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BettingBusinessInteractive • JANUARY 2012 Essential Guide to ... ICE Totally Gaming 2012 INTRALOT INTERACTIVE Innovation across all sectors
As part of the impressive Intralot Group, Intralot Interactive is showing off products for all the segments of the gambling industry at ICE.
ntralot Interactive plans, once again, to deliver the latest in in- novation in all gaming industry segments at ICE Totally Gam- ing. Intralot Interactive believes it offers the most efficient, versatile and multi- channel gaming platform in the industry, while seamlessly connecting innovative gaming verticals. It also claims to be the leading partner of the organisations that wish to offer a ‘Unified Player Interactive Experience’ to their players.
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At the Intralot Interactive stand, NFC technology opens ‘new exciting possibili- ties to interactive gaming’. The industry’s experts will have the opportunity to ‘break the ice’ and play their favourite numerical game with their NFC ready cell-phone. Also, visitors will view the HomeSmart- Play family of solutions launched by In- tralot Interactive which gives players ac- cess to an extensive sporting catalogue via their remote control, and allows them to engage in betting by way of iTV. In its Video Lottery Systems section, In- tralot will demonstrate its iGEM system , which is its latest generation of gaming
ONEWORKS Mobile finally fulfilling its gambling potential
Lee Richardson, director of European sales at sportsbook specialist ONEworks, reflects on the rapid rise of the mobile phone as a gambling channel after an extremely sluggish start. F
or those of us who, like me, have been around the world of on- line betting and gaming since its inception over ten years ago, mobile betting was becoming like the ‘rookie’ sportsman who, despite the hype and the early promise, was never quite going to make the ‘big-time’, after all.
For years, at trade show after trade show, at specialist confer- ences and through optimistic industry forecasts, mobile was re- peatedly predicted to be the next most important channel for bet- ting after the PC or laptop. Quite simply, and aside of the inevitable technical challenges, customers either did not like the early usability of their device, got frustrated with the inadequate technology, or worried about security. Perhaps too, the range of available bets just didn’t in- spire. Mobile persistently refused to become the channel of choice amongst both the ‘early-adopters’ and ‘early-majority’ of betting and gaming customers. But how that’s changed, and most notably in the past 12 months or so. Barely a week goes by now without one of the le- gion of European sportsbook operators announcing record- breaking results (whether customers, bets placed, revenues or profits) from the mobile channel, and sports betting is leading the way.
Global Betting and Gaming Consultants (GBGC) predict the global gambling market to be worth US$4.8bn by 2013, or an 11 per cent share of total online revenues. That looks pessimistic, frankly. Mobile is already 9 per cent of William Hill’s sportsbook revenues, 18 per cent of Ladbrokes (it was just 7 per cent this time last year) and a whopping 35 per cent of Paddy Power’s online
revenues. The only way is up, apparently.
Some would argue the launch of the iPhone in 2007 became the platform for delivering this massive growth, others that our ap- parently insatiable ‘appetite for apps’ and all things Android has played a part. In the UK, more than 1 in 3 adults now uses a Smart- phone
Certainly, the heavy advertising and promotion of the mobile channel dur- ing 2011 by all the major UK and Eu- ropean sportsbooks has been un- precedented, and this seems certain to continue in 2012. Whatever the catalysts,
ONEworks will be demonstrating all its latest mobile offerings and appli- cations at ICE 2012, so feel free to visit us on our stand where we can show you more. Of all the predictions for 2012, one seems nailed-on; EURO 2012 this sum- mer is destined to be- come the single biggest mobile ‘betfest’ in the history of the planet. I can’t wait……
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management products, and it is designed to serve modern large scale gaming and VLT operations with very advanced real time control and monitoring features. iGEM is the first commercially available wide area gaming system that offers native support of the latest G2S Protocol of the Gaming Standards Association. Intralot will demonstrate iGEM’s capability to
manage, monitor and control VLTs of dif- ferent gaming protocols at the same loca- tion, via a protocol conversion board that also drives a Player User Interface unit. Another innovative product launched by Intralot is Lottery TV, which aims to en- hance player experience with new media- rich games, bridging gaming and enter- tainment, and aid Lotteries increase rev- enues by attracting new players. Intralot is proud to announce that Lottery TV is a shortlisted finalist at the category Best Lottery Product of the Year of the Totally Gaming Awards 2012, taking place in Lon- don, on 23 January 2012.
Intralot will also unveil its newest mem- ber of Intralot family of Lottery terminals, Genion, a customised solution of the next generation terminal that has come to meet retailers’ needs for smaller and more com- pact devices and serve as a multi-function solution.
George Zenzefilis, general director of Intralot Interactive, said: “One of our core strengths is the way we have always ex- celled in technology, as our platform is unique and built by design.”
SUPER SOCCER
Bringing in- running to independent LBOs
With the popularity of in- running betting going through the roof with online bookmakers, betting shop operators are looking at the best ways of bringing it into retail effectively.
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uper Soccer, the independent Early Morning Price supplier, has teamed up
with screen provider MRG Systems to pro- vide an in-running betting solution for the in- dependent sector. Many independent book- makers have fallen behind their larger rivals as in-running betting has evolved. The plethora of different till and screen service combinations has scuppered any solution up to this point.
The Super Soccer and MRG Systems proj- ect is two tiered, but both will be packaged as a stand-alone screen for display in the shop front. The elite package will combine a Sky TV bundle with live pictures accompanying the in-running betting data scrolling around the edge of the picture (in what is known as a ‘re- verse-L’). The standard package won’t in- clude the TV pictures and is priced to allow even the most cost conscious access to in- running prices. ABetA till files will
be created and managed by Super Soccer Bet Stream to help those run- ning that particular EPOS system. For those without ABetA till systems every price change will be timed and recorded in a data log for added se- curity.
IAN HUNTER: ‘WE WOULD LIKE TO GET THE SERVICE LAUNCHED IN TIME FOR EURO 2012’
Live football will be the staple but other
high profile sporting events will also feature throughout the year. Customers can look for- ward to ‘in running’ prices for outright match odds, to score the next goal, over/under goals and draw no bet. Other markets are planned for introduction later in the year sug- gests MRG spokesman Ian Hunter: “We would like to get the service launched in time for Euro 2012 as we think this would be an ex- cellent proving ground, especially with the favourable kick-off times and evening racing meaning the shops will still be populated. The markets and prices will originate from Super Soccer and will accompany their screen service offerings. Upon establishing the product there will be ample room for expan- sion and both MRG and Super Soccer are very excited about this joint project.” The system will be shown at ICE on the MRG Sys- tems stand.
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