It’s definitely the former. I’ve been wanting to do this for over a decade. Pre-PASPA, it was difficult to convince OEMs that it was worthwhile to pursue the idea, as it would have been a Nevada-only opportunity. It also falls into the bucket of ‘everything always takes longer than you expect,’ but when I joined IGT two years ago, it was a priority for me. Our first customer is a casino in Wisconsin, St. Croix, and they’ve just ordered more.
What’s the potential for the bartop?
I think we’ll see it right across the US properties that have integrated IGT sportbooks. Once we have concrete data we’ll be sharing those results. I think it going to be quite powerful.
How advanced are talks with other operators to install the PeakBarTop with sports betting? Do you see the product being particularly popular with commercial, tribal or lottery operators?
Te PeakBarTop with sports betting will be popular anywhere there’s a bar and TV to watch sports - that’s where this fits in. In development, we were very sensitive to ensure we didn’t disrupt the video poker playing experience, as that’s a very particular market. We want the video poker player to continue to experience the game they love, which is the game we’ve replicated here.
What data are you gathering right now?
We’ve yet to collate all the data from the machines, but my belief is that we’ll see increased machine revenue, not just for the sports bets, but for video poker revenue as well, since the player is sitting watching the match play out. I believe this will lead to incremental revenue for video poker as the customer is now engaged in sports betting too.
Is this the regular video poker player?
Te personalisation work we’re doing on mobile is tracking customers habits. I think we’ll see a shift from regular video poker without sports to a movement of players to the sportsbook ones. Operators are already independently buying video poker machines. Now they can convert a video poker-only seat into a sports and video poker seat. It’s a win-win.
Is there a calculation in regards the uplift in revenue for sports and video poker?
It’s very early days for the numbers right now. But after two-three months, we should have figures to share. You always want more revenue, rather than less, but early indications are very strong. We also have a lot of installations planned with operators and have operators at G2E sampling the machines for the first time.
Is it satisfying to see the installations after such a long gestation period for the idea?
It is satisfying, but there’s definitely an element of it’s about time. We’re excited that it’s now live and it’s great that we’ve finally got this across the line.
P70 WIRE / PULSE / INSIGHT / REPORTS
“Pre-PASPA, it was difficult to convince OEMs that it was worthwhile to pursue the idea, as it would have been a
Nevada-only opportunity. It also falls into the bucket of ‘everything always takes longer than you expect,’ but when I joined IGT two years ago, it was a priority for me. Our first customer is a casino in Wisconsin, St. Croix, and they’ve just ordered more.”
“The personalisation work we’re doing on mobile is
tracking customers habits. I think we’ll see a shift from
regular video poker without sports to a movement of players to the sportsbook ones. Operators are already independently buying video
poker machines. Now they can convert a video poker-only seat into a sports and video poker seat. It’s a win-win.”
“It’s very early days for the numbers right now. But after two-three months, we should have figures to share. You always want more revenue, rather than less, but early
indications are very strong. We also have a lot of installations planned with operators and have operators at G2E sampling the machines for the first time.”
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