NFL Betting in Europe: Are European Operators Meeting the Demand?
Date: 2023-09-18 Author: Dima Zakharov Categories: SPORTS BETTING
The new NFL season has kicked off with great excitement in the United States, but what about Europe? The popularity of American football is steadily rising on the European continent, with more and more regular season games being played on this side of the Atlantic. The question arises: do European betting operators provide enough opportunities to cater to this growing interest? What steps can be taken to better serve this potentially lucrative market? And of course, the burning question remains: Who will emerge victorious in the Super Bowl? To delve into these matters, we turn to Callum Broxton, Head of US Operations at Checkd Group.
Interviewer (SBC): American football is gaining popularity in Europe, but are sportsbooks adequately addressing this demand?
Callum Broxton (CB): American football is shedding its 'niche' label and gaining traction in Europe. Consequently, European sportsbooks are showing more interest in this sport. For operators without strong ties to the US market, it's a challenging decision to invest in additional resources like traders, development builds, or data feeds when potential returns are uncertain.
However, those who have embraced American football are reaping the rewards. They now have the opportunity to attract a dedicated NFL fanbase in countries like the UK and Germany.
Interviewer (SBC): What improvements would you like to see that are currently lacking?
Callum Broxton (CB): First and foremost, a wider range of robust NFL products across various bookmakers would be a significant improvement. Currently, only a few European sportsbooks offer comprehensive NFL betting options, resulting in less competition compared to soccer or horse racing. The punter benefits when bookies compete against each other. Additionally, the introduction of Free-to-Play games could be intriguing. These games would need to be relatively simple to bridge the knowledge gap but could serve as a valuable tool for educating potential users and fostering interest in the sport.
Interviewer (SBC): Can European sportsbooks learn from major US sportsbook brands?
Callum Broxton (CB): It's not surprising that European bookmakers with strong NFL offerings have borrowed elements from prominent US brands. Companies like Flutter Group's Sky Bet, Paddy Power, and Betfair have significantly improved their NFL betting options by adopting technology from FanDuel, particularly Paddy Power, whose NFL bet builder product rivals its soccer counterpart. Bet365, with its market-leading soccer Bet Builder, has elevated its NFL product thanks to its growing presence in the US. What sets bet365 apart is its high level of user customization. A top-tier NFL offering must extend beyond basic markets and bet builders, offering features like the ability to adjust player prop lines and a comprehensive array of markets, which only a few bookmakers currently provide.
Interviewer (SBC): Who's your pick for the Super Bowl this year? Any standout players or dark horse teams to watch?
Callum Broxton (CB): It's hard to look past the Chiefs for me. Patrick Mahomes may not reach Tom Brady's legendary status, but he possesses a unique quarterback skillset unmatched by anyone else. As for dark horses, I'd say keep an eye on the Lions. This might be more of a heart-over-head choice because, given their recent performance, it would be astounding to see a team that struggled just a couple of seasons ago make it all the way. I don't think they'll clinch the title, but it promises to be an exciting season for them either way.
Interviewer (SBC): American football is gaining popularity in Europe, but are sportsbooks adequately addressing this demand?
Callum Broxton (CB): American football is shedding its 'niche' label and gaining traction in Europe. Consequently, European sportsbooks are showing more interest in this sport. For operators without strong ties to the US market, it's a challenging decision to invest in additional resources like traders, development builds, or data feeds when potential returns are uncertain.
However, those who have embraced American football are reaping the rewards. They now have the opportunity to attract a dedicated NFL fanbase in countries like the UK and Germany.
Interviewer (SBC): What improvements would you like to see that are currently lacking?
Callum Broxton (CB): First and foremost, a wider range of robust NFL products across various bookmakers would be a significant improvement. Currently, only a few European sportsbooks offer comprehensive NFL betting options, resulting in less competition compared to soccer or horse racing. The punter benefits when bookies compete against each other. Additionally, the introduction of Free-to-Play games could be intriguing. These games would need to be relatively simple to bridge the knowledge gap but could serve as a valuable tool for educating potential users and fostering interest in the sport.
Interviewer (SBC): Can European sportsbooks learn from major US sportsbook brands?
Callum Broxton (CB): It's not surprising that European bookmakers with strong NFL offerings have borrowed elements from prominent US brands. Companies like Flutter Group's Sky Bet, Paddy Power, and Betfair have significantly improved their NFL betting options by adopting technology from FanDuel, particularly Paddy Power, whose NFL bet builder product rivals its soccer counterpart. Bet365, with its market-leading soccer Bet Builder, has elevated its NFL product thanks to its growing presence in the US. What sets bet365 apart is its high level of user customization. A top-tier NFL offering must extend beyond basic markets and bet builders, offering features like the ability to adjust player prop lines and a comprehensive array of markets, which only a few bookmakers currently provide.
Interviewer (SBC): Who's your pick for the Super Bowl this year? Any standout players or dark horse teams to watch?
Callum Broxton (CB): It's hard to look past the Chiefs for me. Patrick Mahomes may not reach Tom Brady's legendary status, but he possesses a unique quarterback skillset unmatched by anyone else. As for dark horses, I'd say keep an eye on the Lions. This might be more of a heart-over-head choice because, given their recent performance, it would be astounding to see a team that struggled just a couple of seasons ago make it all the way. I don't think they'll clinch the title, but it promises to be an exciting season for them either way.
