#GROUPHUG


Constant vetting of the compliance and execution impact of their “go-to-market” strategies are essential and the importance of a focused approach to each state’s legislation cannot be underestimated. The strategies inherent in operating a retail only sportsbook versus a full omni-channel sportsbook are numerous – and the impact of a state’s legislative influence may ultimately be the difference between good and great.


Do you think U.S. bettors in casinos will embrace new betting content? Peter: With the right content mix delivered in the way U.S. bettors already see their content packaged – there is no doubt plenty of potential.


I’m convinced operators can provide a more engaging user


Currently, embedded in the tables and bar tops in these ‘zones’ are video poker machines – which can easily be replaced with self-service betting terminals to allow players to bet on the live-action playing out in front of them.


experience with this live data, engaging visuals, and round the clock live action” – PETER WOODFINE


Depending on what suits, these can be modern self-service betting terminals such as our award- winning FLAVOR terminal and V-POS self service solutions, offering a myriad of betting opportunities, supporting both cashless or voucher-based payments. We can also add live-streamed picture and data to the mix. This works especially well for the American preference of being able to place a bet round-the- clock. US casinos operate day and night – and we’re able to cater to that with greyhound and horse racing from across the world at every hour of the day. Not only is it high quality, and from a wide variety of countries, but also highly engaging content that will offer a completely new competitive edge to casinos.


What does the state-by-state legislation mean for those looking to rollout sports betting across multiple states? Rob: Given the legislative differences that exist from state to state, organisations should be careful to assume what the regulatory environment going to be before any bill is passed.


Land-based casino customers are used to machine- based wagering, so there is nothing new to introduce. Combined with that, fast and frequent live racing is very similar to the spin-and-win wagering that is part and parcel of the great American casino experience. People enjoy having a bet and want to know soon after if they’ve won. With greyhound and horse racing, the action comes thick and fast – which hits the sweet-spot perfectly.


Can casino operators take advantage of other betting and gaming opportunities in a multi- vertical venue? Peter: Absolutely. The future of all retail environments, whether in betting or beyond, is cross-platform functionality. Mobile payment solutions that come with self-service betting terminals have excellent potential here and can be used in tandem with reward schemes. This can include free spins for slot machines, free bets, or food and drink to look after loyal customers.


Not only do reward schemes maintain customer engagement and a constant reason to bet, but it also ensures they are only moments away from further engagement with a betting or gaming product within the casino. Rob: Whether it’s multi-channel or omni-channel operations, the whole is always going to be greater than the sum of its parts. Operators must first identify technology platforms that allow them the flexibility to implement strategies on a per-channel basis if they want to take full advantage.


To start, the following questions need to be asked: Can your system offer unique pricing in each channel? Does your system allow you to offer different betting options each channel? Does your system allow you to profile and segment your player database on a per-channel basis? An operator’s ability to leverage a multi-channel sportsbook operation hinges on these questions and the tools at their discretion. While all system providers will make various claims to operators about their features and functionality, not all are on equal footing – and anyone looking to take advantage of multichannel operations should first look to make sure they have the right provider. An “inspect what you expect” mentality combined with exhaustive formal demos of the technology that is being considered should definitely be the first port of call.


66 JUNE 2019 CIO


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