Warren Murphy discusses Sporting Solutions in coversation with James McKeown, editor of iGaming Business Magazine…
IGB: Finishing on wider industry matters – what key aspects are driving growth in the iGaming sector?
WM: I have long proposed that sports betting will follow a very similar path to the financial markets and the companies within it. Our industry is however some way behind at the moment. There is some structural realignment to come where companies look for scale, focus on their strengths and seek efficiencies in commoditised services, and there are plenty of these in bookmaking.
Our Sporting Solutions in-play wholesale pricing service is flying at the moment because we can provide specialised trading and pricing skills which allow bookmakers to enhance their product, and reduce their cost base. This in turn allows partners to divert focus and investment to areas such as brand development and customer management.
For many years, financial companies have bought in commodity services – such as price feeds – to efficiently drive their businesses forward. There are signs that this is increasingly happening in sports betting, and when it takes hold we will see bookmakers being ‘freed up’ and have greater capacity for innovation, brand and business development. This will in turn drive growth at a faster rate.