SBC News Voice of the Sports Betting Industry
Kiron Interactive Co-founder and co-CEO Steven Spartinos believes they have found the answer for casino operators and customers looking for fresh ideas!
Barring developments in the look and feel of slot games, many casinos offer the same products today as they did 20 years ago. Roulette tables remain identical, blackjack cards are still dealt the same way, and craps dice are still thrown down the table. But casino customers have moved on. What they’re looking for on a night out has moved on too, and is a far cry from the days when this pastime was purely a preserve of the rich and famous.
The popularity of sport continues to grow and with it sports betting, which is now part and parcel of everyday life in many jurisdictions. But until recently, when some operators began incorporating sports bars into their casinos, this need went unanswered and sports bettors went unaccommodated. This is now changing. Yet, as well as real life and real time events, this interest also extends to virtual sports – and specifically delivered by means of multi-station gaming terminals within casinos.
Taking Sports Betting To The Next Level
Race Kings, developed by Kiron Interactive, brings the betting shop to the casino by allowing large numbers of customers to simultaneously bet on the outcome of a virtual race. Each race is broadcast on a large screen in front of the terminals, ensuring the thrill of the track is transported to the casino. Recent trials in South East Asia proved successful and we’re excited about showing off its benefits at ICE, before rolling the product out in territories around the world. In fact, we’re confident it offers operators something different in an increasingly competitive space.
As with our other retail solutions, Race Kings offers them flexibility above all else. Operators can tailor the product mix to satisfy customer demand, or in order to keep up with the latest betting trends. There is no hanging around for the race meetings to start or cancellations due to inclement weather: this is sports betting on demand.
Just what form that demand takes is adaptable due to the solution we offer. Unlike other products on the market, a large flat screen TV or projector retains the social element of wagering, and ensures customers can look up to enjoy the action together rather than their own terminals. The system also offers a great deal of flexibility in its configuration, customisable according to a customer’s operating requirements. So we can cater for a cosy section of the casino sports bar or a larger area depending on the footprint of the premises.
Configurable Content
Not only can casinos tailor the number of machines, they can also tailor the content to suit their needs. We understand the need for localisation and are developing the solution to suit various localities – be it out in Asia, down in Latin America, or up in Europe. The content will be fully customisable and configurable, giving operators the opportunity to further localise the product to suit their audience. For instance, horse and greyhound names can be changed to add regional meaning, while racetracks and the accompanying audio, including commentary, can be tailored to each location. Further, advertising through in game billboards, can increase cross-sell opportunities for other products within the casino.
This year is set to see a significant uplift in both the quality and quantity of content we will be able to deliver to operators across retail, online and via gaming machines like Race Kings. Not only have we recently upgraded our greyhound and football graphics, we’re also due to increase the number of race tracks available on our racing products. On the back of that, we have a new trotting product launching in the first quarter of this year and four additional sports products which, by the middle of 2014, will ensure we have a extensive suite of virtual sports games in our portfolio. As well as being available to online operators and those with a betting shop estate, many will also be available on our casino solutions should customers want to play them.
Rewarding and Retaining Loyal Customers
Our RaceDay suite of loyalty products offer another way of marketing to those customers and encouraging them to deposit. The products reward player loyalty by offering them entry into a draw to win predefined prizes or a share of a progressive jackpot. Players who are allocated tickets have the opportunity to key in their chosen combination of numbers, representing the winning combination of horses in an upcoming virtual race. Anyone holding a ticket can win, as long as they’ve selected the correct combination.
While the allocation, frequency of races and the structure of the payouts are at the discretion of the operator, each Race Day events occur at a defined time. The participation by players at the time of the draw is a requirement, therefore, incentivising attendance and spend. The products also integrate seamlessly into the operator’s casino management system allowing for the allocation of entries into the draw, capturing numbers, and printing tickets.
At Kiron Interactive we’ve always believed that continuous investment in research and development is the way forward. For that reason we always ensure that the latest enhancements in our products are in line with the latest technologies. That’s why we currently have a mobile deployment in testing, meaning it won’t be long before virtual content will be available both in venues and on the move. We don’t believe in a one size fits all solution which is why we tailor each product to suit the operating systems and environment of our customers. As their players seek the next thrill in their casino, at the betting shop, or on their mobile app we will be on hand to deliver it – and at a competitive price. Our portfolio of satisfied clients will vouch for that.
