Sami Kauhanen, CEO of Suomen Hippos, the moderator, shared his experience of sport betting products in this area and introduced Ylva Svensson and Peter Ågren, from ATG, who detailed the development in 1993, success and future of the “Harry Boy” product in Sweden.
Today, Harry Boy is very well know and uses an advanced algorithm with high winnings. 75% of the customers have made at least one Harry Boy in the past year, 25% of them are only buying Harry Boy. It is develop for football pools (Big9) and with ATG’s partners at International level.
In Canada, Chris Lush, Woodbine, described how the Dark Horse app represents the future of Quick pick by using data sets, algorithms, and AI to build scenarios and strategies for a new customers. He described the different bundle bets and detailed the demographics of the customers – 45% are under 40.
Glenn Lee spoke about the different approaches of Mystery Bets by Tabcorp since the first launch in 1998 with 3UP. “Fred” was launched 10 years ago but cannot be promoted because of responsible gaming regulations. Today, it is linked to important events and to Sky Racing talent tips.
Mystery bets are today more customised and personalised to create a better customer’s experience.