SBC News Voice of the Sports Betting Industry
Armenian bookmaker TotoGaming has embarked on a strategy of introducing considerable improvements to its omni-channel operations, specifically in its provision of live betting events.
Over the past two decades TotoGaming has developed one of the largest networks of retail operation in the region, with the company making great progress through its aim to provide customers with the best the market has to offer. This includes both enhanced web and mobile presence.
TotoGaming Board Chairman Suren Khachatryan explained that the company puts a great emphasis on a strategy of multiplying the number of live events and the number of live markets per event, as it tries to satisfy growing demands of customers for quick and reliable information.
“Quite recently we have significantly increased our in-play betting offerings,” he said. “We have a clear view of the bright future of Armenian sports betting market; therefore we focus our efforts on enriching the in-play offerings both in number and quality.”
Khachatryan said he highly appreciates the collaboration with such video content providers as IMG, Perform, Sportsman and Betradar, which enables the company to provide around 50,000 live-stream events to customers per year. “Due to high quality products of our providers, we anticipate over 30% increase of in-play betting,” he added.
TotoGaming increased its in-play coverage in Q3 to 18,000 matches per month and aims for over 20,000 per month by the end of the year. Khachatryan believes the next step in broadening the collaboration with its providers will move the company to a higher level in the modern, user-friendly gaming and sports betting world.
This year the company released the mobile version of its Online Casino and Sportsbook, which includes all video-streaming materials and products from the leading content providers.
Already during the first few weeks of its release, the mobile channel increased the company’s total revenue volume without cannibalising its existing online turnover.
Khachatryan commented: “We intend to follow up with new trends in modern gaming and sports betting developments by implementing more and more innovative technologies and features, basing our services on official data solutions to provide our customers with fast and accurate data.”
TotoGaming also places a lot of emphasis on customer care and provides online 24/7 support services to maintain that goal. It has also taken a ‘special approach’ to its customer experience by making its user interface comfortable and attractive to the end user, and all this within the company’s adherence to the principles of the responsible gaming.
TotoGaming’s partners have all been keen to show their support for the bookmaker’s ambitions. Freddie Longe, VP, Head of Gaming for IMG Media, commented: “We are of course thrilled to confirm TotoGaming as a new partner to our premium streaming service. The collaboration will bring some of Europe’s top Football, Basketball and Tennis tournaments to Armenia. We look forward to expanding our relationship with TotoGaming in future years as they take sports betting to a higher level in Armenia.”
Daniel Fenner, Managing Director, UK for Sportsman, added: “Live streaming has become an integral part of every sportsbook and we are looking forward to jointly develop the best product for TotoGaming’s customers. We are happy to welcome TotoGaming amongst our clients and are looking forward to a long and reliable cooperation.”
John Harlow, Head of Sales-Betting for Perform Group, said: “It is a great pleasure to supply TotoGaming with our Watch&Bet content, and I look forward to forming a long lasting partnership with them.”
Meanwhile Eduard Blonk, Managing Director Sales for Sportradar Digital Media AG, commented: “We are glad to have won TotoGaming as a new partner. It’s our aspiration to provide our partners with everything needed to run the most entertaining and informative offering in the sports betting market out of one hand. We are also happy that our live streaming service, which is available since one year, is receiving such a positive market feedback.”
