SG Gaming boss Phil Horne looking to a bright future

The Scientific Games stand (N1-560) is always one of the busiest at ICE – and that’s not just because of its legendary free bar.

Stylish technology and design is always to the fore as anyone visiting the innovative ‘concept’ shops of Coral (London’s Warren Street) and Ladbrokes (Stephenson Street, Birmingham) can testify.

Phil Horne, SG Gaming UK CEO, popped into Warren Street the other day to check on their latest gaming machines – which certainly look the part and have helped customers embrace last April’s £2 stakes limit surprisingly effectively. It has done the job in terms of social responsibility whilst still offering entertainment.

Horne said he was also impressed by the manager and his staff who also have the new electronic Racing Post Betting Shop Display as a centrepiece.

“The overall concept presents the new technology in an interesting way, it’s great to see a good customer experience is being considered,” he said.

SG will be displaying at ICE progress made with computer vision and biometrics technology, supporting age control, self-exclusion and APAS responsible gambling features. It’s all part of the technology similar to that is seen in Amazon’s self-service supermarket concept shops, identifying a shopper and providing a seamless ‘shop and go’ journey without queuing at checkouts.

That’s some way away for betting but Horne explained: “The prime application in a betting shop would be to maximise the customer experience and player protection while also preserving privacy.”

He is keenly supporting a Gambling Commission initiative for ethical game design and a code of conduct. “Our intention is to keep the player both informed and in control.”

SG Gaming’s stand is now adjacent to the re-sited Consumer Protection Zone – which in itself emphasises the even greater emphasis being given to this key element.

Like many of its bookmaker customers, SG Gaming has seen the impact of the stake reduction but new markets have opened up as well, while self-service betting terminals is another successful growth market.

The Cube, a customer portal concept, will also be shown with latest functionality and parameters, plus new games.

Showcasing innovative Racing Post products

New Racing Post products which feature in the two ‘concept shops’ opened by Ladbrokes Coral in December will be on display at ICE London, writes Bill Barber.

The shops – one a Coral on Warren Street in London, the other a Ladbrokes on Stephenson Street in Birmingham – feature the Racing Post’s new sports bet prompt screen and the latest interactive version of the digital betting shop display.

The sports bet prompt screen provides a combination of key statistics and tips throughout the sporting day.

Racing Post group sports director Ben Clissitt said: “It’s extremely exciting to be providing Ladbrokes Coral with bet prompting information and tips in-store.

“The new concept shops are really striking, welcoming spaces. We know that sports betting is on the rise and it’s great that we are able to provide engaging context and insight to sports bettors in the same way that we do for racing punters.”

Coral's outlet on London's Warren Street is one of two new 'concept' betting shops

Racing Post B2B retail director Alan Pepperell added: “We’re delighted to be working with Ladbrokes Coral on their retail shop of the future. The concept shops showcase the breadth of content the racing Post now has available to racing and sports bettors.

“We are uniquely positioned to provide expert, betting focused content for all live sport, ensuring customers can get the best advice and analysis at the right time of the day.

“We’ve launched some brand new products in store as well, the new interactive digital BSD showcases all the great UK and Ireland racing coverage, international racing from key territories and virtual racing. The Racing Post sports bet prompt screen, which countdowns the next live events, are designed to enhance the customer’s enjoyment of sports betting.”

Ladbrokes last year became the first high street bookmaker to launch the Racing Post Digital Betting Shop Display in two betting shops in Dublin and Galway.

The digital product showcases the content that has wallpapered bookmakers for more than 20 years in a new interactive digital format.

The product displays the runners and riders of all UK and Irish racing throughout the day with live Ladbrokes prices and the displays are supplemented by interactive touch screens which give in-depth form on every horseracing across the globe that day.

Manager of the Year Gilmartin visiting all three days

Sandra Gilmartin, the reigning Racing Post/SIS Betting Shop Manager of the Year, will be attending ICE on all three days, writes Jim Cremin.

Speaking from her Paddy Power shop in Coventry, she said: “This is a constantly evolving business, so it will be a great opportunity to just go there and learn.”

Gilmartin will be writing a daily report on racingpost.com about who and what she sees at the iconic event.

Her year is certainly brimming with events. She makes the RPGTV Juvenile presentation at Sheffield on February 29, is a guest of the Racing Post on the opening day of Cheltenham, while her prize trip to Hong Kong beckons in April.

It will be a third year in a row at ICE for Ron Hearn, the 2017 champion.

Sandra Gilmartin: Betting Shop Manager of the YearCredit: Edward Whitaker

Hearn, from JenningsBet, Charlton, said: “It’s mind-blowing from the moment you walk in. I’m going on the Wednesday and expect to catch up with Sandra and Rob Mabbett [2016 winner for Betfred, now works for Gambling Therapy and on duty in the Consumer Protection Zone].

“This is an event on the upgrade, every year is bigger and better. I find it uplifting and must-visits are the Racing Post Cafe, the SIS stand and also SG Gaming – all the more interesting there with the CPZ being next door.”

Lorraine Archibald, of Ladbrokes Newtownards and the 2018 Betting Shop Manager of the Year, said: “I recommend ICE to anyone involved in the business – it’s an eye-opener and so interesting.

“I loved seeing things which are now in place in our shops – for instance on our SG Gaming machines. The priority today is ensuring customer protection and enjoyment. ICE is a chance to reflect on where we are going.”

If you are interested in this, you should read:

Taking you to the heart of the world's largest betting and gaming show

‘No other show can offer such a degree of choice and insight’

Racing Post taking advantage of growing market in the US

Increased focus on consumer protection at this year's show

'It’s never been more important to produce world-class content'

Ben Keith, Jessica Norrell and Nick Rust answer the key questions

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