Ahead of Betting on Sports 2017 (12-15 September), Enda Gaffney from Mr Green, part of the ‘Head of Sportsbook‘ session at this week’s event, spoke to SBC News about what he’s looking forward to at #boscon2017 and what sports partnership has stood out over the last 12 months.
SBC: Why is it important for you to speak at Betting on Sports?
EG: There has been a recent lack of innovation in the industry and the UX of major Sportsbook brands is starting to alarmingly look the same. Online consumers expect more in 2017 and we’ve sought to deliver this with our Sportsbook 2.0 product – a new and improved experience designed to engage and entertain our players.
Using content from BettorLogic, we’ve set out to provide meaning to the odds that are available on our site. Also with providing entertainment a key cornerstone, we’ve created new experiences around Live Tennis betting and Football Combi’s. Initial reaction from our players has been very positive and over the next year we will continue to innovate and provide our players with a different experience.
SBC: What are you looking forward to at Betting on Sports?
EG: Betting on Sports has become one of the must go to events in the industry and the various speaker sessions can be a hotbed of expert insight and innovation. Once again, this year has some great panels with some great topics of discussion lined up covering different aspects of the industry.
The conference was well attended last year and the networking events provide a great opportunity to meet other executives, suppliers, affiliates and other key industry people. Not many of these events take place throughout the year so it’s important to attend.
SBC: Where can betting work together more closely with sport?
EG: Data is always a key area. In the last number of years, some sports have really embraced working with the industry on the data front which has benefited the consumer via high quality content, ultimately leading to greater engagement and betting turnover.
Some sports have an opportunity to be optimized further to provide even greater engagement whilst other sports have yet to really engage in working with the industry. Online consumers today demand great content that is relevant to their spending behaviour and that is something that we’ve looked to focus on with our new Sportsbook 2.0.
SBC: What sports betting partnership has stood out in the past 12 months?
EG: I like what Sky Bet has done with their making ‘Betting Better’ campaign. Their mission is to improve all aspects of their service to their customers and they do a good job of making that a reality. Price Boosts, Cash Out, RequestABet etc. Everything is supported by great creative and promotions which they showcase across many high traffic platforms such as Sky Sports.
From planning to execution, the campaign looks to be a winner. Another campaign of note is BetVictor’s partnership with Liverpool as their Training Kit Partner of the Club. They’ve done an excellent job at ensuring maximum brand exposure in press conferences and post-match interviews.
SBC: Describe your perfect sporting event
EG: US Golf Masters – being able to watch live via mobile any of the 18 holes and any of the pairings over the 4 days. If such live pictures were available, then I’m sure that plenty of Sportsbooks would offer a more comprehensive live betting offering throughout the tournament.
Unfortunately, this is something that has yet to happen and could be quite a while away as I don’t feel Golf Tournament organizers have truly embraced the potential of their data and content.