## A Long Game – Wagering on Sports – iGB
Jonathan Doubilet, Head of Operations for Playtech USA, talks with iGB about the company’s long-term expansion plans in the US and how to avoid “buyer’s remorse” in a quickly growing market.
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A Long Game
Jonathan presently manages the company’s US expansion from Playtech’s New York office, having previously held various positions in the online gambling industry for the past decade. Through his various roles at Playtech, he has contributed to the strategic growth of the company’s sports wagering vertical. Following the acquisitions of Geneity (UK), Mobenga (Sweden), and Best Gaming Technology (Austria), Jonathan recently served as the Head of Business Development for the newly formed Playtech Sports division, which boasts over 600 employees across 7 locations.
It is commonly known that online gambling, particularly sports wagering, is expanding at an incredible rate in the US, with more and more states legalizing player participation in an increasingly wide range of betting options.
However, while this trend appears unlikely to have any negative impact on paper from an industry perspective, the rush to establish a presence could cost some companies in the industry dearly.
Considering this, Jonathan DuBilet, the Vice President of Operations for Playtech USA, stresses that operators should exercise prudence when selecting vendors to address difficulties that extend beyond short-term market share ambitions.
DuBilet remarked, “Numerous operators who are rapidly expanding in the US are now encountering buyer’s regret as the vendor landscape becomes increasingly competitive.” “Approximately half of the US population can engage in sports betting, and the lessons of the pandemic are still fresh in our minds, with traditional operators and elected officials reevaluating how to generate revenue.
“As online gambling becomes more widespread in more states across the US, due to the precedents established in New Jersey, Pennsylvania, and most recently Michigan, operators now require a vendor that can provide a diverse range of offerings.
“Another crucial area of competition in the US is distinction. As more operators enter the marketplace, products must be more distinctive, particularly in competitive, multi-brand markets. This places pressure on vendors to provide stronger, more innovative products.”
Looking ahead
Playtech’s own 2021 mid-year report reveals that revenue in the US and Latin American markets increased by 106%, showcasing the “enormous potential” of the region, DuBilet added.
Nevertheless, as he is eager to emphasize, although the United States promises to be one of the company’s largest markets in the years to come – alongside the United Kingdom, Italy, and Latin America – expanding across the nation’s regulated states “is a long-term endeavor, not a quick race.”
“The American market presents several unique and thrilling opportunities,” Dubilet stated. “First and foremost is the sheer magnitude of opportunity there. Conservative market size estimates suggest that the United States could be a $24.4 billion GGR market by 2025, and that’s without all 50 states and products.
“Second is state-level regulation. Different state regulations mean that operators at the national level require a technology solution that can operate on a large scale, but also tailor its compliance and regulatory approach at the state level. We are continuing to move forward with licensing processes in new states to launch more products and licenses in 2022.
“Finally, the United States is already a very mature and developed market, both in terms of retail, with many large and established casinos leading the industry for years, and in terms of consumer, with highly sophisticated online consumers who expect a smooth omnichannel experience from day one.”
State-by-state conformity
Playtech has adopted a state-by-state strategy in the United States.
For instance, the firm has already set up physical gambling studios in New Jersey and Michigan, but it can also provide adaptable technology solutions for multi-state and multi-product operators that adhere to diverse legal frameworks.
Dubilet stated this adaptable approach is based on Playtech’s Player Account Management (IMS) platform, which is GLI-19 certified, an industry standard recognized by most US regulators. The platform is also undergoing GLI-33 certification to support more sports betting opportunities.
“The IMS platform is not only a certified platform, but it also integrates with leading US and international content providers, including IGT, Scientific Games, and so forth,” Dubilet stated. “It offers ready-to-use support for major payment methods used by US state regulators and is geo-located and KYC-ready for all state regulatory requirements through integration with companies like GeoComply.”
Dubilet cited Playtech’s entry into Michigan in April of this year, partnering with platform provider Parx Interactive and the Gun Lake Band of Pottawatomi Indians to launch a mobile gaming app, as an illustration of how this platform can drive expansion.
“The scope and distribution of our platform and services attracted Parx to select Playtech, and we are proud to be the technology partner supporting their ambitious expansion plans,” he stated.
Distinct environments
Reflecting on Playtech’s endeavors to establish a lasting presence in the United States, Doubilet recognizes the significance of comprehending the “entirely distinct industry environment.”
Doubilet clarifies, “A key distinction lies in the highly developed consumer market in the U.S., where they anticipate at least omnichannel functionality.”
“American consumers desire captivating and intelligent digital encounters, and for that, you require technology with extensive reach and proven omnichannel abilities. Sports betting in New Jersey alone generates $1,200 per adult annually, which is unparalleled in the regulated gaming sector.
“Playtech possesses a time-tested, exceptionally sophisticated internal platform, which signifies that our truly omnichannel product is the favored selection for leading clients seeking a competitive advantage.”
Although the U.S. industry is comparatively new, it’s evident that knowledgeable consumers have exceptionally high expectations, compelling operators and their providers to adjust their strategies to effectively expand their enterprises.
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