Interviews
“The industry needs a matchmaker that can identify each company’s potential”: Exclusive interview with Betbazar CEO
Alexandr Iaroshenko, CEO of the industry’s matchmaker, Betbazar, discusses the importance of choosing the right partner, as well as the key trends shaping supply and demand in the industry right now. Hint – Esports is set to do particularly well!
To introduce Betbazar to our readers, can you tell us a bit about yourself and what you do?
The idea for Betbazar came to me after working with BetGenius for eight years, I gained a great deal of insight into the needs of the modern sports betting company.
Quite often, the real challenge for suppliers is to understand feedback from the operator and it was our vision to be a company that can solve those issues by connecting the right operators and the right suppliers together. The industry needs a matchmaker that can identify each company’s potential and connect them to their mutual benefit. Our aim is to be a go-to expert on what suppliers are on the market, what products are available and what can be found beyond the face value.
Our supplier partners have everything operators need to hand. We span engagement, odds feeds, KYC processes and platforms with a view to expanding on this, all with unmatched efficiency from our vast understanding of the sector. The potential for synergy with this business model is limitless.
How does Betbazar fit into the overall gaming ecosystem? What can you bring to the table for suppliers and operators as a ‘matchmaker’?
We dig deep into what a company offers and identify its pain points. We figure out where it could be stronger and present a solution that is actually relevant for them. When a business has been working with the same product for a number of years it can be easy to get complacent and not try different approaches that could work better. There is so much noise in the industry with everyone offering solutions, but more often than not these aren’t the right fit for your company and its challenges. We cut through the noise and hand over the correct partner for a specific solution. You can never underestimate the power of having an outside consultant’s view on how to improve your processes.
When we first got started, it actually surprised us to learn that this isn’t just a problem for small companies, but for big ones too. It is easy for a business of any size to fall into this kind of rut. Our success, especially in the last year has inspired a strong sense of trust from our partners. This has been essential for growing our business and has allowed us to forge reliable long-lasting business relationships between operators and suppliers.
Take us through the Betbazar process – how does the process work and how can you help generate true operational success for your partners?
Our process has a two-pronged approach, with the first being situational. If we take last year as an example, when COVID hit there was a definite need for an eagle eye of the industry and we were prepared to offer this. We helped companies to adapt and scale quickly and get back to innovating rather than being stagnant during that period. What became clear was that amid so much uncertainty, there was a great deal of opportunity given the quality of the research and data that we had to hand. As a result, Betbazar grew 400% during this period.
The second approach is geographical. We analyse regions and locations based on what’s needed in those specific locations. We have had a lot of success in CIS and Europe, but we’ve also identified markets that are of strong interest including LatAm and the US. As well as that, we’re keeping an eye on Asia and looking forward to seeing more regulation there.
We then assemble a portfolio of products that work for each region and liaise with our international network of experts who help identify challenges and advise on rollout. All the while, we are in constant contact with our clients to finetune the offering so we’re able to propose a real silver bullet solution.
Given the last 12 month’s events – how essential do you see it to have companies like yours that can truly match interested parties together?
When the pandemic started, operators needed solutions fast. We had our understanding and perception of how sports punters would react to the lack of sport. With this in mind, we immediately identified products that could work and solve those issues, including Esports.
We knew Esports would be a great performer with high-velocity action that could keep the excitement going and filling the sports gap. Many clients were toying around with the idea of Esports for years but not really getting anywhere. We saw the Esports phenomenon coming and when our clients decided that was the route they wanted to go down, we were able to set them up with Esports solutions immediately. We made sure that revenue kept coming in and this challenging time became a very lucrative one for our clients.
While I obviously can’t say too much about exact operations, it is fair to say that we were key to the rise in Esports over last year. So much so, it’s one of the reasons we enjoyed a record-breaking 400% annual growth and why so many of our clients see us as a true guiding light now.
What are you seeing in terms of trends and demand for products? With the industry evolving so rapidly at this time, what’s key for supply and adoption?
Well, given what we have seen in the last year, I think that Esports is here to stay. In fact, I think it will be key in many corners of the industry. There is plenty of room for development and growth.
As we are committed to diversifying our products, Esports will certainly play a big role in that development as we branch out. We are also assembling a new armoury of products that power engagement and retention – and which I believe will offer a serious boost to any operator looking to capitalise on this summer’s action.
Looking to the future – our vision is to cover the full sports betting ecosystem, applying different platforms to our offering and payments, in particular, will be integral to that expansion. Start-ups and industry disruptors are one area we find especially interesting. Helping these businesses to scale their product and taking their vision to the market is an exciting prospect for us.
How much is the changing regulatory environment across Europe going to affect how operators procure and integrate third-party products?
Esports is still in its infancy so we’re expecting to see enhanced regulations around that area and looking out for ways that we can upgrade. Regulators are still only starting to understand how it works from a betting perspective. There is yet to be a great deal of evolution in this market and our products will help our partners navigate restrictions will engaging players.
Ukraine is a good example of how Esports has already evolved, as it was recognised as an official sport. This development with federated teams allows us to approach whole new areas where we can offer solutions – and I’m very excited by the scope that can be achieved.
Another challenge we are investing plenty of energy into at the moment is that live-betting is being restricted in France and Spain with punters being unable to bet on the next 15 minutes of live-action. We’re working hard to put together a list of engaging products that circumvent that given how profitable high-velocity and instantaneous betting are becoming – while also ensuring we stay regulation-friendly.
Last but not least, what products do you see being in hot demand this summer and beyond by your operator partners? What should our readers be keeping an eye on?
From what I can see, the market has passed the COVID challenge. We’re now past the reaction stage and now it’s time to find new ways to engage and excite customers this summer.
My advice would be to look for suppliers that can make you agile, more engaging and faster. Our supplier Betegy is a good example of this. They’re able to deploy AI to completely automate global marketing campaigns, which saves the likes of Parimatch days in operational time. Such actions can truly revolutionise a company’s operations and make them a market leader.
KYC is another area that is important to invest in. No customer wants to wait days before they get their winnings. The end customer will only ever be satisfied with instant payment in this case so we’re working hard to ensure payments can be processed in 15 mins at the latest. This will always help companies to prosper.
Match Hype has just won two industry competitions. Talk us through your product.
Match Hype brings engagement from social media platforms like TikTok and Instagram into the sportsbook. Our technology automatically turns raw sports data into short videos full of sports and betting insights. We have the capacity to create up to a million videos daily in more than 30 languages. We also provide hosting and streaming of the videos, and we track everything in the video thanks to our own player. The high level of video experience and the scale make us unique in the market, and we believe that this innovation is extremely needed in the industry—and the judges in the competitions probably agree with us.
What technologies are you leveraging to deliver such a cutting-edge tool/product?
We have more than six years’ experience in developing dynamic video solutions for clients like Microsoft, HBO, and SAP, and a decade in high-end video production for similarly well-known clients. Match Hype is the essence of this. We have developed our own robust cloud infrastructure that enables us to work on a huge scale. We can also leverage the integration of third-party solutions that help us make the video content rich and engaging. The AI boom came at the right time to help us make the experience for the viewer even better.
Who is Match Hype aimed at?
We focus mostly on sportsbook operators, where we think we can bring the biggest value. But we also have clients on the affiliate and media side. Our “competition” at the moment are creative professionals who are able to create one video at a time. To cover hundreds or thousands of events daily, you need huge manpower. With Match Hype, you don’t need that—it’s all automated. Anybody who appreciates this level of efficiency will benefit.
The end users are any sports fans who enjoy engaging videos. So basically everybody.
Has this industry been slow to embrace video content and unlock the potential it offers? If so, why?
It’s hard for us to talk about the whole industry, as we haven’t been part of it for that long. But iGaming feels like a conservative industry where only truly meaningful innovations make it. Fingers crossed for Match Hype being one of them. We are confident because of our track record in other industries, and mostly thanks to the results of our dynamic videos that are already used by significant igaming industry players.
What makes video content so effective at customer acquisition? How can Match Hype be used in this regard?
People just love video content. In the last review, TikTok said that the average user spends around 90 minutes a day on their platform. Platforms like Spotify used to be music and podcasts only; now they are full of videos. You just can’t ignore that. Video killed the radio star, and a static sportsbook is next to die.
And what about retention? How can it be used to keep players engaged and coming back for more?
Imagine that a 30-second video gives you the exact insights to help you make a betting decision without spending dozens of minutes on different resources to gather all the information. People don’t want to read anymore. This is probably an even bigger strength of Match Hype than user acquisition.
What can we expect from Match Hype in the coming months?
We will establish Match Hype as an industry standard for dynamic video content. We’ll bring many more sports like tennis, basketball horse racing and. We are preparing real-time video use cases—for example, half-time updates in football—and new distribution channels like integration directly into streams. The potential is huge. Stay tuned.
Any final thoughts?
For the last year, we have talked with literally hundreds of iGaming experts, investors, and executives. Almost every one of them sees fan engagement as a huge topic in the upcoming months and years. And video will definitely play a key part in it.
Video says more than a thousand words. Give it a go—watch one of our 30-second videos and see for yourself.
The post Exclusive Q&A w/ Radek Pšurný, CEO at Match Hype appeared first on European Gaming Industry News.
For those that might not know, can you give us a brief overview of Pick’Em Player Props?
In simple terms, the new Pick’Em Player Props product from WA.Technology is almost like a hybrid between fantasy sports and sports betting. In the same vein as traditional player props products that you see in traditional sports, players can select markets on individual players – we have just taken that model and elevated it.
During the game, players can make between two and six bet selections. For example, will Erling Haaland score more or less than 2.5 shots? The number of bet selections the player makes then determines their multiplier. By allowing bettors to unleash their sporting knowledge and provide engaging games for them to play, we are helping our operator partners to not only engage with a wider player base but also to fuel long-term retention. It really is a one-of-a-kind product and one we’re incredibly excited about. It’s already proving to be a top performer in LatAm.
Why has now been the right time to unveil Pick’Em Player Props?
Over the last few years, we’ve seen significant growth in the number of player proposition products. There are several reasons for that. Sports fans have shown a growing affinity for individual players rather than a team. They follow players on social media and engage with content featuring that player.
This reflects the wider trend we’re seeing: the new generation of fans is more in love with the players than the team itself. A great example of this is both Lionel Messi and Cristiano Ronaldo. Bettors worldwide would wager on either of those players and engage with their content regardless of which team they played for or what club they supported.
The appetite for player-driven betting is increasing dramatically, resulting in a greater demand for products specifically tailored to individual athletes.
With more traditional sportsbooks, however, we’ve found that there isn’t as much depth of product regarding player propositions – aside from goal scorer markets. We wanted to change that – we wanted to deliver a fun, engaging product that helps build a sense of community among players.
Since Pick’Em Player Props is also a hybrid of fantasy and sports, it can act as an attractive tool to facilitate new market entries, as fantasy sports are not regulated like sportsbooks or iGaming. Take the US for example. In most states, operators do not need a licence to offer a fantasy sports product. This is the case for many markets around the world, too. I believe this will be an attractive proposition for operators looking to expand their international footprint, and as a truly global provider, we’re here to make that happen.
In your view, what differentiates WA.Technology’s Pick’Em Player Props from other player props products on the market?
Currently, we are the only B2B provider to offer a player propositions product that combines sports and fantasy. A handful of companies in the US offer something similar, but they are all B2C companies – we are bringing something totally unique to the B2B space.
Fantasy Sports have always been popular in the US. But over the last 18 months, we’ve seen a meteoric rise in the demand for player proposition markets; we wanted to develop a product that caters to that growth in demand and delivers something unique for our partners.
For other player props products on the market, something that is worth noting is that the design and UX are doing little to engage Millennial/Gen Z bettors. This audience demands a streamlined UX that is easy to use. Our Pick’Em version has been specifically designed with this demographic in mind, although we have been careful not to disenfranchise other age groups. We have kept the design sleek, streamlined and easy to use to deliver that. It’s extremely well-designed compared to what you might see in a more traditional sportsbook.
The game is straightforward to understand because we have fixed multipliers. This decision differentiates us from more traditional products, where the multipliers vary depending on how many bets you place. It also makes the product much more accessible for players who might otherwise not be familiar with fantasy or player props.
Another major defining factor is that we have ensured players can add multiple bets from different markets together. On most sports betting sites out there, you cannot combine player props markets. You couldn’t, for example, have a bet slip combining Erling Haaland’s Over/Under Shots and Kevin De Bruyne’s Shots on Target. We know this is frustrating for many bettors. We wanted to eliminate that barrier and elevate sports fans’ experience.
How does the level of data granularity influence the design and effectiveness of player proposition betting products, particularly in terms of player engagement and personalised betting options?
We are very fortunate that the data feed we use for our player props markets is the best. We have a wide range of insights and data analytics available, giving us an edge over other companies within the space – this is a serious differentiator.
The enhanced data range means we can deliver many more bespoke, personalised betting options to players while also getting more granular with the markets we can offer.
Our Managed Services Team, which oversees all things trading, also closely monitors the markets that are most popular with players. For example, if we see an influx in bets on ‘shots on target’, we know how to create more promotions around this particular market. We can tailor the CMS to engage better with players and create a more personalised experience.
Players can also ‘favourite’ particular players and clubs. Any market featuring that player will automatically appear when the Pick’Em Player Props application loads up.
Are there any markets where you believe Pick’Em Player Props will prove to be particularly popular? If so, why?
In all honesty, I can’t think of a market where this won’t be popular! Regions such as LatAm present an enormous opportunity for the growth of player proposition markets. I believe we can really plug a gap in the products currently offered to bettors.
Across the continent, we’ve seen players show a real passion for player-focused markets, and we’re here to capitalise on that. In Brazil, for example, if we were to create markets on Neymar, I’d anticipate this would gain much traction!
The real selling point for Pick’Em Player Props here is that we offer an extensive range of sports and markets that cater to a broad audience – but within that, we can personalise sports and bet selections not to overwhelm the player. I’d expect that markets on football will perform exceptionally well across Africa and LatAm, while countries such as South Africa may have a stronger preference for Rugby or Cricket.
Ultimately, it’s about understanding the unique preferences of players within each jurisdiction our partners operate in and tailoring the product accordingly. With teams based in various markets worldwide, we can get to grips with the local knowledge and fully understand what resonates with bettors.
In your view, what are some of the factors behind the growth of player props products in the last 12 months?
Most definitely shows how sports media companies are incorporating more player-specific content into their roster. This already has a huge impact, and I can’t see it changing anytime soon.
Whether it’s interviews with specific players, post-match analytics on performance or even the inherent growth of social media, the balance is undoubtedly tipping more towards the player rather than the team.
Personalisation will also have a considerable knock-on effect on the growth of player propositions. Bettors want more bespoke offers, specific bet suggestions and more instant content tailored to their unique playing habits. With a product like Pick’Em Player Props, you can personalise that betting experience to your heart’s content.
It also becomes much easier for sportsbooks to align with a specific user’s interests when we deliver unmatched data analytics and levels of personalisation that are available via WA.Technology’s product suite.
In short, Pick’Em Player Props gives operators the tools they need to create wide-ranging engagement opportunities without sticking to the rigid sporting calendar, where sometimes you might have to wait several days between a game. By incorporating fantasy sports, we can deliver round-the-clock content much faster, therefore meeting the demands of players. If you want to find out more – make sure to stop by Stand 1095 at SiGMA!
Behind every stellar online slot is an equally stellar maths model. These are becoming more experimental as the industry flirts with an increasing array of innovative new mechanics. We spoke to Pablo Martinez, Math/Design Lead and Founder at maverick game studio Peter & Sons to find out more.
Do you have to be a maths genius to build a slot machine?
Nah, you don’t need to be a maths genius. It’s more about having the right mix of skills and loving what you do. You need to play a lot of games, see what’s working out there, and understand what makes them fun. Knowing maths helps, sure, but it’s more about creating something players want to keep coming back to.
Peter & Sons is known for making games that dare to be different, visually and thematically. Is the underlying math equally experimental?
Definitely! We love pushing boundaries, both in how our games look and how they play. Sure, it’s a bit of a gamble to have a bunch of games with unique mechanics, but we’re all about trying new things. Games like Peter Hunter and our upcoming Muddy Waters are great examples — they bring fresh gameplay and new experiences to the table. Each year, we try to put out at least one or two experimental titles, keeping things interesting while mixing them with more familiar styles.
Do you come up with the maths model first and then build the game around that? Take us through the process of building the game from start to finish.
We usually start with an idea for the mechanics first. We make a quick prototype to see if the concept can work with the maths. Then we bring in the art team to brainstorm themes that will fit well. Once we have a basic prototype, we go through a bunch of tweaks and changes until the art, mechanics, and maths all feel right together. It’s a back-and-forth process where we’re constantly finetuning everything to get the best balance.
Why do you think a mechanic like Megaways was so successful?
Megaways took off because it’s a fun, exciting mechanic that gave players something fresh, but smart brand marketing really helped it catch on.
Is there pressure as a slots developer to come up with the ‘next’ Megaways?
Not really. Coming up with new mechanics is always fun, but it’s not the only way to make a hit. Plenty of top games are just clever twists on classic mechanics. It’s more about creating a great experience that keeps players coming back, whether it’s something brand new or just a fresh spin on something more familiar.
Which slots are more popular, high or low volatility, and why do you think that is?
It depends on the market, but in some unregulated markets — and especially with some operators — high-volatility slots are really popular. A big reason for this is streamers. High-volatility games make for exciting content, so they get a lot of attention and hype online. That thrill factor really draws players in.
Which is your favorite Peter & Sons mechanic and why?
Right now, I’d say the fishing mechanic in our upcoming game Muddy Waters. It’s a new twist on the fishing genre that really brings something fresh to the gameplay. It’s exciting to take a familiar theme and make it feel totally different.
Tell us about the mechanics in your latest release, Barbarossa Revenge.
Barbarossa Revenge is a pirate-themed, high-volatility game with 243 ways to win. It’s a DoubleMax game, meaning the multiplier doubles with each cascade. You’ve also got Multiplier Jumps and a Cashout feature that guarantees wins. During Free Spins, the multipliers don’t reset and can keep growing unlimited. With a max win potential of 30,000x the bet, this game is a real thrill!
Week 46/2024 slot games releases
AGREEMENT BETWEEN ZITRO AND GRUPO OSGA TO PROMOTE THE LABOT INTEGRATION OF PEOPLE WITH DISABILITIES
EGT Digital’s iGaming platform X-Nave and successful titles to deliver high-quality experience to BetHub’s customers
Bragg Gaming Group Announces Record Third Quarter 2024 Revenue of Eur 26.2 Million (USD 29.3 Million)
BetMGM and Vegas Golden Knights Announce Multi-Year Partnership Extension
Spinomenal celebrates Halloween with Book of the Cursed release
QiH Group completes C-suite hiring spree with new CFO appointment
Evoplay enters Czech market with exclusive Fortuna collaboration
Peter & Sons- Maths and Mechanics
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Exclusive Interview with Miklos Handa (Founder of the email marketing solutions, “MailMike.net”), speaker at Vienna International Gaming Expo 2018
