Inside Asian Gaming

INSIDE ASIAN GAMING | March 2011 14 Sunplus T he relationship between Western online betting companies and Asian gambling markets is a bit like the relationship between the moon and the tides—one of magnetic attraction. But just like the ebb and flow of the ocean tides, most of the foreign betting brands quickly get pushed back offshore. The reason, says online gaming entrepreneur Tom Hall, is that the Western companies generally don’t have the right products for Asia. “Asian online betting is all about ‘in running’ soccer,” he explains. “Many Western companies have tried and failed in Asia—some of them several times. The reason is that to be successful in Asia you need to have the right product— that means the right number of ‘in running’ soccer events.” Many Western online betting companies have tried and failed in Asia—some of them several times As the term suggests, ‘in running’ betting means placing wagers on matches while they’re in progress. That offers all kinds of betting possibilities including event combinations not possible either with simple fixed odds outcomes-based Going for Goal Gambling software provider Sunplus on how to get the right online sports book products into Asia Tom Hall, Business Development Director, Sunplus