etradar is a brand of Sportradar, and was one of the exhibitors at FADJA 2019, the American Gaming Trade Show that was held in Bogotá, Colombia. Lorenzo Caci, Director Business Development and Strategic Partnerships at Sportradar AG, told Yogonet that they had a number of people visit them at their stand, "which is always pleasant to see."
"As an emerging market with plenty of opportunities, it is always a great chance for us to meet with clients in, and interested in, the region to share our knowledge of the market. It definitely met our expectations in terms of networking and meeting with various clients to discuss their current services and see where we can continue to assist further in the region. And that’s one of our core focuses," he added.
What feedback did you receive from each of your segments, and which ones drew the most interest?
We had representatives there who look after the various segments within our 360-degree betting portfolio, which includes Betting Services, Gaming Solutions, Live streaming and Betting Stimulation. A lot of our conversations steered towards our all-in-one solution, Managed Trading Services (MTS), which is receiving increased take-up in LatAm. The reason is that it is our most flexible solution, that can support a range of operators. Whether it be developing a sportsbook from scratch, managing risk, or finding solutions to gain more margin as an established company, MTS is a perfect solution for operators in an emerging market like LatAm.
Which new demands did you identify from operators and players, and how do you approach them?
Bookmakers in emerging markets want and need to know the best way to gain traction within the region. And this is about taking the knowledge of what works on a more global scale, in more established markets, and applying it at a local level. This means knowing what the favourite sports are in each region, what kind of betting is used, for example, retail betting is currently more popular in LatAm, and the technology available, etc. This way you can utilize and fashion products and services that are more likely to engage and suit punters in LatAm. This is the expertise we have, so our approach was to share this to ultimately achieve our goal of helping our clients succeed.
Could you take part in FADJA’s academic activities? What learnings could you acquire? How could your expertise be applied and leveraged in jurisdictions like Colombia or emerging online markets like Brazil and Argentina?
Yes, and it was interesting to see a number of conversations taking place about the current status of LatAm and how the emerging market will continue to take shape. Similar to its neighbors to the north, a newly legislated betting market presents plenty of opportunities, as well as various different scenarios and risks. What is important is that all parties, including the bookmakers, data providers, sports and legislators work together to develop the most suitable legislation for each country. And again, this comes down to knowing what works locally. With almost two decades in the sports betting and data industry, we work with legislators too, as we are in the US at the moment, to apply our expertise in this area. Our Integrity Services can also assist in this space.
What did FADJA mean for you as a company this year in particular, with iGaming and sports betting still growing in the region? What are the areas you feel you could strengthen and obtain greater competitiveness there?
It’s a really crucial time for LatAm at the moment, again because of the US situation, which is having a knock-on effect in the region in terms of more countries looking to enact betting legislation. Our new ad:s marketing solution is another great way for clients to gain traction. ad:s has been designed to help operators identify and target customers in a way that guarantees results and reduces waste on marketing spend. Like our entire betting offering, ad:s is underpinned by our comprehensive sports coverage and the fastest and most reliable data in the industry. Combined with our Integrity Services, which works with sports to combat betting-related match-fixing, we have all the tools required to help those who want to maximize their commercial success whilst managing the risks.
Could you give us some insights into your strategies, partnerships and projects for the short term? What’s Betradar’s upcoming agenda, including other markets?
Right now we continue to maintain our focus on our clients. This is why we enjoy attending events like FADJA Colombia as it provides us with the chance to meet them face-to-face and understand their needs and use this to continue to develop our products and services. Our entire 360-degree betting solution has been created and updated on and ongoing basis, with them in mind. LatAm, the US, and other potential and emerging markets, like Asia and South Africa, are also within our sights. Again, we really want to expand the knowledge and uptake of our MTS solution and ad:s, which was launched at the start of this year, as these provide the most comprehensive solutions to help clients attain their goals. Other than that, it’s about continuing to expand our sports coverage and maintaining our quality approach to what we do best - sports data and betting solutions.