Top Tips... for giving sports bettors the best platform, by Richard Thorp

Top Tips... for giving sports bettors the best platform, by Richard Thorp

Wednesday, January 28, 2015

As the world’s gambling companies prepare to gather for ICE 2015 next week, Richard Thorp of sportsbook platform provider FSB Tech offered TotallyGaming.com his top tips on how to give bettors the best platform.

Tip One: Fit for Purpose

You know your market and the customers in it, but does your sportsbook platform? What are the quirks of your clientele and what makes them tick? If the service you’re providing to them isn’t localised you’re not going to attract the locals. Parachuting in a platform that has worked elsewhere is no guarantee it will work when it hits the ground in your backyard. It may well have 50,000 in-play markets, but ask yourself this: how many of them are relevant to my customers? Big is not always beautiful.

Tip Two: Personnel department

Jockeys don’t ride two horses and neither should your sportsbook platform’s traders or customer service teams. Get under the skin of some offerings and it’s obvious that the same backend is being used a few clicks away with another online firm. Identical odds and identical offers equal an identity crisis. Your customers want good prices and personality. To service that, your platform needs to be run by people who understand them and the market you’re working in.

Tip Three: Adaptability

Having a sportsbook solution for the here and now is one thing, but as your operation grows can it grow with you? Some platforms collapse under the strain as they’re neither scalable nor adaptable. A good one will allow you to bring in retail, online and mobile elements as they’re required, as well as future technologies that will enhance the customer experience. Sports betting at its most basic level is all about predicting outcomes, and your platform needs to be future-proofed too.

"Sports betting at its most basic level is all about predicting outcomes, and your platform needs to be future-proofed too." - Richard Thorp

Tip Four: Talking to your customers

Variety is the spice of life as they say, and sports bettors in established markets at least are not short of menu options when it comes to sportsbooks. Attracting them in the first place is great, but retaining them in the long run is better. To do so, you need good CRM tools that have the right conversation between you and the punter. Can your platform tailor offers to individual customers? Does it understand the differences between those customers and what makes them tick? If it doesn’t, you won’t keep them for long.

Tip Five: Wearing the wrong label

White labels serve a purpose in some areas of the industry, but uniformity is best avoided in all of them. If your sportsbook platform is the same as a number of your competitors you’ve nothing to differentiate your offering. Endless skins of casino games are not good for business and neither are their sportsbook equivalents. Your platform needs to incorporate your own adaptable front end design, not be one that was created at the behest of someone else’s design requirements - before being thrown your way.

About Richard Thorp:

Before joining leading sportsbook platform provider FSB Tech, Richard Thorp was Head of B2B Operations at Racing Post; Head of Marketing at Better Bet, and Sportsbook Manager at Blue Square. He began his career in the industry as a shop manager at Ladbrokes and Admiral World of Betting. His numerous B2B and B2C roles have given him unique insight into the wants and needs of sports bettors.

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