The expansion of the global betting and sports sectors in recent years across multiple channels has coincided with a similar shift in the habits of consumers. 

Younger generations now consume sports differently in comparison to their peers, and this is something that betting firms must consider as part of their operations, according to Martina Åkerlund, CEO of Triggy.

In a post-session interview with SBC following a presentation she conducted on media consumption and betting behaviour alongside Triggy Chief Operations Officer Fredrik Fröstat at the SBC Summit North America, Åkerlund highlighted how in the entertainment space “we are watching more series, not movies anymore”.

The CEO explained: “It’s the same thing with sports consumption. Expecting someone to watch sports between 7:00 and 9:00 on a Wednesday evening – you cannot count on that.

“If you look at the younger generation, sport is just one interest area that they have. They are interested in so many other things. I think that sports consumption and betting behaviour will need more work with highlights and really catch the interest of this new generation.”

Reiterating one of the key points from her presentation, Åkerlund maintained that sports betting faces an ongoing battle to ‘keep up’ with the changing digital standards introduced by the big technology brands.

She said: “I think one of the key takeaways is that we have to look at media consumption across many different industries. We have so many global brands and we can see a shift in the way that people are consuming information. For example, we tend to watch more series rather than movies. 

“These big brands are setting a digital standard that sports betting has to keep up with from a user perspective – especially when it comes to personalisation.”

Focusing on the US, Triggy’s CEO also addressed the company’s plans for North American expansion. The company aims to maintain momentum on its stateside expansion plans, building on the launch of a partnership with Venuetize.

Åkerlund continued: “We’re expanding into the US. We’re going live with our first American product, integrating a betting solution into the Memphis Grizzlies app which we are super excited about. This has been done in partnership with a company called Venuetize.

“Venuetize is delivering apps to around 50 different sports teams. So in their app as a fan, you can buy tickets, you can read about the team and find further information. We think that integrating our betting solution will be a great combination – information, convenient and easy to use betting.”

Martina Åkerlund: Changing sports consumption for younger demographics