Amelco Head of Business Development Brandon Walker explores how UX and UI can play a key role in helping sportsbook and iGaming operators to compete with the ‘big four’ brands in the U.S.
SBC Americas: In the U.S., we’ve seen mass consolidation of the market as big-name brands buy up smaller operators. How can outsourcing platform technology enable smaller operators to compete with the “big names” such as FanDuel and DraftKings?
Brandon Walker: It’s a tough ask for smaller operators to directly compete with the likes of FanDuel and DraftKings. But with the right tech stack, they can certainly make a dent in the market.
Rather than trying to outmuscle the titans head-on, smaller operators should shift their focus towards carving out a specific niche and making a meaningful impact over time. The example that springs to mind is the approach taken by Gen Z brands, such as Betr.
Accessing a robust and scalable platform through outsourcing allows smaller players to benefit from next-gen technology without the massive upfront investment that would be required to bring that tech in-house.
The U.S. market, while large, is still in its early stages of market development. We expect that there will be considerable evolution in the next five years, especially when it comes to disruptive brands. Outsourcing the task of building a platform that allows you to compete with the gambling titans can empower you to capitalise on these shifts and compete smartly.
SBCA: With more states opening up, how is Amelco differentiating itself from other platform and technology providers in such a rapidly growing but saturated North American market?
BW: Great question! The North American market continues to evolve at such a rapid pace, not just in the U.S., but Canada too. Unlike other providers on the market, Amelco is proactively focusing on enhancing our platform, carrying out upgrades to functionality and making sure our partners are the best.
We’re not standing still; we’re constantly integrating with new best-of-breed providers – be it data feeds, game studios or geolocation services. Our job is to ensure that our operators have the best components when building their tech stack.
At Amelco, everything we do is in-house and centred the ethos of delivering the latest and greatest across the board. That means CRM and player account management – to payments and beyond. This commitment to proactively providing cutting-edge solutions, rather than a one-size-fits-all approach, is what sets us apart in such a crowded market.
SBCA: Looking at the tribal sector in particular, how is Amelco enabling operators to fuel player engagement and compete with commercial brands?
BW: Within the tribal sector, Amelco equips operators with the extensive, comprehensive toolkit necessary to compete with the big brands. We are committed to remaining at the forefront of innovation and technology, ensuring that our platform seamlessly integrates with the latest tech, markets, bet types and everything else they need.
Proactivity is key here. We have made sure that our partners can stay ahead of the curve by integrating with industry leaders, such as Optimove and Xtremepush – two brands that are supporting us in empowering operators to enhance player engagement through top-level CRM and marketing automation.
We’re also continuously refining our product, focusing on intuitive UI and seamless UX – you just have to look at the successes of partners like Fanatics and Hard Rock to see this in action. I firmly believe that providing a clean, easy-to-use and innovative gaming experience is crucial for enabling our tribal partners, such as the Seminoles and the Quapaw Nation, to attract and retain players in a competitive landscape.
SBCA: Two of your big-name partners were named in top ranking sports betting and iGaming apps by Eilers & Krejcik Gaming. What’s the secret to creating an app that U.S. players know and love?
BW: It was incredible to see our partners being recognised by Eilers & Krejcik. It’s a testament to all the hard work that we have done to help both Fanatics and Hard Rock succeed!
For Amelco, the secret to creating a go-to sports betting and iGaming app boils down to elegant simplicity. Think easy navigation and a lack of unnecessary clutter. If you can create a clean, intuitive UI with straightforward player journeys, then you’re on to a winner.
Players are on their phones constantly, and you only have a short window of time to capture their attention, so the UX needs to be seamless. Personalization also plays a major role here. With tailored bonuses and promotions, you can drive both engagement and player loyalty.
While it might sound obvious, many apps fall short in these fundamental areas year after year. In our experience, prioritizing clarity, ease of use and a user-centric design is the bedrock of a successful gaming app.
When it comes to next year – might we see Hard Rock Bet and Fanatics take the first or second spot? Watch this space!
SBCA: Entertainment-led experiences have become a major focal point for many US operators. How does this translate to app creation?
BW: Creating an entertainment-led experience is essential. After all, no one wants a boring app! Again, this comes back to simplicity and access to new, exciting features. It’s essential that operators bring their UX in line with the seamless navigation found in the entertainment space with the likes of Netflix, TikTok and Instagram.
This means prioritizing intuitive user journeys and ensuring the UX allows players to move effortlessly from point A to point B. Getting this fundamental aspect right is paramount.
A clean, simple interface, much like the excellent example set by Hard Rock, resonates strongly with players who expect a smooth and engaging experience just as they do with all entertainment. Ultimately, you either deliver that frictionless experience or you risk being left behind. If you want that delivered in North America – you know who to call.
