The panel, which included Billy Cook, director of sportsbook at ComeOn Group, Anthony Cousins, head of sportsbook commercial & control at Kindred Group, William Woodhams, CEO of Fitzdares, and Marco Blume, director of Pinnacle Trading, was conducted by Marc Thomas of Propus Partners.

Given that England did make it to the final this year, it would seem that a bookmaker's dream scenario would be for the nation to advance (and then either win or lose on penalties).

The question of what the sports betting business can learn from the European Championship—and if anything, how to improve its creative output—arose. 

The panel came to the conclusion that "creating value for people means offering value for punters" and that there was little opportunity for innovation in sports betting overall.

"It just didn't feel like there was anything new in terms of innovation," Cook remarked. When there was a £1 million ($1.34) jackpot prize draw during Euro 2016, it truly provided you an incentive to play, both from a product and an innovative one.

Every member of the panel agreed that creativity may still flourish in the sector.

The influence of "the real emergence of player specials," or wagering on a player's expected number of sprints in terms of metrics, and its effects on the industry were discussed by the cousins. He thinks that for the coming years, this should stay the case.

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

Regarding "superstars," it was mentioned that while turnover is challenging with smaller teams, it is not too tough to achieve with this draw.

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