As US expansion continues to be prevalent for betting operators, remaining dialled in with the needs of the European sector is key, according to Elliott Banks, UK Regional Director at BetConstruct, who spoke with SBC at the recent Betting on Sports Europe conference.

He emphasised that this is ‘especially the case in a BetConstruct Sense’, as he added that the firm ‘can’t lose focus on where you started’. 

He continued: “The US – it is their behemoth. Everyone is looking for their route in, how they’re going to launch and sustain that market. 

“But if you spend too much focus on one place, you’re going to lose a bit of the representation that you should have for European sports, Asian sports – the rest of the global sports market. With a winter World Cup this year, I think that’s a real push internally for us and to maintain our commitment to European sport.”

In terms of live casino, Banks opened up on the group’s CreedRoomz brand, stating: “We’ve repurposed some of the internal brands – launched them again, so CreedRoomz is our live casino brand. We have a fantastic live studio set up which is expanding. And, I think given its own entity, its own identity is really going to help with marketing that brand long-term. It’s similar to what we’ve done with our slots games and the skill gaming sections of the company.”

He added: “Giving them their own identity and just being supportive allows them to enter some markets that we might not be focusing on as a platform provider. It allows us to work with several aggregators where you’re not just taking a competitor product – you’re actually taking a complementary product which is what they are – they are complementary products. It makes it a leaner operation; it gives them less hurdles to jump through to achieve greatness, which is brilliant.”