You work with several US brands, including Fanatics and Hard Rock. Considering how saturated that market is, what have you found is the key to standing out?
The first factor that helps us stand out is the focus on UI and UX. User journey and ease of use is extremely important, not just in the betting world but in other digital-facing industries too. Bettors don’t want a streamlined experience; they expect it; it is a necessity.
As a B2B gambling supplier, we prioritise delivering a platform via both web and apps that allow players to easily register, deposit, wager and withdraw winnings with ease. As we’ve recently seen in the Eilers & Krejcik Gaming app rankings, both Fanatics and Hard Rock have been ranked both second and third in multiple categories – up against the likes of DraftKings, FanDuel and bet365 – so we’re definitely onto a winner!
As more operators flood the US market, it’s also important that operators find new and innovative ways to drive player engagement and retention. One strategy that has grown in popularity has been offering unique promotions and bonuses, where regulations allow.
The US market has seen many smaller operators leave while tier-one operators hold the majority market share. How do you think the market will change next year?
It depends on the state and the local regulations. If you look at states where the regulator has issued multiple licences – for example, Colorado, Iowa, Indiana, Illinois, Tennessee – I think you’re going to see the big-name operators continue to dominate the market.
But in states such as Arkansas, which is unique in the fact that there are only three licence holders, the landscape is very different. Each of the licensed operators are homegrown, local brands. Things are different in that you don’t have any of the ‘big five’ operators there. Our partner, BetSaracen, which is owned by the Quapaw Nation, is doing great things in Arkansas.
There are also plenty more developments taking place in the tribal space. States such as Oklahoma and California – who are yet to regulate commercial gambling – both have a heavy tribal presence. If they decide to introduce gambling regulations, it’s hard not to envision the likes of FanDuel and DraftKings dominating the space.
Going back to iGaming in the US, do you think more states will be pushed to regulate the vertical?
Aside from Rhode Island, it’s been nearly three years since a state legalised iGaming, so I think we’re well overdue a new addition to the roster. There’s certainly been a lot of talk around introducing iGaming to states which have already legalised online sports betting – it’s now just a case of who will be the first to make the jump.
Over the next 12 months or so, I think we’ll start to see at least one state legalise online casino. But, who do I think that is? Unfortunately, I don’t have a crystal ball to share that information!
Onto 2025 – Brazil will become a major player in the regulated market. What opportunities do you think this market will afford you? Are you eyeing anywhere else in LatAm?
Brazil has been a hugely popular topic of conversation – and with the regulated market launching in January, it’s easy to see why. Amelco will certainly be looking at opportunities to expand into Brazil, although we are going to wait for the market to settle first, just as we did in the US in 2018 when PASPA was overturned.
At this point, regulations are still being finalised and I think competition is going to be intense within the first few months. We want to see how the market operates first and understand how we can deliver the best possible products for operators here. This involves getting to grips with local regulations, player preferences, technological demands etc. We don’t want to rush into this market – we would rather take our time but do it right.
As for the wider LatAm market, we’re also keeping a close eye on Chile, Peru and other territories that have introduced regulated frameworks. At the moment, we’re just observing and will take stock again in a few months’ time. Looking at the wider world, we are live in the UK, US, Canada, South Africa – and we certainly plan to expand our footprint further across Europe and Africa. But for now, we will continue to build upon and nurture our existing partnerships and continue to deliver the best possible experiences that we can for our operators.
