Sportingtech eyeing continued LatAm expansion

Sportingtech will have a strong presence at November’s SBC Summit Latinoamérica 2022 in Miami, with the company set to showcase its award-winning Quantum platform to operators in its target markets across the region.

SBC News spoke to Chief Sales Officer Colin McDonagh about his expectations for the event, and how the company will demonstrate its plans to capitalise on recent high-profile operator deals to fuel further expansion in LatAm markets.

SBC: What does the Sportingtech team have in store for SBC Summit Latinoamérica, with the conference just around the corner? 

Colin McDonagh: SBC Summit Latinoamérica represents the ideal opportunity to demonstrate our roadmap for the near future, and we can’t wait to head to Miami to meet with delegates and discuss our plans. Growth in LatAm and furthering our abilities to cater to the region is close to the heart of Sportingtech, making this event’s position as a gateway to those markets of great importance.

In particular, we want to exhibit the strength of our Quantum platform and its ability to offer next-level personalisation to each individual Latin American market. The platform has modularity at its core, meaning operators have the power to control and personalise their own offering, and it is this capability that has spearheaded our recent expansion efforts.

SBC: With a considerable presence in Latin America a staple of Sportingtech, how will your presence at SBC Summit Latinoamérica factor into further growth in this exciting region?

CM: We want to make it clear that although our footprint in LatAm markets is already significant, further growth there is one of our key objectives for the near future. Our presence at SBC Summit Latinoamérica will be used to highlight our proficiency in providing a streamlined offering that ensures the onboarding process for consumers is simplified for those that are not used to online sports betting and casino.

One of the Sportingtech initiatives developed to do just that is the Popular Bets and Popular Events widget. This collates and displays the 10 most popular bets and events across an operator’s platform, refreshing every five minutes. Such a product is hugely significant for recently regulated markets, as it has been designed to quickly and easily introduce bettors to the excitement of a huge event like the World Cup, while also providing added value for more established players.

SBC: As you increase your footprint across the various jurisdictions that make up LatAm, how apparent does the importance of localisation become?

CM: Localisation is one of the facets of the industry we prioritise – targeting the vast collection of varying jurisdictions that make up Latin America, all with differing cultures and preferences, requires in-depth knowledge of localisation, and by extension player profiling.

LatAm markets are proven to have some of the most passionate bettors in the world when it comes to sports, and displaying to each country that its needs have been identified and addressed with an offering that has been carefully tailored to the sensibilities of the population makes it much more likely to attract and retain the customers.

SBC: With the World Cup on the horizon, what strategies do you have in place, especially considering the increasing popularity of football in the US?

CM: The World Cup is the most prominent sporting event on this year’s calendar, offering an abundance of opportunities for sportsbook and casino operators in Latin American markets. With the increased popularity of both football and sports betting in the US, betting volumes are sure to surge, and features like Bet Assist are well-positioned to meet demand. By generating automated betting tips based on historical data, live-score and AI analysis, covering both pre-match and in-play markets across seven sports and with complete bet slip integration, user engagement is increased, as well as retention and turnover rates.

In addition, FastBet, the only feature of its kind on the market, can enable users to wager multiple single bets across all sports at the touch of a button without creating a betslip. New, exciting tools like these are highly effective at retaining existing audiences but also attracting new ones to the world of sports betting.

Of course, the cross-sell opportunities are just as important during a major sporting event – utilising Quantum, operators can cross-sell local player-centric casino games during off-peak periods, maintaining a consistent level of player engagement throughout the tournament.

SBC: In regards to your roadmap for future development, how is Sportingtech planning to capitalise on recent operator deals going forward? 

CM: The confidence we have in our vision for the future is consistently strengthened by the success of our recent operator deals in thriving markets like Latin America and Africa, and we are continually looking to the horizon to make further progress and secure similar deals. Our approach is one that takes market preferences into account, meaning we can expand quickly and efficiently. Through our modular offering that is backed by local teams providing excellent customer support on the ground, we’re able to build a tailored product for each market that can be relied upon to deliver.

The citizens of Brazil are incredibly in sync with media and have hypersocial tendencies – these attributes lend themselves well to influencer marketing in the country, which is why we have created a unique share-a-bet functionality. This feature allows players and influencers to share their operator branded betslip to multiple social media channels, including WhatsApp.

Recipients of the share-a-bet can follow the QR code provided, which then takes them directly to the operator’s website and simultaneously rewards them with a first-time deposit bonus. This is mutually beneficial, as the player sharing the bet is also rewarded with a refer-a-friend bonus. The whole process results in the maximisation of acquisition and retention which, ultimately, is the holy grail for any operator.