Gaming solutions provider BetConstruct is preparing to extol the virtues of in-play betting when it appears at this year’s G2E in Las Vegas. The firm will draw upon its “huge library of live match betting choices” to educate the US market about why in-play betting has become so popular across the rest of the world.

Explaining more about the strategy, Jonathan Aiwazian, the company’s regional director in the US, said“The key for BetConstruct at G2E is to show the immense capabilities of our products, and to show our commitment to the US market. We are looking to make big moves in the US market for the rest of 2018 and into 2019, and the plan is to use G2E to ignite some of these plans. With all the leaders in the industry in one place, we will look to exchange ideas and strengthen our path forward.”

He added: “Live Casino have also shown to be quite popular in the states. We look forward to displaying our Live Studio solution featuring real-life croupier as it presents an amazing opportunity to unearth new players and new revenues. As does our Fantasy Sports software, which generated huge interest during World Cup 2018, having been enhanced with Tournaments mode and a redesigned interface.”

The BetConstruct team, which will be based at Stand 4818 in the Sands Expo from October 9 to 11, has placed education at the heart of its conference strategy, alongside the promotion of its full product range, some of which have not yet been seen in the US.

Ahead of the show, Aiwazian said: “Educating the population on the logistics of in-game betting that has become the majority of sports bets in other countries will be the main goal of most operators in the beginning months of sports betting in the US. As a result of not being exposed to up-to-the-second data feeds and live streaming of all matches, US bettors are not familiar with the concept of betting on the outcome of the next play.

“The closest experience has been to play the second half lines in basketball or football, which does not compare to the almost unlimited betting opportunities that exist in modern online sportsbooks overseas. Whichever operators do the best job of introducing their customers to the live betting arena will be able to capture the biggest percentage of the market.”

Referencing the complexity of the market, in the absence of a federal framework, he added: “The state by state regulations could cause confusion among the betting population, with the US market acting like 50 different markets. It will be a challenge to educate users about the different guidelines and tax rates in each state, especially for people who live and work near state borders.

“For example, many New Jersey residents work in New York. While at home they are able to legally bet on sports, but at work, they are blocked by geolocation companies from accessing their accounts.”