Ahead of Asia Gaming Summit Michael Maerz, Managing Director Asia at Sportradar, talked with the show’s team.
Taiwan.- Asia Gaming Summit (AGS) returns for its 3rd edition in November. It will explore the latest regulatory updates, innovation in payment and technology. Furthermore, best practices in setting up your operations and office in Taiwan.
Ahead of the conference, the AGS team caught up with Michael Maerz, Managing Director Asia at Sportradar. He shared his thoughts on the rapid growth of the gaming industry in Asia and his company’s biggest challenges.
10 Minutes with Michael Maerz
AGS: Opportunities for Asian operators overseas in emerging gaming jurisdictions such as North and South America.
Michael Maerz: “In South America, Argentina, Colombia and Mexico are already being explored by some Asian operators, with local state lotteries, local operators and local license holders alike. The United States is a bit more complex due to the relatively high barrier of entry for operators, in particular in states where license fees and taxes are higher than in others, like in New York State. Big B2B suppliers in Asia definitely have an interest in the American markets. Sportradar’s ad’s department can support operators to strengthen their foothold by offering sponsorship and advertising opportunities in these markets, making it easier to overcome barriers to entry.”
AGS: How are Asian operators doing with regards to innovation compared to global competitors?
MM: “Due to the high volume-low margin business landscape, focus in Asia has always very much been on speed of data combined with very competitive odds keys. In recent years, there has been a conscious shift towards improving UI and UX programing for a more immersive and user-friendly customer journey from opening an account to placing a first bet. Thus, CRM is becoming more and more important. Operators have been looking to their European counterparts in terms of sign up bonuses, retention promotions, free bet activation campaigns and the like. Similarly, designs and product offerings are more user-friendly and comprehensive. E.G.: Betradar’s suite of Virtual sports betting products. They are gaining more and more traction in the region, highly popular amongst Asian players.”
AGS: How important are innovative products for Asian players?
MM: “Asian players used to be happy with betting on two or three main markets on the top five or so football and basketball competitions. In other regions, baseball and cricket, as long as the odds keys were attractive enough. There is now a clear trend towards demand for a deeper and wider coverage of sports and odds across the board. Mobile has long overtaken desktop in customer interaction. So, the challenge is to satisfy player needs by fitting other products such as Virtuals or live streaming into smaller screens. That, without reducing the betting experience as players definitely do appreciate innovation.“
Do not miss Mr Maerz’ presentation in Asia Gaming Summit on November 5-7 in Taipei, Taiwan. For registration and details click here.