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Episode from Power Seat. Summarised by the AffHouse newsroom from the full episode. How we work →
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BoyleSports is a 40-year-old bookmaker that has rebranded and kept investing in the UK just as taxes rise. In EGR's Power Seat podcast, CEO Vlad Kaltenieks tells EGR news editor Joe Levy why he made those bets, and how it builds products of its own.
In this episode
The rebrand followed close to a year of customer research, and Kaltenieks calls it one of his toughest decisions; a year on, he says it brought new energy and sponsorship opportunities (5:48, 7:00, 7:10).
On the UK, he recalls someone calling it a market where brands "come to die", and says recent developments make it more and more difficult to compete (17:08, 17:27).
The company expected higher tax and regulation when it announced its UK investment, though not at the levels announced; it now has 400 stores across the UK and Ireland, 80 in the UK (17:43, 18:15).
In iGaming, BoyleSports is creating proprietary games, has rebuilt its front end and has plans for the next six to 12 months (22:52, 23:01).
Squad Builder came from asking what the brand could "truly call or own" instead of playing catch-up; it was soft launched for the World Cup, with a big promotion planned for the season start (26:43, 28:20, 28:31, 29:03).
He welcomes Ireland's new regulation but calls the black market threat "real" and wants the regulator to act proactively against it (30:05, 30:35, 31:17).
Episode from Power Seat by EGR Global, published on YouTube.
