With Massachusetts recently opening its newly regulated market, the US continues to be at the forefront of providing new opportunities. Ahead of her attendance at the Indian Gaming conference, OpenBet’s latest signing, Debra Krupinski, VP Commercials – US, offers insight into how her previous experience will impact her new role, as well as the prospect of taking OpenBet’s commercial success in North America to the next level.
SBCA: Congratulations on your new role, what were the main factors in your decision to join OpenBet?
DK: First of all, thank you, it’s great to be back in the gaming industry after stepping away for a couple of years. Prior to taking up my new position with OpenBet, I enjoyed my time with West Monroe Partners, where I had the opportunity to lead the Corporate Transformation Practice focusing on value creation and operational efficiencies in my role as a M&A Advisor.
When it was time to look for my next challenge, I realized my passion was in the betting and gaming industry and when the opportunity arose to join OpenBet, I relished at the proposition of becoming part of an innovative, progressive organization, which is the global partner of choice for leading operators.
I’ve had the pleasure of working with CEO Jordan Levin and CCO Cathryn Lai before and I am well aware of the high level of expertise and professionalism they offer. It was a major factor in my decision to join the company, knowing that my values are aligned with the team around me, with everyone pushing in the same direction to take OpenBet to next level, and continue the impressive growth trajectory seen over the past 25 years.
SBCA: In what ways will the experience from your time with Scientific Games and WMS Gaming benefit the way you approach your new career at OpenBet?
DK: I’m grateful for the 10 years’ experience I gathered from my time as Vice President – Commercial Operations and Analytics at Scientific Games and as Executive Director of WMS Gaming Business Operations. I’ve gained valuable insight and understanding into the most effective ways to help operators grow and have built and maintained prosperous relationships with key players across North America.
One key learning I’ve taken away is that content is king, an area in which OpenBet is highly regarded, leading the way for innovation in the sports betting space and providing its partners with a flexible range of world-class content. The importance of understanding players cannot be understated. In my previous roles, I led the way on player insights and analytics, delving deep into the cross over play in the traditional landscape to the modern-day digital world. Now, as I embark on my latest career move, I plan to utilize the skillset I’ve developed and assist OpenBet in meeting our customers’ needs, ensuring that partners are equipped and supported in the best possible way to be successful in the North American legalized sports betting market.
SBCA: What is your immediate focus as VP Commercial – US at OpenBet?
DK: I’m looking forward to establishing a relationship with our existing valued customers and will look to build and strengthen these as we move forward in partnership together. OpenBet powers the biggest brands across the US, including the likes of FanDuel, Betfred, and Draft Kings. Working closely with these best-in-class operators to ensure they continue to be equipped with right technology, content, and services to provide their players with a memorable and safe betting experience is a challenge I’m ready to get underway.
In addition, I’ll be focusing on growing OpenBet’s commercial activity across the US by sourcing and engaging with new opportunities in both the retail and digital space. This means making sure our technology, content and services are delivered in a personalized way that meets the exact needs set out by potential partners, while staying flexible in order to adapt to specific market requirements, which in the US can change very quickly as the gaming industry continues to mature.
SBCA: As the adoption of sports betting continues to grow in the US, what is your overall review of the market so far and where do you see the biggest commercial growth opportunities?
DK: It’s very important to understand that every state is different and requires a unique strategy to be successful. In terms of an overall overview, the US is an extremely competitive environment, so for operators it’s important to have the best solution at their disposal in order to lead the way on customer acquisition and crucially provide players with a responsible and entertaining betting experience.
The US offers a huge amount of commercial growth opportunities as more and more markets obtain regulatory approval, most recently Massachusetts, a sports-obsessed state that has opened the door for sports betting.
Ultimately, we’re constantly monitoring the latest developments from a regulatory perspective and are always prepared for launches as soon as new markets open up. In fact, next week I’ll be attending the Indian Gaming conference in San Diego, California, a State which has the potential to become one of the key markets in the US.
SBCA: What makes OpenBet stand out from its competitors?
DK: I believe OpenBet’s commitment to powering operators across the globe with its hybrid model of world- class sports betting technology, content, and services is unmatched. Commercial operators, state lotteries and tribes can differentiate their offering by taking advantage of our industry-leading flexible proposition. Available as a full turn-key solution, as well as individual products, our partners have everything at their disposal to ensure their sportsbooks can stand out from the crowd within mature markets and newly regulated jurisdictions.
OpenBet’s availability of world- class content is led by SportCast’s revolutionary BetBuilder product, which provides the ultimate same-game parlay betting experience. Operators can choose to deploy the full BetBuilder solution, or alternatively take advantage of a pre-canned version that lets operators offer pre-built markets to introduce new players to the overall experience.
SBCA: What are OpenBet’s plans for the US in 2023?
DK: Looking ahead now part of the Endeavor family, the company is taking sports betting entertainment into a new era by converging with Endeavor’s wider ecosystem, whilst continuing to support our partners in the best way possible.
We are ready to build on our 25 years of experience and expertise and maintain our passion for innovation, as we adopt local approaches that means every one of our partners receives a unique solution to maximise business potential.