ICE 2014 – A BET A Bridging the Gap

jamesReporting from the ICE 2014 conference floor, SBC catches up with A BET A Business Development Manager Jason Hardman to discuss A BET A’s mobile and SMS retail betting system. The newly  launched betting system, will allow betting shop customers to have easier access to all markets and staff to better monitor betting activities

The A BET A system aims to bridge the gap between retail betting and digital communications. SBC gets the full lowdown from A BET A on their new betting product for the sports betting retail sector and how they plan to use it.


SBC: Hi Jason can you quickly summarize A BET A products on show at ICE Today.

Jason: At ICE we are displaying two products that we really think bring something new to the retail betting market. Our tablet led in-store betting system and our SMS retail betting product. We think that these two products will have a positive impact on our market, by bringing better information and more choice to  our clients customers, but more importantly the system will bring a new experience.

SBC: Innovation for digital igaming services are well covered, however retail betting innovation is less known. How does your team approach innovation for the sector of gaming?

Jason: A BET A is simply customer led. We have to innovate in order to be compatible with our customer habits, We believe that our products have to be adaptable to their needs and day to day habits, we cannot ignore mobile use by customers regardless of whether they are digital or retail customers. SMS and Mobile betting can bridge the gap between retail betting and digital betting services. We see retail betting as being improved and optimised for our clients through mobile/tablet interaction.

SBC: Do betting operators need to innovate their retail services in order to survive?

Jason: I can’t comment for all retailers and their strategies. But we certainly perceive that offering retail customers mobile services and engagement is a key focus of A BET A. Betting shop customers are not averse to new technologies, many retail sports betting shops may be weary of offering something new to their clientele. A Bet A views this transition as actually being quite organic, and just a means of meeting our customer’s needs.

SBC: Coral UK have chosen to partner with your betting system. What does this represent for your organisation?

Jason: This is big news for our team, and no doubt a progressive move by Coral. A BET A are supplying selected Coral VIP stores with our technology systems, and we will be offering their customers a great service and a new type betting experience, that we feel is more in tune with what the modern customer is looking for.

We all know Coral are a massive brand with a great reputation; we hope our systems further enhance their status as a top bookmaker.

SBC: What are you and your team looking forward to in 2014?

Jason: This is going to be a massive year for sports betting. The summer sees the World Cup in Brazil and we all know the affect that the event will have on betting markets. A BET A, I feel has the best tool’s to optimise in store betting customers through its new mobile services. World Cup 2014 will be great for all our partners.




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