Paris Smith: Pinnacle B2B arm could surpass B2C in the future
Former CEO says commitment to supplier division of business could result in “groundbreaking” product development
Former Pinnacle CEO Paris Smith has suggested the firm’s B2B arm could surpass its traditional B2C operations in the future.
Speaking on the Be Better Bettors podcast, the American talked up the strength of Pinnacle Solution and indicated that in a highly competitive B2C market, being a supplier had allowed it to diversify its revenue.
Smith, who stepped down as Pinnacle CEO in May after 17 years, said Pinnacle Solution was borne out of a “flawed strategy” in which the expectation was that punters would flock to Pinnacle because of its pricing.
Smith said it was “assumed the whole world would want to bet with Pinnacle” but that when this proved not to be forthcoming, the firm switched its focus to the B2B arm of its business.
She went on to detail how operators that had switched to Pinnacle’s B2B offering were “thriving” compared to previous partnership deals.
When asked if the B2B arm of the business could takeover from B2C as the largest revenue driver, Smith said it wasn’t out of the realm of possibility.
Smith spoke about the shifting face of the gambling industry, away from sports betting and casino into an “entertainment” product, which opened the door for Pinnacle Solution.
She said: “We’re not experts in marketing to the entertainment world, but other people are so let them do it. Let’s allow them to make the most money they can possibly make, and in theory, it’s a win-win.
“The B2B model is a bit slim; the operator is the one that wins, and the provider gets a small piece. It’s going to take a while for that to surpass but I wouldn’t say it’s off the table. Pinnacle has done some pretty amazing things and that could be the next one.
“I think as you move down the road, Pinnacle is going to move into some really phenomenal, and hopefully groundbreaking, B2B product development,” she added.