April 29, 2019
Technology Solutions and Market Access Dominate Discussions at Betting on Sports America

The Innovation Group (TIG) was excited to play an integral role in Sports Betting Community's inaugural Betting on Sports America (BOSA) last week in New Jersey. Our team participated as sponsors, speakers, and attendees - here's what we saw and learned exploring the new event from every angle:

Technology at the Forefront
This was the most tech-heavy conference we've attended this year. Suppliers from across the globe - Europe was very well-represented - shared a variety of solutions ranging from sportsbook platforms, bar-top tablets, and kiosks to machine learning products assisting with affiliate marketing and content generation for media companies (more on this below).

Customer Acquisition and AI
Marketing discussions focused on educating operators about sports betting personas, personalizing the sports betting user experience, and the impact of artificial intelligence on the industry. New entrants learned valuable lessons around customer segmentation for developing their marketing and product strategies, and discussions surrounding personalization provided valuable examples from businesses outside of the industry. The examination of automation built within many platforms and/or with partners such as affiliate networks showcased the growing importance of artificial intelligence and machine learning to the industry's future development. See Brian Wyman's piece here for more on machine learning's growing presence in gaming.

What's Up with the Wire Act?
The U.S. Department of Justice's (DOJ) recent broadening of the Wire Act interpretation had the industry reeling, but we are seeing momentum on the partnership side again. Though oral arguments in the New Hampshire Lottery Commission's (NHLC) case against the DOJ in District Court appeared to go favorably, a lot of uncertainty about how this will be settled remains. Even if NHLC wins here, the judge has predicted that the case will end up before the U.S. Supreme Court. Stakeholders at BOSA broadly agreed it will be some time before this is resolved.

All Eyes on New Jersey
Aptly, BOSA was held in New Jersey, which is fast becoming the model for online sports betting. Conference participants (including at least one of our own) downloaded and made wagers on various apps, getting a first-hand look at the user experience, payment processing, and geofencing with many attendees staying in Manhattan. Additionally, operators presented data on betting behaviors to date in the state. Notably, Kambi reported in-play percentages in New Jersey that compared to Europe, making the point that in-play is a huge part of the sports betting market.

New Market Access
Emerging markets were among the hottest topics at the BOSA conference. With sports betting possible in the short-term in many states - Colorado, Montana, New Hampshire, Indiana, Iowa, Oregon, New York, Illinois, and Tennessee among others - suppliers are working overtime to develop partnerships and secure market access. Brian Wyman's session on the tribal viewpoint further highlighted the partnership landscape, where both suppliers and operators are navigating uncharted territory in order to best position themselves when the sports betting opportunity arrives. Experts on the panel examined the lessons being learned as states and tribes push forward in places like California, Oklahoma, and Arizona. See Brian's Q&A with SportsHandle for more on the tribal opportunity or watch our recent Emerging Leaders of Gaming webinar examining partnerships and market access.
For more information, please contact:

Michael Soll
The Innovation Group
email   Follow us on Twitter
Brian Wyman, Ph.D.
Senior Vice President,
Operations & Data Analytics
The Innovation Group
email   Follow us on Twitter


Follow us on Twitter   View our profile on LinkedIn   Like us on Facebook

Copyright 2019. All rights reserved.