Interviews
Super Bowl – how have providers approached the 2024 edition?
Super Bowl LVIII is upon us and will undoubtedly be one of the biggest betting events of the year. Operators and their third party vendors are sure to have been busy preparing for the Big Game, so we caught up with Callum Broxton, Head of Operations at Checkd Group, Kevin Nunn, Head of Trading â Americas at OpenBet and Mark Nerenberg, COO at Simplebet, to find out how theyâve approached the 2024 edition.
How does the Super Bowl differ from other US sports betting events?
Callum Broxton: There is no event quite like the Super Bowl in the US. Over half of the country will be tuned in to watch the game. Every other sporting fixture pales in comparison and not only does betting on the game attract great interest, but it is the only event in the US where novelty props can catch attention from bettors.
Only during the Super Bowl will fans be betting on whether the national anthem will go over or under a certain length, or on what song Usher will be performing first during his half-time performance. The 49ers are favorites with the spread currently sat at -1.5. The Super Bowl is such a unique event compared to any other due to the intersection it causes between the dedicated and casual sporting fan, many of whom will be placing a bet for the first time.
Kevin Nunn: The Super Bowl is the single largest and most wagered-on betting event in the United States. It combines the pinnacle matchup of the most popular sport with a plethora of side bets that keep fans of all interests engaged. It is not just a football game – it is a massive entertainment event.
This year, weâre elevating our content with 500+ markets, which appeal to existing bettors and those who simply want to enjoy the fun of Super Bowl wagering with limited knowledge of the game.
Compared to other US sports betting events, the Super Bowl means planning year-round to ensure we can guarantee a robust, scalable product that withstands the huge increase in load. Last year, we processed 65,000 bets per second, marking 145% growth in volumes.
Mark Nerenberg: The Super Bowl is far and away the biggest betting event of the year in the U.S. It is an American tradition to go to a Super Bowl party and most likely gamble on squares or prop sheets, so while betting volume is substantial, the larger opportunity is user acquisition and activation.
The Super Bowl presents a chance to attract and engage a large portion of the U.S. population that otherwise is more difficult to reach. Sportsbooks not only look to maximize exposure leading up to the Super Bowl, they also want to maximize the value of these new users by converting them to engage more often.
Similar to the Sportsbooks as a whole, the Super Bowl is a chance for Simplebet to expose a wider audience to micro betting.
Have betting trends evolved from last yearâs event and over the course of the regular season? What are the most popular bet types right now?
KN: Betting trends have evolved over the years. In the past, bets were overwhelmingly on the main outcomes of the game, but we have seen a marked increase on player-based markets. Super Bowl will be no exception to this trend.
The main game lines for the outcome of the game are still the most popular, but there is a large uptick in betting on touchdowns, scorers and other player statistical categories, such as how many passing yards.
MN: I think we are still in the early stages here with new states opening up each year, so the trends that are somewhat unique to the U.S. have continued to accelerate. Specifically, Same Game Parlays (SGPs) continue to be the primary focus for operators and thus continue to grow faster than any other form of sports betting.
The majority of SGPs include player props as predicting and following individual athlete performance has been a significant aspect of sports consumption in the U.S. for decades. Unsurprisingly, player prop micro markets have seen the most growth in the micro betting category over the past year.
CB: One trend we will be keying in on during this year’s game is the advancement of in-play betting. While in-play betting has been a staple during the Super Bowl for the past decade, with improved technology and more available betting markets, this is an area that will see great growth this year.
Those bets might be focused on a team that is down making a comeback to win, whether an exact drive for a team will result in a touchdown, or even if a player will catch a pass on a certain drive. We have also seen the rapid growth of same-game parlays and this is a trend that will continue for this yearâs game for casual bettors. Despite the margin being weighted more favorably towards the operator, these bets add an extra incentive to watch for the neutral and often younger bettor, who sees an opportunity to win big from a small stake as being particularly attractive.
What markets are you providing for your own operator partners to help differentiate their offering?
MN: In addition to the micro player props mentioned earlier, âSame Drive Parlaysâ are a unique offering where we see big potential. This combines the SGP experience with micro timeframes, allowing users to predict multiple outcomes in a singular drive. For example, âPurdy will get sacked, Kittle will catch a pass and McCaffrey will score a Touchdownâ is a bet that fans can make for any 49ers drive this Super Bowl.
CB: Our SmartPicks technology, found on both the FlashPicks website and app, provides bettors with a reason to place a bet at a partner site. Itâs based on the highly successful Smart Acca product we have both rolled out within our own Betting Hub app and licensed to operators in the UK. SmartPicks uses historical statistics and betting data to indicate which teams have been performing well – or poorly – allowing users to make more informed betting decisions across moneyline, spread and total markets.
It is a product that has developed quickly since launch and we have big plans to increase its scope in the coming months and years, providing further value for operators by engaging with a demographic of bettor that understands sport while not necessarily being familiar with online betting. Smart Picks makes the process of betting simple, empowering the end user to use their own judgment. The benefit to the operator is clear, too. 11,000 SmartPicks searches were made during December with users then able to click out directly to their favorite sportsbook, with the margin on these bets compounded with every additional leg a customer includes in their selection.
KN: We provide our operators with as much content as possible to appease a bettor of any interest. Whether they demand a bet that has instant gratification, player-based bets, novelties, or game outcome bets, we will make them available. One element that differentiates the Super Bowl from other events is that we will also offer large odds on outcomes that are difficult to achieve. This way, if history is made in the game, bettors have a chance to claim they bet on that certain historic moment and won, providing even more satisfaction.
Interviews
Interview with Booming Games: A Sweepstakes Casino Powerhouse Poised for Big Wins in 2025!
In the ever-evolving world of sweepstake casinos, Booming Games is making waves. With visually stunning slots, a wide range of games, and a strategic focus on sweepstakes, they’re quickly becoming the go-to supplier in the industry. We sat down with two of the masterminds behind Booming Games’ success: newly appointed Director of Games, Nemanja Zivic, and VP of Product, Moritz Blume. Here’s what they had to say.
Booming Games has been making quite a splash in the sweepstakes space recently. What’s the secret sauce behind your success?
Moritz Blume: laughs Well, itâs no secret that weâve been laser-focused on making Booming Games the ultimate partner for sweepstake casinos. For us, it all starts with the players. We’ve built a reputation for creating visually stunning and feature-packed games that keep people coming back for more. And, you know, our sweepstake-friendly features like interactive bonuses, free spins, and multipliers? Players love it! Who wouldnât want to hit a big win without staking any real money? Thatâs kind of our jam.
Weâve also made sure to optimize all our games for mobile because letâs face it, people love spinning the reels on their phones, whether they’re on the couch or waiting for their coffee. The seamless mobile experience keeps them hooked, and weâre proud of that.
Youâve just introduced Nemanja Zivic as the new Director of Games. How does he fit into Booming Games’ already strong team?
Moritz Blume: Oh, Nemanja is a rockstar! He brings a ton of experience, not just from the online iGaming world, but as a passionate player of land-based games too. His expertise spans both worlds, and heâs helping us take those proven land-based features that players love and bringing them online. Weâre offering players mechanics tailored to all kinds of play styles. Nemanjaâs input ensures our games are not just popular but keep players coming back for more.
Nemanja Zivic: Absolutely! We know thereâs a traceable trajectory for the features that start in land-based casinos and go on to make waves online. Thereâs nuance, of course, but we get it. Thatâs why we offer content featuring both the core and the evolution of Hold and Win, Cash Collect, Triple-pot bonuses, quick-hit Multi jackpots, Multi-reel set Bonuses, and short-term persistence games that make players feel right at home. We bring these land-based features online, and then elevate them with multiple bonus buys, side bets, and picksâensuring every kind of player, from the casual spinner to the high roller, finds something that resonates with their style.
Between Moritz and me, weâve got the experience to know what players crave. Add that to our killer roadmap for 2025 and 2026, and weâre all set to release some seriously exciting new titles.
Speaking of sweepstakes, what specifically sets Booming Games apart for operators in this space?
Nemanja Zivic: Booming Games offers full flexibility and an unmatched diversity in our game portfolioâwhether you’re looking for classic casino fruits and diamonds, popular casual player favorites, or high-roller picks, we’ve got it all either in the portfolio already or coming next year.
For sweepstake casinos, we provide modified language support tailored to sweepstake players, social currencies, you name itâweâre all about making it work for the operator. And we donât just stop there. We offer customized game titles to help strengthen the casinoâs brand. Want a game with your logo on it? We can do that! Want exclusive features for your VIP players? Done.
Oh, and letâs not forget our various app integrations. Weâre getting embedded into platforms that sweepstake players use the most. If you want your Booming Games titles in your app store, we make it happen. Anythingâs possible when youâre working with us.
Wow, that’s impressive. Can you tell us more about how youâre integrating with influencers and sweepstake streamers?
Moritz Blume: Weâre playing the long game here. In 2025, weâre going to be teaming up with some big names in sweepstake-focused streaming and influencer marketing. Expect to see Booming Games plastered all over Twitch, YouTube, and every platform where people love to watch gameplay. Weâve got some secret partnerships up our sleeve with streamers who are going to take our games to the next level in terms of exposure.
Weâre already among the top 3 revenue drivers on various sweepstake platforms, and weâre only going to climb higher. By working closely with influencers, weâre taking our visibility and engagement to new heights. The future is looking bright!
It sounds like Booming Games is on the verge of a major sweepstake takeover. What can we expect next?
Nemanja Zivic: Weâre just getting started! Weâre in the final stages of some truly exciting partnerships and game launches tailored specifically for sweepstake operators that will redefine the player experience. At the same time, weâre always keeping our eyes on regulatory changesâif thereâs an update, weâre ready to react the next day, ensuring our games are fully compliant wherever theyâre played.
But thatâs not allâresponsible gaming is one of the pillars of Booming Gamesâ strategy. While weâre busy creating all these exciting new features, weâre equally focused on making sure our games are safe, secure, and fair for everyone. By staying on top of regulation and promoting responsible play, we aim to deliver not just thrilling games but ones that players can trust.
Any last words for the sweepstake casino operators and players reading this?
Moritz Blume: If youâre an operator, Booming Games is the partner youâve been waiting for. Weâve got the tools, the games, and the know-how to make your players love what theyâre playing. And for the players? Strap in, because Booming Games has some wild new titles coming your way. 2025 is going to be a ride!
Sounds like Booming Games is the perfect storm for sweepstake casinos. Thanks for chatting with us!
Moritz Blume and Nemanja Zivic: in unison Thank you!
Booming Games continues to dominate the sweepstake casino world, with cutting-edge game design, tailored solutions for operators, and exciting partnerships in the pipeline. Stay tuned for their roadmap in 2025âitâs going to be big!
Interviews
Responsible Gaming Education Month roundtable
As Responsible Gaming Education Month (RGEM) rounds to a close in the US, Dr Michael Auer, Managing Director of OpenBetâs Neccton, and Joann Pierce, Chief Commercial Officer at Games Global USA, share their insights into the biggest responsible gaming and player protection challenges currently facing operators in Americaâs regulated states and the tools needed to secure a sustainable and safer future for the industry.
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What are the key player protection challenges faced by operators and suppliers in 2024?
MA: Evolving global gaming markets, such as the US and LatAm, demand operators have in-depth insights into their playersâ behaviour. With high player volumes, this can pose a challenge for those without up-to-date technology. Operators have the responsibility to take proactive steps to protect players from harm, but in new jurisdictions such as Brazil and Peru, it is vital for them to win the trust of their customers and promote responsible gaming from the off. In a recent Hibou survey, of 2,839 Brazilian respondents, 16% reported experiencing financial issues due to their gambling, which should make combating harm and effectively tracking their player base a core priority for operators.
For suppliers, developing responsible gaming tools that meet the needs of the market is essential. By achieving this, they can take positive steps towards building a sustainable and safer industry. Of course, to be confident their tools are up-to-date and will have a notable impact on reducing potentially harmful behaviours, they must be informed by the richest data available from real players. Peer reviewed research that uses datasets from operators themselves is the best way to do this.
JP: There are very different player protection challenges for operators who are directly accepting wagers from the player vs suppliers who are typically offering their products to the operators â to offer to the player. The main difference is complete oversight of a playerâs activity vs partial. An operator can join the dots and see all of a playerâs conduct across every wager and vertical, whereas a supplier will typically only see the fraction of that play which occurs on their products. Working together, suppliers can help operators with contextualising to help fulfil their duty of care.
Suppliers will typically operate across numerous states, so where state-by-state, game design and safer gambling requirement variations exist it can pose a challenge. In this regard, continued moves towards harmonisation across states would be beneficial for all stakeholders.
What tools and resources can be provided to help operators implement effective responsible gaming measures?
JP: We have mentioned that harmonised standards assist players, operators, suppliers and regulators. However, measures should be evidence based to ensure that we are putting in place solutions which we know are going to be effective and which help all parties target their resources to maximum effect. From an operatorâs perspective, access to any player data that can help build an accurate picture undoubtedly helps in delivering that duty of care. Following the lead of other countries, the UK is seeing the implementation of centralised industry-led exclusion registration via the GamProtect system.
Results from the pilot stage looks promising and with some US focussed operators having been involved in that pilot, it would be interesting to see if the US states could come together to replicate such a register to protect the most vulnerable players when for example they physically relocate between states.
MA: Operators looking to succeed in their respective markets must demonstrate superior responsible gaming capabilities and may turn to technology to support their efforts. OpenBetâs Neccton empowers operators to effectively track player behaviour in real-time, offer limit setting and pop-up messaging functions, and integrate anti-money laundering and fraud detection tools.
My research in this sphere has shown that real-time interventions, such as reality checks, improve the effectiveness of player protection efforts. Our software, which is informed by academic research and adapted in line with the latest insights, is supported by a dedicated compliance consultancy service which gives operators the confidence to fulfil their responsible gaming responsibilities.
What are the key priorities for suppliers in promoting responsible gaming in the years to come?
MA: Suppliers must keep up with the latest developments in responsible gaming tools and research as markets evolve. I have published more than 50 peer reviewed studies in academic journals related to safer gaming and continue to conduct contemporaneous research into player protection. Utilising real player data and insights from experts will help suppliers evolve their offerings to match the changing needs of operators and their customers.
Additionally, staying on the pulse of recent regulatory developments must also be a priority, as shortcomings can delay the production of much-needed software that instils confidence in operators and regulators alike and meets the needs of the market.
JP: The main focus for suppliers around safer gambling relates to game design. There isnât that direct contact with the players, so the scope of direct interaction is removed. In this regard, harmonisation of standards and requirements around game design is hugely beneficial to all stakeholders.
We would love to see some of the excellent academic work being undertaken in this field being picked up, endorsed and incorporated into formal standards by regulators.
All suppliers are willing to do whatever it takes to ensure their products help keep players safe but we want to ensure changes are going to achieve the desired outcome and the best way to do this is to take the evidence based approach.
Interviews
Propping up the prediction game for sports betting
GameplAI is harnessing the gains in automation seen in other tech sectors and bringing them to the sports betting industry, with more accurate pricing and automation which reduces the manual overhead of risk-management for trading teams. Its growing group of partners are benefiting from a series of never-before-seen, player-focused markets that engage fans both pre-game and in-play.
Gaming Americas caught up with their Co-Founder, Graham Savage, the man at the helm of a company on the road to becoming the premium supplier of automated and quantitative-driven sports solutions for the sector.
After GameplAIâs defining Q1 raise earlier this year, how have you been deploying the funds?
There are two core priorities for the deployment of our capital. The first is the expansion of our team. We have already doubled the size of the team since January and we are still looking to hire additional technology and sports-modelling expertise. The second strand is a focus on licensing. Given the global footprint of our expanding customer base, we are actively pursuing licences in multiple U.S. states (and have already secured our first three in Virginia, Colorado and Iowa) in addition to emerging LatAm regions such as Peru and Argentina.
What does adding Marco Blume as an investor do for the company?
Marco provides fantastic insight and context in terms of what is most important to operators when assessing third-party products. Under his tenure, Pinnacle became a global leader in terms of sports product and pricing and this is the equivalent position that we are keen to assume within the suppliersâ sphere.
How do you see the supply market changing in the year ahead?
We see a strong emphasis being placed by operators on both in-play and props products. We feel this will be a dual responsibility to solve, with the onus being on companies like ourselves to create innovative products bolstered by compelling and accurate pricing, whilst our B2C partners will prioritise delivering intuitive and engaging front end UI to further embellish the product experience.
How were the Euros/Copa America for you and your recent operator deals?
We used both tournaments as a test bed. Betano, the premium online sports betting and gaming brand, launched a segment of the football player props product that we have developed in conjunction with Opta data. These markets proved to be hugely popular and we will roll out our extensive football props solution with Betano over the coming weeks.
In parallel, we launched a proof of concept of our football narrator product with a leading UK operator, which generates contextual markets in-play, relative to the most recent game state. These markets were really well-received by UK-based customers and we will look to broaden the scope of that collaboration, now that the domestic season has resumed.
What are the opportunities for GameplAI right now in the medium to long-term?
We have been very fortunate with the stature of partners with whom we are working. Their respective product and trading teams have been a fantastic support and resource for us – and working with people of that calibre will only serve to further enhance the quality of our product offering.
Broadening our international footprint is also hugely exciting and by the end of year we will be live with market-leading partners across three separate continents, which represents incredible progress in 12 months. We are hugely enthused at the prospects ahead and firmly believe GameplAI will be at the forefront of driving new product innovation in sports in 2025 and beyond.
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