The digital age has driven positive changes across sports, from more accessible ticketing to improved athlete health and wellbeing. Fan engagement has also drastically shifted, with an increase in short-form content and influencer-driven strategies.
However, with change comes new challenges. Gambling companies are among the sports stakeholders battling shorter attention spans and other modern consumer preferences.
Insider Sport sat down with Owen Ordway, Head of Sports at online gambling operator Rooster, to explain how betting operators are adapting to these new behaviours and creating initiatives to keep bettors engaged.
Insider Sport: With fan attention increasingly focused on platforms like TikTok and YouTube, how has the landscape for live betting engagement evolved in recent years?
Owen Ordway: We are seeing a shift from the traditional live betting towards fast, immersive experiences. Fans now engage through short-form content, and betting needs to mirror that, hence the increase in demand for micro markets where outcomes are settled within seconds. We also see a shift towards player-based markets and live bet builders, which could be attributed to athletes’ exposure on social media.
IS: Given the decline in attention spans, what strategies can sports betting operators utilise to keep these bettors engaged during live events?
OO: Changes in consumer habits and their preferences mean there is a surge in demand for engaging betting experiences. We, as operators, need to integrate the principles found in mainstream digital entertainment products. Bettors have a psychological desire for instant gratification, and this can be achieved through instant markets that keep fans hooked throughout the match. It doesn’t stop there, however; we need to make it personal and tailor our offerings to individual bettor preferences.
IS: Influencers are gaining significant traction in the sports media landscape. How can betting companies capitalise on this trend to drive engagement and brand loyalty, while also ensuring promotion of safer and responsible gaming?
OO: The key is to show up in places where your audience is, and if a young audience is your demographic, then influencers can drive loyalty and engagement towards your brand. It’s important, however, to collaborate with creators who align with your brand values and deliver that responsible gaming message in their content.
IS: How can sports betting operators balance implementing new trends while still catering to more traditional bettors or older demographics?
OO: Personalisation ensures each of your players sees what’s most relevant to them without the need to alienate any users for the sake of innovation. Whilst the traditional bettors will still search for depth in the offering, the younger demographic requires a simplified experience. Meet your players where they are and at their entertainment level; it’s all about delivery.
IS: How important is it for betting operators to embrace data-driven personalisation tools as fan preferences shift, and what role does technology play in shaping this experience?
OO: Fan expectations have shifted to favour personalised bite-size content, so personalisation has become essential for operators, and as preferences diversify, data-driven tools allow us to tailor the betting journey. Today’s tech enables us to do this at scale, and with AI and real-time analytics, we can make each interaction feel one-to-one. There is still, however, so much that we can do!
IS: How can the limits be stretched when it comes to in-play betting data through the use of AI and how can the technology rapidly accelerate the data process?
OO: We have already seen impressive advancements in in-play betting through AI with models processing live data and pushing new odds in a matter of seconds. Technology enables also to push the relevant markets at the right time, yielding more engaging in-play experiences.
IS: With sports fans now consuming content in more ways than ever before, how should betting companies integrate their offerings across different platforms?
OO: The younger demographic is increasingly consuming their sports content from social media, so an omnichannel presence becomes key. Creating bite-sized and social content will make sure you reach this audience and be part of the conversation. The product, however, needs to be in line with this strategy; clean mobile-first UX/UI, simplified and hyper-personalised experience etc.
IS: What key insights do you think attendees will take away from your panel, and what key themes should be discussed more openly while attending SBC Summit Malta?
OO: The key takeaway is that in-play betting is evolving and the shift in player behaviour demands us as an industry to rethink how we present the live betting experience. The panel will give insights into the different ways we can meet the ever-evolving player demands and how technology should help us to bridge the gap between innovation and user experience.
Secure your spot at SBC Summit Malta with our discounted ‘Group Pass’. For groups of three or more, you can gain access to three days of networking, exhibition, and conference content for the price of €400 (a discount of €200 off a standard ticket).
Additionally, you can purchase our ‘Expo+ Pass’ for €150. This pass grants you access to the conference and exhibition only.
Operators and affiliates can apply for complimentary passes.
