**Interview with Matt Parr: Transforming the Betting Landscape with Innovation**
*Matt Parr, Head of Horse Racing at Amelco, reflects on a year filled with milestones, speculates on the future of the betting industry through 2025, and identifies regions poised for growth in the upcoming year.*
**SBC: Could you share some of Amelco’s key achievements in 2024?**
**Matt Parr:** 2024 has truly been a remarkable year for Amelco! Over the past year, we have introduced groundbreaking innovations, particularly in integrating advanced tech into our betting solutions. With 17 years under our belt, we’ve mastered the delivery of outstanding platforms for top-tier partners, and this year, we’ve embraced new technologies to enhance that experience even more.
A pivotal highlight has been our latest project utilizing data analytics and machine learning. This initiative provides precise odds and personalized betting advice, aligning with the industry’s push for personalization and localization, and gives our B2B clients an unmatched competitive advantage.
**SBC: What has driven Amelco’s success in the UK over the past year?**
**MP:** Our success in the UK is mainly due to our relentless innovation and advanced technology integration in our betting platforms. The sports betting and casino sectors thrive on technological advancements, and keeping up with this ensures we offer the best player experiences.
By focusing on data-driven approaches and custom experiences, we’ve met bettors’ demands for more than basic services. We’re dedicated to boosting our partners’ abilities to offer personalized betting options, whether through bespoke iOS and Android apps, top-tier platforms with streamlined UX/UI, or premier odds across diverse sports.
**SBC: Which major racing events were influential in shaping UK betting trends this year? Were these trends anticipated?**
**MP:** The horse racing schedule has been rich with events this year, but a few stand out. High interest around Aidan O’Brien’s City of Troy during the flat season, following an impressive Derby showing, kept the spotlight on horse racing through to the Breeders’ Cup in November.
As predicted, significant events like the Cheltenham Festival and the Grand National most affected UK betting volumes and trends. These hallmark events consistently engage a broad audience, from casual bettors to regular punters, showcasing premier British and Irish racing.
Technological advancements have further enhanced betting experiences during these fixtures, offering more detailed, real-time markets and improved odds, adding an extra thrill to betting. Our partners recognize these benefits, reinforcing our leadership through 2025 and beyond.
**SBC: How do you foresee the UK betting environment evolving in 2025? Are there specific verticals or technologies likely to captivate bettors next year?**
**MP:** We expect the UK betting landscape in 2025 to further evolve with a focus on personalization and instantaneous interactions, as players demand quicker responses. We’re already excelling in this field, based on this year’s achievements.
AI and machine learning will be crucial in crafting tailored betting experiences. Brands effectively harnessing these technologies will likely see substantial rewards. As mobile betting continues to surge, user-friendly platforms optimized for smartphones, enriched with data analytics, will boost accessibility and engagement for UK bettors.
**SBC: Beyond the UK, which markets will Amelco prioritize in the next 12 months?**
**MP:** Outside the UK, Amelco aims to strengthen its presence in burgeoning markets with increasing interest in horse racing and betting. We’ve already made strides in North America, and as fixed-odds horse racing becomes available in new states, we intend to be pioneers in these markets, offering top-tier horse racing solutions.
Our expansion will continue in South Africa, leveraging our partnership with LulaBet. Here, we plan to showcase Amelco’s cutting-edge technologies, drawing on our extensive experience to shake up the market.
As we move into 2025, our ambition is to use our technological innovations to capture new audiences and boost engagement in these promising regions. Trusted by some of the industry’s largest brands, our reputation for excellence is well-earned.