The sports betting market is one of the most efficient parts of online gambling and is extremely good at keeping up with the times: it can easily adapt to changing bookmaker habits and technology. We will see the effects of these changes most in 2021: because we stayed in quarantine almost completely in 2020 also changed the way we bet. From 2021, both the European and US betting markets will change considerably. In this article, we will focus on the changes in the European sports betting market and tell you what to expect from the new year.
We Will See Lots of New Licenses
Gambling is already legal in Spain, Italy and Belgium, but in many countries in Europe, it is still considered illegal. This especially applies to online gambling. In 2021, more countries will legalize gambling. In this regard, we can say that Germany will take the first step. Although land-based gambling has been legal since the 16th century, Germany still considers online gambling illegal. Recently, however, the federal states’ Prime Ministers agreed to amend their gambling regulations, which means that both online casinos and betting sites can legally offer their services. In theory, each state was already free to legalize gambling, but this new regulation means gambling will be legalized and regulated at the federal level. The new laws are expected to take effect in July 2021. We know that the Netherlands is about to make a similar arrangement. Perhaps, these two countries could convince the remaining European countries (especially Norway) of legal gambling. In any case, from 2021, European players will have more legal and safe options to bet. At the moment, EGBA members have a total of 121 online gambling licenses across 20 countries in Europe, but this figure can easily increase to 200 in 2021.
There Will Be More Loyalty Programs
A report by Deloitte for the UK betting industry reveals that bettors now know what they want and choose according to their personal tastes. Until now, most players playing on online betting sites like GGBet would only pay attention to the high odds. In other words, they were looking only for the higher potential earnings, rather than the quality and variety of service. With the increasing number of bookmakers and the popularity of mobile betting, users are now also paying attention to different things. Therefore, operators need to change their strategies to gain new members and retain existing ones. This is not something that can simply be achieved with free bet offers. Operators now need to offer more comprehensive and advantageous loyalty programs. In other words, you should be able to get a real advantage after being a member for a certain period of time. Not only online but also land-based operators are expected to do this. 2021 will be a rich year in terms of loyalty programs, and we will be able to enjoy many advantages that will benefit us.
Social Media Will Be Used More
Until today, betting operators only used social media for promotional purposes and did not make it a part of their service. In other words, they did not give their members the chance to share their experiences directly on social media. However, this could change in 2021 as mobile betting is on the rise and social media has become an almost integral part of mobile devices. Moreover, operators can start using social media as a constant source of income. There is nothing preventing this in countries where gambling is legal. We will soon see social media features being integrated into more and more betting sites. You will be able to instantly share the game you play, your earnings and your betting experience in general on your social media accounts. Moreover, we will witness that some social media platforms will be directly used for simple betting games. You will be able to play these games with virtual currencies without having to create an account.
Retail Outlets Will Still Be Here
Online betting may be more popular than land-based betting, but this does not mean that retail outlets, namely betting shops, will disappear. These outlets will continue to serve bettors for many years as they increase brand awareness and are an important part of the multichannel marketing model. However, the way they work will change significantly: due to both quarantine conditions and changing customer habits, some outlets will now only contain terminals. In other words, there will be no “humans:” you will be able to place your bet just like using an ATM. Moreover, you won’t have to “touch” them as these terminals can also transfer contactless data. You will be able to place your bet using your mobile phone and mobile wallet by just standing a few meters from the terminal.
We Will Use Cryptocurrencies More Often
Until now, cryptocurrencies have not been suitable for use as an actual payment tool: blockchain transfers have many problems, and they are impractical. However, the emergence of Ethereum-based crypto tokens has completely solved this problem. They are used just like casino chips, but they can contain a smart contract and be assigned to a particular person. It is possible to convert crypto tokens to other currencies (fiat or crypto) on exchange sites at any time. They offer practical use, are safer, work on mobile devices and reduce infrastructure costs. In 2021, we will be able to pay with crypto tokens on more and more bookmakers.
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