The panel, which included Anthony Cousins, Head of Sportsbook Commercial & Control, Kindred Group, Billy Cook, ComeOn Group Sportsbook Director, William Woodhams, CEO of Fitzdares, and Marco Blume, Director of Pinnacle Trading, was conducted by Marc Thomas of Propus Partners.

The fact that England made it to the final this year suggests that reaching the final (and either winning or losing on penalties) would be the perfect outcome for a bookmaker.

The issue of what the sports betting sector has learnt from the Euros and, if anything, what might be implemented to improve the sector's inventiveness, has come up. 

The panel came to the conclusion that sports betting generally did not provide much space for inventiveness and that "creating value for people means offering value for punters."

"I just didn't feel like there was anything new in terms of innovation," said Cook. From a product and innovation standpoint, I can go back to Euro 2016, when a £1 million ($1.34 million) jackpot prize draw significantly encouraged participation.

The panel agreed that there is space for the business to flourish via ingenuity.

Cousins discussed the effect of "the real emergence of player specials," wagering on how many metrics "sprints" a player will have, and the effect it has had on the business. He thinks that for the next years, this should remain the case.

"People want to use their expertise and real specialist knowledge," he continued.

Regarding "superstars," it was stated that this attractiveness makes turnover less difficult to achieve than it does with smaller teams.

"I completely agree, we need new innovation," Woodhams continued. Focusing on a few elite players is what I believe I can learn from this panel.