Vermantia CEO, Filippos Antonopoulos
For operators, it’s all about omni-channel. Delivering a digitised betting experience, especially when it comes to mobile in-store, is a great way of targeting customers both old and new. Tose who have capitalised on this early are already reaping the rewards. Bridging the best of offline and online has proven to be an excellent asset for enhancing overall brand awareness and customer loyalty. We expect to see plenty more getting in on the action soon enough.
However, operators should be warned, innovation for innovation’s sake should be handled with care. Omni-channel is not a silver bullet when it comes to retail’s re-vitalisation, and no matter what alternative you offer, many demographics will already be happy with their preferred gaming channel. Whether that be for online, in-shop or in the digitised middle ground, operators need to get the basics of delivering the customer UX right first.
How will the gap between the retail betting and payments experience be bridged? How do you keep players engaged in such an environment?
Modern consumers want a seamless retail experience personalised to them. Hand in hand with that is the need for a fast and convenient transactional experience.
Today’s customers consider betting to be time- critical, whether that be for in-play or a myriad of other betting options. Te payments experience needs to be in line with this, and third-party payment providers (such as digital wallets) will have a key part to play in this increasing need for fast delivery.
Our SSBTs are specifically targeting that need, utilising the latest in cashless and mobile payment solutions while also providing data and picture content to our partners, all customised to the need of the local audiences.
In my view, cracking the need for speed as part of this digitised, in-store convenience is set to be a major part of retail’s re-vitalisation. Payments technology such as digital wallets will reduce the ‘clunky’ element of extra steps in the betting process. Not only will it give players the freedom to spend more time lining up their bets, but it
Today’s customers consider betting to be time-critical, whether that be for in-play or a myriad of other betting options. The payments experience needs to be in line with this, and third-party payment providers (such as digital wallets) will have a key part to play in this increasing need for fast delivery.
will also ensure that players receive their winnings fast, which means they can then place another bet.
What is your vision for the retail gaming market in 2020 and beyond?
I believe the retail gaming market has an exciting future. For the first time in the industry, we’re able to provide a one-of-a-kind digitised retail experience thanks to advances in technology. It is already proving to be a real hit.
At Vermantia, we believe that blending the speed and efficiency of futuristic devices with the thrill of top-quality content in a cashless betting environment is the key to the future of retail betting. From bespoke betting channels bundled with action-packed live sports and racing content, to the next generation of self- service betting solutions, operators will be able to attract a far broader range of customers to their shops than ever before.
We’re looking forward to helping them deliver that and more.
NEWSWIRE / INTERACTIVE / MARKET DATA P87
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