Online bookie Betfair have new strategy
13th July, 2009
Bookmaker, Betfair, is changing its international marketing strategy and moving away from its current global approach to more region specific activities.
Betfair aims to create a more adaptable gambling solution which will integrate with regional wants, needs and laws. This will mean that Betfair will focus less on its core product and will concentrate on tailoring individual products for each country.
Tim McAlister, new chief technical officer commented, "We are calling it a jurisdictional architecture; to be able to deliver (products) where they are legal but only the pieces that are legal," he continued, "In one country, we can do poker but not horse racing, and in another country, casinos but not poker."
Technical teams will be employed with global reach, each working on their own region that will be overseen by McAlister’s group who control the Betfair network.
"We are moving to a more agile methodology because we are looking at building smaller components and integrating them," said McAlister.
The implementation of the new strategy is an urgent process due to upcoming 2010 World cup which is set to be the biggest online sports betting event ever.
By Faye
