Focus on the customer, services and product quality are the tools, says the executive, noting that Betano Portugal already assumes 23% of the results of the parent company (which weighs 56% in the Kaizen group). Concrete values cannot be advanced, as the company treats the results on a consolidated basis and is under no obligation to publish them. It noted that a lot of money is returned in prizes.
"In our online casino activity, 97% of the money played will pay prizes, we have an average margin of 3%. Sports bets fluctuate more, with its own sports calendar. And there is also the impact of the tax, which is levied on the amount bet, regardless of the result. Each and every bet pays head tax, it's 8% on all sports bets, even if we then have to pay a prize. In the online casino, the tax is only levied on our margin," he explains.
At Betano Portugal since day one, Ricardo has been playing online for 14 years - he started in 2008 at Betclic, then founded Doze (acquired by a Swedish group, with which he remained until 2019) - and guarantees that it is the best company on which he has already worked. Agility, dynamism and the demand in what it offers to customers and workers are the factors that points to it. "We don't look to means to deliver the best product, technology, service." And that has translated into growth, he says, exemplifying with the 1,200 people who already make up the online gambling house in Portugal, almost three times the original number.
The "drive" mentioned by the official has led to recognition "from customers and the sector." He adds: "In the industry Oscars, we won the best online gaming app, even now we were considered the best football sports betting product, we saw customer support recognized, we were consumer choice. We put a lot of effort and are happy with this recognition."
To provide this level of service, location is key and that is why Betano Portugal recently opened a technological development hub here that allows it to better identify customer needs, contact them closely and even develop technology solutions tailored to the market. And what's the best seller here? "It's very balanced," guarantees the manager, making a Solomonic division between sports betting and casino.
Grow with loyalty
"We have in the group a very ambitious, aggressive, yet responsible growth plan, so we will continue to expand," emphasizes Ricardo Branquinho da Fonseca, guaranteeing that Portugal will be no exception. It is estimated that every quarter there are 300,000 online players in the country, so there is still a long way to go, keeping the protection precautions that the company has as inviolable.
"The regulator's audited numbers are global and players are not unique, they are people who play on all sites. Studies show that 81% of them play once a week or less; and 76% put less than 50 euros/month here (and some win)." Betano's business is therefore one of volume. "We invest a lot in marketing because we want to have long-term relationships with customers; we don't care if they come to the pot very thirsty and break their faces, we want those who play little, thoughtfully, but for a long time."
Safety and player interests are therefore a touchstone for the country manager, who praises Portuguese regulation for the principles and filters it imposes. "We have a lot of responsible gaming tools that are essential for good coexistence between companies and customers, from the number of bets they make to the amount of money in their wallet and frequency of deposits, definition of loss limits, cool-off periods and even permanent self-exclusion."
But not everything is roses. "Our portfolio of regulated products lags behind the European offering." Ricardo refers to the live casino, eSports and virtual games that move millions and that in Portugal are not legal. Which does not mean that they are not played on platforms of unregulated operators - generating unfair competition, with the risks that this implies for customers, loss of business for companies that are legal here and tax revenue for the State.
"Extending the offer would be a new business opportunity and additional security for the Portuguese. It would be good to include these products, even to withdraw arguments from unregulated operators that attract 40% of players," emphasizes Ricardo.
Of the approaches he has made, he recognizes the guardianship's willingness to respond in this regard, but the country manager of Betano Portugal points out a path that could abbreviate a change in the law: making electronic means of payment such as MBWay unavailable on unregulated platforms.
Source: Dinheiro Vivo
