Online gambling and services provider Pronet Gaming is certain of achieving an aforementioned expansion charge across a range of global markets throughout the year.

Following a recent recruitment of Bobby Longhurst as chief commercial officer, CEO Alex Leese asserts that the firm can make “a significant difference to operators looking to join the industry or expand their current offering”.

Stressing that this represents the perfect time to join the evolving firm, Longhurst spoke to CasinoBeats of targeting new and emerging markets throughout 2020: “Emerging markets give operators the chance to grow their brand and reap the rewards of offering players in these areas the best possible content available. 

“For too long operators have been complacent when it comes to working in the likes of Africa and Asia, offering them a one-size-fits-all solution which works, but ultimately falls short in terms of fully capitalising on the potential on offer. 

Smartphone penetration has gazumped desktop to rival retail operations in many countries”

“However, we’ll be doing it slightly differently and offering operators within these regions a perfectly tailored solution in order to squeeze out every bit of potential possible.

“Here at Pronet Gaming, we have not only worked hard to put together a comprehensive omni-channel solution covering online, mobile and retail across both casino and sport, but also the experience and knowledge behind the scenes.

“This perfect blend of technology and talent will enable us to take operator offerings to the next level.”

Before moving on to suggest which regions hold a particular interest for Pronet Gaming: “Africa is certainly one that catches the attention of both operators and ourselves, especially when it comes to sportsbook offerings. It’s a sports-mad continent and player betting trends highlight that.

“Unsurprisingly, football commands the majority of money through Africa and accumulators, just like around the UK on a Saturday, are the most popular bet types thanks to their small outlay and potential big wins.

“But there are other components making emerging African markets hugely exciting, such as growing mobile adoption rates as the hardware and data starts to become cheaper and more accessible to potential players.

“Smartphone penetration has gazumped desktop to rival retail operations in many countries within the UK and with a growing affluence throughout Africa, it’s an exciting time to target the market.”

The gambling industry is constantly evolving and the personalisation of solutions is no exception”

As numerous igaming organisations target securing an increasing share of the global online marketspace, localisation and personalisation are buzzwords increasingly cropping up as essential issues should sustained success be endured.

“The gambling industry is constantly evolving and the personalisation of solutions is no exception. In fact, it’s the key to operator’s thriving in new markets rather than just surviving,” Longhurst continued.

“Perhaps wrongly, it was often assumed that emerging markets need less of a service than mature markets and operators were often only too happy to take the less risky way out.

“However, just because the player journey is just beginning in these new markets, it doesn’t mean they don’t deserve both the best and also a fully tailored offering designed to suit their wants.

“As mentioned, just because a solution may work in a certain market, it doesn’t mean it will work in other markets like Africa. It’s also important to treat players in Kenya differently to those in Nigeria.

“Each market is different. Players will have different betting habits, preferences when it comes to staking, the method of bet and how often they bet so local expertise and knowledge is a must.

“By offering both the technology and this imperative knowledge, we are able to offer even the most demanding players the solutions they deserve on the platform they deserve, to keep players playing.”

The time is now for operators to capitalise on these emerging markets”

Lauding a “wealth of industry experience” being brought to Pronet as a result of the recent appointment, in a media release Longhurst stresses “‘we believe our products are industry leading and offer a real point of difference.” 

Concluding by emphasising on what stands the company out from the crowd: “Not only is our portfolio of casino offerings and volume of sport betting markets and events industry-leading, but we also have the technology and behind-the-scenes knowledge to back it up.

“Operators can either choose to run sportsbook and casino simultaneously, or just take one solution. While they can also pick and choose which markets and offerings they want to offer their players, fully configurable via our powerful CMS tools.

“The time is now for operators to capitalise on these emerging markets and by offering a truly bespoke solution we can be the ones who ensure they deliver it to their deserving players.”