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The Evolution of Sports Betting – What are UK Punters Looking for in 2021?
With the delayed Euro 2020 tournament now well underway across the continent, sports betting brands are bracing themselves for a huge increase in demand and revenues.
This is definitely one of the safest predictions for the gambling industry in 2021, particularly after betting during Euro 2016 saw brands like Unibet deliver record-breaking numbers in terms of gross winnings revenue.
But what else should we expect from sports betting in the UK through the next six months, and which trends are having the most significant impact on individual punters?
Leveraging Date to Create Betting Systems
If the big data evolution has achieved anything, it has been to place huge swathes of organised data at everybody’s fingertips.
Make no mistake; we now have access to technology that can analyse huge databases and gather detailed insights across a range of applications, and online sports betting is no exception to this rule.
Of course, UK betting sites have used big data for a while now, particularly when formulating market odds and developing the most competitive (and ultimately rewarding) welcome bonuses.
While this application of big data is considered slightly controversial given the competitive advantage that it affords to operators (who already retain a clear house edge), punters are at least starting to leverage this technology to benefit themselves.
More specifically, players can now deploy algorithms to devise a data-driven betting system, with some capable of delivering a 77%-win rate.
Even on a fundamental level, the basic analysis of broad datasets pertaining to specific markets can create more informed wagers and betting systems, which in turn translates into a higher win rate over time.
In certain markets, it’s now also possible to track the performance of specific players, particularly with regards to fitness statistics and long-term form.
This is especially effective when wagering on individual sports such as tennis, and it can definitely help to inspire more scientific decision-making.
The Rise and Rise of eSports
The eSports market will also continue to offer opportunities to operators in 2021, having recently grown at an annual average rate of 8.5% between 2016 and 2019.
This sector also supported an impressive £111.5 million in terms of Gross Value Added (GVA) in 2019, while the market was also one of the few to thrive despite the coronavirus pandemic last year.
Make no mistake; eSports is already an incredibly popular market amongst players and fans alike, but last year saw it also experience a considerable spike in global viewership figures across all major platforms.
What’s more, it’s thought that the global games live-streaming audience will peak at 728.2 million by the end of this year, with this having grown by more than 10% in relation to 2020’s already impressive figures.
This is significant for the iGaming sector (especially in developed economies such as the UK), as a larger and more engaged eSports audience provides a captive market for established operators. The only obstacle that remains here is lack of awareness and understanding amongst mainstream bettors, but we’re likely to see this challenge overcome in 2021.
In fact, we should expect sports betting brands to utilise their large social platforms to educate punters about eSport wagering and the various markets on offer, while also promoting prominent events and providing access to live streams where possible.
The Increased Popularity of Live Streams
There’s no doubt that members of the Gen Z and Millennial demographics are more likely to wager on their smartphones, with this having also driven a rise in the demand for in-play betting.
Similarly, it has encouraged some operators to offer live streams of various events to their customers, with this feature having been widely available for years now.
However, 2021 will see bookies continue to tailor and improve their service, initially by increasing the number of live transmissions and covering more niche sporting events from across the globe.
What’s more, brands are improving the process of facilitating in-play betting through live streams, so that players can wager while they watch without having to transition from one screen to another.
In addition to enhancing (and modernizing) the typical sports viewing experience nationwide, this will also enable operators to optimize their earning potential and fully leverage the value of in-play betting.
Gaming Corps unveils industry veteran Adam Pentecost as new Director of Customer Success as it lays out its plans for growth in 2025.
Gaming Corps, a publicly listed game studio based in Sweden, is proud to announce the appointment of Adam Pentecost as their new Director of Customer Success. With over a decade of experience in the industry, Adam provides a proven track of helping established providers achieve growth.
Adam has been in the iGaming industry for 11 years, working in key roles for respected providers like 1X2 Network, iSoftbet, Play’n Go, IGT, and Hacksaw Gaming. In three jobs, he held Head of Commercial Account Management roles, managing a global workforce across the UK, Asia, Romania, Sweden, and Malta and reporting directly to C-suite level management and board members.
His time in the industry has seen him amass a wealth of experience in many key areas, including regulated and emerging markets, aggregation distribution, and crypto and streaming operations. He also had a deep knowledge of the constantly evolving North American landscape. These qualities will be valuable assets to Gaming Corps as they continue their global expansion strategy throughout 2025.
Adam will hit the ground running in his new role as he will be responsible for driving revenue and maximising the business performance across the board. During his first few months, he will analyse the status of key relationships, ensuring they are reaching their full potential while also formulating a strategy that will benefit the company’s rapidly growing ecosystem.
With market access and distribution at an all-time high and a dramatically expanded product roadmap emphasising innovation, Gaming Corps’ appointment of Adam Pentecost is perfectly timed to build on this momentum.
Adam Pentecost, Director of Customer Success, said: “I am excited to join Gaming Corps at such a pivotal time in their journey. It has some incredibly ambitious expansion plans, and I am eager to roll up my sleeves and help make them a reality.
“With over a decade’s worth of experience behind me, I am well aware of the challenges and opportunities that lie ahead. The team and I share a vision of what we can achieve, and I look forward to working alongside my new colleagues at Gaming Corps to help take the company to new heights.”
Alex Lorimer, Gaming Corps COO, said: “Adam’s extensive experience and proven track record make him the perfect match for Gaming Corps’ plans for 2025 and beyond. He is a respected figure within the industry, and he will be able to leverage his extensive network of contacts and industry expertise to help accelerate growth across the board. Adam is the latest piece in a collaborative jigsaw that continues to solidify our position as a leading game studio.”
The post Adam Pentecost Joins Gaming Corps as Director of Customer Success appeared first on European Gaming Industry News.
ADG
Arizona Boxing and Mixed Martial Arts Commissioner, Joe Pennington, Retiring After 24 Years of Service
After serving over 24 years as a Commissioner on the Arizona Boxing and Mixed Martial Arts (“MMA”) Commission, Joe Pennington presided over his final commission meeting on Wednesday, February 19, 2025. Pennington was appointed to the Arizona Boxing and MMA Commission in 2001 by Governor Jane Hull and served under the next four administrations of Janet Napolitano, Jan Brewer, Doug Ducey, and Katie Hobbs.
During his tenure, Commissioner Pennington played a key role in strengthening safety protocols for fighters and reinforcing Arizona’s position as a leader in combat sports regulation. He is most proud of the Commission’s commitment to combatant safety, exemplified by the adoption of the concussion protocol and testing, the passage of 581679, the Boxing/MMA Omnibus Bill, in 2024, and the adoption of rules for Boxing, MMA, Kickboxing, Muay Thai, and Tough Man competitions. Last fall, the Arizona Boxing & MMA Commission was recognized as “Commission of the Year” at the North American Boxing Federation Awards Banquet for its regulatory efforts.
“It has been a pleasure to work alongside Commissioner Pennington over the last few years,” said Danny Vella, Executive Director of ADG’s Boxing and MMA Division. “I am grateful for his nearly two and a half decades of dedicated service and commitment to enhancing combat sports regulation in Arizona. I wish Mr. Pennington the best in his retirement and look forward to the continued impact of his tremendous contributions.”
“On behalf of the Arizona Department of Gaming, I want to extend our deepest gratitude to Commissioner Joe Pennington for his unwavering dedication and service to the Boxing & Mixed Martial Arts community in Arizona,” said Director Jackie Johnson, ADG. “Through multiple administrations, his commitment to integrity, fairness, and the growth of combat sports has left a lasting impact on the industry and the state. We thank him for his years of leadership and public service.”
Serving in his final commission meeting, Commissioner Pennington was presented a commendation from Executive Director Vella on behalf of Governor Katie Hobbs, receiving well wishes from several attendees of the Arizona Boxing and MMA Commission meeting on Wednesday, February 19, 2025, The Department and its staff wish Mr. Pennington a joyous and adventurous retirement, and we are forever grateful for his 24 years of service to combat sports safety and regulation in Arizona.
The post Arizona Boxing and Mixed Martial Arts Commissioner, Joe Pennington, Retiring After 24 Years of Service appeared first on Gaming and Gambling Industry in the Americas.
Continent 8 Technologies, the leading provider of global managed hosting, connectivity, cloud and cybersecurity solutions to the iGaming and online sports betting industry, has launched its data center and managed and professional services in Missouri.
Following the approval of Missouri Amendment 2 on November 5, 2024, the Missouri Gaming Commission (MGC) is preparing the state for the launch of its regulated online sports betting market, scheduled for December 1, 2025. Continent 8’s first-to-market strategic approach provides Missouri online sports betting operators and suppliers with immediate access to Continent 8’s data center, along with a full suite of best-in-class services that facilitate the rapid deployment of secure, resilient, zero-compromise gaming platforms.
The US continues to be a strategic market for Continent 8, as it remains not only the fastest growing, but only end-to-end solutions provider for the gaming industry in the nation. Continent 8 possesses requisite regulatory licenses, certifications, approvals, and registrations across more than 30 states, including Michigan, New Jersey, Pennsylvania, and now Missouri. The most recent EGR Power US Rankings underscores Continent 8’s position as the premier service provider in the industry, servicing and supporting 95% of the listed operators.
Michael Tobin, CEO and Founder of Continent 8 Technologies, said: “The approval of Missouri Amendment 2 highlights the continuous growth of the regulated and highly competitive US online sports betting market. We are thrilled to already be engaged with numerous customers and actively preparing their environments for the soon-to-open market.
“Our approach, anchored in regulatory compliance, ensures that gaming operators and suppliers are equipped with market-ready solutions to swiftly establish state-compliant, secure and uncompromising infrastructures, while providing ample time to optimize their platforms well in advance of the state’s launch date.”
The post Continent 8 Technologies Launches its Data Center in Missouri appeared first on Gaming and Gambling Industry in the Americas.
Adam Pentecost Joins Gaming Corps as Director of Customer Success
Arizona Boxing and Mixed Martial Arts Commissioner, Joe Pennington, Retiring After 24 Years of Service
Continent 8 Technologies Launches its Data Center in Missouri
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