Games Magazine Brasil - Just two months ago you joined the LSports team as Senior sales and Business development manager for LatAm and Iberia. What is kind of company did you come across? What are your main functions and objectives?
Javier Manceñido Laczo - My main objective is the commercial development of the regions in charge, translating the needs of the clients in terms of data content into a specific tailored proposal. At the same time promoting and offering innovative solutions that improve the performance of their operation.
I have come across a young company, but at the same time with solid experience and knowledge, always ready to improve and open to listening to customers with their needs and suggestions. A start-up DNA that creates an incredible environment!
Do you think that your experience and knowledge of the region, from your work in previous companies, have been key to your arrival at LSports?
Undoubtedly, the experience in the region has been important. I have been working in the gambling industry since 2006. In the first stage linked to the physical casino business as a provider of electronic roulettes, slots and online slot connection systems.
As of 2012, it is already fully in the world of online gaming, sports betting and technology applied to sports.
In particular, I have always been interested in knowing more about the operation of each client: their operation, marketing, technology, management, etc. Understanding the business of my clients, I can suggest alternatives to their needs.
Few companies in the world have grown as much in recent years as LSports. Even recently it had to expand by changing offices to give more space to its more than 100 employees who serve clients from 50 countries. On what was this growth-based and how does LSport achieve such efficiency in its products?
As I mentioned before, we always want to improve and offer solutions tailored to customer requirements; this added to the innovation, flexibility and attention to the client like pillars; makes customers satisfied with our solutions.
All this added to a super active sales team.
In addition to 24/7 support, what advantages does the comprehensive LSports service have for operators who already have the firm’s products contracted and those analyzing to add them?Flexibility is undoubtedly a strength that we have added to a super wide coverage.
We do not have a limitation as to what sports, leagues, or types of bets to offer them. Today we have around 105,000 prematch events and 70,000 in play available; 24,000 competitions and more than 1,600 markets for 60 sports.
Artificial Intelligence is here to stay in the sports betting market. In that sense, LSports has a product like Betbooster already successfully implemented in several operators. Could you describe its usefulness and advantages for bettors?
LVision is a world leader in AI and Computer Vision based products, primarily for the sports betting industry. Our algorithms analyze sports streaming and historical data to create real-time visualizations, betting tips, insights, and unique betting markets.
Betbooster- automated betting tips service based on historical data, live incidents and artificial intelligence analysis, covering both prematch and Inplay.
In the A / B tests we had with some top-tier clients, we saw growth of between 10-20% in 4 parameters: Turnover, number of bets, bet amount, bet speed. At the moment, we have soccer, basketball, tennis and ice hockey. Baseball and American Football will be available by the end of the month, and overall we plan to have 15 sports. 100% integration in front end which does not require the integration team in the back end of the operators that are generally a thousand.
For the interests of Latin American operators, what are the most relevant data feeds covered by the LSports service? Why is having such a service so important?
I think it is to highlight our extensive coverage not only in the main competitions but also in the minor championships that are very attractive for the bettor. As some examples, in Argentina we go from the Superliga to the Serie D or the Regional Amateur Tournament.
In Brazil: Brasileirao, Gaucho Championship, Alagoan Championship, Sul Matogrossense, Nordeste Cup, Baiano U20, etc;
In Colombia from the Dimayor to the Antioquena League, Serie C, etc.
A great differential compared to other data providers is that we offer 100% integrated into our interface Horseracing, Greyhounds and Trotting, etc. Very popular in the region.
In 2021, we have seen that LSports signed important agreements in the United States with leagues such as the American Ultimate Disc League (AUDL) and American Flag Football League (AFFL) becoming an official data partner. What do these agreements consist of and what advantages does LSports get? Are there similar deals considered in the future?
Building our presence within the North American market, LSports has been named the Official Data Partner of the American Flag Football League (AFFL) in an exclusive data distribution partnership valued at US$6 million. As part of the five-year alliance, LSports has won exclusive rights for the distribution of official league data. We also signed a strategic data sharing and co-development agreement with the American Ultimate Disc League (AUDL), valued at US$3 million, spanning more than 5 years.
It is important for us not only to support non-traditional sports and make them more popular, but also to offer bookmakers, bets, differential, unique content. Our goal is to continue acquiring rights and expanding our coverage of exotic / non-traditional sports.
On the other hand, I do not want to fail to mention that LSports has been licensed by the state of Colorado - US. The two-year license will allow LSports to deliver its portfolio of solutions to operators across the state. This shows the firm commitment to grow in the North American market.
What role does the Brazilian market play in the interests of your role in LSports?
Without a doubt, the Brazilian market is attractive and more than interesting. We already have several clients there and interest in our content grows daily. Mainly, we try to understand the situation of each client, their size, expertise, etc. and based on this create a tailored proposal not only in content and prices, but often scaling the content itself as their needs increase.
Which of the LSports products do you think can better fit the taste of Brazilian gamblers? Is there something specifically designed for operators who want to implement LSports for this market?
Betbooster is undoubtedly a product that will be well accepted by the Brazilian gambler. It facilitates the possibility of betting on preferred sports and markets, counting on historical statistical information combined with the user's preference.
It is fun to see how our suggestion combined with the choice of the bettor will generate winning tickets, at the same time increasing the permanence on the site and the betting dynamics for the operator.
The regulation of sports betting for operators in Brazil seems imminent. What do you expect from it and how can it benefit the penetration of LSports in this country?
Regulation is always welcome and very important to us who are focused on regulated markets. They offer a predictable context for the operator and give them the possibility to invest in their products and marketing campaigns with not only immediate but medium and long-term objectives. My designation with a focus on the region is only the first step, we are working on news for the Brazilian market
Source: Exclusive GMB
