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BetMarkets Presentation
 

BetMarkets Presentation

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Here is a document I presented to suggest a few guidelines to set up the BetMarkets 2011 agenda.

Here is a document I presented to suggest a few guidelines to set up the BetMarkets 2011 agenda.

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    BetMarkets Presentation BetMarkets Presentation Presentation Transcript

    • BetMarkets 2011 Agenda: Brainstorming Session Quentin Toulemonde OSBI Consulting February 2011
    • Agenda for this presentation
      • What is BetMarkets?
      • Our analytical approach regarding this challenge
      • Next steps
    • BetMarkets is one of the top sports betting conferences in Europe
      • Now in its 5th year, BetMarkets is aimed at gathering professionals and experts from the sports betting industry throughout Europe.
      • BetMarkets can be considered as a “think-tank” as well as a networking hub .
        • Sessions allow participants to exchange best practices and to learn from specialists in various fields (operations, legal, marketing, etc.).
        • Special networking moments are spread throughout both days.
      • The 2011 BetMarkets Conference will be held on the 8th and 9th of June 2011 in Vienna , Austria.
      • In 2009, BetMarkets Conference featured:
        • 25 sessions.
        • More than 35 experts, including 13 CEOs.
        • More than 250 delegates.
        • More than 10 hours dedicated to networking.
    • Agenda for this presentation
      • What is BetMarkets?
      • Our analytical approach regarding this challenge
      • Next steps
    • A common goal unifies all participants: increase their company’s profits
      • As previously stated, all participants come from the sports betting industry and thus have high stakes involved in the overall market.
      • Two levers can drive a sports betting company’s profits up.
        • Increase turnover .
        • Reduce costs .
      • Our analytical approach breaks down both categories to precisely identify potential drivers for growth .
        • Those levers are then transformed into collaborative, turnkey discussions.
        • For practical purposes, all issues can be interactively tackled either as a roundtable or as a more formal (although still communicating) session.
      • However, sports betting should remain in line with a broader legal and ethical framework , which may feature topics such as:
        • Integrity in sports betting.
        • Financially sustainable development of sports and sports federations.
        • Fight against pathological gambling.
      • Such concerns can either be inserted within the overall agenda or be tackled separately .
        • In one hand, they can be integrated in a transverse manner, by properly offering a counterweight to more business-related issues.
        • On the other hand, half a day (or more) can be dedicated to these “surrounding” topics.
    • Five identified levers can be increased to enable further growth in turnover Increase in Turnover Turnover per bet # of bets per hour # of hours per player Penetration rate Targeted population Lever description Potential topics
      • Encourage punters to stake a growing amount per bet.
      • Financial spread betting.
      • Betting exchange.
      • Increase the number of (winning or losing) interactions the punter has with the bookie, e.g. on an hourly basis.
      • Live-betting.
      • Number of offers on a single event.
      • Boost the time spent by the average customer on a given website.
      • May be turn dormant players into active ones.
      • Customer experience.
      • Product availability (24/7 target).
      • Raise the number of customers in a predefined geographical area.
      • New products (fantasy sports, social betting, etc.)).
      • Mobile betting.
      • Adaptation to cultural features.
      • Target a wider 18+ population.
      • Expand worldwide presence.
      • New-born and potential markets (Greece, Denmark, USA, South Africa).
      • Cross-border partnerships.
      • EU legislation development.
      Factor = x x x x
    • On the other hand, four actionable levers may drive bookies’ costs down Reduction in Costs Acquisition costs per client # of clients Federations-linked costs “ Missed” synergies Lever description Potential topics
      • Attract and retain players at the lowest cost.
      • Marketing enhancement.
      • Targeted sponsoring improvement.
      • Increase the number of clients to spread fixed costs (e.g. acquisition costs).
      • Viral communication (e.g. word of mouth).
      • Web 2.0 opportunities.
      • Affiliates management.
      • Diminish the underlying cost to acquire the right to offer bets on an event (e.g. the French “droit au pari”).
      • French “droit au pari”.
      • Relationship improvement with federations (create a “win-win” situation).
      • Spread out fixed costs and increase product efficiency.
      • Capture economies of scale and scope.
      • Consolidation in the sports betting sector.
      • Recent M&A moves (e.g. Ladbrokes).
      • Product cross-selling.
      • Online/offline synergies.
      Factor = x + +
    • As a conclusion, several arguable topics already emerge from this analysis (1/2)
      • Existing product offer.
        • Champion financial spread betting and exchange betting as ways to generate bigger bets.
        • Benefit from live betting as a “high-frequency” product.
        • Gather feedback from customers to enrich the offer and to stretch playing phases.
        • Develop mobile offer to get as close as possible to the customer.
        • Increase product availability to (ideally) allow customers to bet on a 24/7 basis.
      • Product portfolio.
        • Assess the uplifting potential coming from new products, such as fantasy sports, social betting and skill games.
        • Develop product cross-selling to boost revenues in a given perimeter.
      • Strategy / Corporate.
        • Evaluate new or rising markets depth (Greece, Denmark, USA, Germany, etc.) and forecast future developments.
        • Promote cross-border partnerships as way to penetrate new markets.
        • Acquire best practices in affiliates and sports federations management.
        • Highlight the underlying rationale behind the current Mergers & Acquisition / Consolidation trend.
        • Consider potential for synergies coming from online and offline product mix.
    • As a conclusion, several arguable topics already emerge from this analysis (2/2)
      • Marketing.
        • Mix traditional marketing with sponsorship to reduce acquisition costs.
        • Learn new marketing methods in a Web 2.0 environment, i.e. through the use of social networks, word of the mouth.
      • Legal.
        • Evaluate the situation regarding EU legislation.
        • Highlight the French “droit au pari” as a controversial subject.
      • Operations.
        • Offer more accurate, more numerous odds on a given event.
      • Ethics and culture.
        • Get a better understanding of a country’s punters’ features to further penetrate each geographical market.
        • Promote integrity in sports betting.
        • Ensure a financially sustainable development of sports and sports federations.
        • Improve fight against pathological gambling efficiency.
    • Agenda for this presentation
      • What is BetMarkets?
      • Our analytical approach regarding this challenge
      • Next steps
    • Next steps
      • Finalize the list of tackled topics and suggest a proper classification.
      • Organize the various items in a logical and didactic way.
        • In particular, should we deal with all the “transversal” subjects at once? Or should we spread them throughout the Conference?
        • Should we split the Conference in two streams (online and offline), as in 2008?
      • Identify key speakers and stakeholders.
        • Who should we precisely target to attend this Conference ?
          • Insiders.
          • Outsiders.
        • Who is the most insightful speaker on a given topic?
          • Top management: CEOs, CFOs, etc.
          • Someone more involved in the operating process.
          • An outsider (e.g. a player, a consultant, a researcher).
    • Contacts
      • BetMarkets 2011 website (info, booking) : http://www.bet-markets.com/
      • OSBI Consulting: Quentin Toulemonde, Consultant
        • E-mail: [email_address]
        • Cell phone: 00 33 (0) 6 24 34 34 44
        • LinkedIn: http://fr.linkedin.com/in/quentintoulemonde
        • Blog: http://osportsbetting.wordpress.com/
      • Clarion Events: Chris Clarke, Event Director, Clarion Gaming
        • E-mail: [email_address]
        • Work phone: 00 44 (0) 207 370 8594
        • LinkedIn: http://uk.linkedin.com/in/chrismitchclarke
        • Corporate website: http://www.clarionevents.com/