Europe the blueprint as Asia’s online market begins to mature

Faced with increased competition and more demanding customers, Asia’s online operators are looking towards Europe for ways to drive revenue growth in a market that is beginning to mature. Previously, operational demands in Europe and Asia have differed significantly. The challenges operators faced in highly regulated, intensely competitive jurisdictions such as the UK or Italy were a world away from those active in Asia’s grey markets. However, AGB understands that tightening margins at many of Asia’s biggest online operators are forcing strategies to be re-evaluated. Many of these strategic shifts mirror those undergone in Europe over the past five years: greater focus placed upon retention than acquisition; operators competing on product rather than marketing; and a greater emphasis on customisation, personalisation and differentiation. “The days when it was enough to roll out a standard, European-style, English-language website into Asian markets and expect it to succeed have gone,” Joe McCallum, director of sportsbook at...

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