INSIGHT SPORTS BETTING SUZOHAPP
We launched a scratch ticket vending machine to address the needs of operators worldwide. As supermarkets and other lottery retailers remove staff from their retail sites as part of a drive towards
Tim Kennedy VP of Sales Europe SUZOHAPP
Tim, you've had a particular busy year. You've attended lots of conferences and exhibitions and been on multiple podcasts. What have been the standouts for you in 2023?
Te biggest highlight for the company is the continued success of SUZOHAPP’s sports betting offering. We had a series of major installations going live in 2023, the largest of which took place with Fanatics in both the US and Canada. Te other major highlight was our launch into the lottery market having attended the European Lottery Congress in 2023.
Earlier in the year, we also launched a number of new component products for OEMs, and we're continuing with that theme into 2024. So you’re right, it’s been a very busy year.
What specifically did you launch into the lottery space?
We launched a scratch ticket vending machine to address the needs of operators worldwide. As supermarkets and other lottery retailers remove staff from their retail sites as part of a drive towards automation, they’ve lost the opportunity to sell scratch tickets to their customers. So we've launched a product that’s gained a lot of traction with lottery providers that are all facing the same problem. It’s a solution that has also led to other projects with the same operators who are interested in our sports betting products.
You've taken part in multiple speaker panels at conference sessions in 2023. What were the key issues and hot products that engaged audiences in those sessions and what were the key debate points?
I think the standout points for me fell into two areas. One is omnichannel, which has been part of the gaming vernacular for many, many years now, but is more relevant today than it’s ever been. As operators seek to reinvent their retail offer they’re looking at how they can fully engage with customers and make their operations more customer-centric.
Te second major talking point that’s really concerning the industry is legislation. In 2023 a number of projects were delayed due to pending legislation, particularly in the US. Legislation continues to play the biggest role in our industry for positive and negative change, whatever the industry sector; gaming, sports betting and/or lottery. And the important thing for the industry,
automation, they’ve lost the opportunity to sell scratch tickets to their customers. So we've launched a product that’s gained a lot of traction with lottery providers that are all facing the same problem. It’s a solution that has also led to other projects with the same operators who are interested in our sports betting products.
is how quickly can we change the course of direction? We can't wait for the legislation. We've got to be working across all verticals to meet player and operator demand.
When the panel moderator asks: “has anybody got any questions?” What was the biggest topic you were called upon to discuss further?
Te majority of those questions fell under one heading: player protection. Te reason, I think, is that no one is able to offer the ideal solution, because again, the law isn't the same in every jurisdiction. Everyone is adjusting to the requirements of today, and those they expect in the future. However, there are some great solutions out there and I think with a combination of vendors working together, we can produce an overall solution that fits just about any environment.
Reflecting back upon 2023, how would you summarise the year for SUZOHAPP?
I think in the US we’ve gained considerable ground in the sports betting sector. We are part of every tender or opportunity that's sports betting related, and we’re considered one of the top vendors asked to participate in those tenders. We also have got a great track record of delivering with some major names in the US market. So we’ve been particularly successful in that area in 2023.
In Europe, we're still predominately known for supplying components for OEMs. So I think we've still got some work to do in regards to the sports betting sector. However, lottery is a big opportunity, and I also think in 2024 you'll see more activity from SUZOHAPP in the supply of components to OEMs. Not that we've ever neglected them, but I think there's some new exciting developments in the OEM area, which will greatly improve the marketplace in 2024.
What are the plans for the virtual sports kiosk you’re developing with Kiron Interactive?
I can tell you it’s progressing very well. Tere’s some outstanding development to be completed and then obviously certification. However, we see a great opportunity in the US for this product in Class II and Class III gaming jurisdictions. Potentially, we could also roll out in other jurisdictions, including Europe.
So I think the ability to offer a virtual sports product as a gaming product could be beneficial
in a lot of areas. So we're very excited about that and you'll be seeing more at ICE London.
Do you have anything special planned for ICE London?
Well, mentioning another successful collaboration, we’ve been working successfully with CountR in both sports betting and cash redemption terminals in the US over the last couple of years. I think there’s plenty of opportunities with CountR in the gaming sector, and that cash redemption terminals bring added value in global street markets, where cash continues to be very important in the retail space. One big thing that I've hinted at for OEMs is a new service that we'll be offering in 2024. We’ll be launching at ICE the ability for OEMs to supplement their supply chains with a special service that can effectively remove some of their overstock. Watch this space.
Looking into 2024, what are the goals and targets SUZOHAPP has set for itself for the year ahead?
To start with, we’re seeking to continue our success in the sports betting sector. We've formed relationships that include some of the biggest sports betting brands where we are working as an outsource partner to supply all their spare parts requirements and, increasingly, we’ve become the first port of call in Europe for those operators. So we'll be expanding this side of the company.
I think the Kiron Interactive product we’ve mentioned is going to launch in multiple jurisdictions in Europe in 2024. And then we’ve the big launch of the OEM stock solution, which will be a massive opportunity for us going into next year.
Finally, Tim, what events will we be able to catch you exhibiting at in 2024 and do you have any pre-booked speaking engagements in the New Year?
I’m booked to speak at the Casino Operations Summit in Amsterdam in April for a panel session talking about retail developments in the casino space. I’m also looking forward to being part of the SBC events in 2024, both exhibiting and as part of the conference programme. We’ll be taking part in BEGE in Bulgaria and each of the regular calendar events, of course, including ICE London and G2E. So yeah, it'll be a fun- packed diary next year.
WIRE / PULSE / INSIGHT / REPORTS P69
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