Take your seat for inplay action

If you believe that the explosion of online sports betting will kill off retail, it’s time to think again, says TIM KENNEDY, VP of Sales Europe for SUZOHAPP.

Words by MARTYN ELLIOTT

Retail sports betting may, for many, conjure up visions of old-fashioned high-street bookmakers, with punters queuing in smoke-filled rooms to place small wagers on the afternoon’s big race. But times have moved on and, in most places, retail betting is now a very different experience.

From state-of-the-art shops in European town centres to the cavernous sportsbooks of Las Vegas, sports fans can now expect to enjoy a little style when they go to place a bet. Even better, that touch of luxury does not come at the expense of having to sacrifice any of the excitement of the betting experience.

As Kennedy explains, the latest technology enables operators to offer popular options such as in- play betting to retail customers, allowing them to react to the action and place instant wagers without even having to leave their seat. Or, just as importantly, without having to dip out of their conversation or let their food go cold.

And what is good for the sports fan is perhaps even better for the operator.

SBC: HOW DOES RETAIL BETTING CONTRIBUTE TO THE EVOLVING GAMING INDUSTRY AND ATTRACT NEW CUSTOMERS AMIDST THE RISE OF ONLINE GAMING?

TK: Retail can play a crucial role in the growth of the sports betting industry by offering unique advantages that the online space cannot replicate.

The customer acquisition and retention costs for online betting are high and limiting. Moreover, it can be quite intrusive and may have a low success rate in acquiring new bettors. Online platforms require extensive user information upfront, which can deter potential bettors.

On the other hand, retail locations provide an opportunity to convert casual sports fans into bettors easily. Individuals with little knowledge about betting can effortlessly place bets at physical locations without the hassle of online registration. The use of cash for betting eliminates the need for account set up, allowing for immediate responses and reactions to placed bets.

Additionally, retail sports betting generates revenue through enhanced customer engagement at the location. To optimise this, creating an environment that enhances the sports betting experience and maximises in-play betting can lead to increased revenue from in-play bets, as well as higher spending on food and beverages.

Moreover, the retail sports betting setting offers a social aspect that online platforms lack. By capitalising on the social nature of sports fans, the industry can enhance its growth and profitability.

SBC: IN EUROPE, IN-PLAY BETTING IS CONSIDERED ONE OF THE MOST SIGNIFICANT GAMING PREFERENCES. CAN THIS FORM OF BETTING REVOLUTIONISE THE RETAIL SPACE?

TK: Thus far, we’ve seen that sports betting in Europe is dominated by in-play betting, but mostly online as the retail market is really only supported with traditional kiosks.

The retail market has a massive opportunity to capitalise on this part of the betting cycle if they have the right hardware mix. By providing suitable hardware, such as bar tops where customers can place bets while watching the game, operators can provide a convenient option for bettors to facilitate and encourage additional spend in this segment.

Both the novelty of the device, as well as the easy interface for the customer, will truly allow for an optimised experience to encourage in-play betting and grow this sector for retail.

SBC: HOW CAN YOU HELP OPERATORS MAXIMISE RETAIL BETTING OPPORTUNITIES?

TK: Our innovative bar-top and table-top terminals, such as the SBT-2000 seated and SBT-500+ bar-top models, effectively support in-play betting by enabling customers to place in-play bets in retail settings without leaving the social event. No sign-up or app downloads are necessary, ensuring customers can fully engage in the social atmosphere of the sporting event.

By seamlessly integrating sports betting into the game environment, the conversion of sports fans to sports bettors is higher, with a lower cost of customer acquisition.

Additionally, sportsbooks benefit from increased revenue as customers spend more time at the location, leading to higher sales of food and beverages. This, in turn, results in larger bills and larger tips for staff members.

Our new betting stations are unparalleled in the market, offering customers an unmatched immersive sports betting experience and turning every sports book seat into a revenue-generating spot.

SBC: YOU INTRODUCED YOUR NEW INSTANT TICKET VENDING MACHINE AT THE EUROPEAN LOTTERY CONGRESS IN JUNE. HOW WAS THE PRODUCT RECEIVED AT THE SHOW AND WHAT ARE ITS KEY FEATURES?

TK: The ITV-9000 is an innovative ticket vending machine that enhances the lottery player experience. This cutting-edge solution not only caters to the changing needs of the lottery industry but also holds great potential in other promotional spaces such as casinos or clubs.

The standout feature of the product is its self-service functionality, aimed at addressing the issue of a lack of staff in unattended retail environments that often leads to a decrease in ticket sales. By automating the purchase process, the ITV-9000 provides retailers with a standalone ticket marketplace, allowing users to personally select and acquire instant tickets.

The ITV-9000 offers a flexible platform with multiple dispenser options and seamlessly integrates diverse payment systems, including cash and online wallets, into the hardware.

The positive reception at the event clearly indicates the market demand for such a solution to overcome the challenges faced by the industry.

SBC: AS WE APPROACH SBC SUMMIT BARCELONA, CAN YOU TELL US WHAT WILL BE FEATURED AT YOUR STAND DURING THE EVENT?

TK: We are excited to be back at this year’s SBC Summit Barcelona! Visit our stand to experience our cutting-edge sports betting ecosystem. We offer a seamless betting experience, with automation throughout the entire process, from cashier to bet to payout.

Visitors will have the opportunity to explore our array of self-service kiosks, including our bar top terminal, our over-the-counter experience, as well as our cash redemption options.

Also, make sure to mark your calendars for September 21st and join our speaker panel discussion on the future of omnichannel and its impact on enhancing player experience and boosting operator returns.