Sports Betting in a New Era: Max Meltzer

October 2020 interview

Max Meltzer, CCO
Kambi

kambi.com

The period towards the end of Q1 and the beginning of Q2 of course presented challenges with the absence of a number of major sports, but one of the advantages of being a global sports betting provider is that we have always maintained a strong offering in events from all over the world.

The suspension to the calendars of major competitions undoubtedly gave more niche events like table tennis and darts their turn in the limelight, and throughout this period we have worked closely with our partners, ensuring they were always fully abreast of our offering across these sports and enabling them to maximize their sportsbooks.

In terms of additional strengths beyond the proven core product Kambi offers our on-property partners during the pandemic, our Bring Your Own Device Technology (BYOD) has played an important role in a scenario where the importance of social distancing is set to remain for some time.

The technology enables bettors to view lines and construct bets anywhere, generating a QR code that can be scanned at the counter or Kambi kiosk, placing their wagers without coming into contact with any surfaces.

Some of our partners are seeing up to 40% of on-property bets being placed using the technology, underlining its ability to protect betting volumes while allowing sports wagering to be conducted in a safe manner that keeps physical touchpoints to a minimum.

Kambi is the trusted sports betting partner to tribal gaming operations, having directly partnered with a number of operators including Seneca Gaming Corporation, Four Winds Casinos and Mohegan Sun. We also work with a fast-growing number of tribes through our existing B2C partners. For example, Kambi supplies its technology to the Gun Lake Tribe of Michigan through our partnership with Parx Casino, while our partner Rush Street Interactive works with the Little River Band of Ottawa Indians to offer sports betting at Little River Casino.

An engaging on-property sportsbook, with a well-managed blend of over the counter and kiosk services can help to draw in a younger clientele and future-proof growth by promoting higher levels of engagement not just in sports betting, but across gaming and hospitality as well. For example, at our partner Penn National Gaming’s Hollywood Casino Lawrenceburg, revenues from table games have risen since the introduction of sports betting.

I frequently have conversations with tribal councils and their executives, and it is understandable that introducing a new product vertical is not a light undertaking. However, it is important not to view sports betting in isolation, and it does not take long to illustrate that it is also a conduit for driving revenues across the entire casino ecosystem, attracting new customers with provably higher long-term value.

Furthermore, the global pandemic is leading many tribes and legislators to seek options for diversifying risk around land-based reliance and to develop online revenue opportunities, driven by their databases. A casino’s players will naturally find their way to mobile and online sports wagering as regulation allows, and developing a mobile and online sports offer consistent with the tribe’s established brand, in partnership with a proven B2B supplier, is the best way to beat the competition to the punch and develop even greater brand loyalty.