Live streaming of sports will be key for in-play betting in America, according to William Hill US CEO Joe Asher.

In an exclusive interview in the Official Sports Betting Guide to G2E, produced by SBC Magazine, Asher revealed: “I think live streaming for in-play is going to be really big in the US – one of the big opportunities in US sports, not limited to tennis but for all sports.

“I’m a big believer in streaming where you can watch the video and place the bet right there in the app. There’s no doubt that’s where the future is going to be.”

Asher is one of a number of industry leaders featured in the Official Sports Betting Guide to G2E, the largest gathering of global, commercial and tribal gaming professionals in North America.

Almost 30,000 gaming industry professionals can pick up the guide at the event, which takes place from 14-17 October at the Sands Expo Hall in Las Vegas.

The purpose of the guide is to help everyone interested in the business of sports betting by collecting together all information related to sports betting at G2E, including key exhibitors, product info, services and special events taking place at the show.

Rasmus Sojmark, Founder and CEO at SBC, commented: “After the response to last year’s guide, we were very happy when G2E approached us and asked us to produce the Official Sports Betting Guide for this year’s event. Given our expertise in sports betting and G2E being the premier gaming show in the US, we have enjoyed working closely together this year.

“Sports betting is one of the hot topics in the gambling industry in the US given the roll out of new laws on a state-by-state basis, so this guide is a perfect tool for visitors to G2E to discover all the sports betting elements of the show.

“It also allows those suppliers in the sports betting sector an opportunity to showcase their products and services to a curious audience from what could be the biggest betting market in the world in the future.”

Alongside key information about the eagerly anticipated Sports Betting Symposium (SBS), which will address legislative issues, business strategies and partnerships, as well as the intersection of wagering and payments, there are a number of exclusive interviews and features.

Meanwhile, this latest big event guide – the fourth of the year for SBC Magazine – will also feature a state-by-state guide to sports betting regulation, details of the ongoing mobile-based debate in New York and special insight into an Aussie going toe to toe with some of the country’s most established operators – PointsBet CEO Johnny Aitken.

It also contains expert commentary from the likes of Don Best Sports (SG Digital), FanDuel, Stats Perform, AffiliateINSIDER, Mazooma, SBTech and IGT.

Writing in her welcome letter for the guide, G2E Event Director Korbi Carrison said: “You’ve waited all year to join more than 27,000 gaming industry professionals, who as a community come together in a journey to evolve business knowledge and practices, ensure business success, foster relationships and find inspiration.”

Carrison also confirmed that, together with returning exhibitors, more than 17,000 square feet has been dedicated to sports betting exhibitors at this year’s show.

With a deadline of Friday 27 September, there is still time for you to get involved to target a large and relevant audience at G2E.  For more information, please email [email protected].