iGaming Business magazine In-Play Focus 2016 | Page 8

IN-PLAY FOCUS 2016

THE FUTURE OF IN-PLAY
Peter James, Director of Product Marketing at OpenBet, on the innovations
required to ensure live betting continues its remarkable growth.
There is no denying that in-play has
completely revolutionised sports betting
over the past few years. In a short time,
live betting has gone from a niche
product targeted at serious punters to the
primary driver of revenue growth for most
sportsbook operators.
Ensuring in-play continues to develop and
innovate will be vital to the overall health
of the sports betting vertical, and despite
its remarkable rise there are still plenty of
opportunities for improvement.

Omni-channel approach
The land-based sector is one area where inplay betting has yet to ɕ