Betting Mgz - What did the recently reached agreement with Casino Magic in Argentina materialize?
Juan Barrachina - The agreement reached in January with Casino Magic is a milestone of great strategic importance for Kambi in Latin America and was based on the reach achieved with leading brands such as BetPlay, RushBet and BetWarrior. In just a few weeks, Casino Magic bets were online in the Argentine province of Neuquén as sports betting was regulated in the country at the provincial level.
A key aspect of Kambi's value proposition is our ability to pivot our technology to meet any type of local requirement in both player experience and regulatory compliance, with this release being another example of how to do without shrillness.
The fundamental factor for Kambi in any market is to have key partners, something we have at Casino Magic, a leading operator in the betting and gaming sector in Argentina. Our goal is to partner with the market leaders and potentially burgeoning operators with the ability to achieve market leadership, with Kambi's stakes at the core of that ambition.
Can you tell us more about Kambi's objectives in Latin America? How important will the growth of the Argentine market be?
Without a doubt, we are at a key moment in the growth of the betting market in Latin America, where positive measures are being taken in relation to regulation. Our service sheet in Colombia makes clear our level and we are proud of our role in the growth of the market, supplying two prominent market leaders, BetPlay and RushBet. Colombia is seen as a market that highlights the existing potential in Latin America thanks to the correct implementation of the appropriate legal frameworks.
The regulatory process in Argentina at the provincial level adds an additional level of difficulty but the success of Kambi in the US, with a presence in 14 states, being the first operator in 10 of them, serves as an indicator of our ability to prosper in markets with fragmented regulation. Argentina is a country with more than 45 million inhabitants with an inordinate passion for their sports, especially football, with an immense potential for betting, so that, as the provinces regulate, it will become an increasingly market attractive in the advancement of sports betting.
Regarding other markets, Brazil has long been one of Kambi's objectives and as soon as it regulates sports betting, it will become not only the largest market in Latin America but also one of the largest regulated ones in the world. The final rules for online and on-site sports betting are scheduled to be released in late 2021, so we continue to continually assess opportunities in that country.
With an overview of both Latin America and the industry, how do your partners benefit from Kambi’s network?
As the Kambi network grows, so does the value we offer to our partners. The success that Kambi provides is based on our ability to leverage its network data from a global player base, creating benefits for the network as these increase each time a new partner joins, thus growing the global pool.
Every interaction with or every player bet benefits every Kambi partner. For example, the higher the volume of data, the more accurate our understanding of player behavior habits will be, helping Kambi provide the player with a much less frictionless and more intuitive experience.
In a clearer way: when our partners start offering sports bets with Kambi, they are not starting from scratch. They are not competing alone, but they are doing so with the benefits of our 20 years of business experience and process analytics supported by our deep data network; partnering with Kambi provides them with a platform to thrive on.
How does the Kambi technology allow operators in the Latin American market to differentiate their offer?
We know that traders need more than a couple of widgets and color options to differentiate their betting offering. Kambi has a much improved generic betting offer while, at the same time, we have a suite of open APIs that allow our partners to build their own intellectual property supported by our platform.
They can take Kambi's generic solution, build a fully proprietary front end, or opt for a custom combination of both solutions, empowering them to design a sports betting offering that is tailored to their ambitions and target market.
Our partners' ability to control items for the player includes fees as well. We further developed our existing price differentiation tool, whereby it is now possible to adjust quotas to a specific outcome, providing even more control over market competitiveness and the opportunity to take regional biases into account if so required. want. For example, our partners can offer more attractive quotas in a province for the local team in order to increase customer acquisition capacity.
A common criticism of sports betting providers is that all their partners offer the same odds. Thanks to our differentiation tool, which allows operators to differentiate live and preview prices, our partners can adopt a price-driven strategy if they wish.
Source: Betting Mgz
