The Opportunity

Wagering, more so than most industries, has been impacted by digital disruption. While it may seem that wagering is something of an early embracer of the digital revolution, a comparison with analogous B2C industries demonstrates some gaping holes.

THE SIGNIFICANT GAP

Whilst wagering companies have changed the channel by which consumers transact, they have merely transitioned existing wagering products onto new digital platforms. The relationship between the company and their customers has lagged behind and hasn’t transformed in the same way.

THE IMPLICATIONS FOR OPERATORS

The implications of this are significant – operators can and should be able to create differentiated customer experiences. In a market where operators provide a highly commoditised, homogeneous product – price and promotions have been the basis of competition.

To understand innovation in a digitally disrupted market, we’ve studied the underlying behavioural changes that have been created within consumers.

RE-ASSESSING CUSTOMER CHOICE IN WAGERING

In order to understand the lack of choice, the first question to answer is what choices are we talking about? As it stands, consumers are able choose their operator, stake, product and channel. What’s left?

These current choices are driven by the binary nature of betting.

NEW CONSUMER BEHAVIOURS

The focus is on the last two – wagering is still rigid in its binary ‘bet placed, bet resolved’ nature. Additionally, customers are constrained in their ability to design or interact with the underlying product or its provider.

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