Interactive
LICENSED BETTING OFFICES FUTURE RETAIL ENVIRONMENTS
Te Future of Retail: removing friction from the process
Having discussed staffless betting environments from the platform provider’s perspective last month, G3 discusses the implications for cash handling and payment processing with OKTO’s Simon Dorsen and Trustly’s Samuel Barrett
place quickly, winnings are received fast and bets placed again with ease.
Simon Dorsen, Director of Gaming, OKTO
There has been increasing talk of staff-less betting shops being the future of retail gaming. In a staff-less environment, the retail environment would become less of a social space for punters. What would the added advantage be to a customer in a staff-less retail environment that they do not currently enjoy and have access to online?
In today’s fast-paced digital world, we’re seeing the expectations of tech change in just about every interaction we have. Tis is especially the case for betting in-shop, and those looking for a way to bring the best of digital into the retail space can find plenty of ways to enrich the retail environment.
Te betting shop of the future is going to be all about self-service. Fast, convenient and easy to place bets are key to the next era of retail. Cashless payments are going to be essential to making this work, ensuring transactions take
P76 NEWSWIRE / INTERACTIVE / MARKET DATA
We’re already seeing this in action with the new futuristic ‘concept’ betting shops opening, offering a truly next generation feel. Combine that sleek, comfortable environment with the social aspect of the betting shop, and you’re looking at an environment that bridges the best of both worlds. After all, the shared moment of a big win is hard to beat – mix that in with the instant receipt of your winnings without even having to walk up to the counter, and it becomes an experience that’s hard to match.
It is cheaper and easier for operators to remain online than to adapt for the high street. What is the advantage for operators in maintaining a retail presence?
Te key strength of retail is the personal interaction that comes with it, and operators need to find the right balance of automation by creating a highly personalised service with reduced staff levels to stay profitable. In such testing times for the UK, estate optimisation is a priority, and maintaining an efficient retail operation means moving towards self-service. Not only does this mean a leaner operation in terms of costs, but it also means bets can be placed faster, more conveniently and with ease – all while keeping the social environment that makes the betting shop so popular.
Te situation is very different across other markets – with varying degrees of dominance between retail and online. In some markets,
retail accounts for the majority of GGR, and it’s unlikely to change anytime soon. Even with the growth of online that we’ve seen over the last few years, it will still take years for GGR to catch up to anything close – which means operators won’t be walking away from retail anytime soon. Of course, the retail presence needs to be modernized and maintained in line with evolving customer expectations – but that’s another matter.
Gaming is becoming increasingly cashless. How will retailers adapt if over the counter (OTC) transactions are no longer a viable option? Is this a positive thing for the industry?
Cashless is going to be a hugely positive thing for the industry. As it stands, the cost of carrying cash for gaming operators is increasing significantly, and many are having to ‘float’ a large portion of cash to regular players that keep regularly coming back within a short period. For operators, the cash ‘float’ isn’t sustainable, and
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