Strive Gaming CMO Jamie Shea has urged US sportsbooks to focus on educating bettors about the availability of in-play betting for a profitable future.

Strive Gaming

The former VP of Sportsbook at DraftKing made the statement when speaking as a guest on a forthcoming edition of Xtremepush’s podcast series Experts in the Room.

She adding that, despite live betting in the US outside of Nevada being legal for more than five years, it has only reached a fraction of its potential so far.

“The education of the player is the best retention tool, as it teaches them how to play,” said Shea. “A lot of the time, customers just don't even realise that certain bets exist.

“One of the things that's driving me crazy right now in the US industry is in-play. Why is that not bigger? 70 per cent of bets should be in-play, as they are in Europe, because it’s fun and provides instant gratification.

“I would love to see that happen in the US. We need to educate the players on how it works and where they can find it in an app and that's where push notifications come in. Brands should be doing all they can to let the customer know that hey, there is this wager available, and it's a lot of fun.

“Every time that I've sat down with people and taught them how it works, they love it, and it becomes their go-to.”