The conference for bookmakers Betting Trends Forum for the third time took place in Moscow on April 3. Speakers and participants focused on the 2018 FIFA World Cup, which Russia welcomes this year: bookmakers discussed how to profit from the event and what strategies to use to attract clients.
The conference was held in the fashionable hotel Moscow Marriott New Arbat. About 200 guests attended the event: representatives of major betting shops; lawyers and marketers working in the field of gambling; experts of the sports industry.
Speakers paid special attention to marketing, legislation and technological trends in the industry.
Tom Light (vice-president of SBTech) and Oleg Davydov (executive director of the First bookmakers SRO) were the key speakers at the event.
Tom Light covered the topic of blockchain in gambling – from the prerequisites to its implementation to specific cases. For example, the launch of ICO, a cryptocurrency campaign to raise funds, is successfully used in the gambling business.
Oleg Davydov spoke about the history of the first self-regulating organization of bookmakers, its work and how it implements the norms of the latest Russian legislation.
Television or the Internet? What to choose for the advertising campaign, Julia Nemtseva (managing partner at AdConsul) answered the question. In addition, she shared effective advertising strategies before the 2018 FIFA World Cup.
Unlike Julia, Roman Bout (CEO and founder of Quintessence) focused on online marketing. He explained how to effectively master the advertising budget before a major sporting event: how to segment the client base, who brings the most profit and when to start reactivating customers.
“Of course, you need to start in advance. Do not wait for the first World Cup matches, but use the Champions League or some other tournaments. From the moment of reactivation, you will still need to establish a trust contact with the client,” Roman says.
Denis Konotop (digital marketing expert) made a presentation on digital marketing. He talked about partner marketing in the betting industry: trends, problems, ways to solve them.
“As soon as restrictions on contextual advertising are completely removed, we expect a boom in traffic and the influx of new players. However today, the ru-segment of partner marketing is experiencing a kind of stagnation,” the expert believes.
Several presentations were devoted to the legislative aspect of betting. Maria Lepshikova (a lawyer, owner of the PL LLC, an expert in legal backing of gambling and lottery business) spoke about the trends of legal regulation of betting in Russia. She covered the topic of legislative initiatives:
Araik Tonyan (CEO at BookmakersRating.ru) also spoke about tendencies of state regulation of the bookmaker industry in Russia. According to him, there are problems in the industry today: a high entry threshold, a large share of the illegal sector, a negative image of bookmaking activity and restrictions in advertising that hamper its improvement. He talked about what the state can do for the development of industry and why it is beneficial to develop betting in the country.
Leonid Grokhovsky (head of TopExpert), Nikita Prokhorov (co-founder and deputy general manager at Sidorin Lab) and Alexey Tsymbal (project manager at EtherSport) made presentations at the conference as well.
In addition to the conference, there was an exhibition area, where leading solutions providers for gambling and betting presented their projects and developments. Esports.com, an esports blockchain-based project and BetConstruct, provider of online casinos were among the participants.
Organizer, an international event company Smile-Expo, thanks partners and sponsors of the Betting Trends Forum: