Everyone wins: why sports betting has never had it so good, ahead of Euro 2024

In the ever-evolving landscape of sports betting, the Euro 2024 tournament represents not just another opportunity to lament England’s penalty taking prowess, but another pivotal moment for the igaming industry as a whole. As we navigate the convergence of innovation, consumer demand is reshaping the way we engage with sports wagering and how we use behavioural rules to make the punter feel informed, valuable, special and satisfied.

The changes between the last and forthcoming Euro tournaments is a marked example of how demands have shifted, with the industry witnessing a rapid migration towards new features and a growing appetite for personalised experiences and real-time engagement.

The last Euros, postponed to 2021 amid global uncertainty, provided invaluable insights into evolving betting habits and preferences. Cochrane highlights a notable surge in fast-resulting marketings like micro-markets and player-focused markets. He observes: “The Euros serve as a microcosm of broader trends, reaffirming the importance of agility and innovation in meeting evolving demands.”

Looking ahead to Euro 2024, Cochrane envisions a paradigm shift in sports betting dynamics, underpinned by technological advancements and changing consumer expectations. “We’re entering a new era characterised by heightened digitalisation and data-driven decision making,” he predicts. “The convergence of AI, machine learning and real-time analytics will unlock unprecedented opportunities for innovation and differentiation.”

“In essence, these algorithms will enhance the depth of analysis currently available with player form, injury prediction, the opponent and even performance in a particular venue, weather or climate, This can empower bettors with timely insights and strategic advantages, ultimately elevating the overall betting experience.”

At the forefront of this technological revolution stands GiG, renowned for its pioneering solutions and commitment to excellence. Cochrane elucidates on the distinctive features and capabilities of GiG’s sportsbook SportX, emphasising the critical role of integrated marketing tools, dedicated trading and risk and fraud management in driving operational efficiency and customer satisfaction. “GiG’s platform empowers operators with a comprehensive suite of tools and services designed to optimise performance and mitigate risks,” he explains.

Cochrane further emphasises the importance of daily reporting and bespoke reports, enabling operators to gain actionable insights and make informed decisions in real time. “SportX provides operators with the tools they need to monitor performance, identify trends, and adapt strategies accordingly,” he explains. 

However, Cochrane stresses that perhaps the most crucial aspect is a comprehensive betting offer, encompassing a wide range of sports, tournaments and divisions to cater to diverse audiences and geographic locations. “At GiG, our commitment lies in guaranteeing precision and relevance in every market they aim to reach. Whether it’s popular sports like football, basketball and tennis, or more niche activities such as curling, esports and trotting, we prioritise empowering operators to effectively engage with local audiences worldwide.”

Engaging with users

Delivering a seamless and immersive user experience is paramount to capturing and retaining the modern bettor’s attention. Features like same-game multiples, bet builder and player props with a plethora of player markets and specials not only cater to the diverse preferences of users but also enhance engagement by offering personalised and tailored betting experiences. 

However, beyond the breadth of offerings, the user experience reigns supreme. Fundamentals such as seamless transitions from market publication to final settlements, whether pre-match or live, instil confidence and trust in the platform. Providing users with significant control over their bets through features like cashout availability fosters a sense of empowerment and flexibility. Reliability is also key, with market uptimes ensuring uninterrupted access to betting opportunities. Moreover, the depth of the offer and the immersive experience facilitated by visualisation and streaming capabilities elevate the overall betting journey, transforming it into a captivating and interactive spectacle. In an era where user experience is king, prioritising these features is not just a competitive advantage but a prerequisite for success in the dynamic world of sports betting.

In conclusion, Cochrane reaffirms GiG’s commitment to driving innovation, empowerment and responsible gaming practices within the sports betting industry. He says: “As we embark on this journey towards a new frontier, GiG remains steadfast in its mission to deliver unparalleled experiences that inspire, engage and endure.”

In the ever-evolving landscape of sports betting, the future belongs to those who dare to innovate and lead. With visionary perspective, addressing operator needs through a B2C mentality, in a B2B industry, leaders like Andrew Cochrane believe GiG are pioneering the way. “As we continue to witness a surge in demand for SportX solutions across global markets, our dedication remains steadfast in delivering cutting-edge offerings that meet and exceed the evolving needs of operators.”

Andrew Cochrane is chief business officer at Gaming Innovation Group (GiG), responsible for implementing commercial strategies across its 60+ brands in some of the most complex markets worldwide. Cochrane has over 15 years’ experience in the sports betting and igaming industry, with a proven track record of driving revenue growth and shareholder value through strategic business development, international expansion, M&A, customer management and operational execution. Before GiG, he was part of the executive team that led the business combination of SBTech and DraftKings that resulted in the listing of the combined business on the NASDAQ in 2020.