32 B 2 B
earls court, london 24 - 26 january 2012
register for free entry at:
www.icetotallygaming.com
BGT
Bringing in-play in-shop
BGT CEO Armin Sageder discusses how his firm’s betting terminals are starting to gain traction in the retail betting market.
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hat’s the biggest strength of the BGT terminals? The live betting offer or the vast range of markets?
The vast range of markets would be the winner here, although with the depth of coverage of our live betting, it enables the betting to continue on all the games for longer. Our partners would never believe me that punters would bet in play on Divi- sion 2 French football without pictures, but they do. The depth of our soccer cov- erage is unparalleled and we believe it is second to none. With football being so popular, the knowledge of bettors extends far beyond the Premiership, La Liga, Serie A and the Bundesliga. It is impossible for the shops to display all the markets on all the leagues on their shops screens. The termi- nals do this, providing a quick and simple way to build an accumulator bet on what- ever leagues/markets the customer wants to play on.
What is the optimum number of machines per shop that you recommend and why? We have noticed that when the machines start taking more than 250 tickets per week there is a strong case for an extra ter- minal. There is a community aspect to it, with three friends spreading across two terminals and two betting, rather than crowding round a single terminal with one of them betting. Two is probably the optimum number and many partners are doubling up, but there are many shops putting in even more terminals. The other key factor is gauging the feedback of the staff in the shop, as they tend to have a good feel for the demand of their clients.
How do you ensure the accuracy and speed of your prices on the termi- nals? Technically this was a challenge, particularly with in play accumula- tors, as you don’t want bets being rejected all the time. Two big fac- tors in overcoming this - better PCs in the cabi- net and faster internet connections in the shops. Matching up the statistics to the prices is also a challenge, but it is vital to our success and
something we have to get right every day of every year.
Are the new features, such as auto coupon, just a novelty or do they add to the bottom line?
They are a novelty that adds to the bottom line. Not everybody has a firm idea of what they want to bet on and we must re- member the entertainment factor in bet- ting. We believe that many people placing accumulators have an amount they want to win in their mind and the auto coupon is a quick way for them to target this. This will be developed further next year.
Do you believe that 2012 will be the year that live betting takes off in the retail envi- ronment? We would argue that with over 30 per cent of our turnover already being in play in shops, we have already achieved that! However, 2012 is a very promising year for BGT with more and more live markets coming onto the terminals and a huge pipeline of orders to fulfil across Europe. The explosion of in play in shops is linked to the availability of pictures and the more the operators invest in these, the greater the percentage of in play bets will be. With the Euro championships and the Olympics on the calendar for 2012, there is every reason to believe that 2012 will be a great year for all.
STAND 4230 ISLE OF MAN
The perfect destination for igaming firms
When firms are looking for somewhere to base themselves to operate online gambling services, the Isle of Man believes it is a very attractive proposition.
fter a record breaking year in terms of new licence holders choosing the Isle of Man and Manx operators winning awards in- cluding ‘best overall performing web site’ for response time, availability and consistency, demonstrating the superb technical infra- structure available on the Island, visitors to ICE will have the chance to meet a full selec- tion of companies that support the sector at the jurisdiction’s stand near the well known Microgaming bar.
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In addition to hosting companies, corpo- rate service providers, payment providers, and many other companies that can assist with deciding upon a jurisdiction, members of the Department of Economic Develop- ment and the Gambling Supervision Commis- sion will be on hand to assist with all the ques- tions and queries that might be raised.
IGT IGT says ‘expect more’
With its cross platform product portfolio, IGT’s stand at ICE is one of the few that will interest visitors from every single gambling sector.
t ICE 2012, you can Expect More from IGT, according to the firm. From lo- calised and regionalised content to an ex- hilarating line-up of casino, online and mo- bile games and total casino systems solu- tions. IGT is again bringing an extensive of- fering of products and solutions to Lon- don. IGT is the only gaming company that can offer an entire portfolio of products and solutions for optimal operator per- formance across land-based and interac- tive casinos. With more than 10 years of experience in interactive markets, IGT has unmatched experience to create the very best games for online, mobile and land-based gaming. With 11 offices across three continents, IGT’s Interactive division will showcase the very best in online and mobile gaming. For the first time, IGT will display a com- plete interactive product portfolio of slots, table games, poker, live casino, sports bet- ting and bingo. With the recent acquisition of Entraction, IGT has expanded its con- tent and today IGT boasts experience across both land-based and interactive channels that no other company can match.
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Delivering fun and entertaining games right to players’ phones and PCs, IGT’s on- line and mobile portfolio is continually ex-
With meeting rooms available for more se- rious in depth debate and a coffee bar for gen- eral questions and discussion, the Isle of Man is aiming to offer a one stop shop for all that businesses need to know about the jurisdic- tion and its benefits, how to go about applying for a licence and a collection of people with an in-depth understanding of the industry. As a place with so many gaming compa- nies and supporting service providers, the Is- land offers a genuine cluster of expertise in this sector. Software companies producing games, payment platforms and bespoke work co-exist with operators, payment solu- tion companies and marketing experts at the other end of the scale. The jurisdiction claims this really does ensure help is at hand for not only existing companies looking at new options or change but also for start up
BettingBusinessInteractive • JANUARY 2012
panding. IGT’s list of games includes a well-known consumer brands such as Mo- nopoly and Star Trek alongside IGT’s land- based, top-performing casino games in- cluding Cleopatra, Da Vinci Diamonds and Cats to name a few. At ICE 2012, IGT will display a combination of premium brands, proven mathematical models and innova- tive game mechanics keep players en- gaged. IGT’s online poker product will be on display and offer a real alternative to oper- ators with an existing online poker prod- uct. With significant feature upgrades planned for the coming 12 months IGT hopes the network, formerly known as the Entraction poker network, will become a real powerhouse.
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