The future for sportsbook websites?

With more than 180 online sportsbooks competing in the marketplace, the push for differentiation and cut-through in product and marketing has become greater than ever.

Sportsbooks compete on price and product on a wide range of markets; however, with the advent of betting exchanges there are fewer opportunities to compete on price. A wide range of product shows breadth and depth — and is an appealing acquisition tool for niche audiences — however, most sportsbooks operate on the 80:20 principle: