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“ I ’ ve been in the industry for 47 years and this is the most pessimistic I have ever been over the health of the UK sports betting market ”
David Brown , ex-William Hill , Coral and LadbrokesCoral full confidence of an industry veteran boasting close to 35 years ’ experience .
“ There ’ s clearly market demand for this . The realisation is that if you don ’ t move with the times and give customers what they want , then you ’ ll struggle . Take in-play betting , for example ; we now offer a massive range as part of the betting shop experience .
“ We ’ re now seeing over 40 % of football bets taking place through inplay . Of course , the only way you can do that in a betting shop is via a terminal . In total , about 80 % of all in-shop football bets in shops take place via terminals and I am confident that this will grow to nearly 100 % in the next two years .
“ Our Betbuilder for football is also performing particularly well in shops . This is an excellent example of digital demand transferring to shop success .”
The ability to innovate and offer the same as online is what ’ s driving demand . Not only that , but it ’ s also attracting plenty of new customers . “ This is the great thing about making the betting shop experience digital-first ,” Drabwell adds . “ In effect , we ’ re taking everything that ’ s available online and delivering it to the world of retail .”
The concept is simple , catering to those who like that tangible feeling of the cash-based win twinned with a simple mechanic to bet .
Playtech Sports ’ technology and tools also give operators the ability to deliver all customer safeguarding measures in a responsible manner – a win-win for both market demand and regulation .
“ We ’ re seeing plenty of new sports driving popularity too ,” he continues . “ Baseball , cricket , American football and
ICE LONDON 2024 • ISSUE 135 • 131