Betgenius exec: Live suspension strategies can maximise English Premier League return


The English Premier League is returning for the first time today since the COVID-19 pandemic caused the season’s three-month hiatus.

With a number of other professional leagues still shut down, operators will be looking to capitalize on the return of one of the most popular leagues in the world.

James McKiernan, head of commercial – Europe and Africa at Betgenius, spoke with Gaming America about the buzz surrounding the league’s return and how operators are attempting to maximise its value with a focus on betting availability.

“After a lull in live sport, the return of the Premier League is a massive boost for the entire sector,” commented McKiernan. “With every game on TV and matches almost every day, we’re in for an action-packed two months.”

“The new look schedule means the in-play opportunity is huge. Many of our partners are preparing to be quite aggressive with their live suspension strategies for the remainder of the season in order to maximise market availability and turnover on every game.

“BetBuilder engagement is set to be sky-high too, as recreational players look to create their own selections which add to the excitement.”

McKiernan also believes the new behind-closed-doors policy of the league will affect betting behaviour, with the lack of fans in stadiums removing the traditional home team advantage.

He said: “We’re expecting to see punters latch on to the reduced home advantage angle and get behind away sides."

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