Smaller is sometimes better when trying to connect with sports fans for in-play betting, Andrew Patterson, the head of operations at Metric Gaming, told attendees at ICE Totally Gaming today (Wednesday).
Patterson, who was speaking on a Betmarkets panel, said that his company actually opts to scale back its mobile offering of in-play betting on mobile devices. Such an approach is at odds with other operators who attempt to offer as many markets on mobile as they do on desktop platforms, as highlighted by fellow panellist Seth Young, the chief operating officer of Star Fantasy Leagues.
“You have to be careful that when you develop a mobile product you don’t compromise the user experience,” Young said. “Our mobile product is packed with same features that it has on the desktop. I think it’s an issue that is very important to consider.” However, Patterson responded by highlighting his company’s contrasting strategy. “Our approach is different – namely to limit the options of in-play markets on mobile,” he said.
“We believe that it is not ideal to have to scroll through approximately 150 in-play markets when a user is on a mobile device. “So instead we offer what we believe are the most compelling markets in terms of what happens next. We offer markets like next goal, for example. “However, it is worth adding that the strategies are really different from operator to operator as the markets can vary.”
In terms of innovation through in-play betting, Patterson said that Metric Gaming is exploring “dynamic markets based on stars – such as who will score more fantasy points in this game: Cristiano Ronaldo versus Lionel Messi?” He added: “None of the live markets really focus on the stars at the moment, so we see it as an opportunity.” Fellow panel member Jacob List, the founder of LevBet, added: “We are seeing some products like ‘cash-out in-play’ emerging with major operators, so the markets are getting more sophisticated.
“Mobile is a huge opportunity to increase betting frequency, and that is for people at the game or watching the game, or indeed casual punters.” Young added that the lack of widespread sports betting in the US had led to the proliferation of fantasy sports in the country, and added: “Fantasy sports are really coming to Europe, whether you like it or not.”