Pinnacle launches its new vision with ‘Future View’ upgrade
Low-margin bookmaker Pinnacle has moved to enhance its all-round customer engagement capacities launching its ‘Future View’ website, an initiative it states will act as the company’s ‘foundation for future growth’.
Marked as a core project undertaken for 2019, the Future View website offers Pinnacle customers an optimised desktop and mobile experience catering for deeper engagement delivered through enhanced personalisation features.
Commenting on the launch of Future View, Paris Smith, Pinnacle CEO states: “Pinnacle has consistently delivered the best odds, but we admit we haven’t always provided our customers with the most modern website experience.
“That’s why I am beyond thrilled to announce the launch of our new Future View website. It has been a high priority IT project internally for the last few years, and it provides us with a strong technical foundation and flexibility to expand our product offering. We’ve involved our customers since the early stages of the project, and I’m excited to finally be giving them the modern Pinnacle sportsbook that they have been asking us for”
Future View sees Pinnacle improve its website functionality, with the use of ‘intuitive navigation’, allowing its players to access their favourite markets faster, combined with further account-level ‘preferred functions’ improving customer journey.
In addition, the website has been enhanced with new player features and concepts which include a brand new ‘live betting centre’, instantly tracking all live markets, ‘Asian betting line options display, and access to Pinnacle’s enhanced esports betting portal.
Jesse Learmonth, Director of Product Management details: “The launch of Future View is a massively exciting moment for Pinnacle and its customers, but it’s just one milestone on a much longer roadmap of improvements to follow. Before the end of this year, our customers will also have brand new native apps, a new live betting experience, a new dedicated esports portal, and a whole lot more.
“Our teams are doing an incredible job of executing against a very busy roadmap as we work to improve our customers’ experience. We’re committed to being the best bookmaker in the world for the next 20 years, and Future View puts us on a strong footing to achieve that. We’re just getting started.”
Pinnacle lays out high ambitions for Swedish sportsbook return
Pinnacle has relaunched its low margin bookmaker services for the re-regulated Swedish online gambling marketplace, ending its two-year hiatus.
Coinciding with last weekend’s start of the delayed Allsvenskan Swedish football season (14 June), Pinnacle arrived with a “full array of markets”.
Recognised as one of the industry’s oldest online sportsbooks (founded in 1998), Pinnacle had secured its Spelinspektionen sports betting licence in December 2019.
Pinnacle believes there is significant room for growth in Sweden, and particularly for esports, for which it saw consistent double-digit annual growth before leaving the market in 2018.
Underlining confidence in its Swedish market ambitions, Pinnacle pointed to its high-volume and low-margin operating capacity, which has delivered an on-average sportsbook betting margin of 3.7% against the industry average of 7.2%.
Pinnacle CEO Paris Smith underlined that the legacy sportsbook holds a proven playbook for the market, offering its punters ‘the best market value and fairest pricing available’.
She said: ”This relaunch is a proud moment as Sweden is a key market for us, with many loyal customers having used Pinnacle over many years.
“The Swedish regulator is one of the most respected in the world and we are proud to meet the incredibly high standards they require to be recognised as a licensed operator. We believe that satisfying the requirements in Sweden means we can do it anywhere.
”We left the market on good terms and are returning as a fully licensed, regulated operator. We fully embrace the Swedish regulations and wanted to do things in the right way. Having done so, we now see this as an opportunity to contribute to a serious gaming environment in Sweden long-term and to be a key part in the development of the market.”
Pinnacle has strengthened its esports data output after adding Abios to its growing list of suppliers.
As part of the agreement, Abios will supply the online bookmaker with enriched data in order to boost the firm’s esports offering. This includes developing its data portfolio to provide its customers with a greater selection of odds across a range of titles and markets.
Marco Blume, Pinnacle Trading Director, stated: “A lot has changed at Pinnacle since we started trading esports over a decade ago. The industry is doing its best to catch up with odds for the biggest titles and major events now available at most bookmakers. However, there’s an important difference between simply offering odds and providing customers with a true esports betting experience.
“Whether it’s the quality of our odds, the number of titles and markets we offer, or the engaging content we produce, we know we’re second to none. It’s no secret that we need data to continue to improve and we’re pleased to be able to take things to another level through our partnership with Abios.”
This is not the esports data provider’s first partnership with the betting sector after previously securing partnerships with Unibet and Win.gg last year, enhancing both platforms’ data output.
Oskar Fröberg, Abios Founder and CEO, concluded: “With the continued growth of esports betting, an increase in demand for reliable and well-structured data has followed, especially among top tier clients around the world. It’s therefore a natural fit for Abios to partner with Pinnacle, one of the front runners and power-houses in esports betting.
“Given the long esports history and reliability of the Abios and Pinnacle product offerings, both having been first movers in our respective fields, this is just the first step in what will be a long and thriving partnership.”
Pinnacle has strengthened its marketing efforts after confirming that Ben Cove will join the company as its new Chief Marketing Officer.
Under his newly formed role, Cove will oversee the company’s strategy to deliver its brand to the wider mainstream audience, offering insight into the strategic focus at Pinnacle as the bookmaker plans for 2021 and beyond.
Commenting on the new appointment, Paris Smith, CEO of Pinnacle said: “We’ve achieved several major milestones at Pinnacle in the last couple of years and this appointment is another to add to that list. We invested a lot of time and resource developing an enhanced experience for our customers with our Future View website, meaning the quality of the Pinnacle platform now matches our unbeatable product.
“The next stage of our journey is to make sure as many people as possible know about Pinnacle, so they can find out for themselves that we truly do offer the best betting experience online.
“Historically Pinnacle has been fairly lean in terms of our marketing activity. We are built on our reputation for low margins, high limits, and a unique ‘winners welcome’ policy. But in reality, we offer much more than that.
“We’ve modernised the sportsbook, expanded the depth and breadth of our market offering, and continue to provide customers with compelling content to educate and empower them.
“I’m so excited for Ben and the rest of the marketing team to build on this foundation. His passion, creativity and broad range of skills are well-suited to help take Pinnacle to the next level.”
The new CMO joins Pinnacle having previously amassed a strong background within the online gaming sector by working at the likes of Kindred Group and Addison Global.
Cove added: “Pinnacle has an unrivalled heritage in online sports betting, and I’m hugely excited to drive the brand forward into the mainstream marketplace; leveraging its powerful reputation, making its industry-leading content more accessible and casting its marketing net to wider global audiences.
“This is a rare and unique opportunity, and I am immensely proud to lead a world class team of marketing talent as we embark on the next chapter of Pinnacle’s remarkable story.”
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