Online sports betting has existed since the days of suitcase-sized computers in Europe and agonizingly slow dial-up internet.

But sports has evolved and grown over the years provides the nascent US sports betting industry a chance to learn from online gambling across the globe.
The last two decades have observed law sweep. Governments moved to tax and license the activity, while hundreds of bookmakers awakened to cash in on the online gambling gold rush.

In the uk, the world’s largest regulated online market, online gambling now generates #5.4 billion ($7.1 billion) in gross earnings a year.

Mobile fueled a lot of Europe’s betting explosion, over there reporting that approximately 80 percent of gambling activity comes via handheld devices, with lots of online sportsbooks. For top UK online bookmaker Sky Bet, which was snapped up by The Stars Group for about $ 4.7 billion final year, 90% of stakes are on mobile.

A mobile-first mindset to product and customer acquisition was prevalent because the advent of smartphones and apps. The evolution of devices and products means today’s sports gambling sites and programs are day and night when compared with the early versions that are rudimentary.

But if it’s mobile or desktop , European operators have worked hard on iterating their goods with an emphasis on simplicity and speed. It’s all about logging in, nowadays frequently biometrically, pinpointing the market, and placing a wager with the fewest clicks possible prior to or during live sport.

“A crucial lesson to the US is that sites have to be functional, especially with cellular,” explained Ed Andrewes, that has held senior positions at Ladbrokes and BetVictor and today owns EAGC, lead consultant to Resorts Digital Gambling. “It is all about ease of use and getting your wager on as quickly and easily as you can, and adhering to a clear customer user journey.

“Nothing should get in the method of placing a bet on as fast as you can.

“The growth of product has been fairly phenomenal in Europe, albeit over a relatively long period of time. The merchandise has surely come a long way, but I certainly believe the US will begin with a much more advanced product.”

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