As market leader in enterprise application software, SAP helps companies of all sizes and industries run better. From back office to boardroom, warehouse to storefront, desktop to mobile device—SAP empowers people and organizations to work together more efficiently and use business insight more effectively to stay ahead of the competition.

SAP currently consists of 25 business units, which includes the recently formed SAP Sports & Entertainment, the entertainment portion of which offers a slew of solutions and services to the gaming industry. Brenda Boudreaux, regional head for SAP Entertainment, recently took some time to respond to questions from Casino Journal Editor Paul Doocey regarding the division, its products and services, and its plans for the casino section. Below are some excerpts from these answers.

For readers who may be unfamiliar with SAP, please describe the company and its primary product lines. How did SAP become involved with casinos/gaming? What are the company’s plans for growing this segment of its business?

Boudreaux: SAP is the world and market leader in enterprise applications software. Our vision is to help the world run better and improve people’s lives, or Run Simple!

SAP has been around for 40 years and has been involved in the gaming industry for numerous years. Our solutions have been implemented in games manufacturing and casino operators use our finance, human resources and procurement solutions, just to name a few. We have always been there to help our customers become a best-run business.

Driven by digitalization, the gaming industry is entering an era that requires simplification and innovation. SAP has the capability to provide the solutions and innovation and assist them in the growth of their business for today and the future.

Please explain SAP for Sports & Entertainment… When was this business segment formed? What is the goal of the division?

Boudreaux: SAP established the 25th business unit, Sports & Entertainment, a few years ago, recognizing the opportunities to provide industry expertise, knowledge and a team focused on how SAP Solutions can improve and innovate in this important segment. The goal of our division is to assist our customers in the transformation of their business enterprise-wide. The Entertainment category, includes of all aspects of gaming; lotteries, sports betting, casinos, eSports, and game publishers and platforms. We work with all the various sub categories to provide solutions that meet customer needs and enable continuous growth and innovation.

What solutions do you offer for the wagering space? Briefly describe them and how they help operators. 

Boudreaux: We provide various solutions in the wagering space, both on-line and on-property.  We have utilized our SAP Cloud Platform to enable Big Data services to meet analytics and unified reporting across the company for a mobile game developer. With SAP S4/Hana, we have to provide a single source of data and reporting for an eSports company.  Lastly, we have also implemented a solution for real-time insights and player profitability for an on-line gaming company. We have also had success with operational solutions for the casino operators such as Ariba, which has provided smooth commerce and supplier collaboration leading to efficiencies.

What is the SAP Hybris Marketing Cloud platform? What advantages does it offer gaming operators?

Boudreaux: SAP Hybris Marketing Cloud platform enables the casino operator to pull data from all sources, provide that single unified view of the customer, or 360-degree view, and proactively act on it. This provides the casino operator with the ability to leverage and engage with their customers in real-time on a personalized level across all marketing channels.

What sets SAP solution apart from the competition?

Boudreaux: SAP has a product portfolio of solutions that provide the ability for our customers in the gaming industry to improve their business.  We provide the ability to run an entire business end to end. Solutions like, ERP, analytics, procurement, HR, customer engagement and commerce, finance and IoT, just to name a few.   Our depth of industry knowledge and expertise, along with constant innovation, are some of the reasons why SAP is a trusted advisor to some of the world’s most respected companies, including 98 of the 100 most-valued brands.  Another interesting fact—76 percent of the world’s transaction revenue touches an SAP solution.

What is the ROI for SAP solutions?

Boudreaux: The ROI really depends on the specific solution and the state of the business.  For example, if you look at Hybris Marketing, an e-mail marketing strategy utilizing best practices can generate up to 10 percent or more revenue on a website. We have various ROI models for each solution that includes the customer’s input and data and provides the potential ROI which assists in the decision-making process.  

What does the future hold in store for SAP Sports & Entertainment? Does this division have any new solutions/products in the works?

Boudreaux: As we see the merging of digital and physical business models, we are in a position to lead the efforts of the newest innovations. We have introduced the Casino Digital Boardroom, which utilizes real-time data, predictive analytics and financial modeling to allow decision makers to have instantaneous and harmonized views across one property or an entire multi-property enterprise and effectively make business decisions. Additionally, we just introduced SAP Leonardo, our digital innovation system, which integrates breakthrough technologies and runs them seamlessly in the cloud. It offers design thinking methodology and SAP expertise to help rapidly adopt new capabilities and business models—and accelerate the digital transformation. It connects things with people and processes.  It brings together technologies like Blockchain, IoT, Machine Learning and others.

We are very excited to continue to share our expertise and the SAP solutions that will enable and accelerate the digital transformation strategy for the gaming industry.