The World Cup is held every four years and this edition of the most famous football tournament on the planet is unique given the venue and the fact it sits right in the middle of the domestic season.
With that in mind, how does this affect user engagement and betting patterns over the course of this prestigious competition? We spoke to BETEGY CEO, Alex Kornilov who gives his insights into how successful engagement with players could be.
With football already Europe’s most popular sport, what new ways of user engagement have you put together for the World Cup?
This football season brought many ways to explore user engagement into the industry. The World Cup in Qatar is the real test to show the best approaches to customers’ experience. At BETEGY, we knew that online betting would thrive during the tournament, and we have managed to deliver creative visuals with live data from all the matches, which can be used in various formats and presented on different platforms.
The World Cup is being hosted right in the middle of the domestic football season across Europe. Does this make the World Cup more or less popular from a betting perspective?
The World Cup has always been one of the most significant events in the betting industry – and I see no reason for this iteration to be less popular than before. In addition, the tournament duration has been decreased to 28 days, meaning more matches squeezed into a shorter space of time. This is definitely going to help keep the audience’s excitement and engagement at their highest.
The only competitor for the attention of sports punters will be the upcoming holiday hustle when people will be getting all set for the festive season. However, I don’t see that as a big risk. With football fans watching the biggest football event of the year from the comfort of their own homes, it’s an excellent opportunity to attract a new audience to the betting market.
A Middle Eastern country is hosting the World Cup for the first time. How is this unique environment playing to BETEGY’s strengths, given the majority of fans are watching from home?
With more fans watching football from home, keeping them entertained with the most high-quality offering and products is very important. Players in the industry will compete for the fans’ attention and will do their best to build a scalable relationship with them beyond the World Cup. Live scores, statistics, and betting prices in various markets must be delivered to the users’ screens with no delay and with the best look and feel. This is one of the aspects BETEGY is the best at – and we have thoroughly prepared to help our clients solve the pain points related to it.
With Europe not due to host another World Cup until 2030 at the earliest, is it a positive for technology and engagement that the tournament is being held in nations where football popularity is on the rise?
The next World Cup will take place in 16 different cities across North America. This tournament is probably the most important in the context of how “soccer” has been promoted in the United States recently. On one side, the USSF and the MLS clubs have been working a lot to promote soccer locally by bringing top-class players into the league. On the other hand, the US has rarely stuck to the traditional European perception of sport and football in particular. Sport in the US serves its goal – to entertain the audience. Strategists at NBA or NFL would do almost anything to keep fans engaged and ensure all the remote viewers are enjoying the show.
Also, this new, next-gen audience is highly discerning – which pushes the market to deliver innovative solutions and ideas to engage, excite and entertain. For sports tech and entertainment companies, it’s a huge opportunity and a challenge at the same time to find a key to the hearts and minds of potential new football fans. Some best practices for the US market are already known, so bringing football to new horizons is a certain path to making this game even more beautiful.
How can companies capture this new wave of interest?
US sports fans are already used to high standards of the content delivered to them. Everyone who wants to surf this wave of delight should definitely focus on innovation and quality. I’ve noticed that people love to know what’s happening on the pitch and, at the same time, are always willing to guess what’s going to happen next. The rise of technology helps to understand the game better, it gives birth to new betting markets, but it also helps companies enhance the users’ involvement in the game.
With the US online betting market opening, many players from the industry are seeking an opportunity to test their best offering on new audiences. Since soccer is undoubtedly on the rise, a chance to attract American bettors became a significant pull factor for most industry members – and we’re very excited with what we’re doing at BETEGY.
It has been 20 years since a non-European country won the World Cup. Do you think a European nation will win this prestigious tournament this year given the first round of results?
The first round has shown that football has advanced at all levels, especially geographically. For example, some national teams from Asia have had tremendous results against supposedly much stronger rivals from South America and Europe. And it’s not only about the result – those teams’ performance and style of play are a delight to watch. At this stage, almost any underdog has the chance to proceed to the knockout stages and refute the odds.
In my opinion, some Latin American national teams have a high chance of winning the World Cup. Still, they’ll need to deliver their best performance against the highly-experienced European contenders. It will be fascinating to watch it all happening. And may the best team win!