Poll results: The days of single vertical operators are over
EGR readers say the benefits of a wide product range are too big to ignore
The days of the single vertical operator could be done and dusted according to a large majority of respondents to this week’s poll.
More than 67% of voters said the benefits of a diverse offering, including better cross-sell, acquisition and stickiness, were too important to ignore in the modern egaming industry.
Operators themselves appear to agree, given the flurry of new sportsbooks being launched by previously casino-only brands, with EnergyCasino the latest to make the move with a BetConstruct-powered offering.
Elsewhere, poker powerhouse PokerStars has been successfully diversifying its offering in recent years, with 20% of revenues now coming from casino and more investment in the vertical planned.
And bingo stalwart tombola also recently branched out for the first time with the launch of a low-stakes casino known as Arcade.
However, 37% of voters believe there is still space for a single-vertical focus, with firms theoretically able to benefit from focusing their product development and marketing on a single product.
And there are clearly still firms willing to go this route, with Casumo and mFortune among the few casino-only operators, while Black Type â the new kid on the sportsbook block â offers no casino or poker, preferring to market itself around a minimum bet liability sportsbook proposition.