Dzianis Niasmelau, Head of Sportsbook at SoftGamings, participated in a roundtable discussion at the Gambling Insider conference. Alongside other colleagues from iGaming companies (Altenar, Kambi, Aardvark Technologies, and Pronet Gaming), he discussed solutions in developing and launching a sports betting platform. Dzianis Niasmelau emphasized the importance of a multichannel approach and establishing one’s brand in the market, as well as discussed adapting offerings to the unique needs of different operators.
What new opportunities does a customisable sportsbook platform offer to suppliers?
No one will be surprised if I say that, as in all areas of gambling, special attention is paid to data collection and analysis using artificial intelligence when developing and customising a sportsbook product. Analytics allows us to accurately determine the client’s profile, preferences and the effectiveness of customer acquisition and retention tools. With the recent rise of automatic customisation in the appearance of a sportsbook, personalised information on sports events, markets and loyalty programs can be offered based on the player’s social data, preferences, behaviour and betting history.
Does a modular sportsbook platform offer a simpler and safer option?
Overall, a modular sportsbook platform doesn’t make much sense. To successfully develop your sportsbook, you need to have all the necessary tools for customisation to your region, a loyalty program, managed risk management (analytics, setting limits, margin control, etc.), an affiliate system and many other features. Of course, managing a sportsbook is a complex process that requires an understanding of betting systems, odds and ways to promote it. You can easily make your sportsbook successful and profitable with all the necessary tools. Security doesn’t depend on whether a custom multi-functional solution is offered or not. Modern technologies allow for the product to be more complex while still maintaining high quality.
Would an omnichannel approach in retail sports betting offer better engagement with customers?
Even the most conservative individuals are starting to move towards advancement, which is due to several objective reasons: round-the-clock availability of online sportsbooks, the ability to use the platform on various devices, additional privileges of loyalty programs, unavailable in regular retail stores, continuous support from operators to resolve any issues that may arise, various betting options are unavailable in regular bookmakers, and the presence of live TV broadcasts, increasing player retention on the product page. Currently, many sportsbook solutions are seeking to compensate for the loss of socialisation when moving online by offering various ways to interact with customers: for example, creating group chats, having an active presence on social networks, holding contests with prizes, giving away merchandise and other specialised events.
How can a customisable sportsbook platform help to comply with an ever-changing legal landscape?
I suggest dividing the product compliance issue with regulators into three main components: Software security, player and transaction monitoring, and reporting to regulators. It is worth noting that large gambling platform solutions already have developments in all of these areas, indicating their compliance with regulatory requirements.
Source: gamblinginsider.com
