A changing business.
Back in the beginning of sports betting, the most foundational element of the bookmaker business was the punters' trust ("a safe place to book my bets”).
Technology started to mimic the processes of the original bookmaker business, increasing the utility but failing to capture the real entertainment of sports.
Trust moves from a physical location to a technological platform that supports the rising demand for immediate responses and decisions any time and anywhere.
New technology creates a channel not only for a betting product, but for an experience that services an open, democratic and flexible communication platform.
The level of engagement achieved by sports provides great opportunities that go beyond the well-known offer of sports betting.
Adding other sources of interaction and entertainment into the equation creates new opportunities, even for businesses not priorly associated with sports betting.