Operators will go from “strength to strength” in Brazil’s competitive market using Sportingtech’s customisation features, according to the firm’s Senior Sales Director, Jack Smith.

UI upgrades, announced ahead of SBC Summit Latinoamérica, have elevated Sportingtech’s sportsbook interface, providing enhanced customisation and control options for its new and existing clients.

“Any way in which you can stand out from your competition in a highly saturated market, for us, that’s only a good thing,” explained Smith, speaking to Ricardo Assis, Editor of SBC Noticias Brasil.

“The new UI/UX, we’ve been working on it for a year now. It’s very intuitive and the flexibility [means operators] are able to tailor their offering and offer things that other competitors aren’t able to offer.

“We feel that our operators will go from strength to strength in a very, very competitive Brazil next year.”

A headline of the new features is the custom bet tool which allows operators to create their own markets based on sponsored events or when they feel a market will add value.

On the custom bet function, Smith said: “It’s proven highly popular. Operators are really enjoying the ability to create their own markets at any time for any particular event.  

“We built it because we knew that operators needed additional abilities to stand out from their competition. And we know in Brazil, for example, sponsorship is huge, whether it be football leagues or teams. 

“Certainly, around big events, whether it be a football match, it offers something that your competitor doesn’t have and it adds an additional media engagement. These things get picked up by media outlets and they’re on TV, so any engagement or brand awareness is good.”

Localisation in Latin America

During the interview, filmed at SBC Summit Latinoamérica, Smith also spoke about the importance of localising content given the differing needs of the various countries in the region.

“A lot of people treat South America as almost like one big country, or people see it as Spanish-speaking or Portuguese-speaking,” he said.

“The reality is each country is very different. The consumer trends are very concise and what they like is very different. You take Mexico, for example, there’s a huge influence of US sports because of its close proximity to the US and then you look at places like Brazil, Chile and Colombia where we know that soccer is much more prevalent. 

“So in terms of customisation again it’s very important to be able to change the product to fit that player’s needs.”