Tennis betting site to expand into football in 2017

Tennis betting site to expand into football in 2017

Wednesday, September 28, 2016 Posted by Andy McCarron
JAbet seeks ‘niche on pricing’ reputation for tennis and football

JAbet, the online tennis bookmaker, has confirmed its intention to branch into football betting for 2017. The company, which recently reported growth of over 500% for 2015/16, expressed a desire to be ‘niche on pricing’, rather than just on a single sport.

Vincent Leonard, head of marketing at JAbet, told “We initially hoped to launch tennis and football together, but we decided to start with tennis because of our 10 years’ experience in pricing tennis. We are very happy with a niche reputation but want to be niche on pricing rather than on just one sport. We calculate all of our own pricing, and JAbet's success is mainly down to offering accurate prices that stand out from our competitors.”

Leonard explained that its football model wasn’t as ready to market as the firm’s tennis model when the time came to launch, but believes that the time is right to put it to the test.

He explained: “Although tennis betting has become very popular over the past four years, it is still a long way behind football whose pricing is more mature. We expect our football pricing to mirror tennis and have been working hard on the modelling for years, just in early 2015 we felt our football models weren't sufficiently mature. Then there is the subject of our customers’ feedback and they have been asking us for football ever since we started.”

Formerly just in-play betting site only, JAbet introduced pre-live markets this summer, which now account for approximately 20% of its turnover. The company also reacted to its own success by increasing the trading team by 30%. Leonard confirmed that this increase was a ‘vital component’ of the plan to deal with the many operational challenges of trading in a new sport.

Totally Gaming says: It’s not often that a sportsbook launches with a focus on a single sport – and that sport not to be football. JAbet has clearly found its niche through its pricing expertise to last this long just offering tennis. Plugging football into the mix will likely supercharge revenues.

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