With a conservatively-projected market volume of some US$2.7 billion by 2029 and, currently, a user penetration of just one percent, the possibilities of regulated sports betting in India are–to borrow the parlance of cricket, this vast nation’s most popular sport, if not obsession – “Beyond The Boundary”, writes iGF Editor-in-Chief André Dubronski.
In this ground-breaking, if not exclusive, analysis of the potential of sportsbooks in the world’s most populous country; GR8 Tech Chief Revenue Officer Oleksandr Feschenko (pictured, right) explores the seemingly unlimited potential of a hitherto mostly untapped market.
There are still some significant regulatory hurdles to overcome; but if you can crack the market, the riches in India are loaded and the promise exponential.
Yet crafting the perfect sportsbook product for India goes beyond just offering a platform, posits Oleksandr.
It’s also about creating an experience that resonates with the audience, which means understanding the nuances of local preferences, leveraging lessons from mature markets, and overcoming the intricate challenges of integration to present a seamless and engaging offering.
Oleksandr’s checklist starts with:
Understanding the Indian Market
In the Indian sports betting arena, preferences are as diverse as the country itself.
Although cricket reigns supreme, with the Indian Premier League (IPL) and International Cricket Council (ICC) matches capturing the nation’s attention, the sportsbook landscape is not limited by the people’s love for this sport alone. Football, for example, is the second most popular betting option, mixing and matching local events like the Indian Super League, major European leagues, and international tournaments like the FIFA World Cup.
Other sports, such as tennis, featuring ATP and Grand Slam tournaments, hockey and indigenous games like Kabaddi, through the Pro Kabaddi League, are also popular betting choices.
Beyond sports types, the Indian betting market is characterized by its massive mobile-first consumer base – comprising over 75 percent of all traffic, and over 90 percent of betting traffic in particular.
This predominance of mobile usage, coupled with slower internet speeds across many regions, dictates a need for sportsbook platforms that are optimized for accessibility and performance on mobile devices.
The vast population (1.4 billion people, some one-fifth of the world’s population, larger even than China) and regional diversity further highlight the importance of personalisation and localisation in offerings.
Operators looking to capture and engage this expansive market must consider these elements when designing their sportsbook products, ensuring they adapt to India’s unique cultural and infrastructural nuances.
Leveraging Global Insights for Local Success
Operators can leverage learnings from mature markets, where advanced technologies and robust user engagement strategies have proven successful, picking out–and adapting–features that enhance user-experience and drive engagement.
In mature European markets, for instance, Adaptive Risk Management systems have been a game changer. These systems dynamically adjust betting limits and promotions in real-time, based on user behaviour and significant sporting events – enhancing both the user experience and operational safety.
Adapting such systems to the Indian context, where economic disparities and regional preferences vary greatly, could dramatically improve the appeal and the responsible delivery of betting services. However, it’s critical to adjust these models to account for distinctly different user behaviours and fraud patterns in the Indian market.
And here it begs me to interject one massive caution: To impose a unified approach would result in spectacular failure.
Other global markets can provide valuable solutions created to answer similar challenges.
For example, African operators also struggle with connectivity issues and have already tried and tested many options to alleviate these struggles. Lightweight frontend solutions, like the one we implemented for our client Mojabet, prove to work very well with low mobile internet speed, and they can easily be introduced to other markets like India.
Taking the best from mature markets–and adjusting it to fit the unique and diverse Indian landscape–is a great way for the operators to establish a strong foothold in the Indian market through competitive and culturally resonant offerings.
Building the Perfect Product Fit: Integration and Localization
Considering everything mentioned above, what practical steps should operators take to get a sportsbook that would ensure their sustainable growth and success in the Indian market?
Here are three key areas to focus on:
1. Enhanced local content and event coverage: Taking into account Indian passion for cricket, you can’t overlook this sport. Niche for many other countries in the world, here it’s an indubitable Must here. Understanding and embracing this truth, we at GR8 Tech compiled our own comprehensive cricket feed, combining data from niche content providers, a rich selection of e-Cricket events, and a proprietary cricket odds engine. As a result, we offer more than 600 unique competitive events per month, which provides twice the coverage of a premium cricket package from a top feed provider and increases our clients’ cricket revenue by 30-40 percent.
2. Optimized mobile experience: Given the Indian market’s mobile-first preference, it is crucial to develop a sportsbook platform that performs exceptionally well on mobile devices. This requires lightweight interfaces that load quickly, and use minimal data. In addition to the lightweight frontend option already mentioned, utilizing iFrames can be an effective strategy in this regard. iFrame allows operators to embed essential betting functions and updated content seamlessly within their existing platform without significant changes to the core structure, which means quicker updates, better performance, and a more responsive design – qualities that are essential for maintaining a competitive edge in a mobile-centric market like India.
3. Robust and adaptable platform integration: To thrive in the dynamically evolving Indian market, a sportsbook platform must offer a comprehensive set of essential elements like a payment gateway and risk and anti-fraud system, or allow for seamless integration of those elements from third parties. The architecture of the platform must be designed for high scalability and reliability, ensuring smooth operation during peak times such as major cricket matches or national tournaments, which attract massive numbers of users simultaneously. It should support high transaction volumes and user activities without any lag or downtime, providing a seamless experience that retains users and builds trust.
Editor’s Note:
All in all, the dynamic needs of the Indian market require a sportsbook platform that is robust, adaptable, and rich in capabilities – to enhance user engagement and ensure operational efficiency.
GR8 Sportsbook has these priorities in mind, and offers a comprehensive set of tools that address the complexities of the vibrant India market.
If you are looking to explore the potential of India, or other Asian destinations, join GR8 Tech at SiGMA Asia next month, where you can meet the company and explore how best to achieve your business goals and expand your reach in these promising regions.
Not to be missed.
For more information go to https://gr8.tech/
