop by the SuperBook to catch up on the day’s top sporting events – we at Sports Betting Operator Magazine appreciate the time to catch up with Jay Kornegay.

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FEATURE: ISLETA RESORT & CASINO

SETTING THE STAGE FOR SUCCESS Harold Baugus, CEO of Isleta Resort and Casino chats to Bill Healey on their expansion in Sports Betting

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ith the growth of sports betting and esports in the American market, many casinos are expanding their sports betting offerings to address the growing trend. The Isleta Resort & Casino in Albuquerque, New Mexico is one such property, expanding into a new sportsbook this November. sportsbettingoperator.com

ABOVE: Harold Baugus, CEO of Isleta Resort and Casino

I met with Harold Baugus, Chief Executive Officer of the Isleta Resort during the recent Casino Esports Conference in Las Vegas and discussed how the resort is addressing Sports Betting.

Could you give us a bit of a background on your role with Isleta, and what the responsibilities entail?

I joined Isleta Resort & Casino as Chief 13

FEATURE: ISLETA RESORT & CASINO

Executive Officer in 2015. I specialize in Revenue and “Win” Generation, Facilities Growth and Expansion, Tribal Council Collaboration, Gaming Regulation Compliance, Customer and Community Relations, and Risk and Facilities Management. Additionally, we have created a culture of service, strategic

Rancheria Casino in Willits, CA from 2012 – 2013, and as Chief Executive Officer at Gila River Gaming Enterprises from 2004 – 2010.

planning, creative development, and robust marketing efforts. Additionally, I am responsible for the executive oversight of more than 1,800 slot machines, as well as more than 25 table games, from high limit to bingo, as well as dozens of resort entertainment venues.

Casino to place bets on their favorite local teams, Pro Baseball, Pro Football Regular Season Win Totals, English Premiere League, UFC, WNBA, PGA Golf, NASCAR, and more! The Resort has partnered with USBookmaking to bring the latest and greatest sports betting technology to New Mexico.

What is your professional background prior to Isleta?

My professional background includes more than 24 years of senior executive

How is Isleta’s recent move into sports betting received by its patrons?

Since the inception of sports betting at Isleta Resort & Casino, we’ve seen

leadership within the Gaming & Resort industry. Prior to joining Isleta Resort & Casino, I served as General Manager at Indianhead Casino in Warm Springs, OR for two years. Additionally, I served as General Manager at Sherwood Valley

a tremendous and overwhelmingly positive impact to our organization and guests. We’ve received nothing but compliments from our guests, who are pleased with the wide range of available betting options. We currently

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What type of Sports Betting is provided at Isleta?

Sports fans can visit Isleta Resort &

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FEATURE: ISLETA RESORT & CASINO

have a temporary betting area, and in November we will open a much larger permanent sports betting venue for our guests.

Are there restrictions on betting on local teams?

The decision to accept wagers on college athletics is a policy decision.

However, one of the reasons for having legal, regulated sports wagering is to create transparency in the market.

It is much easier for operators who have a stake in a privileged license to invest in protecting their asset. This is why sports betting operators will share information with regulators on suspicious wagers (any wager that may come from a college participant or be based on inside information). In fact, there are several examples of when our sports books alerted regulators and ultimately NCAA on unusual betting.

The regulated market can monitor for unusual betting patterns, betting heavily on an unfavored team, and large bets for games that would not normally garner sportsbettingoperator.com

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FEATURE: ISLETA RESORT & CASINO

such bets (although you will expect some regional bias in the area).

The bookies and those who might be willing to commit corruption are going to avoid a regulated market and, instead, just use the illegal market where there is no oversight, reporting, and license at risk. At Isleta Resort & Casino, we look

to our guest feedback, what truly sets us apart is our variety of entertainment, beautiful property, and inviting guest service.

We have created an entertainment destination for our guests, including more than 1,800 slot machines, as well as more than 25 table games, from high

forward to providing a regulated and fun gaming experience.

limit to bingo. We feature Triple Sevens, a nightclub and dance floor featuring a full menu. Dining is also available at seven other locations throughout the resort. Isleta also features a beautiful spa, an indoor-outdoor pool and hot tub, and fitness center. For those seeking family fun, the Isleta Fun Connection features bowling, billiards, and arcade games. The Isleta Lakes & RV Park features two natural lakes for fishing, and the beautiful Isleta Eagle Golf Course, is an award winning 27-hole

The resort’s Sports Book is currently going through an upgrade? What are the improvements in the Isleta SportsBook?

Isleta Resort & Casino’s new Sports Book opened in its temporary location in August, 2019. In November of 2019, we look forward to opening the doors to our permanent location.

What is unique about the Isleta property? What sets it apart from others?

Isleta Resort & Casino is a truly beautiful property, immersed in cultural elements and modern conveniences. According 16

golf course.

Without a doubt, Isleta takes pride in the amount of attractions it offers. It is our hope that you will find cultural infusions at every turn, coupled with all of the modern conveniences you might sportsbettingoperator.com

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The look and feel of the game(s) described and/or displayed herein and the individual components and displays of such game(s) are trade dress of Scientific Games Corp. and its Subsidiaries. © 2019 Scientific Games Corp. and its Subsidiaries.All rights reserved.

FEATURE: ISLETA RESORT & CASINO

need. To enhance the experience of our visitors, this week we are excited IRC BAR and SPORTS BOOK renderings_6 | may 30, 2019 to announce the Grand Opening Celebration of Time Exposures, a historical exhibit featuring the Pueblo of Isleta in the 19th Century.

Based near Albuquerque, where does

IRC BAR and SPORTS BOOK renderings_2 | may 30, 2019

the casino draw most of its guests from?

Isleta Resort & Casino is very much a local’s casino, with most of our patrons visiting from in and around the Albuquerque area. However, our patron base extends well beyond our borders into neighboring states, and even international guests.

How is Isleta placed within the New Mexico casino market?

All gaming slot revenue numbers in New Mexico are publicly published on the New Mexico Department of Gaming website. Isleta has been consistently number 2 in the market. Sandia, which boasts a much larger property and more slot machines, consistently is number 1.

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sportsbettingoperator.com

FEATURE: ISLETA RESORT & CASINO

How does social media play into Isleta marketing mix?

Social media plays an important role in the Isleta marketing mix.

We utilize various platforms for our digital success, as well as community calendars. Our Resort uses these important channels to

as a leading entertainment provider.

The Resort also brands through the Isleta Amphitheater. Both venues frequently sell out on show nights, and as a result, our Resort is impacted greatly. In fact, our 201 room hotel tower consistently sells out on concert nights, our promotions see

post promotional information, as well as a method of further educating our community about our Resort and our talented team. These are channels that also provide a 24-hour communication method with our guests.

greater participation, and all dining outlets enjoy robust visitation.

Sports Betting Operator would like to thank Harold Baugus for his time and contribution.

How do the casino’s entertainment offerings impact visits to the casino?

Isleta Resort & Casino remains committed to providing a unique, one of a kind entertainment destination.

In fact, as part of our $40 million renovation launched in 2017, we renovated our Showroom. The new venue is attracting an even greater level of talent, further elevating our position in the Albuquerque market sportsbettingoperator.com

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FEATURE: SPORTS BETTING USA

SPORTS BETTING STAMPEDE U.S. wagering has fled the barn and won’t be corralled By: David McKee

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t has been 15 months since the Supreme Court of the United States overturned the Bradley Act, making sports betting potentially legal across the land. The sports betting genie is out of the bottle, never to be reconfined. However, expectations that legalized sports wagering would sweep the country have proven somewhat exaggerated.

Ten states and the territory of Puerto Rico have joined Nevada in offering live, single-game betting. In the District of Columbia and seven states, wagering is authorized but not yet live, while 18 states are still grappling with legislation of sports betting. Florida and seven other states haven’t even considered it.

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There is some upside. Writes the American Gaming Association’s Casey Clark, “states and sovereign tribal nations have started to build their own legal, regulated sports betting markets generating $430.2 million industrywide over the last year. This is a dramatic jump from the $261.3 million in revenue generated by Nevada alone in 2017.” (Note: Handle is a far greater sum of money, if a less reliable unit of measurement.)

How did we get here?

First, some background. In 1992, the U.S. Congress passed the Professional & Amateur Sports Protection Act (PASPA), also known as the Bradley Act after New Jersey Sen. Bill Bradley, sportsbettingoperator.com

FEATURE: SPORTS BETTING USA who was a former professional basketball player. The law allowed a one-year window for states to enact sports betting or lose out forever.

Nevada took advantage of this. New Jersey did not. Delaware, Oregon and Montana enacted versions of sports wagering so arcane as to be insignificant sources of revenue.

During the tenure (2010-18) of Garden State Gov. Chris Christie, New Jersey began litigating the Bradley Act, even trying to make an end-run around it by legalizing unregulated sports wagering. Neither that nor the state’s arguments made a dent with a series of federal courts … until Christie and successor Phil Murphy reached the United States Supreme Court. The arguments had little to do with handle and point spreads, and everything to do with esoteric concepts like “commandeering”: the ability of the federal government to arrogate powers that are normally the province of the state. By a 6-3 margin, the Supremes ruled that the Bradley Act was an overreach, rendering it null and void.

Immediately on Capitol Hill, not having learned from the high court’s

try and require casinos to get their betting data strictly from the leagues themselves. Another was to try and require “integrity fees,” a form of taxation upon sports books. “They’re 0 for 19 so far,” Miller told the Las Vegas Review-Journal. “The leagues obviously have a responsibility to run their teams with integrity, but they had that responsibility well before sports betting moved into these states. That’s why the legislators reject that argument that there be an additional fee to do what they had done previously.”

So eager were the leagues to get in bed with sports wagering that in some states, including New Jersey and Illinois, sports books are—or soon will be—embedded in professional stadiums. So, if the Chicago Cubs game is a little slow and you feel like having a bit of a flutter on the cross-town White Sox, you will be able to go up to a window in Wrigley Field and place your wager.

chastisement, lawmakers began floating the idea of federal regulation of sports wagering. It was a concept that had little buoyancy. As AGA President Bill Miller told Sports Betting Operator, “I’ve been up on the Hill a lot and I’ve talked to a lot of senators, a lot of members of the House and there has been very little interest among members of the House or the Senate to take up federal legislation on this.”

Indeed, that talk seems to have faded away.

As for the major sporting leagues and the NCAA, which oversees collegiate sports, they did an abrupt about face and began trying to shake down the casinos for profit participation. One gambit was to

make a head-on collision with reality when hundreds of millions of dollars in handle (money bet) trickles down into a few dozen million kept (won by the books). For instance, a Super Bowl which was a foregone conclusion and generally agreed to be a dull game generated little action for the bookies, leaving all parties hurting. In New Jersey last July, the handle was $251 million but, once all players had been paid, that left only $18 million for the casinos and state to divide.

In one state, New Mexico, tribal casinos snuck through a loophole in their compacts, one that did not explicitly forbid sports betting. They have taken various approaches to this.

Santa Ana Star Casino went all in while

sportsbettingoperator.com

Dollar signs in their eyes State governments have not been shy about taxing sports betting.

However, their revenue expectations

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FEATURE: SPORTS BETTING USA

NEVADA’S SUPREMACY IN SPORTS BETTING IS MOMENTARILY BEING CHALLENGED BY NEW JERSEY, WHICH HAS BEEN ENJOYING COMMUTER BUSINESS FROM PENNSYLVANIA AND NEW YORK STATE Isleta Resort & Casino was taking action

and the tribes hate the card rooms.)

strictly on intrastate matches by New Mexico collegiate teams. “There was never a hesitation … due to the fact that there are extreme measures in place in the world of betting to prevent any kind of wrongdoing that might happen,” Isleta CEO Harold Baugus reasoned to the Albuquerque Journal.

So far sports betting has made little penetration into Indian Country, partly due to the need to amend existing compacts (not the case in New Mexico) and partly due to the difficulty of bringing all parties to the table, an impasse that has already kept California’s manifold tribes from agreeing on Internet gambling. (Besides, California’s controversial card-room industry will want a piece of the action

Nevada’s supremacy in sports betting is momentarily being challenged by New Jersey, which has been enjoying commuter business from Pennsylvania and New York State. That will change soon, as Pennsylvania sports books sputter onto the marketplace. New York has terrestrial books at some of its casinos but will not throw up much of a challenge to New Jersey unless New York Gov. Andrew Cuomo reverses his position that mobile wagering— where the real money is—requires a constitutional amendment. “Right now, Jersey is cleaning our clock when it comes to sports betting,” lamented Assemblyman Gary Pretlow as he placed the Empire State’s first sports bet.

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sportsbettingoperator.com

FEATURE: SPORTS BETTING USA Cross-country rivalry The New Jersey/Nevada contest is one that commentators like Gouker are going to enjoy stirring up as it plays out. However, the Silver State continues to hold the winning hand, with $5.2 billion of handle to New Jersey’s $3.2 billion in its first full month of legit sports betting. (Jersey does have its neighbors at a sizable disadvantage, but having most of its sports-betting infrastructure in place the moment that Christie v. NCAA was decided in the state’s favor.)

“Online sports betting is clearly the driving force in New Jersey’s sports betting market, and definitely more so than what has historically been the case in Nevada,” said PlayNJ. com analyst Dustin Gouker. So while Garden State bookies generated $251 million in July, only $38 million of that was from walk-up business. Even with only one Internet bookie on line in June, Pennsylvania saw $46 million in wagers, 42% online—and that’s with many of the casinos temporarily hors de combat.

As other states, like Iowa and Illinois, pass sports betting, they’re using it as a Trojan horse to enact bad ideas tangentially related to gambling. For instance, Iowa lawmakers revived a notion from the Clinton administration to use casinos to collect child support. Once winnings hit the “Internal Revenue Service lockdown” of $1,200, patrons would be vetted for poor credit or delinquent child support, taking enforcement out of the hands of the state and dumping it on the casinos.

While some states face disillusionment when their tax receipts come in, peer pressure is getting them to enact sports betting all the same.

Latest up is Rhode Island, where Gov. Ned Lamont caved to fatigue. “I’ll revive any [gambling] idea that lets sportsbettingoperator.com

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FEATURE: SPORTS BETTING USA us get off the dime, and I don’t have to sit around and talk about gambling for the next three years — because in terms of my priorities, I’m not sure it’s in the top 20,” he sighed to reporters.

Already two of Lamont’s biggest constituents, mammoth Foxwoods Resort Casino and Mohegan Sun, are dibbing online sports betting for themselves. And why not? That’s where the real money is.

Tally ho!

A certain beneficiary of the spread of sports betting is the horse racing industry. In the recent past it’s looked to simulcasting and “historical racing” (video-lottery terminal bets on races already run) to keep the Sport of Kings on its fetlocks. Now with the chance to offer wagering on all sports, the horsey set has cause to rejoice.

Even giddier are fans of jai alai, who predict the sport (for which betting

was never outlawed) will blast off if customers can wager on individual players. The main impediment is still the dysfunctional Florida Legislature, which can’t even decide if daily fantasy sports are an acceptable form of gambling.

The AGA’s Miller thinks the burgeoning success of sports betting is a no-brainer. Touching base with the Las Vegas Sun, he said, “After experiencing firsthand the social and economic benefits that gaming brings to communities—including greater support for nonprofits and small businesses, employment and wage increases and funding for services and infrastructure—it’s no wonder that so many Americans grew to support the gaming industry’s presence. That’s why lawmakers are now moving quickly to reap the benefits presented by sports betting.”

Yes, but are they moving quickly enough? That remains to be seen.

In a World of instant news Casino Life provides an unrivaled insight into the land-based Casino Industry World-Wide.

www.casinolifemagazine.com Also available on App

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FEATURE: SPORTS TRADER

PERCEPTION PERCENTAGE Alan Thompson Director, Green Book Trading Limited chats to Damien Connelly How did you get where you are today?

I had been aware of Betfair pretty much as soon as they launched but I never really got to fully understanding the idea of an Exchange for a couple of years. Like most people I created an account and “tinkered” with the exchange in the early days and was a prolific loser. However, I did improve as time progressed and I found ways to “trade” rather than just gamble and that was starting to produce regular albeit small profits.

As time progressed and I was getting more confident about the platform, so my stakes and bankroll increased to the point where in 2008 I decided that I could earn enough from this to live a similar lifestyle to the one that my current employment allowed. At this point, I accepted a voluntary 26

ABOVE LEFT: Alan Thompson Director, Green Book Trading Ltd

redundancy agreement from my then employer IBM and decided to go full time at trading sports for a living.

Fast forward 11 years and my son and I now work together under our limited company (Green Book Trading Ltd), we get involved in all sorts of betting related activities from data analysis, programming, wagering, speaking at corporate hospitality events and even find the time for an occasional round of golf together.

Did you choose this industry or did it choose you and which are the areas you are most interested in and give you the most success?

I suppose from an early age I have always been interested in sport and my family have always enjoyed a flutter as well as owning racehorses. sportsbettingoperator.com

FEATURE: SPORTS TRADER As a youngster growing up I always remember when school holidays came around, especially the Autumn half term week, touring the racecourses in the North of England with my parents and probably learnt more about probabilities and fractions than hours in the maths class!

No surprise really that at the age of 18 while still studying, I got my first real job, that was as a trainee croupier in the local casino. I learnt to deal blackjack and roulette and to this day probably the best job I have ever had. However, I knew the pay wasn’t great and to be honest, I was far more interested in the characters on the other side of the table to me.

Unfortunately though life got in the way. Along with a wife, children and an IT career path for the next 23 years.

Until I was offered the chance in 2008 to accept a redundancy package and I saw that as the chance to have a go at making a living from the gambling industry.

Can a smart analytics person make money betting on sports?

100% - sports betting is all about the numbers for me and ONLY making bets when the VALUE is available. It’s no surprise to me that the likes of Star Lizard and other successful betting syndicates are employing some of the smartest quantitative analysts in the country. Understanding the odds / percentages and staking when the odds are in your favour is the only way to make a long term profit from betting.

Exchange trading is a little bit different, you can make constant small profits by predicting the short term market movements and you don’t need to be Albert Einstien to do that. You just need to be able to understand the market you are trading in (what makes it move) and be extremely disciplined and focused.

Tell us a bit about your job. What most appealed to you about the role?

I’m a competitive person, doesn’t

Do you have any tips for those whom are new to sports trading?

Don’t try to run before you can walk, start off small and try to make consistent profits first. Don’t set yourself targets that are outside of your comfort zone, setting unreachable

matter if it’s a friendly game of golf or poker in the casino. I always want to win, and I think what this game does for you is gives you the reason to get up every day and beat the odds.

As an IT person I am very much into the data, analysis and research side of betting. I have databases and spreadsheets all over the place constantly looking for what I believe to be discrepancies in the odds and then alerting me to those potential plays.

There is nothing more satisfying

goals will only make you gamble more in an effort to try and hit those targets.

Do your analysis and only place bets when you believe you have an advantage - that can come in many forms. You could have a time advantage, a mathematical advantage, an information advantage whatever it is, you need an edge. NEVER bet for the sake of betting, you will lose!

Accept your losses, and analyse them, they are part of the game. Despite what you see on Social Media, no-one

than creating a tissue for a market and spotting what you believe to be an edge and then as the event gets closer to starting the price comes in line with your initial assessment.

wins all the time! Losing has to be an acceptable part of the game, as long as your average odds percentages (even money 50%) of all your bets are less than your winning percentages (you win 60% of bets) and your staking plan

sportsbettingoperator.com

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FEATURE: SPORTS TRADER is sound then you’re a long term winner!

If you can’t accept the losses and they cause you stress or anger, then you are either over staking or you need to find something else to do. Chasing losses and losing focus is the quickest way to the poor house I know!

So is it ultimately getting harder and harder to get money down?

In certain markets in the UK it is virtually impossible to get the money down. If you are beating the odds on a regular basis your account will be heavily restricted with all of the bookmakers. If you play on the Exchanges then you can get on at a price but it’s IF you will be matched at the correct price for the amounts you need.

For example many years ago you used to be able to put your orders in the Exchange the night before the UK racing fixtures and more often than not you would get matched for decent amounts now if you’re lucky enough to get matched at all it is for small amounts. Many of the horse racing market makers seem to have moved to other platforms or sports these days and the liquidty in the normal daily horse racing markets doesn’t really appear until the final 10 minutes before the off.

High profile football matches obviously carry much larger liquidity levels but as a result (for me) the value is harder to find.

while others who don’t approve, look down on you as if you are almost a criminal or someone that is involved in something not quite legal.

Does your formula just apply to one sport?

I don’t really have any one specific formula or algorithm as such, I have huge volumes of historical betting data from various sports that I cross reference and then analyse, via API technology, in real time with the current market conditions. My bespoke software then alerts me to prices that are out of line with where I think they should be.

I then look at the market that has been identified and bet accordingly.

How do you know if your model is stable when for example teams are not performing anywhere near their previous season for example, Norwich City beating Manchester City?

No matter what sport you bet on you will always encounter variance, this is when something highly unlikely, not impossible, but highly unlikely will occur. In reference to the game you

How do people react when you tell them your job?

Very few people actually understand exactly what I do, so generally they

are referring to I would NEVER have expected Manchester City to lose that game. However, (in my opinion) they were too short in the match odds before kickoff, as a result of that this also resulted in them being too short in the Asian Handicap markets and I highlighted this in my Betting.betfair. com column, which read...

“Manchester City are looking for their 10th consecutive win on the road in the Premier League, they last suffered defeat at St James’ Park, October 2018

just categorise me as a professional gambler and as a result of that incorrect assumption, reactions are mixed. Some think it must be great to just sit and watch sport all day long and make a living from it (not the case in reality)

(lost 2-1). Their average winning margin in this winning sequence is 2.2 and they have won by three or more goals in just two of the nine games (Brighton 1-4, West Ham 0-5). I also looked at how City perform (over the last two

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sportsbettingoperator.com

FEATURE: SPORTS TRADER seasons) when they are priced at sub [1.2] and away from home, there were eight instances, City won seven of the games but only two of them were by a margin of three or greater.

Norwich have played just the two home games so far this campaign but they only lost by a single goal to Chelsea in a 2-3 game and beat Newcastle 3-1. Also, If you look back at the last time they were in the Premier League (2015/16 season) they only lost twice by a margin of three or more goals (Sunderland 0-3 and Tottenham 0-3).

On the Asian Handicap City are trading around evens [2.0] to win with a -3 handicap. I am going to take them on this weekend and see if Norwich can keep the margin down.”

Variance is all part of the game but if your staking plan and selections methods are correct you will be able to ride out these “freak” results and ultimately come out ahead. One thing you must always remember when gambling or trading is to expect the unexpected, that’s why we love sport.

something I did day in and day out when working at IBM! If you could change anything in the world of gambling what would that be?

That the bookmakers played fair, by that I mean when they are offering odds on an event they lay them to lose a certain amount. I am not talking about when they are offering a stupid signup promotion (10/1 Man City to beat Norwich) then that’s fine to say max stake £5.

But when it’s a normal market and they offer say 5/2 when the rest of the UK bookmakers are 9/4 then accept that you are going to take bets at that price. And don’t the next day restrict that account just because they took advantage of the better price that you offered.

I think the restriction and closing of successful punters accounts in the UK is a disgrace and the bookmakers need to be questioned about their practices.

They need to take a look at the proper bookmakers in this world like Pinnacle who offer better prices, have smaller over rounds but do what bookmakers are supposed to do - take bets!

How many trades do you register on average in a week?

Obviously, it varies on what sporting events are on and if there are any opportunities highlighted but when you are monitoring the number of markets I do and often I am opening and closing positions on price movements...it would be a bad week if the number of trades wasn’t in the thousands.

What do you like most about being a sports betting trader?

The flexibility to trade when I want and have time off when I want, but also the work/life balance enables me to spend quality time with my family and sleep in my own bed every night. It is so much more rewarding than running from airport to airport and hotel to hotel, sportsbettingoperator.com

BIO

S B O

Alan has been making a living from the gaming industry full time since 2008, initially he started trading horse racing in running but has also experience of pool betting, exchange trading and arbitrage trading.

He and his son (Lee) are now developing their own bespoke automated solutions that analyse the betting markets to identify opportunities to place value bets.

Alan is a regular contributor for the betting. betfair.com website where he offers his advice on upcoming horse racing and football markets and is also occasionally asked to present at Betfair hospitality events, to share his Betfair experiences with their invited guests and VIP’s.

Alan Thompson (Director) Green Book Trading Limited

Email: alan@sportpool.co.uk Skype: alan.thompson2611 Twitter: Alant1301

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APRIL 28-30, 2020

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THE LARGEST DEDICATED

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FEATURE: DIGITAL INTERACTION

CONTENT EDGE Keith O’Loughlin, SVP Sportsbook and Platforms at SG Digital (Division of Scientific Games Corporation) chats to Sports Betting Operator

S

cientific Games has been growing aggressively. 2018 was bookended by two acquisitions with major sports-betting ramifications: NYX Gaming Group in January and Don Best in November. These have been folded under SG Digital, which points the way forward for the company. It has already partnered with Caesars Entertainment to roll out sports books in five states (and counting) and will soon do the same with Wynn Resorts. Sports Betting Operator spoke with Senior Vice President Keith O’Loughlin.

Most people in the industry will identify Scientific Games with the Casino, Amusement and Lottery sectors, so could we commence this interview with a brief history of the organisation’s move into Sports Betting?

The acquisition of NYX Gaming Group propelled Scientific Games into becoming a leading supplier of sports betting solutions, with the OpenBet™ engine joining our product offering.

The platform is known worldwide for its robustness and scalability, and is used by some of the biggest operators in the industry. Since adding OpenBet to the wide range of services we offer, we’ve been entirely focused on evolving the proposition to ensure that it meets the demands of the industry today and long into the future. Our new OpenSports™ solution, the most comprehensive, modular sports-book offering on the planet, which launched earlier this year, demonstrates a new era for us with an enhanced stack of solutions and playersportsbettingoperator.com

ABOVE: Keith O’Loughlin, SVP Sportsbook and Platforms at SG Digital (Division of Scientific Games Corporation)

driven proposition for our customers.

How has Scientific Games managed such a rapid world-wide expansion so relatively quickly? Has it all been about strategic acquisitions?

No. We have organically leveraged the strength of our sports betting offerings while leveraging strategic acquisitions to improve our global sports betting and gaming. Most recently, the acquisition of Don Best allowed us to sharpen our Managed Trading Services with a company that is highly experienced in this space, particularly in the US. Don Best has been the leading sports trading firm in the US for 20 years prior to Scientific Games’s acquisition. The Scientific Games and NYX partnership has been win-win. As a unified team, Scientific Games was able to move into the sports betting space, and its amazing content helped Digital expand our offering in the casino sector.

With the addition of Scientific Games platforms and features, we now have 31

FEATURE: DIGITAL INTERACTION the world’s largest iGaming offering of multi-studio content and features.

Can you explain to readers the SG Digital OpenBet Platform?

The OpenBet engine is the leading sportsbook platform for global tier 1 operators and is the flagship product of our OpenSports solution. The proven, comprehensive and scalable betting engine is widely recognized and is now supported by additional services to provide our customers with betting provisions to meet their day-to-day operational needs.

The unrivalled suite of products includes OpenPlatform™, a fully automated player account management system and wallet service; OpenTrade™, a managed trading service with 300,000 events offered live annually, powered by Don Best; OpenEngage™, which focuses on sportsbook customer targeting and optimization tools/functionalities; and OpenAccelerate™, our ‘value added’ services for clients, helping operators achieve peak sportsbook performance across day-to-day functions such as acquisition, retention and player

states are you now operating in with them?

Caesars Entertainment has been a long-term partner of Scientific Games and we’re absolutely thrilled that they entrusted us to launch their sportsbook offering. After initially going live with OpenSports in New Jersey, we’ve expanded our footprint by launching with Caesars into Indiana, Iowa, Mississippi and Pennsylvania. The casino has been hugely impressed with the launches, with its player base embracing the unrivalled betting experience that our service provides.

Wynn have recently signed up with SG Digital. Can you provide any details on this new partnership?

Wynn will, of course, receive the same high standard of service that our partners come to expect from Scientific Games. We’ll be working closely with them to deliver a sports betting solution which meets their own individual requirements in order to provide their customer base with a high quality premium sports betting experience.

Since going live in the U.S. with our OpenSports proposition, customer

engagement.

OpenSports will continue to evolve the launch of our new betting features and functionality such as Match HQ™, is a glowing example. This scoreboard function covers a wide range of sports, and provides live scores, play-byplay animations, individual and team statistics, commentary, and much more for an enhanced betting experience.

Driven by data and packaged with expert pricing, reliable technology with responsible gambling at its core, it

feedback has been strong and overall the public has welcomed this new form of entertainment with open arms.

brings sports betting to the next level.

emerging market. I think that we will see states legalize sports betting at a faster rate than we might expect, and competition will be fierce. With OpenSports, we’re prepared to provide our customers with our turn-key end-to-end solution or

From a Customer perspective, in 2018 Scientific Games went live with Caesars in both retail and digital. How is that partnership evolving and how many US 32

How do you see the Sports Betting Sector evolving over the next 2 years?

Legalized sports betting in the U.S. is still in its infancy and there is huge potential for growth in the coming years.

We’re expecting more states to embrace this increasingly popular form of entertainment, which is exciting for us as it allows us to expand our footprint in this

sportsbettingoperator.com

FEATURE: DIGITAL INTERACTION modular product offerings to best serve the needs of our partners and players.

As competition grows and operations become more established in legalized states, we’re anticipating a greater focus on the overall betting experience, with technology playing a key role in enhancing the user journey. We understand that there’s a need to make betting more relatable for U.S. sports fans, and new tech such as AI will help in developing a more personalized approach coupled with player protection features. As the market evolves, the personalized UX will become increasingly important as competition grows and user expectations change. It’s a trend that Scientific Games is all too aware of and is working on ways to provide such a user journey.

What are the key features of SG Digital that set it apart from its rivals?

The scalability and global reach of our products really sets us apart from the competition, and we’re really keen to provide our partners with additional services that they can only get from us. We’ve recently unveiled our new OpenGaming™ proposition that

Scientific Games – be the best partner for our operators and push to help them grow every single day.

The rapid expansion of Sports Betting has a broad coverage in mainstream media which has gained a wide interest from companies and wealthy individuals who are looking into investing in setting up their own Sports Betting operations.

Have you any advice?

The key piece of advice I would offer to those looking to enter sports betting for the first time is to find a partner that is already highly experienced within the sector and that understands your business, what you want to do and how you want to do it. Competition is going to be relentless as the market evolves and if you don’t have the right tech in place that can handle vast numbers of transactions seamlessly or offer a slick UX, there’s no doubt you’ll struggle to retain customers. Particularly in the U.S. where expectations are already high thanks to their existing experiences with e-commerce giants, the technology that powers your business must be robust to deal with the biggest sporting events at peak times. The modular portfolio of

complements OpenSports, which is a one-stop solution that brings all our digital casino gaming technology and content into one seamless integration.

Through strategic acquisitions, we have built a comprehensive range of in-house and third-party games, and this simplified ecosystem will make it easier than ever for customers to access our gaming portfolio. One of the key benefits is the multi-studio approach that we have adopted. For instance, OpenGaming allows operators

OpenSports is an attractive option for newcomers as it allows them to pick and choose the right options for their needs, and is proven to deliver results for partners all over the world.

to run multi-studio free rounds and tournaments from one interface.

Operators want to focus on their end customers and need great partners to support their growth. That’s what we try and do to the best of our ability at

at Booth 1116. It’s a great networking event and, with increased interest in sports betting, we’re more than happy to guide delegates through our complete offering that aims to deliver a match-winning experience.

sportsbettingoperator.com

What can visitors at this year’s G2E Show expect to see at the SG Digital booth?

G2E is an important date in the diary for Scientific Games and this year will be no different, as we’ll showcase both our OpenSports and OpenGaming products

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FEATURE: 1XBET AFFILIATE

1XBET - ALONGSIDE THEIR PARTNERS ALL THE WAY With such an oversaturated marketplace, getting top-class traffic is essential for any igaming company, 1xBet declared - that’s why the company considers affiliates as paramount to all their plans.

1xBET | AFFILIATES The iGaming industry aims higher and higher each year and the figures support this continuous growth in terms of revenue and new businesses joining the game. It looks like online bookmakers are the most appealing for entrepreneurs because there are several new companies opening their doors every month. Considering that they learned from the competition’s mistakes, all these new bookies promise the best experience with huge bonuses and plenty of benefits for both the customers and their affiliates. Being able to definitely say they’re going to keep their end of the bargain isn’t a straightforward task unfortunately.

And since trust is the cornerstone of the affiliate-bookmaker partnership, let’s go on an in-depth analysis about how things work, taking 1xBet as example. After years of continuous expansion and innovation in affiliate service, there are plenty of things to observe.

Always Putting the Customer First All affiliate websites in the iGaming business want to secure two main aspects. The most important thing is to make sure they’re offering a top-quality product to visitors.

Just as important, making sure the partnerships they enter are beneficial is the other aspect.

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The best way to make a clear idea about the first point is to take a close look at how the bookmaker treats their customers. And 1xBet is all about putting the customer first, that approach being visible in the way they developed the product, interface and the reward system.

High levels of customer satisfaction are achieved by a series of functions and features like a multilingual 24/7 support team available via phone, live-chat or email or the vast range of high-speed payment options are two of the most common traits that players mentioned in their online reviews of 1xBet. The list goes on with the multitude of currencies, crypto included, which help 1xBet provide a high conversion rate, as well as the excellent localization services reflected by the 50 languages that 1xBet’s website is available in.

The same care and attention to details is extended when it comes to 1xBet’s partners.The mutuallysportsbettingoperator.com

FEATURE: 1XBET AFFILIATE beneficial approach and flexible attitude focused on sustaining development and growth are the two defining traits of 1xBet’s affiliate program.

Grow Alongside 1xPartners 1xBet completely understands the hardships faced by affiliates that just started their journey or are facing the decision of joining a new program. In most cases, the lack of understanding and support from the bookmaker can jeopardize the entire process and make a great affiliate change their mind. Since first impressions are paramount in this industry, 1xBet’s approach includes a very appealing welcome offer for new affiliates.

The first three months of the partnership are covered by a custom-tailored commission plan while concepts like limiting the potential profit of a partner are not part of 1xBet’s way of doing things.

Instead, along with the boosted commission, you get access to a series of methods and tools to help you direct traffic efficiently and make the most out of your partnership. The overall supportive and collaborative environment is the perfect foundation for a solid partnership right from the start.

All new partners get a 35% guaranteed commission, indifferent of net revenue values or first-time depositor count. Being an aboveaverage commission, it makes the perfect helping hand for the newcomers and gives them more courage.

The very advantageous commission isn’t all you’re getting. A dedicated account manager will always be there to assist you with all the details leading to a productive activity and maximizing your potential. Of course, this is done with the help of a sportsbettingoperator.com

complete set of marketing materials available 24/7 on the platform so that you can always have everything needed to improve profits. No delays, no complicated access procedures, just everything you need for a mutually-beneficial partnership.

Understanding the Affiliate Needs Instead of the ‘one size fits all’ approach that most affiliate programs use nowadays, 1xBet comes with a custom-tailored, flexible platform that understands every affiliate comes with its own particularities that can be used for maximizing efficiency.

Not only that this approach aims to deliver the best experience for 1xBet’s partners, but they also hope to help change the way affiliate programs are handled by the entire industry.

The dedicated affiliate manager for each partner is not there for simply making sure the affiliates get everything they need to promote 1xBet, but they also come with suggestions and customized solutions to improve efficiency and boost conversion rates. Even more than that, all the marketing materials and banners can be customized so that affiliates are able to precisely target various demographics. Receiving constant feedback from partners helps 1xBet to constantly improve the services offered and improve the platform from one update to the other.

1xPartners’ Advantages • A customized approach for each partner in part • Automatic weekly payouts upon request • Commission extended across all 1xBet products • Lifetime commission guaranteed • Customized offer for each partner

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FEATURE: BETTING ON SPORTS

GROWTH WITHOUT LIMITS Dennis Algreen, Marketing Director SBC, chats to Peter White

I

nternational sports betting, experts say, is a $250 billion-ayear industry, with licensed sports

books accounting for nearly $40 billion of that amount. The United States has a long way to rival those, considering that sports betting is a nascent phenomenon in the States.

However, it’s a sufficiently interesting market to inspire SBC Events to devote an upcoming conference to it. Other topics on the docket include blockchain technology and responsible gaming. We sat down with SBC’s marketing director, Dennis Algreen, to learn more about the conference and its future.

A lot of planning clearly went into Betting on Sports 2019 Conference Programme.

We were delighted to see such healthy 36

attendances for the conference panels, but not surprised. One of the main reasons Betting on Sports is so well attended and respected is the exceptional quality of the conference content. Every year, the post-event survey tells us that the content is among the top elements that persuade delegates to return for future editions.

Our events team work closely with SBC’s media division to put together the agenda and identify the best speakers from around the world. The media team publish news stories every day on our network of B2B websites, such as SBC News, CasinoBeats, SBC Americas, Payment Expert and Insider Sport, so are always up to date with the key issues and opportunities in the industry.

That knowledge was reflected in a conference programme full of topics sportsbettingoperator.com

FEATURE: BETTING ON SPORTS that industry professionals wanted to discuss and learn more about.

Whether the sessions were about the latest developments in the USA, the future of sports betting, regulation, sports sponsorship, innovation in online casino or payments technology, the conference rooms were packed with industry professionals keen to benefit from the knowledge of the speakers.

Part of that planning is getting the right mix of speakers and the SBC Team have put together an impressive role call of who’s who in the industry?

We pride ourselves on the quality of the speaker line-up at all our events, and Betting on Sports 2019 was our finest yet. With more than 70 CEOs from operators and suppliers around the world, together with a host of other C-level executives, tech experts, marketing specialists and senior personnel from regulators, trade associations and sports integrity bodies, we believe the line-up made for the biggest and most in-depth knowledge sharing exercise the industry has ever seen.

There were some exhibitors whom were involved in virtual sports betting and eSports Betting along with Blockchain and online payment systems operators. Does this indicate the event is going to expand out into other sectors in the years ahead?

Our main focus with the betting on Sports event will always be the sports betting industry, and we won’t do anything to dilute that. But we recognise that there are related topics that many members of our audience are interested in and we’ve already started to provide conference content about them, such as the Payment Expert Forum and the Digital Marketing Forum. sportsbettingoperator.com

ABOVE LEFT: Dennis Algreen, Marketing Director SBC

CasinoBeats Summit featured representation from the leading UK Charities involved with Problem Gambling. How was that received and is this a sector that SBC will be promoting further in future such events?

The inaugural SBC Safer Gambling Forum, which was part of the CasinoBeats Summit at Olympia London, was designed to allow sports betting and online casino operators to get together with charities to examine how responsible gambling programmes can be improved. It’s a great example of how well SBC knows its customers and responds to the key issues in the sector.

The idea of the forum was warmly received by the industry and there were some important discussions held throughout the day, with both UK and overseas operators sharing their ideas and experiences. The issue of safer gambling is likely to be a crucial one for the industry for years to come, so 37

FEATURE: BETTING ON SPORTS we intend to build on the forum at future events and, in doing so, help to contribute something very positive to the sector.

Atmosphere of an event can make the difference and one did find that it was very cordial. The seating areas with refreshments were busy with many of the tables taken up with meetings.

Yes, we always strive to create a relaxed atmosphere in which delegates are comfortable chatting to new contacts and discussing valuable business opportunities.

Part of doing that at Betting on Sports was attracting the right audience so that everyone had the chance to make useful contacts and book in important meetings, but there were other details that made a difference to the atmosphere as well. One of them was providing complimentary food and drink in the networking areas, as part of the delegate pass, while staging memorable evening networking parties at venues such as the Natural History Museum and Flight Club also contributed to the friendly vibe.

The feedback we had both during Betting on Sports and since is that exhibitors, sponsors and delegates found the event both enjoyable and commercially worthwhile.

For those that may not be familiar with Betting on Sports can you give the lowdown on who attends?

It’s a who’s who of the sports betting industry. The focused nature of the event meant you saw a host of C-level executives and senior managers from international sports betting operators walking around the exhibition floor, along with the leadership teams of online casinos. In total, staff from operators made up around a third of attendees.

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FEATURE: BETTING ON SPORTS Barcelona is the perfect location.

The move also reflects SBC’s own ambitious expansion plans across the international sports betting and gaming industries. We already have Betting on Sports America in New Jersey, are expanding our CasinoBeats Malta event and our media division has just launched a Spanish language website focusing on the Latin American market, and we’re always looking for further opportunities around the world.

There was also a big contingent of platform and tech suppliers, payment solutions specialists and affiliates, who relished the opportunity to meet decision makers from operators. Finally, we had representatives of sports clubs and governing bodies, gambling regulators, and national and regional trade associations.

2020 sees the event move to Barcelona! Why the move?

It’s more a question of refocusing our events portfolio than relocating - responding to the ever increasing globalisation of the betting industry.

So for 2020 we have Betting on Sports Europe in London, while our new flagship SBC Summit is being staged in Barcelona. The Summit will be our biggest event to date, both in terms of attendance and the range of content, which will encompass all our brands and include sports betting, online casino, payments, safer gambling, digital marketing and sponsorship.

Staging the inaugural SBC Summit overseas was the obvious choice, as it recognises the fact that the regulated gambling sector is rapidly becoming a huge worldwide industry and that our audience is increasingly international.

And with the Spanish betting and gaming market growing quickly, 40

Can you provide details on the new venue for the SBC Summit 2020?

We’ve chosen Fira de Barcelona for the SBC Summit, which takes place 8-11 September. Olympia London was a great venue for Betting on Sports for the last three years, but we needed a new venue to allow us to expand further and the 18,000 sqm of exhibition space and eight conference rooms at Fira de Barcelona gives us the infrastructure we need to deliver a global sports betting and gaming show.

Barcelona is also a great city for delegates to visit, with world-class hotels and attractions to enjoy, along with excellent transport links. Our venue is centrally located and simple for visitors to get to, while the city has some outstanding choices to stage our famous networking parties.

Are you able to provide any insight into what’s planned for the SBC Summit 2020 conference programme?

We plan to have more than 350 renowned industry experts sharing insights into the topics shaping the future of the sports betting and igaming sectors, together with specialist tracks on payments, digital marketing and safer gambling. We’re confident the agenda will be the most comprehensive the industry has ever seen, with more than 90 sessions being scheduled. sportsbettingoperator.com

FEATURE: BETTING ON SPORTS There’ll also be some surprises on the programme that we think our audience will love, which will be revealed closer to the event.

December sees the 6th SBC Awards taking place in London at the Evolution Battersea. Is there still time to book a table and can you provide details on what’s planned for this year’s event?

Yes, there’s still time to book a table for what is one of the gambling industry’s most enjoyable events of the year. We have a range of awards categories covering sports betting and igaming operators, suppliers, payments solutions providers and affiliates, and as the winners are chosen by the industry, the honours represent genuine recognition of the best in the sector.

As well as the awards ceremony, there is a champagne reception, threecourse dinner and after party, all in a really laid back atmosphere. We know that industry professionals love the opportunity to enjoy a drink with their peers in a relaxing setting ahead of the Christmas break.

For those in the Sports Bettaing sector considering attending either Betting on Sports America 2020 and / or the SBC Summit in Barcelona, what would you like to say to them with regards to why these are must attend conferences?

To put it simply, they are the biggest exercises in knowledge sharing and contact building in the sports betting industry. The depth of the conference agenda means you are guaranteed to learn something valuable and pick up some useful ideas, while the quality of the attendees means you’ll have great opportunities to meet useful new contacts.

If you have a product or service you sportsbettingoperator.com

want to supply to the sports betting industry, there is no better chance to connect with decision makers from operators than at Betting on Sports America, Betting on Sports Europe and the SBC Summit. And if you are an operator keen to find out about the latest technology, you’ll be able to take in all the best new innovations in a couple of days at the events.

And finally, you’ll have some fun!

SBC is famous for staging great evening networking parties in stunning venues and we have some exciting plans for our 2020 events.

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NEWS: PAYMENT METHODS

GAMING OPERATORS BET ON NEW PAYMENT METHODS TO OPEN REVENUE STREAMS Digital wallets emerge as preferred payment method for online gaming, FIS data shows In 2018, over 35 percent of online gaming payments were made through digital wallets, according to new data from global financial technology provider FIS (NYSE: FIS).

The data from its recently acquired Worldpay merchant business indicates that the prevalence of smart phones, and availability of mobile applications, is enabling online gamers to embrace real-time payments and collection of winnings by betting on the go.

According to FIS’ 2019 edition of the Global Gaming Payments Report, this trend is expected to soar by 2022, making digital wallets the preferred payment method for online gaming activities globally. Player demand for improved mobile gaming experiences has encouraged them to embrace those payment methods that can deliver a faster and more frictionless gambling process.

Alongside the improved user experience that digital wallets offer, additional layers of security provide greater protection for both players and operators, with encryption, tokenization, and device authentication helping to reduce fraud.

With Strong Customer Authentication (SCA) being a major legislative driver for merchants over the coming 18 months, there could be significant changes to payment 42

processing, and how deposits work across online gaming in general. As a result, FIS predicts an increased demand and adoption of digital wallets such as Apple Pay and Google Pay, which satisfy SCA regulatory requirements.

As of 2018, gambling players in regulated markets across Europe, including France, Italy, Denmark and Germany have embraced alternative payment methods when placing their bets. While card-based deposits remain dominant for regulated online gaming in Belgium, Spain, and the UK, their share in this space shows sportsbettingoperator.com

NEWS: PAYMENT METHODS signs of decline. FIS predicts that use of card-based deposits will fall by almost 10 percent across Europe by 2022.

In this digital era, speed can be an important factor to both players and gaming operators. Until now attention has tended to focus on how quickly players can place their bets with optimization centering on frictionless deposits. Increasingly, players are expecting a uniform payment experience across all touchpoints with the question of how quickly they can access their winnings becoming more prevalent. Over the next year, FIS expects rapid adoption of near real-time payout options, such as FastAccess funding from the Worldpay from FIS solution suite, which can reduce payout timelines by up to 2-5 days.

“The increasing draw of mobile gaming has made instant access to winnings essential for a complete

player experience. Quick payouts have now become a reality via FastAccess funding enabled by Visa Direct. This year is sure to see further rollout of this service across Europe and adoption across the online gaming community,” said Steffan Jones, VP Commercial Development, Gaming and Trading at FIS. “The upcoming implementation of SCA should also be a key priority for the gaming industry. With operators needing to be mindful that they are approving or declining the right payments at all times in a PSD2compliant way without hampering the player experience. Digital wallets, especially those that include an additional layer of biometric authentication such facial recognition or fingerprint, could be an alternative for players and we expect to see increased take up of these payment methods within online gaming as a result.”

SPORTS BETTING OPERATOR

Sports Betting Operator provides new product and technology features and the latest Sports Betting News, keeping Online gambling companies up to date with the fastest growing Gambling Sector in the world. www.sportsbettingoperator.com sportsbettingoperator.com

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NEWS: DEL LAGO CASINO

DEL LAGO CASINO SETS DATE TO OPEN SPORTS BETTING Legal sports betting comes to the Finger Lakes Friday with the opening of the DraftKings Sportsbook at del Lago Resort Casino just off the New York State Thruway.

Del Lago’s sports betting lounge will be the fourth to open in Upstate New

DraftKings is best known as a major provider of daily sports fantasy leagues, but has also partnered with other casinos for sportsbooks around the country.

The celebrity guest for the grand opening is former Syracuse University

York this summer. Sportsbooks are already open at Rivers Casino Resort in Schenectady; Tioga Downs west of Binghamton in the Southern Tier and at two casinos operated by the Oneida Indian Nation: Turning Stone Resort Casino in Verona and Point Place Casino in Bridgeport, Madison County.

The DraftKings Sportsbook at del Lago is a 6,000-square-foot lounge with 23 self-serve betting kiosks and cashier stations, plus a full service bar and restaurant with seating for 200.

Sporting events will be shown live on 1,000 square feet of LED videoscreens, including 16 TV sets. There are also odds boards and a scrolling ticker showing live scores, stats, injury news and additional player information.

and NFL football star Donovan McNabb. He’ll join local officials and representatives of del Lago and DraftKings at the noon ribbon-cutting and placing of the first bets.

As with the other sportsbooks authorized to open in New York this year, players must be physically present in the sports lounge to place a wager. There is no online or mobile betting in New York.

Bettors in New York are also not allowed to place bets on college teams located within the state (such as Syracuse University), or on any collegiate events that take place within the state.

Del Lago last week announced that one of its original partners, Rochester

sportsbettingoperator.com

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NEWS: DEL LAGO CASINO developer Thomas Wilmot’s company Wilmorite, is selling its share in the casino located off Thruway Exit 41 in the town of Tyre. The 50 percent owned by Wilmorite will be sold to California-based Peninsula Pacific, which was an original partner in the casino that already owns the other 50 percent.

Like the three other non Indian nation owned casinos that opened in Upstate New York in the last two years, del Lago has struggled to earn the gaming revenues it promised the state when seeking its license. Rivers and Tioga Downs are two of those, and Resorts World Catskills near Monticello in Sullivan County is the third.

Sports betting is expected to provide some boost to the casino’s bottom line, mostly by luring in new customers.

Del Lago’s sportsbook opening leaves only Resorts World Catskills without an open sports betting lounge

among the non Indian casinos. Resorts World Catskills, which has a sports lounge under development, recently said in a financial statement that it may need to declare bankruptcy and reorganize to improve its finances.

In addition to the two sportsbooks it already opened, the Oneida Nation plans to open a third at the Yellow Brick Road casino in Chittenango later this year.

The Akwesasne Mohawk plans to open a sportsbook at its casino near Hogansburg in northern New York later this year.

The Seneca Nation, which operates casinos in Buffalo, Niagara Falls and Salamanca in western New York, have not yet indicated when or if they plan to open sportsbooks.

Until or unless the Senecas open a sportsbook, del Lago’s will be the westernmost sports lounge in the state and the closest to major cities like Rochester and Buffalo.

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07/03/2018 11:07:18

sportsbettingoperator.com

NEWS: GENTINGBET

GENTING ONLINE UNVEIL REVAMPED GENTINGBET WEBSITE TO CONSOLIDATE DIGITAL OFFERING Leading leisure and entertainment operator Genting will rebrand its online casino, live casino and sportsbook offering as GentingBet, as it brings its product range together as one brand for the first time online across desktop and mobile devices.

The new mobile first GentingBet platform will offer customers an improved experience via a range of new tools, new games and new

Staxx, all available on GentingBet for the first time.

Genting’s exclusive Live From casino games will be more prominent

sports betting markets together with a new design which provides intuitive functionality and navigation. The branding has also been overhauled to create a more distinct, consistent and recognisable look and feel, and one that supports Genting’s vision of being the most prestigious, accessible and responsible online operator.

The launch of the new website is a significant part of GentingBet’s move to establish the brand in key European territories. As part of its ambitious growth strategy, the operator has applied for gaming licences in Malta and Spain with further applications to follow in due course.

With an expansive array of casino games already available to its customers, GentingBet users will have access to an enhanced selection of new casino, live casino and slot games. Newly signed partnerships with leading game developers NetEnt, PlayNGo and Red Tiger will see the market’s most popular titles, including Starburst, Gonzo’s Quest and Butterfly sportsbettingoperator.com

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NEWS: GENTINGBET on the website as GentingBet brings together its offline and online casino experiences. The Live From games allow online players and in casino customers to play at the same tables on the main gaming floor of a range of Genting’s premiere land-based casinos.

The existing Live From products gives customers the chance to play live roulette or baccarat via live streams at Genting venues in Birmingham, Edinburgh, Manchester and exclusive venues in London such as the world famous Crockfords and Palm Beach, with more locations set to follow shortly.

The GentingBet sportsbook will continue to offer competitive prices on all the top sports markets, while a series of virtual sports betting games in horse racing, football and greyhounds provide a unique gaming experience. The website relaunch will give customers access to two new virtual games, a motor sports one and a cycling title.

Having recently been named the first gambling company to achieve GamCare’s Safer Gambling Standard, the social responsibility quality

GentingBet digital offering draws upon our 50 years heritage of providing a premium world class casino experience across the globe to create a prestigious, unique and safe online gaming environment for our customers, 24/7 on any device.

“Following significant research and development, we’ve created a userfriendly and intuitive experience which we believe provides our customers with a truly world class digital offering.

We have also continued to place the highest priority on our commitment to responsible gambling. Through the tools we have in place on the website we have ensured our new gaming environment exceeds the expectations of the regulator rather than simply complying with the minimum requirements.”

He added: “GentingBet is the online destination of choice for customers who want to enjoy the best of a premium and authentic land-based experience combined with a dynamic, exciting and safe online environment.

“And, as part of our evolution we’re constantly refreshing and refining our product offering to ensure we provide

standard for the gambling industry, Genting’s longstanding commitment to responsible gaming is evident as it continues to exceed the regulatory standard to ensure a safe and responsible gaming environment. On the new website there is increased visibility of its safer gambling tools to help customers set their own loss limits, deposit limits and wagering limits. Genting have also partnered with customer service provider Zendesk for the new site launch to provide users with access to a call back service which offers customer support round-the-clock via telephone and an online chat function.

Jeremy Taylor Managing Director of Genting Online said: “Our new

the best selection for our customers.

We have a fantastic range of online casino games, plus a dynamic and comprehensive sportsbook, but what is truly unique is our immersive range of live streamed casino games – all available regardless of what device customers play on.”

For the latest casino games, live casino content and sports betting odds visit www.gentingbet.com..

Keep up to date with the latest news from GentingBet via their social media channels:

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• Facebook – https://www.facebook. com/GentingBet/ • Twitter – https://twitter.com/ genting_bet sportsbettingoperator.com

NEWS: BETCONSTRUCT

BETCONSTRUCT TALKS SPORTS BETTING AT G2E VEGAS BetConstruct team joins the largest igaming platform of North America Global Gaming Expo to explore igaming opportunities for the US market This year the company travels across the globe to showcase its awardwinning products in the capital of gambling form October 15-17, Stand 4818.

Among the products is our exceptional Sportsbook software that is available across all the channels including desktop, retail and mobile.

We provide all the American sports types such as American football, soccer, baseball, hockey, basketball, etc. BetConstruct also introduced market-specific betting types to ensure one-of-a-kind betting experience for the players.

Also, we are going to show our Fantasy Sports product which has been updated with new market-related features and localized with new design.

BetConstruct will show off its innovative digital voice-activated gaming assistant Hoory and all-in-one igaming solution SpringBME at its stand.

Apart from exhibiting, we are going to have an insightful presentation on our sports betting solutions specifically for the US market on October 15, at 7:30PM. After join us at Vegas Baby Party to chill and network together.

BetConstruct is a global awardwinning technology and services provider for online and land-based gaming industry. BetConstruct’s innovative and proven offerings include Online and Retail Sportsbook, Classic and Virtual Reality RNG & Live Casinos, Poker, Skill Games, Fantasy

Fantasy Sports Software includes the most popular American sports types such as American football, basketball, hockey, baseball and soccer (MLS).

We have prepared a special package of US market-related products such as Predictor and Sweepstake games that will help the operators to have more liquidity, teach their players to play and be the sports professional. A sweepstake is a type of content where a prize or prizes may be awarded to a winner or winners to draw attention to a particular product. On the other hand, Predictor, as the name implies, is a game allowing users to guess the outcome of future events for free. The topics vary from entertainment to sports.

Sports, Social Gaming Platform, Sports Data Solutions and more – all ready to be launched and managed through SpringBME, its pioneering Business Management Environment.

Within Sports Data Solutions, the AIpowered scouting tool AJNA performs game flow recognition and provides statistics and extremely accurate technical data to create new unique markets to bet on.

All partners benefit from the BetConstruct Spring Platform with its powerful back office tools and allinclusive services. From stand-alone set up to turn-key and white label solutions, BetConstruct offers its partners unparalleled opportunity to succeed.

sportsbettingoperator.com

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THE LAST WORD: DAMIEN CONNELLY

MODES OF PERSUASION I play football (soccer) with exprofessionals some of whom work as bookmakers since retiring from their professional sporting careers.

These bookies are mostly on-track and face-to-face operators who are on first-name terms with their customers.

Every time I ask them about their business, their answers always revolve around people. Who gave them their first break in sports betting. Who was their mentor that helped them grow their career. Which sports professionals they like and which ones they respect.

Which customers placed a great bet, etc.

A quick straw poll of how different sportsbooks market themselves shows quite a difference between the coal-face operators and the larger operators. The larger operators focus on their physical venue(s) and their product. Then if you look at how the more specialised sports betting operators market themselves, they focus more on numbers with odds splashed all over their communications.

successful YouTube videos of animals are (especially cats).

Aristotle’s Modes

Above: Damien Connelly

Marketing and sales are about persuading people to spend their money with your operation rather than with another operation. Aristotle defined this approach to persuasion as rhetoric and considered it to be made of ethos, pathos, logos and kairos.

The beauty with sports betting is it fits perfectly within Aristotle’s modes of persuasion: Ethos offers credibility such as an authority figure or sporting celebrity endorsing your sportsbook.

Pathos focuses on an emotional response. For your sportsbook, that could be showing your customers ‘getting one over’ on your in-house odds makers by winning.

Logos appeals to logic and reason by

Paul the Octopus Paul had a success rate of 85.7%, correctly predicting the outcome of 12 of 14 football games during Euro 2008 and the 2010 FIFA World Cup. Not bad for an octopus! More importantly, it caught the imagination of people and garnered massive media attention around the world. Illogical, yet successful.

Something similar happened when chickens were taught to play tic-tac-toe (also known as noughts and crosses).

This was something people could play in arcades. It was sufficiently catchy that it made its way into casinos. It’s a marketing tactic that works because it creates a story and plays on human emotions — think of how (illogically) 50

using statistics, facts and figures. This is perfect for sportsbooks given the wealth of data available to operators.

Kairos is about knowing when to act and doing so in a timely manner. As an example, if the celebrity who endorses your sportsbook has just been voted MVP or Player of the Year, now is the time to go all in with your celebrityendorsed marketing.

Sports betting operators can use ethos, pathos and logos to make more compelling commercials (TV, radio, print, etc.), digital content and videos.

Incorporate kairos so you grab your audience’s attention in the right way and at the right time. And remember — sportsbook is all about the people. sportsbettingoperator.com

Change is the law of life. And those who look only to the past or present are certain to miss the future...

JOHN F. KENNEDY

Sports Betting Operator provides new product and technology features and the latest Sports Betting News, keeping Online gambling companies up to date with the fastest growing Gambling Sector in the world.

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