“ICE Africa is one of the many industry events across the globe that Sportradar attends each year. It’s an occasion that provides a welcome opportunity to speak to a range of current and prospective clients in the continent about their needs and how our offering can support these. As the only pan-African and international gaming event, the show attracts businesses of all sizes. This ultimately reflects our 360-degree betting offering, which supplies operators, large and small, with all the tools they need to establish and manage a successful sportsbook. Currently ICE Africa is the number one industry betting show in Africa for us, and therefore one we have, and will continue, to attend,” said Parsons, who joined Sportradar in July 2011 and has since headed up sales of Sportradar and Betradar services in Africa.

With what goals are you going to the show? Why did you decide to participate?

Africa is a key market for us and these are some of the main reasons why we continue to participate at ICE Africa. The African gaming market is maturing at a rapid pace. At the same time, it is in a state of transition. As such, our goal there is to showcase the fact that our products and services are backed by the latest cutting-edge technology and are completely flexible, meaning they can be fully tailored and easily integrated across multiple platforms. Even at the most basic level, we ensure data transmission is simple and fast, available through the one seamless integration. And for those who want everything under the one roof, our Managed Trading Services (MTS) is the key. MTS is also completely customisable, providing everything from our market-leading sports data to our betting entertainment services together with our expert trading and risk management at whatever level is required.

What is the biggest attraction of the African market for the company?

Like a lot of emerging markets lately, Africa is a market of real opportunity, especially as the potential of live and mobile betting continue to be realised. However, in saying that, its important operators don’t then take a one size fits all approach to Africa as there are specific differences. It is imperative therefore to have an offering that appeals to the various preferences of the different regions. This isn’t just about betting preferences, it’s also about sporting preferences and understanding users so they know how and where they like to bet so you can create an experience that offers a real point of difference.

How do you see the gaming sector in general on the continent?

Given the market is in a state of transition, its important that operators avoid making decisions based simply on what is currently at play. This requires an understanding of the shift to mobile and live betting in Africa and being aware of the technology that is required to ensure a sportsbook offering meets future trends as well as today’s needs. For punters in Africa, betting is no longer treated simply as a gamble for a big win. Increasingly, audiences there are seeking more entertainment factor from their betting experience. This can include everything from live streaming of sports to more betting options, including player markets, rapid betting and custom bet. Being aware of such options is advantageous for those sportsbooks who again really want to differentiate their offering within the gaming sector in Africa.