30 B 2 B Retail First impressions – GTECH G2 VP of sportsbetting Paul Mears
First Job: Apprentice Bookbinder at the British Museum
I thought it would be a good idea to learn a trade after school but boredom drove me to the bookies every lunch break and a natural career change evolved from there.
First Album: Hotel California by The Eagles
At least this is the first album I bought that I am prepared to admit to. I still claim The Rubettes album was my sister’s!
First Car: Ford Cortina Mark 3 Built like a tank, and it had to be. With hindsight teaching myself to drive was probably not a good idea.
MARKETING
Getting value from the
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wiftstake Technologieshas de- veloped software solutions for ‘targeted suggestive selling’ in betting shops. Bet+ is an innova-
tive software solution that can help max- imise customer interaction by positively im- pacting an LBO customer’s purchasing de- cisions. Bet+ uses the latest retail technolo- gies for the intelligent analysis of wagering patterns to deliver relevant and targeted messages in milliseconds.
Swiftstake has developed Bet+ as a mar- keting software add-on that integrates seamlessly with cashier terminals and back office systems to automatically expose cus- tomers to targeted suggestive selling for ad- ditional bets and wagers. Bet+ intelligently identifies the most relevant up-sell wager to offer your customer and then creates and displays highly attractive visual suggestions for the additional bets. These promotions are displayed on customer-facing LCD screens at the point of sale to ensure maximum visi- bility to punters during the crucial timeframe when they are waiting for the cashier to process their bets or pay winnings. The company explained: “Bet+ helps to
improve odds and boost payouts by target- ing customers waiting to collect their win- nings. Creating relevant offers for additional wagers greatly increases the odds that they use their winnings to place more bets. Bet+
First Holiday: Clacton
Family holidays when I was a child were in a caravan at Valley Farm in Clacton. However my first holiday abroad was in the early 80s with a group of mates in Benidorm. A real culture shock, for the locals! I think I still have my ‘Choose Life’ t- shirt.
BettingBusinessInteractive • SEPTEMBER 2011
winning punter
Using retail technologies from other industries, Swiftstake’s Bet+ has the potential to increase over the counter turnover substantially.
also analyses wagers to identify cases when the bets are stacked less favourably to the bookmaker. In those instances, Bet+ pro- motes additional wagers which improve the chances that the operator will win the major- ity of the wager.”
The system can be set up to use touch-
screens to create customer engagement and ‘calls to action’. Once the Bet+ transac- tional analysis identifies the right offer, it is not only presented on screen, but cus- tomers can also touch the screen to print the offer on a ready-to-place bet slip. Vouchers for special offers can also be offered in print format to create an immediate and clear call to action.
Swiftstake recognises that each betting shop location caters to different clientele with different betting preferences and has developed Bet+ to analyse these factors and automatically identify cases where cus- tomers are placing emotional bets for their favourite teams and instantly creates pro- motions for additional wagers on the same team. The original bet is increased by offer- ing a closely-related offer in real-time. The firm explained: “The Swiftstake Plat- form begins by performing exact real-time marketing analysis of a customer’s wager to obtain offers for additional bets. Potentially relevant betting opportunities are then cross-referenced by the platform’s intelli-
gent decision engine with all the applicable scheduled sporting events to identify the right sport, game or match with the correct price and customer index profile. These po- tential offers are then evaluated via a series of prioritisation filters, which rank the offers in relation to your corporate objectives, the book exposure and the local shop condi- tions.
“Other external data factors, such as a
game’s television profile and the weather, can also be added to complement the offers.
This analysis, which is all performed in a mil- lisecond, culminates in a visually attractive and appealing offer tailored specifically for that customer that is displayed on the cus- tomer-facing screen positioned on the bet- ting shop counter or in the shop.” Swiftstake revealed that Bet+ also has an adaptive learning ability that turns it into a real-time interactive learning device that is ‘taught’ by the customer. If the proposed offer is ‘ignored’ by the customer, Bet+ will not offer that proposal again.
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