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Interactive


LICENSED BETTING OFFICES FUTURE RETAIL ENVIRONMENTS


towards having less staff, I do not think we will ever have completely staff-less betting offices in any significant numbers. Tere will always need to be at least one person. Whilst I do not doubt that it is technically possible with SSBTs, CCTV, and the remote automation of opening and closing doors, it is dangerous to underestimate the importance of shop staff in operating responsibly.


How will operators be able to display the latest odds and schedule promotions with reduced staff in a retail environment?


We have already moved into the era of digital display screens which are scheduled in advance through back office tools. Although there remains a paper element, the intervention of staff members is starting to lessen. Our Shop TV solution, Oddswall, offers an odds display system which can either be managed centrally or at shop level allowing operators to display the latest odds for any sport and schedule the promotion of certain events even weeks in advance. We also have the tools to remotely enable operators to create bonuses such as free bets or acca insurance and manage specific target groups via their SSBTs, all of which provide a regular revenue boost.


Is having a social environment important for the future of retail?


Tere is clearly a place for technology to help make betting offices a seamless experience for the customer, but the social aspect of retail betting cannot be lost. Facilitating a social environment is crucial – it is this that will determine who succeeds and fails in years to come. Te social element of retail combined with thousands of betting opportunities at customers’ fingertips through SSBTs will be an experience that is hard to beat. We’re already seeing this in real time, with more and more customers preferring to study the form, choose their selection and place a bet stood in front of an interactive 22-inch SSBT rather than be restricted by the limitations of the traditional OTC betting journey.


What is your vision for the retail gaming market of the future?


P104 NEWSWIRE / INTERACTIVE / MARKET DATA


“For now, it’s important to recognise that retail must adapt to ensure it remains a viable proposition in the years to come. Multi-channel strategies centred around SSBTs will be key, alongside improved customer interactions and environment”


Whilst it might not be rocket science, I foresee a retail gaming market that continues to shift away from traditional racing content towards in-play betting or more varied sports, facilitated primarily through self-service terminals. Tere may well be less shops, but those that innovate and adapt will succeed.


Tere will be a significantly higher number of SSBTs – there is no need for betting offices to have a massive counter anymore as you just do not need them. In my opinion, it won’t be long until the traditional EPOS solutions start to disappear and are replaced by more agile till options and we already have a popular flexible till solution that meets these requirements. Regarding the service-side, a knowledgeable staff member who can facilitate the customer journey and offer a welcoming environment will be critical to success. Whilst there will be less staff, those who remain will have a crucial role.


With betting terminals, you have the automated customer journey that is now expected and having six, seven or eight terminals offers customers an expedient and efficient transaction with an instant pay-out. Money goes straight back into customers pockets, meaning they can then place another bet with their winnings. Compare this to waiting three to five days for your bank to deposit your winnings digitally, and it’s a no-brainer.


Operators most open to innovating their retail network will make a success of it as retail networks remains a hugely important outlet. For now, it’s important to recognise that retail must adapt to ensure it remains a viable proposition in the years to come. Multi-channel strategies centred around SSBTs will be key, alongside improved customer interactions and environment, to ensure that the retail operator of the future stays ahead of the game.

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