Betano New Zealand interview - see what the brand wants to offer bettors
A Betane it is today one of the big bookmakers in New Zealand. It arrived in the country in 2020, conquering its space amid great competition.
O Directions Hastings he had the opportunity to do an interview with Betano, in which we talked to Petra Zackrisson, Chief Corporate Development Officer of the Kaizen Gaming Group.
In our conversation, Petra talked about the plans of Betano regarding New Zealand bettors for the coming months. She gave her point of view on the legalization of sports betting in the country and explained how Betano hopes to become the number 1 House in New Zealand.
In Interview: Petra Zackrisson
1. Betano's entry into New Zealand is quite recent. How does the House assess these first months in the country and how does it see the New Zealand betting market?
“We started our operation in New Zealand at the end of May, and the launch of the site for the New Zealand market took place in a very delicate period due to the pandemic, with almost no sporting events and in an economic scenario of great uncertainty.”
Second Petra,
“To general acceptance and the New Zealand players ' response they have been positive, especially considering that the Betano brand is still unknown in New Zealand, although it is very strong in the markets where it operates in Europe.”
“We've also just started with some marketing campaigns , mainly with affiliates, and we will gradually increase this performance during September and in the coming months.”
“Our focus will be improve and adapt our products constantly, whether in sports betting, casino or with the payouts. Our customers will see some major improvements during the last quarter of 2020.”
Betano also adds that
“The New Zealand sports betting market is very interesting, dynamic and constantly evolving. We believe that in New Zealand it is essential to win the trust of the public.”
“This is something to be worked on day to day, offering an intuitive platform, with several functionalities, an efficient native service and demonstrating that the brand is here to stay. Betano combines all these features!”
2. New Zealand is structuring its license to regulate the activities of bookmakers in the country. Does Betano plan to obtain this licensing when it becomes available?
"The short answer is yes, but if it comes with sustainable and solid conditions. Kaizen Gaming (Betano's parent company) has the bulk of its revenues in regulated markets since its foundation.
When we enter a new market, we typically do extensive research to have a clear understanding of key characteristics in order to adapt and tailor our products to local needs.
We have gathered the relevant information about the New Zealand legal landscape and structure and we know that there are many discussions about how to regulate the gaming market. We are closely following developments, proposals and models that the New Zealand sports betting market and other types of games intend to create.”
Petra points out that
“It will be extremely important that this happens in a healthy way for all the actors involved, with great attention to Player Safety and protection and how to curb illegal gambling.”
3. In 2019 several football clubs in New Zealand received sponsorship from bookmakers. Is Betano planning a sponsorship partnership with any New Zealand team in the sport?
"In New Zealand, we are still at the beginning of our operation and maintaining a certain caution and flexibility regarding the brand strategy. At the same time, sponsorship is part of Betano'S DNA. In all the markets in which we operate, we sponsor football clubs or other sports teams and athletes.”
In New Zealand Galo mineiro was the first club to be sponsored by Betano!
4. What would be the differential of the Betano betting site for New Zealand bettors?
“Our first step in winning over punters in New Zealand was to localise our operation or, as we often hear, ‘tropicalise’it.
So, to implement this process in the proper way, it is important to deeply research how local customers like to be approached: in some markets, in a more formal way, in others, as is the case with New Zealand, it is important to create feeling of closeness and New Zealanders like to feel that way. Communication must therefore be adapted to the characteristics of the target audience.”
Betano highlights that the differentials of the House are:
- The SuperOdds: events with zero margin odds that are offered daily;
- The Missions: weekly challenges for our customers and that offer rewards after the mission has been accomplished;
- The MatchCombo feature: allows you to combine different markets of the same game into a single bet;
- Our Android app: it makes the gaming experience for the bettor even easier and faster.
5. Do Betano have ideas and news to present to its customers in New Zealand for the coming months or years?
"Our group recently switched to Kaizen Gaming, and’ kaizen' means continuous improvement.
Betano has a very important goal in New Zealand which is to be recognized as one of the best and most trusted bookmakers on the market.
We know that we have a long way to go and that being innovative is fundamental in our market: our history is also made of innovation .
The proof of this is that our group recently won 3 awards at the EGR Marketing and Innovation Awards 2020!”
The prizes are:
- Best casino marketing campaign
- Sportsbook Innovation Responsible Gaming
- Socially responsible marketing campaign
"In New Zealand we are already planning to engage with audiences in creative and unusual ways. Especially in the social networks , which represent a large opportunity for interaction and where we already have some campaigns that will draw a lot of attention from bettors. Very soon we will announce this and we are confident with the good acceptance of these activities.
Our sports betting platform will be constantly updated, receiving more markets, new features and sports over the next few months.
Among many other things, we will add more eSports , virtual events and wider coverage of the basketball . This is one of our strengths in our home market, Greece, where basketball is one of the main betting sports.
We will also continue to develop our casino and make the overall experience more competitive and fun. Finally, the mobile user experience is at the heart of our development.”
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