Tuesday, 13 December 2011

#3: Single Pool Wagering *Sort Of

Before I start, let me just make clear, I am a fan of the concept of single pool wagering. When I added the slide, its purpose was to highlight our industries continued pursuit of 'the next big thing'. Its not meant as a criticism of anyone who may try and sell you a SPW system, only to illustrate how rather than dealing with the fundamentals, we prefer to continue ignoring them and move onto the next thing.

Here's something you wont hear very often: Pool betting, even without SPW, is not all that bad really. In Steve Crist's book Exotic Wagering (which I thoroughly recommend all people working in tote betting read) he describes exotic bets (Exactas up) as being relatively new. OK, so his book is some 6 years old now, but the comments are still valid today. As a betting proposition, exotics are still relatively new. In fact, so new, that here in the UK, people who would consider themselves regular bettors on horse racing, don't even know how to bet them, or perhaps even that they exist!

Well, anything that simplifies and propagates further the exotic bet proposition has to be a good thing, SPW or otherwise. Tote betting as a whole has got some issues, but so does any betting system. Taking the core tote proposition (ignoring SPW for a while) lets look at some of the good things to start:
  • It offers a fair system
  • Its easy to run
  • Its actually easy to understand (when described properly)
  • It offers complex bet types other betting options cannot
  • It allows international co-operation at a bet level
Its also got its problems:
  • Rapid price fluctuations are common, often after the off, and often 'violent', undermining the confidence in pool betting systems.
  • There are pools with liquidity issues which exacerbate the price fluctuations
  • We seem incapable of developing new products on pool betting
  • The ability to fix prices is more 'popular'
Looking at the list above, the one thing you might notice, is that actually we can address all these issues, at least to a certain degree without implementation of whole new systems. There are numerous things, advantages lets call them, of SPW which can actually be brought into the current systems we have.

The Pareto Principle

I popped in a slide of Pareto to remind us that it's probable we'll get 80% of what we are after with only 20% of the effort going in. Why is this important? In racing we tend to get caught up with the big bang approach. A belief that only revolution will save the day. In almost all cases I can think of in modern business, significant change has occurred through incremental improvement, with occasional 'mutation' to provide a big step change. Very few innovations in the world at large are revolutionary, more evolutionary.

In tote betting, we need to be cautious of the revolution promises, and look more at evolution. If we can achieve 80% of the benefits of Single Pool Wagering through only 20% of the efforts, then lets start there. If we are able to determine that that investment reaped rewards for us, perhaps we'll go the whole hog and finish the job, maybe we will find another 20% worth doing instead.

Finding the 20%


As an industry, we should be committed to learning and acting upon the facts learned. Period. The concept that without empirical data to support the widespread adoption of certain practices is crazy. Our industry is large and fragile. Such wholesale changes, without regards for the negative effects would be a possible disaster. Instead, lets support those who would work with us to better understand our goals, and the impact of our actions, in order that we can weed out the bad ideas, and focus only on the good ones that are practical to implement - finding our 20%.

How would we go about this? Its simple to describe, maybe harder to action:


  1. Gather our data. For years we've generated reams of unused data on bettors, pools and the impact of things like timing, takeout and field size. Lets come together and create a central pool of information, open to anyone willing to share the results of their analysis with us. 
  2. Analyse our data. Once we have a master set of data, lets run some tests to see if commonly held theory is correct. As a rule, I believe strongly that what you think is the truth probably is, or at least an approximation to it. Lets test the commonly held beliefs first, to see if we're right.
  3. Share our results. Its a big industry, with hundreds of participants and operators all contributing to the same pot. To think that we can effect change individually is an unlikely way forward. Lets create a knowledge pool for all to benefit from.
  4. Act on those results. This seems obvious, but is the hardest part. The 20% rule really applies here. Once we know what works and what doesn't, lets plan clear and effective steps to effect change on a daily, weekly, monthly and long term basis. Setting clear goals for each change, and a timeline to effect them.
  5. Analyse the outcome. In all good applications of theory, retesting our results after making the change will be critical. Only through learning from what we did can we possibly understand what worked and what didn't, in order to improve our next steps forward. 



#2: $2? Uhh, ok.

Maybe this is a footnote, not a major point, but I think its very much a symptom of the common issues we face as an industry: Historical decisions are still hanging around and hurting us...

Ask yourself this: Why as an industry do we insist on displaying to our customers a number which doesn't reflect reality?


More over, why do we deliberately make things hard for our customers. Sure, the Win pools commonly have a $2 minimum, but that doesn't mean we need to display prices to that number. Its like saying that all fractional odds should be displayed as 2x/2. So that would mean 50/1 is shown as 100/2, 7/2 could be just 7... the list is endless.

In a world where we have fractional, decimal and probable pays, isn't it time we got rid of the $2 probable? If we're serious about attracting a new audience, then lets get rid of some of our old customs in favour of ones which make sense. We should be consistently questioning everything we do and asking why? Why is the most important question of all, and isn't used enough in our industry.

 If ever you were looking for an example of a group that behaves with the 'Thats the way its always been done round here' mentality, then we're it.

#1: Give Me A Chance

When considering pari-mutuel betting, its important to remember a key point:

in a competitive market, where contributions to the pool (i.e. bets) are derived from different sources and territories, each source or operator should be looking to establish a customer base of informed bettors.


This is what drives turnover, which ultimately benefits all contributors. While I have no empirical evidence to back up my statement, I think it would be fair to say that

By giving your customer the chance to have an opinion, irrespective of the correctness of that opinion, turnover from that customer will increase.


Put another way, if I allow my customer to form an opinion on the outcome of a race, no matter the basis on which that opinion is formed, they will engage more with the pool. This will increase handle in the pool, and provide greater liquidity for all. In doing so we create opportunity for those with different opinion to also benefit and play more. It is a virtuous circle so to speak.

Where is the US going wrong?


I make no apologies for stating my belief that the current model for the distribution of racing data in north america is both antiquated, and more importantly damaging to the sport of racing. The balance must be struck between the costs of collecting the data and the availability of data to the general public.

If you compare the UK to the US the differences are stark. While there is no doubt that the model for the funding of racing in the UK presents a unique set of challenges, and needs considerable reworking, the facts with regards to turnover on UK racing versus US racing are clear. Based on my research, the per capita spend on race betting in the UK is €178.57 vs. €32.66 for the US for the period 2009 - 2010.

Put another way, for every $1 bet by a US citizen in that period, $5.36 was bet in the UK. I believe a significant contributing factor to this is the accessibility of racing to the population. While the UK can do more to make racing accessible to a new audience, it is leaps and bounds ahead of the US in terms of the basic distribution of data, and how this is made publicly available. The concept of charging a fee for the downloading of a PDF, or just the fact that I have to download a PDF at all flies directly in the face of what I believe to be the proper mechanism for the distribution of data, on which opinions can be built.

We live in a world where data is available by numerous channels, all the time. In almost any industry there has been a distinct move away from paper based products (which PDFs are still part of, irrespective of the fact that I can get them electronically) to online views of the same information.

If you want to find examples of this in action, take a look at Racing UK's excellent iCard product, or the Racing Post's racecards. Both of these show the way to where the industry must move. It simply is no longer acceptable for a wider audience to expect that our customers need to invest in buying the data before they are able to buy a bet.

To put it simply, would you be willing to pay to read reviews of a product on Amazon before you bought the product from Amazon? No, of course you wouldn't. While specialist review sites exist, and some are pay to use, these exist in parallel to those that are free. There is no doubt that a market for pay-to-use data exists, this market should be supplemental to the basic proposition that users are able to access a wide range of comprehensive data products via online sites without the need to pay for this service.

ADWs and other operators are more than willing to invest in developing these services, but they need to be provided the basic tools to work with. This means a radical overhaul to the way in which data is compiled, distributed and propagated in the US market. I advocate therefore:
  1. The continuation of compilation of the base race data by Equibase
  2. The complete Equibase 'database' to be made available to any company willing to contribute fairly and proportionately to the cost of compilation.
  3. The relaxation of restrictive licensing arrangements from Equibase, which at present deter the creation of derivative informational products from the base data.
Only when the form and workout data compiled by Equibase becomes available on a royalty free, unrestricted license we will see genuine outside investment into the creation of derivative data products, free to the end user, and only when this occurs will the industry be able to achieve significant leaps forward in our ability to give our users and opinion on which they can bet.

10 Years of Same

The subtitle for the presentation, '10 Years of Same', came to me while looking at the industry's path of change since I began working on US ADW platforms back in 2001. Before diving into the 10 recommendations I made, we quickly looked at what 10 years of same would look like.

Recently, the jockey club presented a study detailing the state of the industry, based on many interviews and detailing analysis of the handle trends over the last 21 years. The graphic  shows a pretty clear trend for the last 10 years:

Source McKinsey & Company/Jockey Club
Since 2002 the decline is clear. This is what 10 years of no innovation looks like. Compare this instead with the stock chart from Apple, widely regarded as one of the most innovative companies in the world:

Source Yahoo! Finance

As you will see here, since 2002 Apple's stock price, the basic measurement of value created in any public company has increased 3,200% over the period to date. This is what 10 years of innovation looks like.

Ask yourself this, have Apple invented anything really 'new' during that period? The answer is no. If you look at the main products, all existed before Apple released their versions; iPads, iPhones/Smart Phones, iPods, iMacs, Macbooks - they all existed from other manufacturers in some guise prior to Apple's first version. What they have achieved is to understand what makes a product vs. what makes a great product. They have captured a new audience and carved out a market niche for themselves through great products, dedicated customer service and most importantly innovation.

Foreward

When Doug Reed asked me to speak at the RTIP symposium, while flattered for the invite, it presented a challenge. The title of the talk was frontiers in wagering; a talk on the new forms of gaming that could be introduced into the US market in order to stimulate the betting industry.

The problem occurred to me that its probably the case that the industry has failed to innovate for at least the last 10 years, so why would we expect that any big change was on the horizon, and more importantly why would big change result in anything more than continued issues and decline?

With this in mind, my talk focused on whether or not it was possible to institute significant change with the tools at hand. As the old saying goes, a bad workman blames his tools. Is it possible that instead of blaming our tools, we could look to improve the service we offer without ripping out everything that exists now? I recall a conversation with the CEO of one of the industry's ADW platforms, talking about the possibility (as it was back then) of the Jockey Club buying United Tote. I raised a number of questions for him to ponder, which I think are still relevant.

Supposing the 'industry' did buy a tote system for itself:
  1. Would it be able to operate at lower than current fees? Probably not, so there is no inherent cost saving.
  2. Would it engender greater innovation? More specifically, do you believe that the reason there is no innovation is down to the tote companies themselves? Again, probably not in my opinion. Its not in the interest of the tote companies for the continued downward spiral of handle, so you have to believe that if they were capable of change, it would happen.
  3. Would it increase player interest? Again, I cannot see how this would have effected that scenario. Those companies strong enough to effect such change could pay for it to happen if there was an ability to define the needs and service them, which would ultimately benefit the whole industry.
So why is there no change? I personally feel that the industry at large suffers from a lack of momentum. An infinite loop of continued decline perpetuated by a reluctance to push the boundaries of what we can do right now, which is further increased in velocity by a lack of understanding from the regulators with regards to the impact which simple changes to relax certain rules could have on the viability of the tote product.

My talk reflected this. A fairly brutal assessment of the state of affairs, but presenting a set of viable changes that can create an environment which is suitable for innovation. That's really the key. If you take nothing else from my presentation away, I hope it will assist in understanding that there are things we can do right now, without enormous structural change, which will create an environment in which innovation is possible. The market for pari-mutuel betting will continue to decline unless new ideas can be implemented quickly and effectively. If we do not move from the current position of stasis to one where investment in new features and systems can be quickly and effectively rewarded we'll never get anywhere.

What we really need is an environment where healthy competition can be allowed to exist. We need more vendors offering the core services that the industry needs. 

This includes:
  1. Teller and self service terminals supplied from outside of the industry
  2. ADW and other online services supplied by a number of vendors, not just the incumbent tote suppliers.
  3. A flexible framework for the development of derivative betting products, which will create new gaming opportunities without the need for significant legislative change.
  4. Mechanisms to improve the service a pool betting facility can offer our customers, in order that they are well informed, offered reasonable guide prices, and given options that reflect what someone would expect from any online business, gaming or otherwise.
In each point on my talk, I consider one option that would meet some or all of these needs. I will detail the reasoning behind each of these points in this blog.

Thursday, 8 December 2011

The Presentation

Heres the presentation I gave at the Arizona RTIP symposium.

Ben Pinnick's RTIP presentation.

Notes on my presentation...

As recently as yesterday I gave a presentation which was supposed to focus on new frontiers on wagering for North America. This panel session was intended to home in on the new technology that could be bought to the market, but instead I ended up talking at length (sorry about that) on why we'll never get anywhere useful unless we open the market to allow both innovation and competition.

Hopefully it will have provoked some thought, but I appreciate that not everyone will have had notes on what I said, nor did I have the time to say all I would have wanted to. For that reason I have popped this blog together to allow some expansion on the topics.