With one of the Welsh coaches already being sent home from the Rugby World Cup for gambling regulation breaches, it looks like betting is set to play a bigger role in the tournament than ever before. The England team have been warned against even using their mobile phones on match days to ensure that they cannot be accused of betting breaches or spot-fixing.
Outside the inner circle of world cup contenders, interest in the subject of betting is also heating up. Previously, rugby has seen little action in this area compared to its more popular cousins, football and tennis. However, fans and casual punters from the UK seem more willing to place bets than they have been at past tournaments. This article will cover the history of betting at Rugby World Cups and the difference between sports betting in the UK and Japan.
The rise of rugby
Rugby is one of the most-watched sports across the world, so why does it lag behind in terms of sports betting? In the UK, the culture surrounding rugby differs greatly from that of football. Interestingly, although football can be associated with hooliganism, rugby is viewed as more of a family friendly sport with a comparatively smaller fanbase. It has less of a betting culture and generally attracts fewer sponsorship deals from gambling operators. Research has revealed that 10 out of 20 football teams in the Premier League are being sponsored by gambling companies during the 2019-20 season. For individual Premiership rugby teams this number is significantly lower, however, the Premiership itself has recently signed a betting partnership with BetUK.com. (Premiership Rugby) This is indicative of the growing relationship between rugby and betting and this latest deal is only set to accelerate it further.
The last two world cups have seen an increase in betting activity, helped largely by its growing international presence. As with all sports, the rise of the mobile and associated betting apps has had a positive impact on the number of bets placed. Increased exposure to the sport on social media and the capability to bet across multiple devices has made the process more frictionless and thus more attractive for consumers.
Another reason why betting on rugby may have grown in popularity is the element of predictability; consistently the top-ranked teams are the ones who get through to the semi-final and the set patterns of the game make placing in-play bets appealing. Therefore, those who are looking to dip their toes into the gambling world are often drawn to the opportunity that rugby affords to place a safe bet.
This year’s Rugby World Cup will be broadcast on ITV in the UK, making it more widely accessible and more likely to appeal to a casual punter who can easily tune into the games and place a bet.
Japan vs England
Gambling is heavily regulated in Japan, with restrictions in place that prevent betting on most sports, with rugby as no exception to the rule.
Of course, there will be the possibility to bet in advance, but punters won’t get the thrill of in-play betting, having an arguably less immersive gambling experience. Not only is this limiting for the consumer, but the loss of reactive betting from those attending the game means that operators need to refocus their attention on the casual punter watching from the UK.
However, there are also challenges for operators regarding those remaining to watch the world cup in the UK. The time difference means that most fixtures will be shown early in the morning GMT with only the die-hard fans rising to watch the 4:15 and 5:45 games. Again, this could result in a decrease in the number of bets placed as fewer potential punters are actively engaged in the game. However, there are some weekend games showing at prime times in the UK. Operators should be looking to optimise their cashier operations around these games as they will be the peak for gambling activity.
How to get world cup ready
Gaming companies need to capitalise on the growing trend of betting on rugby and entice new customers into the fold. There are a few key areas that operators should be focusing on to amplify their strategy.
Mobile is still very much king when it comes to online betting. Mobile apps are favoured by punters as they can easily and conveniently place a bet whilst on the go. Operators must make sure that all features of their apps and websites are optimised for mobile.
For those travelling to Japan, it is important to capture their attention prior to departure to maximise the chance of them placing a number of bets before they head off. Operators also need to entertain first-time customers to stick around after their initial bet. The Rugby World Cup poses a great opportunity to target new audiences and convert them into repeat customers.
Bonus offers that strike the balance between sustaining betting momentum and discouraging reckless gambling are an operator’s best friend. It can be a difficult equilibrium to achieve, but it is rewarding to be able to retain loyal customers.
A final tip for operators is to ensure that all payment functionalities are fully optimised. There is nothing worse than having a punter turn to your competitor as they don’t have your preferred payment method or the process isn’t fast and smooth enough. Therefore, it is integral to offer a variety of payment options processed through a robust and efficient system. For international operators, it is worthwhile providing a variety of alternative payment methods that reflect the preferences of their target markets.
At emerchantpay, we provide payment solutions for gambling brands, helping them to create a seamless journey for their customers. If you want to find out more, get in touch with the team today.