Interviews
Exclusive Interview: Jonathan Power, Founder and MD of Voxbet
European Gaming talks to Jonathan Power, Founder and MD of Voxbet, about the company’s rise to prominence in the sports betting space and making waves in genuine innovation with its latest betting microphone for sportsbooks.
What was your industry background before you started Voxbet as Onionsack in 2006?
My background was in fintech. My co-founders and I had a background in modernising banking tech for the big UK and Irish banks in the 1990s. We did that until the mid-2000s, and I was always very keen to have my own gig. I wanted to enable something that would enable people to conduct value transactions by text message. This was before the smartphone, but we built a platform that could prove it was you who sent the message. We came up with a number of applications for that technology, but the target was fintech and person-to-person payments.
What I knew from my experience with fintech was that the banks won’t touch anything that hasn’t been proven in another industry. We did a few things. We had person-to-person payments, share trading, we offered the buying of concert tickets, but we chose sports betting. You could make a bet by writing what you would write on a betting slip and sending it in a text message. We would read the text message and know who you are. If it was a high-value transaction, we would prove it was you that sent it by calling you back and taking a print of your voice.
I took a punt that the betting industry would try something like that. I went to a trade show in November, and we went live with the Tote in the UK the following June. It was a time when you could get things done. I never left the industry, and even though I say I’m from a fintech background, I’m actually more from a sports betting background now, in terms of years served.
Did yourself and your partners know much about the sports betting space going into it?
I did as a punter, but I didn’t know who to talk to. I took a stand at a trade show and we did well out of it. From there, we did deals with William Hill and Paddy Power, so we built a nice little business out of that. Smartphones then made text betting quite niche quite quickly, but people who bet with us via text in 2006 still do that with us now. We made a massive pivot (in branding terms, more so than technologically) to move into voice betting about a year-and-a-half ago, and we’ve been Voxbet ever since.
With text betting, what would a supplier offer as opposed to an operator saying “text us on this number”?
We would have read the message and understood it. Everybody is uniquely identifiable by their phone number, so we would know it was you, we would know you had the device in your hand, and what it is you wanted. There was about an 80% chance we could read the message and place the bet automatically, before sending you back confirmation, and there was about a 20% chance we wouldn’t understand it with 100% certainty; in which case we needed a call centre agent to bring some human intelligence to the interaction. That’s the platform which is up and running and it’s still used in a number of places, but it’s not what we’re presenting to everyone now. Everything now is all about voice.
When it came to the voice tech, what did your research tell you about what was missing in that space and were many other suppliers offering it at the time?
There were two things we noticed. The first is that tens of billions of dollars are being spent on voice by big tech companies. Google, Microsoft, Apple, Amazon and IBM all have massive products in the voice space and have spent tens of billions acquiring companies in that space. They have made a huge bet on the future of interacting digitally being voice.
The other factor is an awareness that there’s so much content on the sports betting side now. When sports betting sites first went online, it was more or less taking the shop coupon and putting it on a web page; it was that simple. When Google launched in 1997, there were two million websites in the world; there are now two billion. One sports betting site now offers more than two million things you can bet on, but there was still a way of navigating things before Google entered the scene, where you would go through layers and layers of menus. That’s a poor user experience and it’s not an experience for people other than existing gamblers who have had no choice but to use that system. Young people won’t use it like that. If Spotify was laid out the way a sports betting site is laid out, nobody would use it; it would be unusable. People are used to getting what they want everywhere else online.
This wasn’t something sports betting suppliers had tried before, and it actually turned out to be much more difficult than we expected. We thought we could plug into the existing engines like Google and IBM. They work really well to about 90%, but then they apply artificial intelligence which can change what a customer is saying to something that they didn’t say. Sporting parlance is quite unique. If I said to Google that I wanted a £20 treble on Liverpool, Leeds and Coventry, it will say you want £20 travel to those places! That’s actually a benign example and there are some brand-damaging examples. It’s not the sort of thing you could launch with the kind of mistakes those engines can make, so we’ve had to adapt to that and come up with something specific to sport.
How did you go about creating the technology that could iron out those issues you mention?
We knew an awful lot about sports betting language from our text betting days. We started out on the assumption that if you could understand a bet which is expressed in words, you could understand a spoken bet. But as I say, it did turn out to be more of a challenge than we thought it would be.
The way we have fixed that problem is by creating a dictionary where the only thing that dictionary understands is sporting terms, and we recompile that dictionary every hour, based on which events are on. We’re working on the assumption you won’t bet on something today that starts in a week’s time, and the universe of what you’re trying to understand becomes too complex if you look too far ahead. I’d say 99% of our traffic is for events happening soon. If it’s not accessible by voice, it’s still accessible the old way. You can make the problem much smaller if you say people are betting in this space right now, and then you recompile the language to be relevant to sports betting in this moment. If you keep recompiling it, it will then be phenomenally fast and accurate.
Does this work just as well then if I want to bet on a complex Betbuilder as much as a single match?
It’s working on racing at the moment, and it will do anything up to the most complicated place bot in one hit. You can say ‘£5, place bot,’ and call out all your horses. The target is to eventually include Betbuilders. Once we can do that on horse racing, we will know we can do it on other sports as well.
So how many sports can it work for right now and what sports are you planning to expand to?
In English, the rollout will be in three phases. The first is for horse racing, which is ready to go. The second is for football, which we’re working on, and the third phase is everything else.
How significant could this be for operators, in terms of the percentage of bets that could be placed this way?
That’s something we will begin to understand after we launch. We’re working on an integration in Asia, and in the UK, it will launch before Cheltenham. We don’t know yet, but what we do know from our text betting metrics is that the people who want the easiest way of betting are the people who bet a lot. The average user of a betting app might bet 12-15 times per month. The average user of text betting in France for example bets 160 times per month. Simplicity appeals to those who interact a lot with sportsbooks, and they’re very important customers who are currently poorly served by having to do a lot of digging.
Are you particularly looking at younger demographics within the serious bettor demographic?
We’re after two key demographics. The first is more important in value terms rather than volume terms, so for those who know what they want, we want to give them an easier journey. The second cohort is younger people who engage digitally with their voice every day already. They use interfaces like Spotify and TikTok, and have never had to navigate something like a sportsbook, so that’s a key market for us as well.
Would I need to be logged into the app to use the voice technology?
The intention with our bet mic is that you’re inside the app. We give operators a widget that they can put on their homepage. You press and hold the microphone, say what you want and let go. That then brings you to the betslip.
How compatible would that be then with something like Alexa?
Alexa won’t work for this. It was something we looked into. We did demos on it and it looked impressive when it worked, but the problem at the moment is that Amazon will translate what a customer said to Alexa, and it just gives you the transcript. Amazon has to do that without any context of what you said, so it’s actually phenomenally impressive that it comes even close, but most of the time, it doesn’t come close enough. You can get it to work, but it doesn’t work at a high enough level of accuracy. At the moment, I would say ours will work 99% of the time and produce exactly what you said. It becomes much simpler when you have context, but that means you can’t use tools like Siri and Alexa, because they work without context.
How challenging will it be to get across to people that this is a different way to bet from what people are used to? How will you change people’s mindset and make this the first thing they think to do with a betting app?
People of my age learn from younger people. I see my children do something and then I start doing it. It’s partially going to be down to operators to get it across to their customers that there’s an easier way of doing things. When you see a microphone, you tend to know what it’s for. If you see a microphone on the homepage of a sportsbook, you will wonder if you can just speak your bet.
The likes of Waterhouse VC have invested in your business. What has that investment been used for specifically and are you still looking for further investment?
Industry heavyweights open doors and their evangelism is transformative to us as a company, because people really listen to them. We use the word ‘ubiquity’ 10 times a day, and that’s our target. We know that when the right innovation hits the industry, everybody wants it. That’s what happened with in-play betting, cashout and in-game multiples, and we think this is in the same category. Those investors can change this from being a niche product which a few people think is cool to something that will become ubiquitous. We’re not looking for further investment. We have a trading business with our text betting, and that’s something we will look at, but not right now.
What is their equity in the business?
A lot of deals like that these days are structured with underlying options. They’ve bought a small piece but they’ve got an option for a bigger piece. I’d advise any innovator to look at offering industry evangelists deals that are structured like that, because it means they’re not penalised for the value they create. They can buy more at the same value as when they joined the business, even when it’s worth significantly more. All of them have put their own money in.
Does their collective ownership come to around 10% or less than that?
I’d say collectively it’s around 10%, but they have options to go nearer to 20-25%.
What do you think really needs to improve in the area of voice technology and how will you take it on a level?
I think the big tech in this space is amazing and I wouldn’t want to be seen to be in any way critical of it, but they’re working without any context. If you use Google’s voice dictation, it’s phenomenally accurate, but it is having to do that without context. You’ve got so many things happening in a sportsbook, and even if you want to ask about events in the next three hours, it’s too much to ask Google to understand that model, because there’s too many terms.
I think the big tech engines aren’t sufficiently adaptable to customer-facing scenarios in a B2B sense, but the business knows the context. I could be at an insurance company, and I know when someone sends me a voicenote over WhatsApp, they’re going to be talking about making a claim or wanting a renewal. The amount of language that’s relevant in that scenario is a very small fraction of what they’re able to understand, but because they’re open to understanding everything, they get more wrong. I think the ability to configure their platforms for a very narrow context is what makes us different.
How many operators have you partnered with and how many will you go live with at Cheltenham?
We have one media company which we will go live with, and they work with 10 UK bookmakers, so there will be bets placed with this at up to 10 major UK bookmakers.
Going forward, which markets will you focus on?
English is a priority. Everybody wants to focus on the US, but for us, we are also focusing on the Chinese language. We’ve got our platform working for the Asian market, so if we can do that, we can do anything. English will be the priority, but our biggest customer is PMU in French, which is easy for us to do. We’re undecided but we will take the opportunities where they come. A new language requirement will take about a month for us to get it working.
Do you have a target for the number of sites you want to be live with in the next few years?
We want to be live on at least 100 sites in three years and want to be on almost every site within five years.
How will the technology evolve over the next few years to allow that to happen?
The voice technology that’s out there is good enough. It will really depend on whether operators want to offer a chat-style user interface, where a customer can say: ‘I want to bet and I fancy Liverpool to beat Spurs tonight. What will the price be if put 20 quid on that?’ That’s not our approach. We just want customers to say: ‘£20, Liverpool to win.’
The whole area of what’s happening with ChatGPT and AI could change what user experiences people want and how they want to engage. I think people want to engage with technology as though it’s technology and want to engage with people naturally. It would be sad if people wanted to engage with technology as though it’s a person, but that doesn’t mean it won’t happen.
Holly Fairweather Head of Account Management at House of Brands provider White Hat Studios
Women in iGaming Interview: White Hat Studios’ Holly Fairweather
Holly Fairweather, Head of Account Management at House of Brands provider White Hat Studios, sits down with Gaming Americas to discuss the growing influence of women in the iGaming industry, and highlights how more can be done to improve the overall gender imbalance
Gaming Americas: Since joining the industry in 2018, have you noticed a change in how women are represented within iGaming companies, as well as general attitudes?
Holly Fairweather (HF): When I reflect on the past six years, it feels great to say I have seen a lot of positive changes in our industry and more importantly, an ever-increasing drive to address gender diversity. There is still work to do, and I am reminded of this attending our industry events, where it’s very evident we still lack female presence in C-level roles and on expert panels. It’s also not hard to see walking around conferences the overall gender imbalance that exists. With that being said, I do feel it’s moving in the right direction and I am regularly inspired by women around me being promoted to senior management roles, providing great mentors and role models. Awareness of gender diversity and celebrating success is continually being pushed via various channels, and for me plays a big part in why we are seeing more women have the confidence to progress in their careers and more women enter the industry. It’s also important to say, and why I think change is happening more, that the want of women to succeed and to increase female presence in our industry, is indeed backed by a strong support network of women supporting women, but also of the men in our industry.
Gaming Americas: How important are groups like Global Gaming Women? What kind of initiatives have they offered to help your own career development?
HF: I’ll be honest, I’m still learning about all that Global Gaming Women offers. Working in the US market I see GGW as a substantial network which offers reams of support from training courses, lean in circles and mentorship and networking events just to name a few. I have taken part in a few of the industry wide networking events, and really enjoyed them, connecting with some amazing people, learning more about the industry. One of my objectives this year is to participate in more events, adding value where I can whether that’s within the GGW network or through other avenues.
Gaming Americas: What more can the industry do to make it more appealing to women and ensure they are better represented within organizations?
HF: It’s got to start within each individual company taking responsibility for equal representation. This is not a tick box exercise to achieve a target on a gender split % by x date but must be about promotions and roles being rewarded to the best candidate for the role, regardless of gender, ethnic background, or sexual orientation. We need to shout about the success stories of DEI within the industry, creating an inclusive work environment will attract not just more women but more candidates overall, increasing the talent pool.
There is also a piece around exposure and shining the light on the fantastic women we have leading the way. Sharing their career paths, the good, and the challenges, to provide relatable examples of success. To make women in gaming not about the stats or portray the headline as a negative but more around showcasing the women that are successful and why, helping more women relate and pursue a similar path if this is what they wish to do.
Gaming Americas: What advice would you give to the next generation of women that are looking to make a breakthrough in the industry?
HF: This is a good one! First and foremost, you lead your own progression. Be proactive in building your network, push yourself out of your comfort zone to attend networking events. Reach out to other women in the industry for support and mentorship. That is on you to drive.
Immerse yourself in a team with values that align with yours, a team that welcomes and promotes diversity of all types and supports and rewards on merit are key.
Build your knowledge, for me knowledge is confidence. Quickly realise it is ok not to know everything, ask the questions and find out. Be solution-oriented, supporting your superiors will get you noticed for going over and above and adding value to your team and company.
I was told ‘people do business with people,’ which I stand by and could not be truer in the igaming industry. Always treat everyone with respect, be kind, be yourself, but don’t forget to back yourself! Relationship building is so key in this industry and has helped me progress to where I am today.
Lastly, take risks. And by this, I mean sometimes you must step out your comfort zone and push yourself to try something different to progress to the next stage. So far, the most pivotable moment in my career and biggest risk I have taken, and I’m sure Andy Whitworth (CEO) and the White Hat Studios (WHS) team won’t mind me saying, was accepting the job at WHS. A brand-new supplier to the US, no content live alongside the fact I had never worked in the US market, so of course there was an element of risk. It was, however, a calculated risk as I was joining a team of experts, senior level management I had worked for previously, in an ever-growing US market. A no brainer now when I look back.
Gaming Americas: From a White Hat Studios perspective, what DEI initiatives does the company put in place?
HF: DEI of all types is something I believe increases the performance of a team, and is something we are extremely passionate about at WHS. As we grow and expand, maintaining a strong culture has never been more important. We recently held a WHS workshop in Prague, with one section of our day spent holistically agreeing and locking down our values as a team, ‘Who we are, what we stand for ‘and ‘treating everyone equally’ is now embedded in our company culture as one of our five core values.
I have been lucky in the fact I have never felt that my gender has held me back in my current role and previous igaming companies. Although I understand this has not been everyone’s experience, I truly believe the more we celebrate success, drive awareness, embed inclusion within our companies, and work together across DEI as a whole, we will continue to see women progress and take on careers in igaming.
More and more jurisdictions are introducing licensing for B2B providers in an attempt to boost regulatory oversight and restrict black market activity with Sweden and Denmark recent examples. In this piece, we talk to Greg Ponesse, Chief Revenue Officer at Compliable, about how the increased compliance burden can favour suppliers’ standing in the iGaming ecosystem.
Have you seen a shift in attitudes from suppliers to only provide products in regulated markets?
We have seen that suppliers that have traditionally taken a .com approach are starting to move towards being licensed to secure additional revenue and more customers but also to improve their overall reputation and standing. The perception of brand integrity plays a big part of the decision-making process because some operator partners might be reluctant to work with suppliers if they have a mainly grey-market approach.
In the US, supplier licensing has always been the norm, so where we are seeing attitudes changing is primarily with European suppliers. Although most suppliers might have a few licenses that they need to manage in key markets, they are now better understanding the importance of being seen as fully compliant across the board as regulation changes and operators are looking for trusted partners.
Some of these brands are massive enterprises who are now trying to get a handle on how to manage all their licenses across multiple regions, and we have seen an increased interest in our software to support that.
What has been the driving force for this – regulator pressure or business strategy?
It’s a little bit of both. Regulator pressure is definitely a big one as gambling becomes more ubiquitous and mainstream. It’s the responsibility of the government to provide structure and regulation to ensure safety for consumers and many are starting to realize that suppliers play an equally important role in that as operators. We have recently seen examples of locally licensed suppliers being fined by regulators for offering their products to unlicensed operators, so providers need to be on the ball to ensure their reputation stays intact.
That said, the grey market suppliers up to this point have stayed in grey markets because that’s what was available to them. Now you’re seeing new markets opening up like North America, which has been huge, where all states require suppliers to be licensed. These grey market players that have previously focused on Europe now see that there’s revenue over there to be gained, so they need to pull up their socks and play the game.
As a business strategy, suppliers can only remain in black markets for so long, avoiding paying taxes and declaring revenue. In a competitive marketplace, suppliers can definitely benefit from being more established and having numerous licenses. Operators might be wary to work with companies that don’t take compliance seriously so being able to show that you have X number of licenses and that you have infrastructure in place shows that you’re serious, and that you know what you’re doing. It kind of sets the table for you to have a soft landing and to be able to begin those discussions with potential partners.
A sole focus on regulated markets would suggest a negative impact on profits so what benefits do suppliers see from being licensed?
If the train is only going in one direction, you eventually have to hop on it. Moving away from grey markets will inevitably have a negative impact on profits but you then have to look at where you can find additional revenue. If you are a licensed supplier, it does allow you to work with the big local operators. You have to decide on whether you can make more money as a grey-market supplier or by going into markets being licensed and making the most of what that offers.
Do you expect more jurisdictions will introduce B2B licensing going forward?
Yes, for sure. Gambling is ubiquitous now and governments recognise that it’s a great revenue generator for them and it also helps with ensuring responsible gambling. With licensing, you provide a framework, infrastructure, and environment that is safe, and it ensures that everyone is on a level playing field. That needs to include all different sides of the industry such as operators, suppliers, affiliates etc. If everyone in the ecosystem follows the rules, it will be a better place for all.
What are the big challenges that suppliers face when it comes to licensing in 2024 and beyond?
Your licensing strategy, so basically, where you are going to go get licensed. This process takes time and resources, and you want to make sure you are prepared before you start talking with operators. They will want to know, just like as with any other vendor, if you are licensed as a supplier.
If we use the US as an example, there is no shortage of suppliers that want to partner with the available operators, so you need to know who you want to work with and where, and then you have to make sure you sort those applications properly. That is all about getting the right advice or using software because if you fail the process, you will end up at the back of the queue and your go-to market strategy will be delayed.
What, if any, are the key differences between licensing in the US and regulated markets in Europe and other regions around the world?
For starters, every state in the US acts as if it is its own country and the licensing process is very complex and rigorous. In Europe, it was initially somewhat more relaxed. You got your Malta licence, and that was then good for all countries in Europe. We’re now seeing a bit of backtracking, with more and more countries getting tougher on rules and regulation.
Increased supervision, with regulators having more oversight, means there is no hiding and I think that is what we’re moving towards on a global scale.
I do believe that most suppliers and operators prefer a regulated market because it separates proper companies from the bad ones. If I was a large operator or supplier that invested time and money into licensing and establishing a compliance team, I would feel good about that because there are so many companies that can’t do it. There’s this element of pay to play, so to speak, in order to really maximize your profits in a region.
We sit down with Dee Maher, CEO of La Royale Gaming Investments, to learn more about her recent appointment as CEO and how the company is set to challenge the gaming industry’s conventions.
La Royale Gaming Investments has bold plans to become a true power player and redefine industry standards. Through acquisitions and mergers, it intends to build an “ecosystem” of online and offline companies, covering both B2B and B2C. Its first play is Quanta, a unique content aggregation platform designed to leverage a high volume with a focus on delivering unparalleled value at a fair price, aiming to introduce innovative solutions for both operators and suppliers. To learn more about La Royale and its goals for the coming 12 months, we spoke with recently appointed CEO, Dee Maher.
Tell us more about your journey to being appointed as CEO of La Royale Gaming Investments.
I’ve been working in the global online gambling industry for many years now in roles covering legal and compliance leadership. Over the past 15 years, I have had the privilege to work for some of the biggest organisations in the business including the likes of Genesis Global, Betclic, Vera&John and Evolution Gaming. When I was approached about joining La Royale Gaming Investments as CEO, it was an offer that I couldn’t turn down. Recognising the company’s ambition to forge a transformative path in the gaming sector, I was compelled by the vision to lead change and drive innovation. My decision to accept was driven by a profound commitment to spearhead our mission, leveraging the remarkable talents of our team to redefine industry standards and make a lasting impact.
What are your main responsibilities and where are you looking to progress most?
I have been tasked with supervising the expansion of our investment portfolio by recognising opportunities that are aligned with our online and offline strategies. I am also overseeing the day-to-day running of Quanta, our inaugural venture, which stands out in the crowded marketplace as a game aggregation platform like no other. In terms of where we are looking to make the most progress, we plan to curate a unique ecosystem of innovative offline and online gaming companies through strategic mergers and acquisitions which combined will make La Royale Gaming Investments a real tour-de-force in the sector and one of the top tier companies with interests across both B2B and B2C.
How is La Royale Gaming Investments going to disrupt the industry? Is it taking a different approach?
La Royale Gaming Investments is poised to redefine the gaming industry with a strategy rooted in bold vision and innovation. We have built out the best team to deploy these ambitious plans and achieve our strategic goals. We are well-capitalised and have lined up our first run of acquisitions, starting with Quanta. Our approach focuses on identifying USPs within each business we engage, introducing ground-breaking offerings to the market. With Quanta, that is being the first mass-market game aggregation platform, creating value for both operators and suppliers. This is an industry where many follow the same blueprint, but we know that to pull distance from our competitors, we need to do things a little differently.
I think our biggest point of difference is that we are curating an ecosystem of innovative businesses across all areas of gambling and gaming. This includes both online and offline, and both B2B and B2C. There are not many organisations in the industry that are this broad and diverse so again this is an area where we can really stand out.
You mentioned that Quanta is the first mass-market game aggregation platform. What does it offer operators and suppliers and how is it different to other solutions in the market?
Quanta has been developed so that it can handle the largest possible volume of games from a diverse array of providers and seamlessly integrate with a vast network of operators. Due to this volume, we can offer the best commercial deals to both parties. Our scale, in collaboration with leading studios and casinos, positions us as a frontrunner in content distribution. Furthermore, we are committed to achieving certifications across all significant regulated markets. For operators, this means they can quickly and easily add games to their lobbies and for studios, it means access to the widest distribution network and thanks to our minimum reseller fee structure, we make this access available to all providers from the established titans to the rising stars.
But just to be clear, Quanta transcends the ordinary, offering not just a cost-effective solution but a sophisticated high-performance platform. The platform is state of the art, allowing for seamless integrations for both operators and suppliers while ensuring the highest standards of resilience and performance. The concept is simple – high volume, low cost – but the advanced technology and strategic foresight required to realise this vision set us apart from conventional solutions in the market.
Content provision is highly competitive so what makes you confident that Quanta will be heard above the noise being made by other providers and aggregators?
Our mass market approach is unique and is already helping us to stand out and generate significant interest from both studios and operators. In the current challenging economic landscape, efficiency and cost-effectiveness are paramount for all stakeholders. But our advantageous commission structure is not the only way we are helping here. At present, operators often have many integrations with various aggregators and directly with game providers. This is inefficient and expensive. With Quanta, operators can plug into a single platform and access all the content they need for each market they target allowing them to save significant resources or to deploy these resources elsewhere.
On the subject of the current economic climate. Is now a good time to be building a business based around M&A?
That depends on how you are approaching your M&A activity and whether an organisation is taking on debt. Timing can be crucial here – you just have to look at the likes of 888 to see how a change in the direction of the wind can have a brutal impact on the wider organisation. That said, there are always plenty of opportunities to acquire great businesses, technologies, solutions and so on, and part of my remit as CEO is to spot these and if they align with our wider approach, make a move. I think the 12 months ahead will be incredibly exciting when it comes to M&A, with some truly transformational deals taking place – something that La Royale Gaming Investments intends to be a part of.
The post Changing the game for content aggregation appeared first on European Gaming Industry News.
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