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Innovation Thrives, Everyone Benefits

By - 10 January 2025

Breakthroughs in AI and machine learning are revolutionising data analysis. Digitain’s Iain Hutchison, Chief Revenue Officer, identifies the exciting possibilities new technology offers to foster an environment where innovation thrives and everyone can benefit.

Digitain made significant strides Latin America last year. How will you look to build on this momentum going forward? 

Latin America is a key growth market for the Digitain brand, and we have successfully established several high-value partnerships in the region such as Colombo Sport of Dominican Republic. Our multi-channel Centrivo Dynamics platform supports this expansion by offering retail cashier solutions specifically designed for Latin America, where land-based gambling is deeply rooted in cultural betting habits and the gaming supply chain. As a result, our solutions can be customised and localised at the product level, allowing for effective implementation across web, mobile, app, and retail platforms.

This enables seamless and efficient management of a betting brand’s relationship with its players. We aim to establish a strong presence and build lasting relationships with our partners. In 2025, we plan to open a hub office in Latin America to enhance our engagement with this dynamic and growing market. We have successfully secured licenses for Brazil and Peru and are actively pursuing additional licenses to cover the entire Latin American market. This will ensure comprehensive compliance and support across the region.

What technologies will define the 2025 sports betting landscape?

Technology is transforming our understanding of the customer journey, enabling us to significantly improve the experience we provide. Breakthroughs in AI and machine learning are revolutionising the way we analyse extensive customer interaction data. This powerful analysis delivers deeper insights into customer behaviour and preferences, allowing us to tailor our services more effectively. Digitain has been at the forefront of this exciting technological movement, championing its potential to enhance our daily lives.

Looking ahead, the opportunities are even more promising. We can anticipate remarkable advancements that will automate existing workflows and streamline repetitive, manual tasks. By embracing these innovations, we will save valuable time, allowing us to focus on critical thinking and the continuous improvement of the customer experience while addressing various areas of friction. It is crucial to evaluate the operational impact of any new technology in a comprehensive manner, ensuring we understand its effects on our people. 

At Digitain, our commitment to our employees and customers drives us to embrace the exciting possibilities that new technology offers, fostering an environment where innovation thrives, and everyone can benefit.

Sports betting is becoming a more social activity. What features is Digitain integrating into its offering to foster a greater sense of community amongst bettors? 

It is essential to develop tools and features that cater to today’s digital players to foster a strong sense of community and relevance. At Digitain, we are deeply passionate about this mission. Players have diverse needs depending on their stage in the betting lifecycle. Consequently, providing engaging content before they place their bets is becoming increasingly popular and enhances the overall experience. This content can include educational materials on sports betting, such as statistics, tips, strategies, and insights.

Delivering the right content at the right time enables players to make more informed decisions and boosts their confidence in their bets. By integrating community and gamification features within the platform, operators can significantly enhance player engagement with their brand. These features foster a sense of belonging and enjoyment, ultimately resulting in higher retention, loyalty, and advocacy and responsible gambling. 

For instance, our SportChat feature allows players to interact and place bets with one another during live sports events. This initiative was a crucial part of our plan to enhance our sportsbook platform by incorporating more social and gamification elements. We aim to adapt to the preferences of digital players who enjoy social networking.

As a result, our platform has become more appealing and user engagement has improved. We have received positive feedback, and data analysis from our partners indicates that there is approximately a 20 per cent increase in bets from players who actively use SportChat. This is especially beneficial during major events such as Copa America and the UEFA Championships, where discussions and varying opinions about the game are abundant. Looking ahead, we have a comprehensive roadmap for enhancements, with a fundamental goal of continually improving the front-end experience. This allows us to simplify the journey for players and gather their feedback through qualitative research to understand what they like and dislike.

The popularity of competitive gaming is skyrocketing. What opportunities does this frontier present? 

Integrating gamification and community-building features within the platform can significantly enhance loyalty and engagement. Here are some innovative solutions offered by Digitain. One notable example is Digitain’s Sports Tournaments feature, which allows players to place bets using bonus points for a chance to win real cash prizes. Players with the highest points, tracked on leaderboards, are declared the tournament winners. This feature has proven effective in improving both retention and acquisition, as participants demonstrate high engagement rates. Another exciting addition is the Bet Race Tournament, designed to engage players through contests. Operators can organise events where players earn bonus points by placing specific bets. These points can then be converted into cash prizes at the conclusion of the competition.

Micro-betting continues to gain traction. From a platform perspective, what are the challenges with this betting format?

There has been demand for this in the North American market, so we have been keeping a close eye on the interest among consumers. We anticipate trialling this content in 2025, with EPL micro markets.  The challenge with this AI led approach is that when AI gets it wrong it gets it very wrong so we are trying to understand how this risk can be diminished and prove consistently reliable. That said micro markets can offer great fan engagement. 

As the technology improves and is refined, we can expect more sophisticated voice-activated betting platforms. How is Digitain embracing this technology? 

We have looked at this technology and when it achieves higher levels of sophistication and perhaps even can make recommendations not just auto fill a betslip then we will look to embrace it. Mobile is of course the leading channel for turnover and so voice activation can’t be ignored.

What are Digitain’s expectations heading to the relocated ICE show?

Experience the Digitain Stand, a remarkable fusion of digital innovation and physical interaction, set to be one of the largest and most immersive showcases of our products as we enter 2025 in Barcelona. Throughout the three days of the event, we have curated a diverse array of experiences aimed at captivating our guests. On day one, you can immerse yourself in the excitement as we unveil and discuss our new Digitain brand slogan, showcasing the vision and passion behind our identity. 

Day two features an unforgettable visit from our esteemed brand ambassador, Luis Figo and special guests, who will share insights and engage with attendees. Moreover, you’ll have the chance to dive into hands-on, interactive demonstrations with our knowledgeable sales and product teams, revealing the cutting-edge features of our sportsbook offerings. 

We have meticulously crafted every detail and interaction to ensure that your visit to our brand experience is not only enjoyable but also memorable and inclusive. Prepare for an extraordinary experience, and we look forward to welcoming you soon in Barcelona, stand no 5J30.  

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