Asian online market evolves but slowly

The conditions prevalent in the markets of East Asia mean the evolution of a more recreational online player base is following a different path to how it occurred in Europe and suppliers need to keep a close eye on local preferences. The well-known backdrop in East and Southeast Asia is of a market dominated by some very big, and not necessarily Asian, betting syndicates which tend to concentrate their firepower on a few very liquid markets such as the Asian handicaps. It means the well-known names within the East Asian betting and gaming space have tended not to worry too much about appealing to a broader constituency of players. “First and foremost the recreational punter is not the norm in Asia and trading models in sports are based around making profit from high-volume, low-margin, punters,” says Keith McDonnell, a consultant and Asian gaming scene expert with KM iGaming. “The big difference with European...

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