Eugene Delaney Racing Post Head of B2B talks to SBC on the upgrade of its in-shop Best Gaming Technology (BGT) retail betting terminals for horseracing.
Working on the strategic venture with BGT that has seen the betting terminals initially launched across Paddy Power, Ladbrokes and Jenningsbet retail estates, Delaney details to SBC why project stakeholders have placed content and information at the central point of its product strategy and user engagement.
SBC: Why has Racing Post placed content and information at the forefront of its retail partnership with BGT?
Eugene Delaney: Put simply, modern punters demand detailed content and high-class information to make informed betting decisions, Racing Post and BGT want to facilitate this betting consumer demand . We have capitalised on developments in technology to put Racing Post at the forefront of retail betting innovation through this partnership with BGT.
SBC: From a development and technical perspective, how hard is it to integrate changing content and information to retail betting terminals on a daily basis?
ED: It is only possible if you have the right foundations in place. We can swiftly adapt content thanks to the award-winning app technology that underpins the product. It allows us to regularly change content across multiple platforms as up to date as possible.
SBC: With your recent product launch on 12,000 betting terminals, how have the project stakeholders gauged the initial success and impact of the partnership?
ED: The feedback from stakeholders has been fantastic. We have received hugely positive comments, both from the bookmakers we are working with, and also from the customers who are using the product. This is also backed up by the analytics and bet tracking on the terminals which clearly demonstrates the value, success, and impact of this product.
With regards to the terminal products initial launch results have been positive thus far, client Dan Taylor, Paddy Power Managing Director – Retail, said: “The feedback has been positive across the estate from both shop staff and customers. Our customers enjoy using the product and we see a continuous uptake month on month. We are excited about new developments and differentiating the product further for our punters.”
SBC: How do you see your betting terminal product further integrating with bookmaker operations as the industry demand for multi-channel capabilities increases?
ED: We are already in development for a phase two product and other enhancements with BGT in 2017. Also, we have recently released a bespoke development in Ladbrokes’ retail app and are investigating numerous multi-channel opportunities with BGT and all major retail bookmakers.
Eugene Delaney Racing Post Head of B2B