The global sports betting landscape is constantly evolving, and deciding where to focus valuable resources is one of the biggest challenges facing industry decision makers. But, at least according to a recent poll, the answer is clear. So, which region shows the most promise?
Latin America Rules
A convincing 61% of participants feel Latin America offers the greatest potential when it comes to sports betting. Considering the region’s huge population, growing affluence, and natural love of sports, this sentiment makes sense. Add the fact that several countries have already launched vibrant regulated markets, and others are following suit, and it’s clear that LatAm offers both local and international operators plenty of opportunities.
African Promise
Coming in second, with 23% of the votes, was Africa. Understandably, this may surprise some observers given the infrastructural and social issues still faced by several countries. However, with internet access quickly proliferating (and set to accelerate thanks to Starlink), and a growing and youthful sports mad population, Africa has undeniable appeal for operators looking to make their mark.
North American Value
Despite being one of the most important regions for the sports betting industry, North America came in last with just 16% of votes. This is likely because despite the potential value offered by various US states and Canadian provinces, the competition is fierce and markets dominated by industry giants. This may put many operators off, but it’s clear that enormous growth potential remains.
Looking Ahead
In truth, these regions aren’t directly comparable. They are each at different stages in the evolution of the sports betting industry, and each have their own unique strengths and challenges. And, let’s not forget, within these regions, different markets have their own nuances.
Sustainable success in any of these regions will come down to operators deploying the right product, marketing and support. A ‘one-size fits all’ approach is unlikely to work, and it will be crucial to keep ahead of the curve and embrace new innovations. In conclusion, while the global sports betting landscape is definitely getting more complex and challenging, those operators who get it right stand to reap huge rewards.
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