Eurobet defies regulatory barriers to bring SuperLive to Italy

Eurobet defies regulatory barriers to bring SuperLive to Italy

Wednesday, June 14, 2017 Posted by Luke Massey
The Italian operator will integrate Metric's in-play betting product

Metric Gaming commercial director Conall McSorley suggested that “perceived barriers” may have restricted product innovation in Italy after entering the market in partnership with Eurobet Italia.

The partnership will see Eurobet integrate SuperLive, the fully automated and mobile optimised solution from Metric which provides a further 300 markets on 3,000 matches per month.

Speaking about the regulatory process in Italy, McSorley told “The Italian market is an outlier in Europe inasmuch as markets must be pre-approved and each bet approved by the regulator, so it takes a lot of product belief from an operator to dedicate resources to the regulatory approval process, then back it up with product positioning and marketing.

“Metric's SuperLive or sixty second markets needed to go through that regulatory process for Italy. Maybe these perceived barriers to entry have restricted some product innovation in the Italian digital space or at least delayed product launch that might have occurred in other jurisdictions.”

McSorley also described the “leap of faith” taken by Eurobet to give its customers the opportunity to bet on unique one-minute and five-minute markets, such as ‘What will the next set piece be?’ and ‘Will there be a goal in the next 60 seconds?’

“Eurobet have taken that leap of faith ahead of their domestic competitors and early indications are that they will reap the rewards for that foresight,” he continued. “They will have a natural (non-contractual) period of exclusivity in the Italian market until their rivals can integrate the Metric product and catch up; Eurobet appears to be marketing aggressively and making hay during that window of opportunity.”

Totally Gaming says: This partnership will help Eurobet to differentiate its product within the highly competitive Italian online sports betting market, expected to be worth more than €1 billion GGR in 2017. Metric believes that SuperLive services the perfect “sweat time” (the time between bet placement and resulting is five minutes or less) and provides the “perfect product” for cross selling between casino and sportsbook.

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