Oddschecker targets international expansion in major product overhaul
Sports betting affiliate opts to drop odds grid with the launch of new responsive sites in Italy, Germany and Spain
Oddschecker has undergone a substantial product overhaul in core international markets as the price comparison site looks to build the brand outside the UK.
The London-based affiliate unveiled new fully-responsive websites in Italy, Spain and Germany in time for Euro 2016, with plans to scale-up its international business for the new domestic football seasons.
The new multi-channel products no longer feature the firm’s traditional pricing grid after research showed customers in international markets had often found the feature too complicated.
Users are instead only presented with the best odds for all markets, using a rotational system when two or more bookmakers are best-price.
“I think it’s fair to say that we have had a couple of false starts with regards to taking the Oddschecker product overseas, but we now not only have a bigger focus on the international side of our business, but also significant resource dedicated to it,”Oddschecker’s head of international, Andy Lulham, told EGR.
“Rather than just throw up local versions of the UK site as we have done previously, we have undertaken a huge amount of market and customer insight work, with the outcome being truly localised, fully responsive websites that have a completely different look and feel to our UK product as it currently stands.”
Lulham also said a number of bugs and improvements would need to be made to the products over the coming weeks, while additional functionality will also be added.
In addition to its European expansion, the firm also plans to launch a new website in Australia later this summer under the stewardship of its new country manager Adrian Molloy.
“We also now have highly-experienced overseas resource and localised strategies to deliver growth in each territory,” Lulham said.
“If we get the balance right in combining this expertise with our existing technological capability, then I the international side of our business presents a huge opportunity,” he added.