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Interactive


LICENSED BETTING OFFICES FUTURE RETAIL ENVIRONMENTS


Te Future of Retail: New era is within touching distance


Having discussed the implications for cash handling and payment processing last month, G3 concludes its future of retail series interviewing Playtech BGT Sports’ Lee Drabwell on betting terminals, the difficulties operators face in attracting a young demographic to the high street and whether a social environment is important to bettors.


What is the advantage for operators in maintaining a retail presence?


Lee Drabwell Playtech BGT Sports


There are more SSBTs entering the retail space regardless of the increasing number of shop closures. Retail operators are extending contracts with us on SSBTS and as the density of SSBTs in the UK market continues to get higher, the more it becomes clear they should be the focus of the shop space.


P102 NEWSWIRE / INTERACTIVE / MARKET DATA


We’re entering a new era for retail betting, none more so than in the UK. Te impact of FOBT legislation last year has sped up the long overdue revitalisation of the betting shop, and we expect to see an increasing focus by UK retail estates on improving the in-shop digital experience. From self-service initiatives to digital newspaper displays with the latest tips, there’s plenty in the pipeline when it comes to meeting retail customers’ increasing demands and expectations.


Tere are significant costs associated with the operation of a betting shop and maintaining a presence on the high street, but if executed correctly, it remains a solid business model and revenue generator that can also be critical in enhancing and promoting one’s brand. With digital advertising in shop windows, this only increases in areas of high footfall.


Retail is also a good opportunity to move customers into the digital space – and it makes absolute sense to use it as an acquisition vehicle. Betting terminals bridge this space perfectly, with the vast range of products and markets available to customers combined with offers and promotions that are just as good as on a digital sportsbook. Tese terminals also have the


important added advantage of delivering far better margins for operators.


What is the future for betting terminals?


Key to retail’s revitalisation has been the emergence of the next generation of Self-Service Betting Terminals (SSBTs). Proven to offer the best in-play and pre-match betting experience around, SSBTs showcase the latest odds and visualisations in a way that vastly improves the choice and experience customers have compared to traditional over the counter (OTC) betting on football or other sports.


Te future of betting terminals is exceptionally bright - there are more SSBTs entering the retail space regardless of the increasing number of shop closures. Retail operators are extending contracts with us on SSBTS and as the density of SSBTs in the UK market continues to get higher, the more it becomes clear they should be the focus of the shop space. Betting terminals offer a proven means of bringing in a new demographic and type of customer into betting shops; and with this increased footfall operators are seeing impressive incremental revenue benefits.


How will retail betting offices attract younger customers?


It has always been a challenge to attract a younger demographic into the retail space, particularly with a tech-savvy generation that has grown up on mobile phones. However, this is changing. Combining data and live pictures with the digitised convenience of a modern SSBT is helping retail operators move with the times. Not only by appealing to a new generation of customers, but also by delivering incremental


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