In an exclusive interview for the SBC Summit, Steve Birch, Chief Commercial Officer of Sky Betting & Gaming (Sky Bet), underscores a proactive approach to mitigating challenges, based on customer trust, sustainability, and compliance-first innovations.
SBC: Hi Steve, thanks for this interview on the status of UK gambling. From your perspective, what elements and dynamics are at play in the UK market in 2024?
Steve Birch (CCO @ Sky Betting and Gaming): The market is as competitive as it has ever been, with all the big operators upping their game in terms of what they offer. Across the sector, we are also generally seeing more focus on the return on investment of campaigns and product developments. This comes at a time when operators are rightly continuing to focus more on looking after customers. It’s a fascinating time to be working in the UK ..