The digital bookmaking sector is highly competitive, which is always emphasized in the news about the betting industry. The principle of betting on the edge allows operators to improve user experience.
The delivery of the edge technology to the online sports betting vertical can become a solution for enhanced customer experience. Find out how edge can help the sector, according to the speakers of the EGR Virtual Series’ webinar “Betting on the edge”– Lynette Kerry, regional director, Akamai, and Graham Calder, independent consultant.
The mature online betting market needs edge
Starting the discussion, the speakers have confirmed that, currently, a significant shift is happening in the bookmaking industry. While the retail sector is down due to the pandemic, the online vertical is stable. The market remains highly competitive, the player acquisition is costly, and challenges are getting harder.
Graham Calder has agreed that the market’s competitive nature leads to difficult challenges in customer acquisition and retention. The betting industry is becoming mature, and operators should invent new methods to fight against losing customers.
Building brand loyalty in the competitive market is a huge task, which requires a complex chain of technologies and business operations. Moreover, operators need to maintain flawless operation and apply a mixture of technologies provided by third parties.
Data transferring is among the major challenges in the betting industry. Operators constantly work to defend their brand and improve customer experience. Connection, hosting, network, data providers – all of them are important components of high-quality betting services.
The way the content is distributed to players is also significant for user experience. Operators need to analyze much information to make data access in real time perfect. To assess an individual player’s experience, they need a direct analysis, which contains many pieces of a puzzle, and it is a difficult task for a backend engineer. In addition to this, player expectations increase, which results in more potential for the market to develop.
The adoption of mobile gaming as technology has improved, and it makes more demands for data transmission and its speed. 5G standard for networks, when it operates in the full performance, eliminates response delay. Such solutions are more costly, but it is important to enhance timing dynamics across the whole chain. According to experts, timing matters: who moves fast is better.
The speakers also discussed the importance of observability. They have agreed that the industry is lacking good solutions for better observability, which allows betting services providers to understand an individual player’s experience, changing over time. It is easier to control and monitor processes. This is the task of edge technology specifically. The combination of such technologies helps to collect information and look at an entire value chain. Graham Calder has added that operators review edge technologies, and it can be a headache because there are lots of innovations in this area. It is necessary to deploy various toolsets, apply edge overlay, and gaming design visibility. However, the best decision is to shift all customer and management processes to edge.
Webinar participants touched on the topic of improved latency and connectivity in stadiums. Edge provides the opportunity to distribute work loading effectively. Extending the compatibility with the technology to the stadium, network connections, and devices, will help to handle many processes and ensure better performance there.
Summarizing the discussion, experts have said that edge technology can simplify many processes. It can change the dynamics of sports betting.
Read more: Peculiarities of betting on sports