Sarah Robertson: “The customer should always come first”

Sarah Robertson, senior business development executive at Kambi.
Sarah Robertson, senior business development executive at Kambi.

Exclusive interview.- Focus Gaming News picks up insights from Kambi’s senior business development executive, Sarah Robertson.

Kambi has had a busy 2020, most recently clinching a deal with the Belgian lottery to relaunch its sports betting brand Scooore.

Focus Gaming News caught up with senior business development executive Sarah Robertson to find out more.

With a large retail network of over 300 points of sale, the Belgian lottery allows Kambi to show how it can refresh a “very forward thinking and progressive lottery” with its customer-centric approach.

“That’s really an interesting addition to our portfolio,” Robertson says. “Retail is a core piece of our business and we power a lot of different iterations of retail.”

One of the keys for Kambi is the flexibility of its technology to support different strategies. Robertson notes that Kambi gives a very complete, open suite of flexible APIs that operators can build on top of.

“The customer should always come first.”

Sarah Robertson, senior business development executive at Kambi.

She said: “Although the pandemic has posed challenges, I think it’s a really great opportunity for operators to look at their overall strategy not focusing on silos.

“You really need to have a unified approach across different channels. Key to that is a customer-centric approach”

Kambi has been forward-thinking in this sense with bring-your-own-device options that allow players to make bet selections at home then take their mobile to scan at a retail outlet, crossing the line between digital and retail.

Robertson says this is important to diversify and to reach a new demographic and to keep a good piece of the market. 

“We’re really looking at how we can combine the online and retail ecosystems to ensure that there’s cross-sale capability and to ensure the retail product isn’t a stagnant product,” she says.

“It’s not about just going into a new market and being first. We want to make sure that our offering and our product is market-leading.”

Sarah Robertson, senior business development executive at Kambi.

Kambi has partnered with LeoVegas and Penn National, and made good headway in the US.

Robertson says: “We’ve been first in many of the states we’ve gone into and that speaks to the way we built the core of our technology to be able to pivot the offering and the technology to be able to meet different regulatory requirements.”

That ability to pivot means Kambi has allowed operators to launch quickly while ensuring compliance, building up a strong track record supporting operators in highly regulated markets 

“It’s not about just going into a new market and being first. We want to make sure that our offering and our product is market-leading.

“We’ve done that by working on the core technology of the sportsbook but really building everything with thoughtful design.”

She sees the next evolutionary step will be in-event multibet builders.

“Punters can place bet combinations in different events across different events so it allows a limitless approach to how you built a bet, which is obviously really engaging for our customers,” she says.

Check out the full interview with Sarah Robertson on the Focus Gaming News YouTube channel. Don’t forget to subscribe!

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