Sports Betting Operator Issue 06 Volume 4 by Outsource Digital Media Ltd

SPORTS BETTING OPERATOR

VOLUME 004 ISSUE 006

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Wonders in Numbers as Formula 1™ remains the fastest growing major sports league in the world

OPINIONS

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F E AT U R E S

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EVENTS

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INTERVIEWS

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EDITOR’S LETTER

n preparing this issue of Sports Betting Operator Magazine, I write this Forward from the SunCoast Sportsbook (a Boyd property) in Summerlin. Most of the screens are covering the NCAA Basketball Championship game between North Carolina and Kansas. One of our features this month is a chat with Bob Scucci, VP of Race & Sports Operations at Boyd Gaming to discuss the BoydSports Wagering App. Damien Connelly sets the pace in this issue with the cover story -- a look at the impressive year-on-year growth of Formula One. Unmatched by any other major sport, last year’s television audience per race exceeded 70 million. The cumulative TV audience was over 1.5 billion – of which almost 450 million were unique viewers. Even more impressive are their digital statistics. The 2021 F1 Esports Series presented by Aramco achieved over 23 million views across its digital platforms. Read through the F1 statistics presented by Damien. With his finger on the pulse of the American casino and sports betting scene, Victor Royer pens his review of the status of Sports Betting in America, with a focus on America’s top sporting event, the NFL’s Super Bowl. At the moment, 34 of the 50 states have legalized wagering. With the American appetite for sport waging continuing to grow, and an increase in the amounts wagered, it is a godsend for the states in revenues collected. We are joined by Saverio R. Scheri III, COO, Agua Caliente Casinos to discuss the recent opening of the sports bar at the Agua Caliente Palm Springs in California. The venue had added the concept of 360 Sports to their downtown Palm Springs property fulfilling their vision of offering exceptional service and options for all of their guests. The interview is an sportsbettingoperator.com

ABOVE: Bill Healey, Editor, Sports Betting Operator

insightful look at their recent additions and vision for growth in Esports at the Agua Caliente Casinos. The Masters, golf’s first major tournament, is this weekend. Keeping on the golf theme, we are fortunate to interview Norb Gambuzza SVP of Media & Gaming at the PGA Tour. We discuss how wagering on golf has been experiencing significant growth, and how the PGA Tour is expanding their involvement in Betting on Golf. Victor Royer has a chat with Harry von Behr, Managing Director (Sport) & US Co-CEO, Spotlight Sports Group. The interview highlights Spotlight Sports, who are considered experts in sports betting, horse racing and fantasy sports. The Group engages millions of bettors on a daily basis on their own suite of brands, inclusive of Pickswise, Racing Post, Fantasy Alarm, FreeSuperTips and Myracing. A must read is our chat with Stuart Hunter, Director of Clarion Gaming. A significant event for both Casino Gaming and Sports Betting DESTINATION: ‘ICE LONDON 2022’ is a welcome event as we move on from the two year pandemic. Read through our chat with Stuart to find out what to expect from this year’s ICE LONDON 2022. A heartfelt thank you to all who have endured and persevered through the pandemic. Enjoy this issue of Sports Betting Operator. 3

CONTENTS VOLUME 003 - ISSUE 005

6 Formula 1-Ders Wonders in Numbers as Formula 1™ remains the fastest growing major sports league in the world. By Damien Connelly and Peter White 16 Inspired by the past creating for the future Saverio R. Scheri III, COO, Agua Caliente Casinos by: Peter White 20 Long & straight The PGA Tour on their involvement in Betting on Golf by: Bill Healey 23 Body Sports Race and Sports Wagering in One App by: Bill Healey

CONTACTS Managing Editor – Bill Healey bill@outsourcedigitalmedia.com North American Associate Editor – David McKee david@outsourcedigitalmedia.com Editor EMEA – Damien Connelly damien@outsourcedigitalmedia.com International Editor – Victor H Royer victor@outsourcedigitalmedia.com Designer – Stewart Hyde www.de5ign.co.uk Publisher – Peter White peter@outsourcedigitalmedia.com Tel: 44 (0) 1892 740869 W: www.sportsbettingoperator.com

27 Super Sports Super Book Sports Betting Operator chats to Harry von Behr, Managing Director (Sport) & US Co-CEO, Spotlight Sports Group by Victor H. Royer

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.

31 Super bowel of super bets Sports Betting in America by: Victor H Royer

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.

34 Destination: ‘ICE London 2022’ Bill Healey Chats to Director of Clarion Gaming Stuart Hunter

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 Severn Print Ltd.

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FEATURE: FORMULA ONE

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FEATURE: FORMULA ONE

FORMULA 1-DERS Wonders in Numbers as Formula 1™ remains the fastest growing major sports league in the world. By Damien Connelly and Peter White

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FEATURE: FORMULA ONE

n season 2021, Formula 1 was once again the fastest growing major sports league on the planet. The statistics for Formula 1 are very impressive, for both digital and traditional media channels. And they’re on an upwave. That’s awesome for a product that launched into the modern era with what was officially called the Grand Prix d’Europe, held at Silverstone on 13 May 1950; Formula 1 celebrates its 72nd birthday on 13 May 2022. Cars from Italy had a 1-2-3 podium dominance in that first official 1950 Formula 1 Grand Prix, with the Alfa Romeo F1 team’s Giuseppe Farina* winning that first race. One of the best drivers at that time – arguably of all time – Juan Manuel Fangio from Argentina retired on lap 62 during that first F1 Grand Prix with a broken oil pipe: the more things change, the more they stay the same, eh? * Car and Formula 1 aficionados will recognise the Farina family name from the still-famous coachbuiliding (car design) company, Pininfarina.

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2021 Statistics The average TV audience per race exceeded 70 million. The cumulative TV audience was over 1.5 billion – of which almost 450 million were unique viewers. The 2021 Formula 1 season consisted of 23 races across 21 countries on five continents – it’s a global, multi-day, multi-stage sporting event. USA, Mexico and British Grand Prix F1 races have attracted over 350,000 onsite spectators. Can you imagine the boon to both the Greater Miami and Las Vegas economies when F1 ‘comes to town’? With the addition of Miami and Las Vegas, this means America has three confirmed F1 races: Circuit of the Americas in Austin (TX), the Miami International Autodrome (MIA) which will go around Miami Hard Rock Stadium, and Las Vegas which will be a street circuit similar to Monaco and Singapore with a Saturday evening race planned for November 2023.

FEATURE: FORMULA ONE

Vamos Miami F1 Grand Prix The Circuit of the Americas in Austin sportsbettingoperator.com

FEATURE: FORMULA ONE

As Jim Allen, Chairman of Hard Rock International commented, “Hard Rock is proud to partner with the Formula 1 Crypto.com Miami Grand Prix on this international event … we welcome the

Miami is a major destination for air and sea tourists – I can see the Miami Grand Prix recording huge attendance and engagement figures. Especially with Hard Rock International as a founding partner. It is fair to say that Hard Rock is going ‘all in’ to support the success of the Miami Grand Prix (race day is May 8).

spotlight right here in South Florida where our flagship Guitar Hotel is located.” The Seminole Hard Rock Hotel & Casino Hollywood is 15-minutes from the race circuit. The Miami F1 race circuit will go around the Hard Rock Stadium, home to the NFL’s Miami Dolphins. Hard Rock’s flagship resort will host a number of A-list entertainment acts as part of the packed performance schedule – starting with Maluma. Jeremy Walls, SVP and Chief Revenue Officer noted how, “We are excited to have Hard Rock’s global iconic brand as a founding partner of the Formula 1 Crypto.com Miami Grand Prix. The Hard Rock Beach Club will

holds the highest attendance figures for an F1 race, with 400,000 officially recorded. With the interest in F1 across Central, Latin and South America, and across the world – and the fact that

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FEATURE: FORMULA ONE

“HARD ROCK IS PROUD TO PARTNER WITH THE FORMULA 1 CRYPTO.COM MIAMI GRAND PRIX ON THIS INTERNATIONAL EVENT … WE WELCOME THE SPOTLIGHT RIGHT HERE IN SOUTH FLORIDA WHERE OUR FLAGSHIP GUITAR HOTEL IS LOCATED.” be a unique experience on the MIA campus, featuring International musical artists, and a high-energy Miami vibe with beach cabanas and resort-style pools.” On the Miami International Autodrome (MIA) campus, brilliantly, I think, the Hard Rock Beach Club will operate during race weekend in the area of turns 11, 12 and 13 on the racetrack. Hard Rock Beach Club will allow attending guests to experience the Miami beach lifestyle whilst delivering a South Florida environment sportsbettingoperator.com

to enjoy all of the race action from the ca.24,000 square-foot beach, resortstyle pools, luxury cabanas on two levels, and the added bonus of special musical performances – what’s there not to love about this? Brilliant.

Viva Las Vegas’ F1 Race In recent years, Las Vegas has been transforming itself into a sports destination with the addition of a variety of high profile and high quality sporting assets: the T-Mobile Arena where the Vegas Golden Knights play 11

FEATURE: FORMULA ONE

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FEATURE: FORMULA ONE

“OVER 1 BILLION RACES WERE PLAYED THROUGH ITS VIDEO GAMING TITLES. IT HAD 7 BILLION VIDEO VIEWS. 1.5 BILLION ENGAGEMENTS. 1.6 BILLION PAGE VIEWS. +202% OVERALL MONTHLY ACTIVE USERS (MAUS). +60 MILLION GAMING PLAYERS.” in the NHL; Allegiant Stadium where the Las Vegas Raiders play in the NFL and which is planned to host Super Bowl LVIII in 2024; the Las Vegas Aces who play in the WNBA; and various Esports assets including the HyperX Esports Arena at MGM’s The Luxor.

Digitally Embedded The digital statistics for Formula 1 during season 2021 were also very impressive. The 2021 F1 Esports Series presented by Aramco achieved over 23 million views across its digital platforms. Over 1 billion races were played through its video gaming titles. It had 7 billion video views. 1.5 billion engagements. 1.6 billion page views. +202% overall monthly active users (MAUs). +60 million gaming players. As Stefano Domenicali, President and CEO of Formula 1, said, “…together we are continuing to grow the excitement around our sport in the U.S. sportsbettingoperator.com

FEATURE: FORMULA ONE

THE SEMINOLE HARD ROCK HOTEL & CASINO HOLLYWOOD IS 15-MINUTES FROM THE RACE CIRCUIT. THE MIAMI F1 RACE CIRCUIT WILL GO AROUND THE HARD ROCK STADIUM, HOME TO THE NFL’S MIAMI DOLPHINS.” following the huge success of Netflix, the work of ESPN, and the incredible season we had in 2021.” The growth and upwave look set to continue for Formula 1 as our market continues on its own growth curve. It’s a formula for success, underpinned by wonders in numbers. As Mr. Domenicali commented, “The 2021 season was

something very special. We had a championship battle that went to the last race with huge excitement throughout the whole championship... it was fantastic to see 2.6 million fans in the grandstands around the world. We have also seen some very strong figures across broadcast and our digital platforms, showing once again the momentum, excitement and interest that is all around Formula 1.”

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FEATURE: AGUA CALIENTE

Saverio R. Scheri III, Chief Operating Officer, Agua Caliente Resort Casino Spa Rancho Mirage

INSPIRED BY THE PAST CREATING FOR THE FUTURE Saverio R. Scheri III, COO, Agua Caliente Casinos by: Peter White 16

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FEATURE: AGUA CALIENTE

ongratulations on the opening of the sports bar at Agua Caliente Palm Springs. It’s impressive. How has it been received by your regular patrons? Adding 360 Sports to our downtown Palm Springs property fulfils the brand vision of offering exceptional service and options for everyone. Now at all three of our casinos, guests can enjoy the ultimate state-of-the-art sports bar experience with floor-to-ceiling screens, great beers, unique cocktails and a full restaurant of chef-driven food. Are there any plans on expanding your sports bars and upgrading them to books if and or when legislation is passed? We created all three 360 Sports locations to provide a fantastic and unique viewing experience for our guests. The design and infrastructure of the venues are compatible to accommodate sports wagering, so we are prepared to offer that in the future if legislation passes.

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“WE CREATED ALL THREE 360 SPORTS LOCATIONS TO PROVIDE A FANTASTIC AND UNIQUE VIEWING EXPERIENCE FOR OUR GUESTS.” Your enthusiasm is contagious. How do you make it tangible in terms of customer relations and service? Our enthusiasm is infectious because all of our 3,000+ Team Members embody the Agua Caliente mission to deliver the ultimate guest experience. They’re passionate in their pursuit to help our guests create memorable moments and enjoy all of the experiences we have to offer. What is unique about the Agua Caliente Palm Springs property? What sets it apart from others? Agua Caliente Casino Palm Springs is right in the middle of all the action, located downtown. We have 17

FEATURE: AGUA CALIENTE

an award-winning steakhouse led by Executive Chef Kieran Fleming which also happens to have the best Sunday brunch in the Valley. We have the Cascade Lounge with regular entertainment from Caliente Comedy to Jazzville nights. Our gaming floor has 18 table games and nearly 1,000

ABOVE: 360 Sports Bar

slot machines that cover rows and rows of the newest and most popular slot games. Finally, the opening of 360 Sports at Agua Caliente Casino Palm Springs is a significant addition to the property, providing a casual dining experience. It’s an elevated sports bar

“I LOOK AT ESPORTS AS AN INVESTMENT IN THE FUTURE FOR A NUMBER OF REASONS. I BELIEVE THAT ESPORTS HAS THE POTENTIAL TO GROW AND BECOME A NEW REVENUE STREAM.” 18

and restaurant like no other, packed with big screens for sports games, lounge chairs with phone chargers, and a robust dining menu. How does social media play into Agua Caliente Palm Springs marketing mix? Agua Caliente Casinos’ social media channels provide us active ways to engage with our guests daily, wherever they may be in the world. We share timely news, happenings and giveaways from all three properties. Social media is an important pillar of our marketing plan these days, as it allows us to engage with our guests and grow alongside with them. Esports is massive worldwide and its growth has been phenomenal over the last two years. What can you tell us about Agua Caliente’s esports program? I look at esports as an investment in the future for a number of reasons. I believe that esports has the potential to grow and become a new revenue sportsbettingoperator.com

FEATURE: AGUA CALIENTE

“WE ARE ALWAYS LOOKING INTO THE FUTURE AT AGUA CALIENTE TO ENSURE OUR OFFERINGS AND AMENITIES ARE ALIGNED WITH OUR GUESTS’ ENTERTAINMENT DEMANDS.” stream. More importantly, I believe that investing in esports is simultaneously an investment in our customer life cycle that would allow us to build customer loyalty. As customer wants and needs progress over decades, we must also progress so that Agua Caliente remains their entertainment venue of choice. As we strive to provide unforgettable experiences for our guests and for the community, sportsbettingoperator.com

TOP: 360 Sports Bar ABOVE: 360 Sports Cathedral City

providing an esports offering in the future aligns with this concept. What are amongst the most exciting future developments for Agua Caliente that you can share with our readers? We are always looking into the future at Agua Caliente to ensure our offerings and amenities are aligned with our guests’ entertainment demands. At the moment, a 40,000 square foot spa and attached Cultural Center adjacent to the Palm Springs property is under construction. This world-renowned spa is months away from opening and we are looking forward to unveiling it to Southern California. 19

FEATURE: PGA TOUR

LONG & STRAIGHT The PGA Tour on their involvement in Betting on Golf by Bill Healey

or almost as long as golf has been around, golfing enthusiasts have placed wagers on their game as well as on professional tournaments. As betting on sports

integrity in competition, protecting consumers and generating revenue for government, operators and leagues. We also believe that safe, responsible sports betting and gaming presents opportunities for audience

in general has really skyrocketed in recent years, the same is true with organized betting on professional golf. Sports Betting Operator is fortunate to have an exclusive interview with the PGA Tour’s Norb Gambuzza, SVP, Media Business Development.

development and fan engagement, and we are always looking for ways to further engage our fans.

What has been the historical stance of the PGA Tour on betting on competitions? Previously, sports betting in the U.S. was illegal and unregulated. The TOUR supports the regulation of sports betting in the U.S. The prohibition of sports betting in the U.S. created a widespread black market and we believe regulation is a more effective way of ensuring 20

What has led to the PGA Tour’s move into betting? In anticipation of the 2018 Supreme Court ruling that struck down PASPA, and in collaboration with many of the other major leagues, we started to think about how we would operate in this space in a way that makes sense for our brand, our business and stakeholders. We started with the institution of our integrity program in late-2017, designed to educate our stakeholders and protect all of our tournaments across all tours from potential outside influences sportsbettingoperator.com

FEATURE: PGA TOUR related to gambling. Our second major step was the global partnership with IMG ARENA to license our ShotLink scoring data to online betting operators and sports media companies. Those two foundational steps to protect the integrity of our sport, members and brand have allowed us to build relationships with reputable operators (DraftKings, FanDuel, BetMGM, PointsBet) and our content partner, The Action Network. What relationships has the PGA Tour developed with online betting systems? Following our data distribution deal with IMG ARENA, in 2021 we launched our Official Betting Operator program with DraftKings, FanDuel, PointsBet and BetMGM which unlocked rights to PGA TOUR IP and marketing opportunities across our ecosystem for a one year term. We are in the process of finalizing extensions with FanDuel, PointsBet, BetMGM and DraftKings for three year deals beginning in 2022 What type of wagering will be offered through the system? What unique wagering options will be available? Each operator offers a variety of different markets, but many include outright winner, finishing position (Top 5, 10, 20), and player matchups. Many of these wagers can be placed on a per round basis during live coverage and we expect the available markets for in-play betting to continue expanding. The Golf Event Centre product built by IMG Arena is optimized for in-play betting and as it gets integrated into more and more operator platforms it will unlock really engaging opportunities for fans to access comprehensive shot-by-shot data and markets, live streaming and interactive course visualizations. sportsbettingoperator.com

ABOVE: Norb Gambuzza, PGA Tour SVP, Media Business Development

What do you see as the future of golf betting, and what role will the PGA Tour play? The nature of golf lends itself to really unique betting opportunities – particularly for in-play betting – and we think this will drive deeper engagement amongst many of our core fans and also attract a younger and more diverse audience. We will continue to take a measured approach in this space with integrity and responsible gambling at the forefront of every decision we make. Will the PGA Tour’s focus be in the domestic American market, or will the reach be global? While our Official Betting Operator program is largely U.S. focused at this time we are actively engaging 21

FEATURE: PGA TOUR Are there restrictions on who can bet on the competitions? We implemented an integrity policy in 2017 that restricts certain Covered Persons from betting on golf; this includes PGA TOUR members and players competing in PGA TOUR-sanctioned events, persons affiliated with a member or player (e.g. caddie, spouse, agent, instructor, etc.), tournament volunteers, PGA TOUR employees, PGA TOUR Policy Board members and other credentialled personnel at our tournaments.

with partners in international markets and partnership with IMG ARENA has the Golf Event Centre product available globally, everywhere sports betting is legal; in the UK it is already live via the Bet365 platform. Will wagering be allowed on all PGA Tour events? At this time wagering is allowed on all PGA TOUR events in states where sports betting is legal. Will the PGA Tour involvement also include betting on non-PGA Tour events? We would need to point you to other golf organizations to discuss their involvement with betting. The DP World Tour, however, has placed its betting rights with IMG ARENA as well.

Sports Betting Operator would like to thank Norb Gambuzza and the PGA Tour for their participation in this article.

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FEATURE: BOB SCUCCI

BOYDSPORTS Race and Sports Wagering in One App by Bill Healey

hile frequenting several of the

Boyd Gaming casinos in Las Vegas in late 2021, I’d notice most of the staff wearing t-shirts promoting “Boyd Sports :: Race and Sports Wagering in One App!” The promotion would continue on the back-side stating that “this is a Game Changer” by mentioning their new features including “horse racing wagering in one App” and a “Single account wallet for sports and race wagering.” Curious about the promotion, and the advancements made within the Boyd Sports app, I reached out to Bob Scucci, Vice President of Race & Sports Operations Boyd Gaming for a chat about the app. sportsbettingoperator.com

Boyd Gaming has recently released the Boyd Sports App. Can you give us some of the highlights of the App? The most unique feature of the app is that you are able to make pari-mutuel horse racing wagers from the same digital wallet, or same account, as your sports account. This, I believe, is the first of its kind in the nation. Other operators require two separately funded accounts. But the most attractive feature in my opinion is the extensive betting menu, both pregame as well as in-game. In fact, the in-game menu is especially impressive as you are able to bet on hundreds of propositions during the game. It would be expected that the App helps sports bettors place bets from anywhere, whether from a sportsbook, 23

FEATURE: BOB SCUCCI done in person at any of the following Boyd Gaming Sports Books: Orleans, Gold Coast, Sam’s Town, Suncoast, Aliante, Cannery, Fremont, or California. It is available now. Are there geographical restrictions on use of the App? The app itself can be downloaded anywhere by anyone with an iPhone or Android smartphone, or with an iOS or Android device, and see the betting menu anywhere in the country. To actually make wagers, however, you must be within the State of Nevada. What sports are currently available on the App? In addition to the major sports like football, basketball, baseball, hockey, tennis, boxing and golf, we believe we have the largest betting menu in the state, offering wagers on soccer, rugby, darts, mixed martial arts, cricket, cycling, and auto racing. What are the plans for expanding coverage to other sports? As I mentioned, we believe we have

from home or elsewhere, helping mitigate the effects the pandemic had on sports betting? For obvious reasons, many people would like to wager from home now more than ever, and certainly this app helps facilitate that. The betting menu, which includes tennis and soccer from around the world can give bettors 24/7 access to sports betting. Which of the Boyd casinos is the App currently available in? What is the expected rollout in the other Boyd casinos? The initial funding of the app must be 24

ABOVE: Bob Scucci, Vice President of Race & Sports Operations Boyd Gaming

the largest betting menu in the state, including dozens of European soccer and tennis leagues, but if there is demand for more, we will certainly add more sports. Volleyball is one sport we are tracking to evaluate demand. In-game wagering is a feature within the Boyd Sports App. What are a few of the more popular in-game wagering options? The most popular in-game wager seems to be the margin of victory prop. We offer virtually every point spread on a football or basketball game DURING the game itself. So, if the Cowboys are tied 7-7 in a game where they were favored by 3 points, you can choose them to win by 3.5, sportsbettingoperator.com

FEATURE: BOB SCUCCI

4.5, 5.5,……14.5, 15.5, etc., all the way up to as many as 30.5 in some cases, and you would get different odds depending on which point spread you choose. How does a bettor fund their wagers within the App? Once an account is established, bettors can fund the app using credit or debit cards, using the Sightline Payments process, or with cash at any 7-11 in Nevada using the PayNearMe function on the app, or they can simply use cash while in one of the Boyd Gaming Sports Book locations. Initial deposit, however, as indicated earlier must be done in person. How quick are the winnings posted back to the bettor’s account? Once all the scores are officially verified by the Leagues or sanctioned organizations, in most cases immediately sportsbettingoperator.com

following the ending of the games. Some proposition betting, such as “number of sacks” in a football, may take a few minutes longer as leagues review official statistics before publishing “official results.” Do the bettors earn points through Boyd’s BConnected account? Bettors do earn BConnected points for their sports play. The more teams in their parlays and the higher the odds of the payouts, the more BConnected points a player earns. So, for example, a bettor making a $10 parlay with 5 teams will earn more points than a bettor who simply bets $10 straight on one team to win. Additionally, horse bettors earn comp dollars for the pari-mutuel wagers. Where would bettors download the app? Anywhere in the world you have data or WiFi. 25

FEATURE: BOB SCUCCI Can you give us a bit on your background? What is your position with Boyd Gaming, and how did your experience lead you here? I have been with Boyd Gaming for more than 30 years, at various properties but always in the sports books. I am Vice President of Race and Sports Operations for Boyd Gaming. I gained invaluable experience during the 15 years I spent at the famous Stardust Hotel and Casino Sports Book. It was not only where I refined my skills as an odds-maker and bookmaker/trader, but it was also where I began integrating technology with bookmaking theory. The start of my career coincided

VOLUME 003 ISSUE 004

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Sports Betting Operator Magazine would like to thank Bob Scucci for his time discussing the Boyd Sports app and the promotion of it’s new features.

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SPORTS BETTING OPERATOR

with the internet’s takeover of global communications, so early on my colleagues and I saw limitless potential in technology and sports betting. We went from account wagering using live phone tellers in the ‘90’s, to crude automated systems using phone keypads for wagering in the 2000’s, to eventually using cellular data and WiFi. We launched our first mobile sports app in 2012 and a year later were the first Nevada operator to offer a pari-mutuel horse racing mobile app.

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FEATURE: HARRY VON BEHR

SUPER SPORTS SUPER BOOK Sports Betting Operator chats to Harry von Behr, Managing Director (Sport) & US Co-CEO, Spotlight Sports Group. By Victor H. Royer

arry is responsible for the Sports division at Spotlight Sports Group, and is Co-CEO of the US business. Spotlight Sports Group is a world-leading technology, content and media business specializing in sports betting, horseracing and fantasy sports. Evolved from the Racing Post Group, Spotlight Sports Group engages millions of people directly through Racing Post, Pickswise, Fantasy Alarm, Free Super Tips and myracing. The company also has decades of experience in powering growth and conversion for the world’s biggest sportsbooks and media companies, delivering best-inclass technology and expert content experiences in more than 70 languages. Harry, first I want to thank you for taking the time to speak with me. As you know, Casino Life Magazine, Sports Betting Operator Magazine, and Outsource Digital Media take great pride in interviewing leading Gaming Industry professionals and Senior Level Management members to better understand both the companies that they work for or own, as well as what the key attributes are for their success. Please tell our readers a bit more about yourself, and your role at Spotlight Sports Group. I’ve been with Spotlight Sports Group for four years. I initially joined to sportsbettingoperator.com

ABOVE: Harry von Behr, Managing Director (Sport) & US Co-CEO Spotlight Sports Group

oversee our M&A and partnership activities, but for the last 18 months have been responsible for our Sports division, which includes all of our North American operations. Prior to joining Spotlight, I worked as a consultant to private equity funds. I absolutely love sport, so I jumped at the chance to get into the sports betting business when the opportunity arose. I’m based in London, but have a large and expanding team in the States. Please tell our readers more about the Spotlight Sports Group and the services provided to your clients, and to players. 27

FEATURE: HARRY VON BEHR LEFT: Smart Content Modules

Spotlight Sports Group are the experts in sports betting, horseracing and fantasy sports. We engage millions of bettors on a daily basis on our own suite of brands (Pickswise, Racing Post, Fantasy Alarm, FreeSuperTips and myracing) and through working with the biggest sportsbooks and media publishers globally. Having over 35 years of experience in the sports betting industry, we know how to create value, move with the changing needs of sports betting and fantasy sports players, and drive the industry forward through innovative product technology. Within our suite of products, we deliver full turnkey sports betting solutions to publishers, expert integrated handwritten content to sportsbooks and industry-leading video production to grow our partner’s reach. How many Sports-related businesses do you have worldwide? We own and operate a number of recognized brands in sports betting, horseracing and fantasy sports. We have two major North Americafocused media sites, Pickswise.com and FantasyAlarm.com, while in Europe we own a further three major sports betting affiliates, RacingPost.com, FreeSuperTips.com and myracing. com. We also recently launched a 28

joint venture in Spain with Diario AS Apuestas.AS.com. On the B2B-front we have clients across Europe, North and South America and AsiaPac, so we are a truly global business. Who are your clients? Please tell us more about how you work with your clients? We support the biggest sportsbooks and publishers across the globe to help them to transform their sports betting proposition. With over three decades of experience as a leading publisher ourselves, we understand how to unlock the value of traditional and sports media audiences, and we now do that for others, including the likes of Advance Local and NBC Sports Edge. We have a range of solutions from betting and fantasy editorial, through to full turnkey website solutions such as Apuestas. We work with all of the major sportsbooks in North America and Europe, including but not limited to bet365, SkyBet, DraftKings, Fanduel and BetMGM, delivering them valuable customers through our affiliate network as well as providing B2B services to help them to better engage and monetize their audiences. What is Pickswise? And please also tell our readers about Fantasy Alarm and DFS Alarm. Pickswise is our leading sports betting content outlet in North America. Launched in 2019, it has quickly become one of the largest sports betting media properties in the market providing our users with expert analysis, content and data covering more than 50,000 sporting events year-round. The Pickswise platform receives well over 1 million unique users on a monthly basis, and alongside its state-of-the-art sportsbettingoperator.com

FEATURE: HARRY VON BEHR app and leading social media platforms it has provided sports bettors with the best free sports betting advice in the market. As a testament to the trusted content it produces, the Pickswise Twitter account surpassed 200k total followers at the end of February. Fantasy Alarm and DFS Alarm were acquired in September of 2021 as part of our acquisition of Alarm Sports Network. The sites have provided leading season-long and daily fantasy content since 2011. They are a onestop-shop for fantasy managers given their elite content and analysis. The platforms provide free and premium content as well as their extremely popular fantasy playbooks, which offer in-depth analysis for each sport’s upcoming fantasy season. In addition to the content, the websites have industry-leading engagement tools that help users analyze, trade, identify potential draft picks and optimize their lineups using proprietary empirical data. What are FreeSuperTips and myracing In 2018 we expanded our European affiliate marketing presence, by

Your company began in 1986 with the Racing Post newspaper in the UK and Ireland. Please share some of the early growth of the company, and how it became the Spotlight Sports Group of today. Today’s business is built on the foundation of the work done over the last 30 years. The Racing Post was launched to give the UK and Ireland a dedicated horseracing and betting daily newspaper, and we have worked with sportsbooks in a B2B capacity since the mid-90s. After digitizing the business through the 2000s, in 2009 Racing Post redefined its proposition from being a traditional publisher to becoming an acquisition and retention super-affiliate. The Racing Post app was turned into a frictionless betting experience,

acquiring Apsley Group International which owned two hugely successful affiliate brands - FreeSuperTips and myracing. FreeSuperTips is a leading free sports betting tipping site. Grown from a huge social media presence, the site delivers the industry’s best soccer and cross-sport predictions. myracing is the home of free horseracing betting tips. The experts at myracing provide the best analysis for each day’s races, providing detailed racecards and fast results. Both sites are integrated with the leading sportsbooks in the UK and produce video content on a weekly basis to engage their current audience and activate sportsbooks marketing campaigns.

allowing customers to consume data, read content, get free picks and place bets through their existing sportsbook accounts without leaving the platform. This opened a new revenue stream for the business, resulting in significant digital growth. Through acquisitions and product launches in the 2010s we grew our reach, culminating in the launch of our North American business in 2018 following the repeal of PASPA. We still produce a daily newspaper, the Racing Post, which has a huge following in the UK and is still the number one destination for horseracing for owners, trainers, media and bettors, however our business is now incredibly diverse and our reach is far more global than when we began on this journey.

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ABOVE: Turnkey affiliate solutions for AS.com

FEATURE: HARRY VON BEHR How is Spotlight Sports Group positioned in North America? Much the same way as we’ve grown in Europe, we send valuable customers to sportsbooks and DFS operators through the likes of Pickswise and Fantasy Alarm, as well as working with Publishers and Sportsbooks to help them better engage and monetize their own audience. This is done through the provision of turnkey sports betting platforms, the betting intelligence and data, smart content modules, and free-to-play games. For sportsbooks we supply our industry-leading content engine, Superfeed, which is an API integration powered by Pickswise betting insights. Essentially, we’re experts in unlocking audience value for sportsbooks and publishers, and having grown Pickswise into the largest independent sports betting content platform in North America, we believe we’re extremely well positioned as new states in the U.S. and provinces in Canada regulate. Do the operations of Spotlight Sports Group extend beyond Ireland, UK, North America, and Europe? If yes, where and how do you provide these services? Yes, we recently launched a groundbreaking media partnership with Asian media business, Sky City. In this partnership, we are delivering turnkey sports and racing solutions, powered by proprietary data sets, AI and smart content modules. We also have long-standing partnerships with a number of overseas clients including the likes of the Hong Kong Jockey Club. What do you consider is the most innovative aspect of your operations? What sets your company apart from others in the UK, USA, and elsewhere? Our knowledge, experience, proprietary 30

content and tech capabilities really sets us apart from other businesses. We have done it for our own assets, and now we are harnessing this for our partners to develop fully integrated, seamless sports betting experiences for North American and European publishers. The combination of all these capabilities from a single provider is unique, which I believe makes it truly innovative. Is there anything else you’d like our readers to know? Spotlight Sports Group is growing rapidly across Europe and North America, helping both publishers and sportsbooks transform their offering and really drive customer engagement. We’re delivering best-in-class technology and expert scalable content experiences in more than 70 languages, so please do reach out to discuss our product offering and how we can create distinctive betting experiences for your customers. Finally, in your career, what would you consider to be the highlights up to now? Being involved in the sports industry for the last four years has been a highlight - doing what you enjoy for a living is a privilege. As part of that, overseeing the successful growth of Spotlight in North America during the last two years from launching Pickswise organically, to acquiring and integrating Alarm Sports Network - has to be one of my high points. On behalf of Casino Life Magazine, Sports Betting Operator Magazine, and Outsource Digital Media, I would like to thank you, Harry, for your time, and for sharing this with us and our many readers worldwide.

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FEATURE: VICTOR ROYER

SUPER BOWL OF SUPER BETS

Sports Betting in America by: Victor H Royer

oday is March 14, 2022, and in America this is called “The Month After.” That’s because this past February 13, 2022, the United States of America witnessed what is perhaps the greatest event in Sports, and Sports Wagering! I am speaking – of course – of The Great British Baking Show. This incredibly thrilling and exciting event has captured the minds and souls – and wallets – of all Americans everywhere, from every walk of life, leading to an incredible and unanticipated unity across all the 50 US States in the Union. Amazing and Enthralling are just a few of the superlatives which have been lovingly spoken with the fervor and excitement sportsbettingoperator.com

of a truly religious experience. So much so that the largest TV audience in the history of American broadcasting all tuned in on TV’s, Social Media, APPs and Streaming Services to jointly immerse themselves in this annual tradition of mutual adoration for what is inescapably the best of all sporting programs offered on American television, ever! “Hmmm …, what’s that?” My assistant just came in and read what I had written so far. She seems to be cringing a bit. “What’s the matter?” I ask in as friendly a tone as I can, and as calmly as I can since I am still sporting a hangover so huge it would kill my horse! 31

FEATURE: VICTOR ROYER

“Well, see … you’ve got it all wrong.” “What?” I say quietly. Even a feather dropping at this moment sounds like a thousand anvils pounding in my head. And it has so been for a month! “It’s NOT the Great British Baking Show!” “It’s not?” I am horrified. “No, you dum-dum! It’s the Super Bowl! You know – that American thing where they don’t actually kick the ball, but toss it about, but still call it “football.” I was crushed. Not the Great British Baking Show?

Although in my mind it would have been a great deal more exciting to bet on the Great British Baking Show, sadly here in America they insisted on wagering nearly $8 Billion on Super Bowl LVI. That’s Billion dollars, with a “B” as in “Big Bucks”! This was a staggering increase from the approximately $3 billion wagered by Americans on the previous Super Bowl, in 2021. And this was fuelled, and most definitely made possible, by the explosion of legalized sports wagering across the US States since the US Supreme Court overruled the much-hated PASPA – the Professional and Amateur Sports Protection Act – in 2018. Today, 34 US States have legalized Sports Wagering, and almost all of them allow in-home wagering on smartphones and APPs. Additionally, several of these States also allow ingame wagering, meaning that Sports Bettors can now make bets within the game as it is being played, and this, therefore, substantially increases not only the appeal of Sports Wagering, but also the amounts wagered, and, hence, the revenue thus derived.

Then what is there left in life? Should I contemplate a quick end to my misery? “You need to snap out of this,” says my Assistant. “If you’re going to finish this article before deadline, you can’t be thinking about cakes! Think Beer instead!” Owwww, my aching head. “Please don’t say ‘beer’,” I whimpered. “OK, you sloppy saucer,” she said, “get going with the story. Remember: This was the Super Bowl! And forget about the cupcakes!” Alright. So I’ll do it, I thought this to myself, since she has left now. Maybe she’s not coming back? I looked in the fridge – OK, she’s coming back. The Cupcakes were still there!

And these US States are basking in the Billions of Tax Revenue they so collect! US Taxes on legalized Sports Wagering vary from State-to-State, with the range being from about 15% to about 45% - depending on in which State you are, and what kind of wager you make, and how you make it. In person, in a betting shop, casino, or mobile. The US States of Nevada – the “grandfather” of all Sports Betting – and the US State of New Jersey, whose legal action brought about the overturning of PASPA, lead the pack in all things Sports, and their taxation rates are, therefore, also lower that the other States, which are still mostly playing catch-up.

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FEATURE: VICTOR ROYER

But the popularity of Sports Betting the USA, and the massive amounts of revenue that this is producing for those States that have already passed the required legislations to permit it, is not lost on the other 26 States in the US Union. Those that still DON’T have Sports Betting. The next US State to legalize Sports Betting will most likely be California, which is America’s most populous State. This was also the site of Super Bowl LVI, in the newly-constructed $5.5 Billion SoFi Stadium, in Inglewood, California. And the current Democratic Governor of California, Gavin Newsom, is unlikely to stand in the way of legalized Sports Betting in his State. Especially not after the success of this year’s Super Bowl, and even more so after seeing all those wonderful Billions of Tax dollars going to States OTHER THAN his! The point being, of course, that money talks and BS walks. Cashstrapped US States are literally drooling over the prospects of slicing a piece of this Tax windfall, and they all collectively ignore most of the other stuff that’s been bandied about for decades, about “how bad” gambling is, and “how it will cause addiction to gambling” and so forth – all that other nonsense that a bunch of ineffective sportsbettingoperator.com

self-appointed do-gooders always spout about when it’s not them who gets the money. After two years of Pandemic shutdowns and hundreds of billions of dollars lost worldwide, not only are all the people sick of this crap, but so are – finally – all the politicians as well. Especially because it’s the mid-term election year here in the USA, and politicians are beginning to realized that We The People isn’t just a slogan on an old musty piece of paper from history, but that it’s actually something that CAN cost them re-election if they continue with the stupidity that’s caused the vast majority of all the pandemic unrest here in America. And so, in closing, Super Bowl LVI proved that Sports Wagering is here to stay, and will most certainly expand exponentially here in America for the foreseeable future. And, by the way, even though the LA Rams Football Team actually won the Trophy, the Cincinnati Bengals won the wagering. That’s because the Rams didn’t cover the spread, which is the first time this has happened since 2009. Going into Super Bowl LVI the Rams were 4.5 points favorite, which dropped to 4 points by game time. But they won by only 3 points, which means the Bengals covered the spread, and so all that money that was wagered on the Bengals came home as WINS! And these are in the Millions, especially for the few gamblers who bet $5 million and more on the Bengals. So, while the game was a great success, the Sports Books probably took a bath! Which, of course, some people would say is welcome news, because many of their lines have – recently – been, shall we say, stinkers? Best of Luck! Vegas Vic Las Vegas, March 2022 33

FEATURE: ICE LONDON

DESTINATION: ‘ICE LONDON 2022’ Bill Healey Chats to Director of Clarion Gaming Stuart Hunter What do you say to those exhibitors that have chosen to delay a return to ICE London until next year, are they welcome as visitors? Absolutely they are welcome – and I know many of them will be attending. I must stress that we fully understand the reasons why some of our exhibitors have chosen not to be a part of the return of ICE London for a range of reasons. We exist to look after the needs of all of our customers all of whom have contributed to the ICE London success story. We are already engaged with those exhibitors to have a presence at ICE London 2022 despite not having a conventional stand and as importantly to plan their return in 2023. Having attended recent exhibitions EAG Show London followed by Fer Interazar Madrid with both shows where very busy and reported strong registrations, how are the registrations looking for ICE London? The registration figures are all very encouraging with visitors confirming from throughout the world. A stand out feature of ICE London is its international appeal – no other event in the gambling space comes anywhere near it. We continue to increase our marketing spend and I honestly don’t think we could have done more to persuade our community of visitors to make their annual pilgrimage to London. I’m confident that it will be a really positive experience delivered in 34

ABOVE: Director of Clarion Gaming Stuart Hunter

the swashbuckling style that’s become the hallmark of the ICE brand. Our core message is ‘Together Never Felt So Good’ and I’m confident that will ring true when the first visitors get off the DLR at Custom House and start coming through the doors. sportsbettingoperator.com

FEATURE: ICE LONDON Can we expect ICE Exhibition to remain beyond 2023 in London? We undertook independent large sample size research among a community of ICE stakeholders last summer and will be following that up with independent quantitative and qualitative research at show and postshow. We only have one objective and that’s to host the world’s best b2b gambling exhibition in the world at a venue and location that the industry wants. There are two audiences in the debate - our exhibitors and of course the visitors who travel from across the world to participate in ICE. Tell us about the Consumer Protection Zone? The Consumer Protection Zone (CPZ) is a central feature of ICE London. It will take-up a new prominent position within close proximity to the central boulevard and will host leading charities comprising Gordon Moody, GamCare, YGAM, Responsible Gambling Council and Gamstop together with suppliers including Future Anthem, Gamblewise, Mindway AI, Casino Guru, TruNarrative, BeBettor, W2 and Crucial Compliance. Under the leadership of Ewa Bakun, Clarion Gaming’s Director of Industry Insight and Engagement this will be the biggest and highest profile presence since the Consumer Protection Zone was introduced to the show-floor in 2018 when we had eight exhibitors, comprising a mix of technology providers and charities: this year we will have 14. The biggest testimony to the growing investment has been our fund-raising activities on behalf of the charities featured. We are fundraising for the third time through the CPZ and have opened the fund to a broader spectrum of companies this year. In 2019 we raised £35,000 rising to £65,000 at the last edition of ICE sportsbettingoperator.com

“WE UNDERTOOK INDEPENDENT LARGE SAMPLE SIZE RESEARCH AMONG A COMMUNITY OF ICE STAKEHOLDERS LAST SUMMER AND WILL BE FOLLOWING THAT UP WITH INDEPENDENT QUANTITATIVE AND QUALITATIVE RESEARCH AT SHOW AND POST-SHOW.” in 2020 and we are hoping that it will be possible to surpass that total. ICE London provides insight on all of the topical issues impacting the industry and safer gambling punctuates every conversation particularly so in the lead-up to the publication of the UK Government’s White Paper on gambling The Consumer Protection Zone won’t be the only place for visitors to talk and learn about consumer protection. We have also organised a Responsible Gambling Masterclass, as part of ICE VOX, with the CPZ theatre opening with talks on Tuesday afternoon. There will be opportunities for industry professionals to learn from experts and discuss consumer protection, sustainability and industry reputation throughout the three days of what is the world’s most influential event for the international b2b gambling industry. Can you provide details on the ICE VOX Conference programme for 2022? ICE VOX provides world class insight delivered by industry thought leaders and it has proven itself to be absolutely integral to the ICE experience. This 35

FEATURE: ICE LONDON

year we have amended the agenda in order to deliver highly targeted Masterclasses covering a range of business-critical topics, which will be discussed and explored in full. The

Masterclass. Full details including how to register can be found here: https:// www.icelondon.uk.com/ice-vox

Masterclass programme has been curated in a way that allows delegates to select and participate in more intimate discussions covering key business issues, without interfering with their exhibition and meeting schedule on the show floor. This way they can participate fully in the totality of the London experience. Each of the nine Masterclasses has been capped at 50 participants in order to facilitate more valuable discussions. Topics being covered include: The Customer Journey (land-based and online); Responsible Gambling; Customer Acquisition; Global Market Roundtables; Vertical Integration; How To Build A Blockbuster Slot; Crime, Fraud and Esports and the LatAM

Betting Sector expect from ICE London 2022? The great things about ICE London from a product perspective is that it covers every single gambling vertical from every relevant geographical perspective. There are very few genuine global shows that cover the gambling and betting sectors but visitors to ICE London attend safe in the knowledge that they will have access to key innovators and potentially game-changing products and services. The ICE London experience is underpinned by technology, innovation and opportunity: when these qualities come together the event is genuinely unmissable.

What can visitors from the Sports

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FEATURE: ICE LONDON

Esports is massive what can visitors expect from ICE London? ICE London will present what I believe will be the most authentic delivery of esports tournaments at a gambling industry event courtesy of a £25,000 prize pool Rocket League tournament. The tournament, which will be contested on the Hyper X Esports Truck – aka Big Betty – will feature top

top tier teams competing for a prize pot of £25,000. The production and live-stream will be managed by Allied Esports and tours will be held every morning providing gambling industry professionals with exclusive and invaluable insight on how a professional esports tournament is run. Set against this backdrop, visitors will learn how they can best utilise the

tier esports teams Dignitas, 00 Nation, Rix.GG, and SMPR esports. We have secured the services of Gregun and JohnnyBoi, two of Rocket League’s best-known commentators, to host the event for both the live stream and the in-person crowd at ICE London. Visitors will also be able to participate by placing bets on the outcomes using the ICE Esports Arena chips. Our purpose is to firstly demystify Esports and secondly demonstrate how operators can tap into a global phenomenon that’s generating annual betting revenues estimated to be worth $13bn. Rather than provide an Esports lecture we are staging a high-profile tournament, featuring

esports market and gain competitive advantage courtesy of keynote speeches taking place on the 12th and 13thApril and delivered by esports specialists UltraPlay and Esports Charts.

ICE London (12-14 April 2022, ExCeL London) is the biggest b2b gambling industry event in the world and features games creators, distributors, operators, retailers, trade associations, strategic bodies and regulators. To register visit: www.icelondon.uk.com. iGB Affiliate London (13 – 14 April) connects affiliates to a 360-degree experience of igaming via networking and business lead-generation opportunities, content and learning. To register visit: https://london.igbaffiliate.com sportsbettingoperator.com

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Sports Betting Operator Issue 06 Volume 4

Articles inside

Body Sports

Inspired by the past creating for the future

Destination: ‘ICE London 2022’

Super Sports Super Book

Formula 1-Ders

Super bowel of super bets

Long & straight