Juegos Miami: Paddy Power hails potential of Latin America

Juegos Miami: Paddy Power hails potential of Latin America

Thursday, March 31, 2016 Totally Gaming
Donal Barron believes that product has to be at the core of a new venture

An innovative marketing strategy is not enough to guarantee success in a new market, according to Donal Barron, Paddy Power Betfair’s B2B Commercial Development Manager.

The gaming operator has been identified as a leader in social media in the UK and Ireland, with more than 500,000 followers of its Twitter account, which replicates the company’s other “cheeky” forms of marketing.

That strategy has been tweaked in other jurisdictions where the response was found to be not as favourable to the company’s edgy attitude, but Barron said that the key is to offer the games and markets that punters want to play, while also keeping them satisfied with high-end technology and efficient payment processing.

Barron, whose company has expanded into continental Europe, Australia and North America in recent years, will be sharing his thoughts on successfully launching in new markets when he is a guest speaker at this year’s Juegos Miami event.

“Establishing your brand is always a key challenge and trying to resonate with an audience with a theme that is culturally suitable is very important,” Barron told TotallyGaming.com. “In Ireland and the UK, Paddy Power has always adopted a cheeky approach to its marketing strategy which has helped us to establish a unique identity and a reputation as being a youthful and fun brand. Our business in Italy has looked to replicate that approach but has had to refine in places for cultural reasons.

“For any operator in the sports betting business, establishing yourself in a new region is always a challenge but what is absolutely imperative to success is the quality of your product. The experience that customers have in their initial stages will be key in determining their perception of your business.

“So from our perspective what is essential from a sports betting perspective is that we have the events available that customers want to bet on, we make those events very easy to access on desktop and mobile, we make the registration and deposit process as efficient and intuitive as possible and we settle bets and pay out customers’ winnings promptly as soon as the outcome is known.

“Excelling at the basics right from the start will provide a platform from which you can then look to grow and establish your business within a new region.”

Paddy Power Betfair’s B2B division currently provides the operator’s sports betting product, incorporating in-depth pricing across global sports and comprehensive 24-seven risk management, to four partners in Canada, France, Slovakia and Spain. Paddy Power Betfair’s US operation includes ownership of the TVG Network and online gaming in New Jersey, and Barron admitted the company is “monitoring market developments and actively seeking out prospective opportunities”.

With Paddy Power Betfair’s eye for cultural nuances, Barron said that he intends to use Juegos Miami as an opportunity to build connections in Latin America and the Caribbean. He explained that Paddy Power Betfair sees the regions as areas of great promise for the gaming industry and somewhere that his company is keen to expand its presence.

He said: “I’m really keen to find out about the regulatory environment in the Latin American region and attendees’ interpretation of how the regulation is likely to develop. From locals I would welcome the opportunity to try and better understand the cultural nuances of the region and what they believe will be the most important factors in ensuring success in the region. 

“Paddy Power Betfair is extremely positive on the prospects for the Latin American and Caribbean markets. Economically these regions are developing rapidly and when combined with other factors like passion for sports, young population, impending regulation and proliferation of mobile and technology then we believe that Latin America to be one of the most attractive regions in the world for globally focused business operators.

“Other Irish companies like Kerry Foods for example have established and operate hugely successful businesses in the region and should regulation permit this is something we would like to try to replicate in the future.”

- Juegos Miami takes place at The Biltmore, Coral Gables from May 31 to June 3. For more information visit www.juegosmiami.com. To apply for your invitation* visit www.juegosmiami.com to find out more, and follow @JuegosMiami on Twitter and visit the event’s Facebook page for further information and the latest updates.

Attendance at Juegos Miami will be limited to senior decision makers (owner, director, C-Level exec) from operating companies (private and public including state lotteries), government and regulators from the Latin America and Caribbean region.

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