Conall McSorley is the Commercial Director for Metric Gaming, a key sponsor for the upcoming Betting on Sports Conference. The two-day event takes place in September (15-16) at the Grange Tower Bridge Hotel in London.
We caught up with him to discuss what attracted Metric Gaming to the event, which conference debates they are most looking forward to, and how the betting industry as a whole can make itself more appealing to a wider sports audience.
SBC: What do you find most appealing about Betting on Sports?
CM: SBC have proven themselves through Betting On Football to present well run, professional conferences. As an industry we can perhaps focus too much on football, to the detriment of other sports and the product developments that are taking place there.
Metric Gaming is a global leader in developing next action, real time betting opportunities and BOS gives us the opportunity to discuss those innovations in greater detail. Whether its our ability to provide shot by shot golf action or definitive pre-event and in play US Sports content, Metric are at the forefront of product and market innovation.
SBC: What are you looking forward to being debated in the conference area?
CM: We are keen to hear what others think will be the next “big” sport for betting purposes. We have invested heavily in golf for example, and believe that with our in play product suite, golf could develop along similar lines to Tennis.
I think as a B2B provider; we want to impress upon operators that there are economies of scale in taking pre-event content from expert providers. Operators are concerned about tech road maps, so we would like to debate integration solutions that allow operators take 3rd party content without impacting their road maps or tech resources.
SBC: How can the betting industry make itself more appealing to wider sports consumers and stakeholders?
CM: Is there a company that could be described as a “good corporate citizen”, or a firm that has a decent social responsibility program outside of their problem gambling responsibilities.
An industry that has thought through, and has solutions to integrity issues, and wants to invest in grass roots sport would go a long way to widening the appeal. There is no need to reinvent the wheel, the prototype is there with the National Lottery.
Also we need greater regulation if we are genuinely interested in appealing to the wider audience; account closures by bookmakers is a huge talking point. Getting money out can be difficult and account restrictions on sports betting while allowing huge limits on casino betting for example doesn’t make for good press.
SBC: Apart from football, what do you think is the most interesting thing to bet on?
CM: Without question, it’s golf for me. The pre-event markets allow fantastic opportunities to try and find some value in a 140+ runner field at a big price and ideally four days of fun. First round leader markets get you straight into the action; I love a good 3 ball acca on Day 1 of a major with the dream of a big pay out.
Golf ebbs and flows in play and there can be such swings in a golf match to keep the interest high and there are so many opportunities for a “sweat” in play now. With Metric we offer all the above and granular markets, like will Rory hit the fairway off the tee, or will Jordan sink this putt. We are constantly offering binary propositions to the customer to add to their engagement and entertainment.
SBC: Finally, what does the rest of 2016 have in-store for you?
CM: It is going to be a busy second half of the year. We have just moved our company HQ from Las Vegas to London and opened our new offices in Mayfair. We go live in August with Sporting Solutions as their first ever 3rd party supplier for Super Live football markets (sorry mentioned football) and then golf content.
We have our first Italian and North American customers going live and have a host of UK and Irish betting companies taking our in play content. Finally, we have some really exciting projects further afield with some of the world’s largest betting companies, so it’s a genuinely interesting time for Metric.
Click here to join Metric Gaming at Betting on Sports this September!
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