At Sportingbet, our Board of Directors monitor a series of selected customer KPIs to ensure that we as a company are doing everything in our power to make our shareholder's investment worthwhile.
The number of sports bets is a simple KPI showing us how many bets are placed during a given period. We can then break these results down to track number of bets per active, per country and per product. Such analysis allows us to monitor engagement, ensuring our customer interaction is second to none.
Sports bets have seen a steady increase year on year as a result of our continual improvement of our product offering, especially in:play, combined with an increase in our investment in both marketing across all our European domains and investment in mobile betting.
Australia has seen a significant increase in sports bets numbers as the benefits of mobile betting, TV advertising and other marketing campaigns were implemented post the relaxation on advertising regulations in September 2008.
NGR is the amount retained by Sportingbet from bets placed by our customers net of promotional bonuses. Being able to see our NGR percentage year on year for each of our individual products allows us to make decisions on how best to develop these products and the customer experience.
Our world class trading team has continued to provide an industry leading net gaming revenue percentage across Europe and Emerging Markets. Their expertise, combined with our sole ownership of our technology sets us apart from the competition.