MANDI HART Head of Product, Sightline Payments
At Sightline, we're zeroing in on the "Time to Play" (TTP) metric to drive higher adoption. By reducing the friction in account creation and funding processes, we aim to streamline the patron journey. Making it easier and faster for patrons to get to the fun part—the actual gaming—will help accelerate widespread acceptance.
Sightline Payments Time is the Key Factor
The adoption of cashless gaming in the US hasn’t been as speedy and friction-free as first envisaged.
We speak to Mandi Hart, Head of Product, Sightline Payments about the journey; the hurdles and the scale of the opportunities.
We heard multiple stories at G2E Vegas that cashless isn’t working in the US – what’s the reality?
Te perception that cashless gaming isn't working in the US doesn't fully capture the broader picture. While it's true that the adoption hasn't reached the levels we'd like, the reality is that shifting consumer behaviour and technology adoption in a traditionally cash- based industry takes time. Historical comparisons, such as the adoption of TITO (Ticket-In, Ticket-Out) technology, are instructive. It took years for TITO to become standard, yet today, it's hard to imagine casinos without it. Similarly, cashless gaming is evolving, with promising signs of growth, but there is still a learning curve to overcome for both operators and patrons.
At Sightline, we're zeroing in on the "Time to Play" (TTP) metric to drive higher adoption. By reducing the friction in account creation and funding processes, we aim to streamline the patron journey. Making it easier and faster for patrons to get to the fun part—the actual gaming—will help accelerate widespread acceptance. Like any shift in technology, it’s about balancing innovation with user experience improvements, and we're making strides to get there.
What are the compelling reasons for operators to adopt cashless when player adoption isn’t frictionless?
For operators, the value proposition of cashless gaming goes beyond immediate player adoption rates. Cashless solutions offer multiple
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operational efficiencies and security enhancements, such as reduced cash handling, lower costs associated with managing physical currency, and minimising the risk of theft and fraud. Tese efficiencies translate to more streamlined operations and a better bottom line for operators.
Moreover, cashless systems facilitate better data capture, enabling operators to gain deeper insights into patron preferences and behaviours. Tis data can be used to personalise the patron experience, delivering targeted offers, rewards, and promotions that are more relevant to individual players, which ultimately drives higher engagement.
While there are hurdles in player adoption, the ongoing improvements to make cashless systems more user-friendly will gradually ease those frictions. Operators who adopt early will be better positioned to capitalise on future enhancements in the technology and gain a competitive edge as cashless becomes more commonplace.
Te operator benefits of cashless seem to be stacked high – but is the player served to the same degree?
Patrons do indeed stand to benefit significantly from cashless gaming, though the benefits may not always be as immediately obvious as they are for operators. For patrons, cashless offers a more convenient and secure way to engage in gaming. Te ability to fund gaming
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