Simon Fraser, Head of International Racing at SIS, discusses the importance of delivering quality betting opportunities around the clock to drive engagement and revenues.
Consumers demand and expect immediacy when it comes to everyday things, whether it’s shopping for goods online or viewing their favourite TV show, and betting is no different.
They also have high expectations for the content they receive, given the variety of options available to them. This is particularly true within our industry, with a wide choice of retail operators and a plethora of online betting sites in operation.
It means the standard of a product offering, as well as its availability, is becoming increasingly more important for operators competing within a crowded, global marketplace. It’s why at SIS we believe that making betting opportunities available at all hours of the day is imperative to drive engagement and revenues.
The potential of 24/7 content is significant, but for around the clock betting events to appeal to a global audience, operators will need access to premium sporting action at convenient times for bettors all around the world.
At SIS, we have responded to the need for around the clock, regular betting opportunities with the launch of our new 24/7 betting channels, with live horse racing and greyhound races complemented with virtual sports, available across all time zones.
These include premium horse racing from UK & Ireland, with 92% of UK Grade 1 races, 30,000 British and Irish live greyhound races a year, as well as over 8,500 live races from around the world including Latin America, Singapore, Korea, Dubai and Mauritius. Virtual racing with state-of-the-art graphics is interspersed between the live racing, which will provide a betting event every 3 minutes.
It’s all designed to offer bettors, regardless of the time zone, an opportunity to bet regularly at times that suit them.
A picture paints a thousand words
When it comes to the sports betting sector, the vast selection of markets on offer to bettors these days certainly gives them a degree of choice. However, when it comes to the availability of quality betting opportunities at all times of the day complemented with live pictures, it’s still an area of opportunity for operators.
Visual tools help to increase engagement and make for a more enjoyable betting experience, which is why the ‘Watch and Bet’ model is proving to be an effective model for operators. Displaying free-to-view live sporting events leads to bettors remaining engaged for longer, and when complemented with betting calls to action displayed on the screen, it also increases the chance of them placing a bet.
It’s a proven model too – one of our operator partners has experienced a 25% increase in revenue when using this platform, when compared to the same content available under the alternative ‘Bet and Watch’ model.
With growing demand from bettors across the globe for quality and regular betting opportunities, the 24/7 approach will become an important model to adopt for those companies looking to match their expectations.
Simon Fraser will be speaking on Day 2 at Betting on Sports in the panel ‘Snapshot – horse racing around the world’.