Bookmakers must do better than just restricting punters, says GiG chief exec
Robin Reed says proprietary pricing and higher limits could allay regulators’ growing concerns the industry is not treating its players fairly
Bookmakers need to improve their pricing and risk-management in order to protect the long-term sustainability of the industry, GiG chief exec Robin Reed has said.
Speaking to EGR Intel, Reed said proprietary models could help firms restrict fewer punters and thus allay regulators’ growing concerns the industry is not treating its players fairly.
“If you’re good you can’t bet and if you’re bad you can bet as much as you want. I think the industry will have to innovate on that and develop their own pricing,” Reed said.
“I think definitely there will be some disruption there. In a combination of pricing and risk management you will see the development of in-house pricing,” Reed added.
GIG recently developed its own odds compiling and pricing system, which Reed called “a breath of fresh air” in an industry full of “copycatting”.
“What is incredibly important is it gives us the confidence to operate with higher limits,” Reed said.
MRG’s (formerly Mr Green) 11.lv Baltics-facing sportsbook was the first external client to sign with GiG Sports in August.
11.lv CEO, Janis Tregers said: “The flexibility of trading and odds-making tools built into this platform will allow our experienced bookmaker team to create an odds-offering which is truly unique and tailored to what customers in our market demand.”