Pole positions: A look at sports betting at G2E 2018
The fact that sports betting is currently only up and operating in five U.S. states did not stop the subject from being this year’s girl with the curl at last month’s Global Gaming Expo (G2E). Every session devoted to this topic was standing room only, as the U.S. gaming industry executives and employees sought any and all knowledge on how the sports betting market will eventually shake out, and how they can be in a position to prosper when the dust settles.
The gaming vendor community was not immune to the sports betting bug, and a number of booths across the G2E tradeshow floor devoted space to products, systems and services to help operators launch and manage sport wagering networks once their state legislates this form of betting into existence. Here is a recap of some of those companies and their product offerings:
- IGT- A focal point at the PlayDigital portion of the company’s G2E 2018 stand was its market-proven PlayShot sports betting platform. According to press materials, the versatile, omni-channel platform has emerged as the leading B2B offering for casino and lottery operators within the evolving U.S. sports betting market. IGT also debuted its latest sports betting kiosk and its CrystalBetting terminal; slot-machine-inspired hardware that gives players an immersive, comfortable way of enjoying in-play and pre-match wagers while viewing live events.
- Scientific Games- The company says it is ready to help customers level up with the world’s top sports betting solutions and ignite a fast-to-market, full-stack sports portfolio. At G2E, Scientific Games highlighted its innovative roadmap to help get sports betting up and running quickly and set a foundation for continued growth and player engagement in the exploding U.S. market. The core product to this program is OpenBet, the industry’s leading sports betting technology, according to company literature. Scientific Games can partner with operators to offer a one-stop sports portfolio, which includes sports betting, retail terminals, portal, mobile betting, sportsbook operations, in-venue and managed trading services. Scientific Games is completely equipped to offer turnkey services and support customers in growing their business to take advantage of this exciting new gaming entertainment opportunity.
- Kambi- The Supreme Court PASPA decision enticed a number of Europe-based sports betting product suppliers to display as G2E this year. One such company was Kambi, a provider of premium sports betting services to licensed B2C gaming operators. The company’s services encompass a broad offering from front-end user interface through to odds compiling, customer intelligence and risk management, built on an in-house developed software platform. Kambi’s 22 customers include DraftKings, Rush Street Interactive, ATG, Kindred Group, 888, LeoVegas, Mr Green and Napoleon Games.
At G2E, Kambi showcased interactive wagering displays to highlight its products, including a land-based sportsbook experience and a variety of tablets designed to immerse visitors in Kambi’s sports wagering offer. The company also had in-house legal and regulatory experts at its booth, on hand to speak with regulators and policy makers either enacting or considering sports wagering legislation in their respective states.
It will be interesting to see how operators approach the various sports wagering systems providers—will they enter into arrangement with businesses they’re used to dealing with for casino supplies, or will they strike outside the box and form relationships with companies that have real-world experience in the hyper-competitive European sports betting markets. There is wisdom to both approaches… I’m glad I’m not handicapping the odds.