20-22 OCT 2020 The Oval, London
AGENDA PREVIEW TUESDAY 20 OCTOBER 15:00 – 21:00
Pre-registration
TBC
15:00 – 21:00
Networking & Drinks
TBC
WEDNESDAY 21 OCTOBER 08:30 –
Registration Open
09:00 – 17:30
Exhibition Open
10:00 – 17:30 10:00 – 17:30 10:00 – 17:30 10:00 – 17:30 10:00 – 17:30 17:30 – 20:00
Leadership Forum
Conference room 1
Betting on Horseracing
Conference room 2
Sports Integrity
Conference room 3
Payments, Fraud & Compliance
Conference room 4
Marketing & Creativity
Conference room 5
Networking Drinks
TBC
Official Party
TBC
THURSDAY 22 OCTOBER 08:30 –
Registration Open
09:00 – 17:30
Exhibition Open
10:00 – 17:30
Betting on Football
Conference room 1
10:00 – 17:30
Trading
Conference room 2
10:00 – 17:30
Betting on Esports
Conference room 3
10:00 – 17:30
Lottery Forum
Conference room 4
10:00 – 17:30
Responsible Marketing
Conference room 5
17:30 – 20:00
Networking Drinks
TBC
17:30 – 21:00
Closing Networking Drinks
TBC
Closing Party
TBC
20:00 – 02:00
FURTHER DETAILS All destinations pertaining to the Betting on Sports Europe conference can be found on the official website or conference app.
IF YOU NEED ANY FURTHER DETAILS PLEASE CONTACT: Paul Mills, Event Director, SBC, paul@sbcgaming.com, +44 (0) 778 840 5551 Andrew McCarron, Managing Director, SBC, andy@sbcgaming.com, +44 (0) 778 231 1768 Rasmus Sojmark, Founder / CEO, SBC, rs@sbcgaming.com, +44 (0) 789 049 5353
MORE INFO @ WWW.SBCEVENTS.COM/BETTING-ON-SPORTS-EUROPE/
WEDNESDAY 21 OCTOBER / CONFERENCE DAY 1 For more information, please visit www.sbcevents.com/betting-on-sports-europe
LEADERSHIP FORUM
BETTING ON HORSERACING
SPORTS INTEGRITY
PAYMENTS, FRAUD & COMPLIANCE
MARKETING & CREATIVITY
CONFERENCE ROOM 1
CONFERENCE ROOM 2
CONFERENCE ROOM 3
CONFERENCE ROOM 4
CONFERENCE ROOM 5
10:15 - 10:35 TOO FRIENDLY FOR PUNTERS? ISSUES AROUND FRIENDLY MATCHES With so much action taking place throughout the football calendar, what can be done to maintain the integrity of club friendly matches or do they simply represent too much of a risk in terms of corruption?
10:15 - 10:35 ALL INDEX REPORT – DIVERSITY IN THE SPORTS BETTING INDUSTRY All-in Diversity provides the first look at the latest All-in Index on diversity and how the sports betting sector is represented.
10:20 - 11:00 SECRET OF SUCCESS – THE BUSINESS CASE FOR DIVERSITY Industry leaders discuss the different approaches to corporate culture in cultivating a more diverse and rewarding environment. How can the findings of the Index be used to realise commercial gains? Should companies adopt a ‘Rooney-rule’? SPEAKERS Celine Crawford, Chief Communication Officer, Smarkets
10:20 - 11:00 SPONSORSHIP: WHAT DO BOOKMAKERS WANT? The betting industry remains the biggest supporter of the sport of horseracing. But is that sustainable? Is racing delivering a good ROI? Or is fresh thinking needed from all sides?
10:20 - 11:00 MARKET FORCES – WHEN ARE BETS TOO RISKY TO TAKE? Spot fixing brings some of betting’s derivative markets into sharp focus. What impact has the exponential growth of sportsbooks had on the fight against corruption? Are we approaching a situation when sportsbooks should consider limits on the markets they offer on certain sports and on whether they can even take wagers on low level sports that present a risk to integrity? SPEAKERS Oliver Lamb, Head Sportsbook Controller, Kambi
10:20 - 11:00 CREDIT CRUNCH What will be the impact of the credit card ban be on the UK market? Was a ban justified? Does the industry need to do more to protect players from themselves?
10:20 - 11:00 SBC AWARDS SHOWCASE: 20:20 VISION Spreadex explains the genesis behind its 20:20 Vision marketing campaign which was introduced to market the sports spread betting operator’s acquisition drive. Part of the SBC Awards Showcase.
WEDNESDAY 21 OCTOBER / CONFERENCE DAY 1 For more information, please visit www.sbcevents.com/betting-on-sports-europe
LEADERSHIP FORUM
BETTING ON HORSERACING
SPORTS INTEGRITY
PAYMENTS, FRAUD & COMPLIANCE
MARKETING & CREATIVITY
CONFERENCE ROOM 1
CONFERENCE ROOM 2
CONFERENCE ROOM 3
CONFERENCE ROOM 4
CONFERENCE ROOM 5
11:00 – 11:20 REFRESHMENT BREAK 11:20 - 12:00 CHANGING THE NARRATIVE The gambling industry is suffering a regulatory backlash. What can the industry do to reassure the public that punitive measures are not needed? Who can fight our corner? And how can they do so?
11:20 - 12:00 OFF BALANCE? IS THE SP STARTING TO SLIP? A growing number of bookmakers are starting to use their own prices up to the off and just using SP to settle. Should this be the sign for SP reform? How can the SP remain relevant in the digital age? Does racing need universal pricing?
11:20 - 12:00 POLICING A GLOBAL ISSUE LOCALLY Match fixing is regularly cited as a global issue with local impacts, but how long exactly is the long arm of the law? With single cases potentially crossing many jurisdictions, who is best placed to take the lead or co-ordinate investigations? Would a global body match fixing body help? What would it realistically be tasked with doing?
11:20 - 12:00 IDENTITY MATTERS – THE NEW UKRAINE REGULATIONS The new regulations in Ukraine have very specific identification measures for operators. What needs to be done to remain compliant?
11:20 - 12:00 SBC AWARDS SHOWCASE: LIGA STAVOK IN CIS Liga Stavok details what it describes as the largest retail betting marketing campaign in the history of the CIS, spearheaded by hockey star Ilya Kovalchuk. Part of the SBC Awards Showcase.
12:00 - 12:45 ID RESTRICTIONS AND FTD The turn of the year saw the Dutch market impose new rules for front-end ID checks for customers. How has the market responded? Are FTD numbers down? What are the consequences for breaching the new rules?
12:00 - 12:45 SBC AWARDS SHOWCASE: TBC A major operator takes us through the thinking and effectiveness of its shortlisted marketing campaign. Part of the SBC Awards Showcase.
SPEAKERS Bill South, Group Director of Security and Community Affairs, William Hill 12:00 - 12:45 MARKET FRAGMENTATION – SUPPLIER CEO PANEL As the restrictions become tighter, what can suppliers do to provide a multi-jurisdictional product? How are regulators treating the supply chain? Do suppliers need to keep a closer watch on their operator customers to safeguard their licences?
12:00 - 12:45 FUTURE OF ON-COURSE RACING As the future of retail bookmakers looks bleak, so does that of the on-course bookie. With rising pitch fees, badge costs, and cuts to the number of meetings – what does the future hold for on-course bookmakers? How can the sector improve public perception when it comes to age verification? Does on-course need a complete revamp?
12:00 - 12:45 MACOLIN IN MOTION: DEFINING ILLEGAL SPORTS BETTING The Macolin Convention is now in place, but what advantages does that bring on a legal basis and where can regulators deviate? What are the alternatives for defining illegal sports betting if the current wording is so problematic? What roles do the sports and gambling industries play now? How does sharing sensitive data fall in with other regulations?
WEDNESDAY 21 OCTOBER / CONFERENCE DAY 1 For more information, please visit www.sbcevents.com/betting-on-sports-europe
LEADERSHIP FORUM
BETTING ON HORSERACING
SPORTS INTEGRITY
PAYMENTS, FRAUD & COMPLIANCE
MARKETING & CREATIVITY
CONFERENCE ROOM 1
CONFERENCE ROOM 2
CONFERENCE ROOM 3
CONFERENCE ROOM 4
CONFERENCE ROOM 5
14:00 - 14:50 ANALYSING THE AGE CHECK CHANGES Last year the Gambling Commission introduced enhanced age checks. Have these had the desired effect of making gambling safer?
14:00 - 14:50 SBC AWARDS SHOWCASE: TBC A major operator takes us through the thinking and effectiveness of its shortlisted marketing campaign . Part of the SBC Awards Showcase.
14:50 - 15:30 TRENDING – HOW CONSUMERS ARE SPENDING THEIR MONEY The public has a whole array of payment options these days. Mobile pay, digital wallets, pre-paid cards, crypto-currencies – even cash. But where are these types of payments being used and where does gambling need to be careful?
14:50 - 15:30 SBC AWARDS SHOWCASE: TBC A major operator takes us through the thinking and effectiveness of its shortlisted marketing campaign. Part of the SBC Awards Showcase.
12:45 – 14:00 LUNCH 14:00 - 14:50 SBC LEADERS: OPERATOR CEO PANEL Can operators work together for the greater good of the industry, or is it so fragmented that it needs regulators to lay down the law so that everyone complies? What does the future hold for betting in Europe this decade? SPEAKERS Ulrik Bengtsson, CEO, William Hill Anthony Werkman, CEO, Betway Paris Smith, CEO, Pinnacle
14:00 - 14:50 BUILDING THE INTERNATIONAL NARRATIVE As international meetings become an increasingly important tool when it comes to engaging punters, what can betting operators and racing broadcasters do to build the narrative around faces that are less familiar to domestic audiences?
14:00 - 14:50 INTEGRITY IN DATA COLLECTION Official data from tennis comes directly from the umpires chair, but where are the potential weak links in other sports for data to be manipulated in order to defraud bookmakers? Phantom matches, part-time data collectors, technological weaknesses - where does the industry need to be vigilant? And if official data is the best tool to combat match fixing, should it be made free of charge? SPEAKERS Hrafn Eiriksson, Data Team Lead, Smarkets Sam Gomersall, Sports Integrity Manager, Pinnacle
14:50 - 15:30 ETHICAL GAMBLING – SPOTLIGHT ON GOVERNANCE. Entering a new decade, how will gambling’s gods of governance reshape a betting industry in need of improving its public profile and all-round rationale? Can new governance implement effective change promoting gambling as a ‘sustainable sector’, whilst the majority of western governments rethink legislative strategies governing business and digital codes?
14:50 - 15:30 OVERCOMING HURDLES – HOW CAN RACING ATTRACT NEW AUDIENCES? With overall attendances at UK race meetings continuing to dwindle in recent years, how can the industry make a ‘day at the races’ more appealing to a wider demographic? Are music festivals and non-racing events the way forward to engage with a younger audience? Or are bigger festivals the only way to attract eyeballs?
14:50 - 15:30 ASSESSING THE IMPACT OF THE TENNIS’ REVIEW OF INTEGRITY The Independent Review Panel into tennis integrity published its report at the end of 2018 with big repercussions for the lower echelons of the game. But what has happened in that time and do its recommendations stand up 18 months later in a fast moving environment? SPEAKERS David Lampitt, Managing Director, Sports Partnerships, Sportradar
WEDNESDAY 21 OCTOBER / CONFERENCE DAY 1 For more information, please visit www.sbcevents.com/betting-on-sports-europe
LEADERSHIP FORUM
BETTING ON HORSERACING
SPORTS INTEGRITY
PAYMENTS, FRAUD & COMPLIANCE
MARKETING & CREATIVITY
CONFERENCE ROOM 1
CONFERENCE ROOM 2
CONFERENCE ROOM 3
CONFERENCE ROOM 4
CONFERENCE ROOM 5
15:30 – 16:00 REFRESHMENT BREAK 16:00 - 16:40 BREXIT – PART DEUX The UK is entering ‘Phase 2’ of negotiations, in which post-Brexit trading and commercial relationships aim to be settled with the EU27. How will UK gambling incumbents and wider stakeholders be impacted by Brexit negotiations, as PM Boris Johnson underlines that the UK will follow no regulatory alignment with EU directives? Which industry components will be most at risk of negative impacts? What are the impacts for Gibraltar, Malta and other jurisdictions? Furthermore, how will UK gambling enterprise be protected at an international level as UK law diverges from EU protocols?
16:00 - 16:40 IS LESS MORE? THE BIG FIXTURE DEBATE Given the number of betting options now available in betting shops and online, should horse racing concentrate its pool or runners into fewer, more competitive racing? Or does the ‘fodder’ generate more levy payments? Are projects such as non-standard race times just tinkering around the edges? SPEAKERS Jamie McKittrick, Head of Commercial, GVC Group William Woodhams, CEO, Fitzdares
16:00 - 16:40 NIPPING IT IN THE BUD – EDUCATE TO PREVENT For athletes at all levels, education is pivotal when it comes to ensuring the integrity of sport. What approaches are most efficient and effective in terms of engaging athletes and making them aware of the dangers of corruption?
16:00 - 16:40 BANKING CRISIS Businesses in the gambling industry are finding it harder and harder to find banks willing to take their custom, which can be particularly difficult if regulations stipulate different accounts for player funds. Where can companies turn for sensible banking and what can be done to thaw out relationships with normal banks?
16:00 - 16:40 SBC AWARDS SHOWCASE: STAR SPORTS’ BETTING PEOPLE: LIVE! Star Sports’ Interviewer in Chief Simon Nott adds to his Betting People catalogue of interviews with industry people with his first interview in front of a live audience. In the hot seat is ‘Jimmy Justice’ Brian Chapell. SPEAKERS ‘Jimmy Justice’ Brian Chapell
THURSDAY 4 JUNE – CONFERENCE DAY 2 DAY 2 THURSDAY 22 OCTOBER / CONFERENCE
For more information, For please more information, visit www.sbcevents.com/betting-on-sports-europe please visit www.sbcevents.com/betting-on-sports-europe
BETTING ON FOOTBALL
TRADING
BETTING ON ESPORTS
LOTTERY FORUM
RESPONSIBLE MARKETING
CONFERENCE ROOM 1
CONFERENCE ROOM 2
CONFERENCE ROOM 3
CONFERENCE ROOM 4
CONFERENCE ROOM 5
IN PARTNERSHIP WITH
10:20 - 11:00 LIMITED THINKING With the Swedish authorities taking a serious look at limiting the types of markets offered, what effect would these proposals have for sports bettors and bookmakers?
10:20 - 11:00 EDIT-A-BET: THE NEXT GENERATION Since the introduction of cash-out, handing customers more perceived control has proved to be massively popular. What is coming down the line for punters next?
10:20 - 11:00 ESPORTS – A SAFER BET? As game and data standards become more robust, are traders much more comfortable with taking bets on esports? What opportunities does a digital competition provide for innovation in non-standard market offers?
10:20 - 11:00 THE BATTLE AGAINST CAUSING GAMBLING HARM FOR LOTTERIES With an increased global focus on problem gambling, what role do lottery providers play in the battle against problem gambling? What are the different approaches taken by operators? Where is the balance between raising money for ‘good causes’ and ensuring that players are not exploited or have an increased chance of gambling harm?
10:20 - 11:00 REACHING AN AUDIENCE DESPITE A MARKETING BAN With the opportunities on sponsorship, advertising and affiliation narrowing across Europe – how can the industry promote itself? Are we heading back to a .net model of ‘informational’ websites?
11:20 - 12:00 MARKETING IN THE DIGITAL AGE What are the most effective, and safest, ways of communicating with players in the digital environment? How can customers be effectively profiled? What is deemed too obtrusive?
11:20 - 12:00 BRAND CONTROL – WORKING WITH AFFILIATES How tight a rein do operators need to hold when it comes to their marketing partners?
11:00 – 11:20 REFRESHMENT BREAK 11:20 - 12:00 VAR SIGHTED – PREMIER LEAGUE TRENDS A look back on the 2020 season in the EPL - where were the surprises? What impact did VAR have? How did punters behave? Has Request a bet plateaued? SPEAKERS Dan Levy, VP, Communications & Commercial Partnerships, Smarkets David Pilgrim, Senior Product Manager - Trading, Sky Betting & Gaming
11:20 - 12:00 PALPABLE INFALLIBILITY The palpable error rule is one that has dug many a bookmaker out of a hole, but does it have a future in the digital age? How important is the rule today when its invocation engenders bad feeling and bad publicity? Can palps make us lazy? SPEAKERS Matt Scarrott, Director of Sportsbook, BetVictor
11:20 - 12:00 ESPORTS AROUND EUROPE As the esports following grows globally, what is the penetration in European countries? And what are the gambling laws in those markets?
THURSDAY 22 OCTOBER / CONFERENCE DAY 2
For more information, please visit www.sbcevents.com/betting-on-sports-europe
BETTING ON FOOTBALL
BETTING ON RACING
BETTING ON ESPORTS
LOTTERY BUSINESS FORUM
RESPONSIBLE MARKETING
CONFERENCE ROOM 1
CONFERENCE ROOM 2
CONFERENCE ROOM 3
CONFERENCE ROOM 4
CONFERENCE ROOM 5
12:00 - 12:45 WHOLE NEW BALL GAME The FIFA Women's World Cup in 2019 kicked started interest in the women’s game, which the WSL has been looking to capitalise on. But have sports bettors responded to the enhanced coverage? And what are the differences compared to the men’s game?
12:00 - 12:45 STREAMING AWAY Amazon’s streaming of live sport has meant that an even greater latency variability for bookmakers to contend with. How can bookmakers protect themselves when most of their customers can be a minute behind the play?
12:00 - 12:45 REPUTATIONAL MANAGEMENT Lottery operators are perceived to have the best standing by politicians and the media because of the high standards that are applied to them. How much of a disadvantage is that in an open gambling environment? Are lotteries taking advantage of their perception effectively? In what areas are they in danger of damaging their reputation?
12:00 - 12:45 THE THIN LINE BETWEEN MARKETING AND ENTICEMENT Gambling has been successfully using marketing techniques from other industries for 20 years, but given the nature of the product, does it need to be more circumspect?
14:00 - 14:50 SUCCESSFULLY ADAPTING TO A COMMERCIAL ENVIRONMENT The opening of the Danish betting and gaming market has been viewed as a big success, with the national operator Danske Spil more than holding its own against the competition. What plans did the firm put in place first and how did it successfully leverage its position among the audience?
14:00 - 14:50 TWEET NOTHINGS Twitter, especially around gambling, can be an horrendous experience, with complex nuances boiled down to 280 characters and boiling over as a result. Should brands engage and reap the benefits of increased loyalty? Or is it safer to let complaints fester in their echo chambers?
12:00 - 12:45 COMMUNITY MEMBERS The different esports games have their own communities. How Important is it for companies to embrace its members, or is it important to keep a distance given the youthful demographic skew?
12:45 – 14:00 LUNCH 14:00 - 14:50 INNOVATION IN FOOTBALL MARKETS Synopsis: As demand continues to grow, there is more variety than ever before in people wanting to have some financial involvement in the beautiful game. But why do some concepts work and others fail to take off?
14:00 - 14:50 SPREAD BETTING – SOMETHING DIFFERENT Spread betting is often perceived as being outside the betting industry, but what can we learn from its risk management techniques and market offers?
14:00 - 14:50 PERFECT PARTNERS How has sponsorship evolved in esports? Which are the more successful partnerships between leagues, teams and players? SPEAKERS Serge Vardayan, CEO & Founder, WIN.GG
THURSDAY 22 OCTOBER / CONFERENCE DAY 2
For more information, please visit www.sbcevents.com/betting-on-sports-europe
BETTING ON FOOTBALL
BETTING ON RACING
BETTING ON ESPORTS
LOTTERY BUSINESS FORUM
RESPONSIBLE MARKETING
CONFERENCE ROOM 1
CONFERENCE ROOM 2
CONFERENCE ROOM 3
CONFERENCE ROOM 4
CONFERENCE ROOM 5
14:50 - 15:30 FUNDING OF FOOTBALL Sponsorship works as a mutually beneficial funding mechanism from betting to football. But if such partnerships are outlawed, what paths are there for co-operation in the future?
14:50 - 15:30 THE NEED FOR RICHER BASKETBALL DATA As one of the fastest moving sports, basketball has heavy data demands. What do trading floors need to effectively run attractive basketball markets?
14:50 - 15:30 TOOLS OF THE TRADE How robust is the data from esports and how are players watching matches?
SPEAKERS Eddie Bennett, MD Digital, Boylesports Russ Yershon, Founder, ConnectingBrands Hampus Lofkvist, Director Global Sponsorship Sales, Sportradar
14:50 - 15:30 HITTING THE JACKPOT – HOW TO INCREASE COMMON LIQUIDITY IN GAMBLING BUSINESS Synopsis: With lottery operators increasingly prepared to work together, what’s the future for the Euromillions and Eurojackpot groups? Will they inevitably merge or are there other ways they can work together? What options are there beyond Europe?
14:50 - 15:30 REDUCED VISIBILITY After one season of the ‘whistle to whistle ban’ on football, how effective has it been? Does it need to go further to gain more public support?
16:00 - 16:40 OFFERING A COMPELLING DIGITAL LOTTERY PRODUCT How can lottery betting companies successfully diversify their product portfolio – into casino, scratchcards, bingo and live casino? What does the lottery playing demographic enjoy? And how can we bridge the gap from a retail to a digital environment?
16:00 - 16:40 GERMAN BLIGHT Germany is another jurisdiction where affiliate marketing is frowned upon. But can there be a ‘green’ version of affiliate marketing that can be developed to open up markets that have slammed the door shut under a player protection remit?
15:30 – 16:00 REFRESHMENT BREAK 16:00 - 16:40 THE CHALLENGES WITH EURO 2020 The big summer football tournament is on our doorstep, but how important is it to the bottom line given the huge sign-up offers in a noisy marketplace? What are we expecting from a new-look format?
16:00 - 16:40 DOES MASS MARKET MATHS STILL WORK? Stripped of TV spots and further adjustment to KYC and compliance demands, do bookmakers need to rethink their mass market trading strategies, accommodating business realities? 2019 saw a number of bookmakers exit the UK market failing to meet its scale demand. Battling peak market saturation, does the maths still work for bookmakers and their technology partners? SPEAKERS Marco Blume, Trading Director, Pinnacle
16:00 - 16:40 MARKET FORCES What do players like to bet on? Which sports are most popular, which markets are important to have and which are essential?
SPEAKERS Stuart Godfree, Managing Director, mkodo
SPEAKERS Maarten Haijer, Secretary general, European Gaming and Betting Association (EGBA)