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Sports Betting & Self-Service Terminals

Across the world, gaming is a pastime that’s only skyrocketed following the technological advancements made in the 20th and 21st centuries. However, while gaming as a whole is worth some $450 billion dollars worldwide, only 25% of that global market share belongs to physical casinos. The other 75% of revenue comes from sports betting and mobile gaming, both of which have been particularly prone to evolve with technology.

Currently, mobile gaming developers are racing one another to create the most impressive online experience that works for desktop as well as handheld devices. This fierce competition has seen the introduction of new gaming fads, such as role-player games (RPGs) for slots or even massive multi-user online (MMO) features for card games like blackjack.

There are also finer, technical considerations like random number generators (RNGs) and even legal considerations, as will be discussed below. As the gaming world shifts into an online industry, sports betting is also subject to similar massive changes.

Sports betting, as a part of gaming, is much more accessible for the general population to understand and interact with, than complex card games like poker. However, even though major league sports leagues have huge followings across the world, sports betting still has plenty of room to expand.

While punting is widespread throughout countries like the UK or Spain, it’s relatively new to the US. However, given that the NFL is the highest-grossing sports league worldwide with annual revenue hovering around $8 billion, it should come as no surprise that many fans are interested in joining in the action with their favorite team.

However, there are more than just legal considerations when it comes to sports betting. First, betting technology needs to be accessible to fans. Second, bets, from prop bets to moneylines, should be understandable for newcomers. Third, the process itself needs to be seamless and enjoyable for the user.

While online sports betting sites are already busy making this process a reality (with many sites succeeding), one big idea within the sports betting industry is to create a self-serve kiosk that's a one-stop-shop for punters looking for a bet to wager on.

Not only does a kiosk offer a physical point for betting, but it also grounds the experience in the ‘real world’. Consider this: despite the proliferation of online betting sites, some gamers simply want the feel of a ceramic chip in their hand.

Sports betting in the US

Sports betting will only continue to expand in the US market as more states articulate legislation that navigates the federal ban on sports betting. As such, more and more physical kiosks are expected to be introduced not only to the casinos on the Vegas Strip but even at locations like stadiums or certain viewing venues.

Take the US’s most lucrative sports league, for example, the NFL. Once NFL futures odds for the 2020 season are set by expert handicappers, betting begins for the NFL’s some 150 million fans—but confusing legalities and even a generational tech gap prevent many from engaging with parlays or prop bets. 

A kiosk has the ability to address these problems. Because it's a physical item, legislation has an easier time regulating its placement and overall function. It’s much easier for an authoritative body to work in the physical world than in online sectors.

A kiosk is also familiar to older generations who may be uninterested in using a mobile device. Additionally, many prefer not to link their personal banking information to a mobile device, which makes the self-service payment utilized by the kiosk familiar and safe for a user with these concerns.

Terminals are able to print physical receipts, which add a measure of security for the user. But the kiosks are also able to validate coins and bills. This adds more security in cash handling, which is a major concern throughout the gaming world.

Self-service terminals


SUZOHAPP is one of the few self-service terminals that have emerged recently with great success. Not only does this kiosk offer a full range of sports betting services, but it can also be automated for gaming, amusement, lottery, and bingo programs.

In fact, SUZOHAPP is now the world’s most inclusive self-service kiosk for the gaming industry. The kiosks are designed specifically for three separate needs: sports betting, casino components, and cash handling.

SUZOHAPP’s most important component may very well be the cash handling feature, which also takes into consideration the integrity of the kiosk itself. The company’s SDS-35 Smart Deposit Solution is a major facet of its cash management system.

Playtech BGT Sport

This kiosk allows for more personalization that many in the market for sports betting kiosks will appreciate. In fact, one of the main features of the Playtech BGT Sport is the variety of wagers that can be created and uploaded into the software of each kiosk.

Though the Playtech BGT has a hold on the UK with a market share over of over 95%, the Playtech is incredibly versatile. There’s even a compact terminal, similar in size and scale to an Apple iPad.

Playtech also offers a till, ‘shop’ television, retail tablet, and online solution in addition to their standard and compact terminals. Playtech also has a mobile app, which allows users to track their bet no matter how far they’ve wandered from the physical kiosk. This wide range of options could easily be adapted for a US market.

In fact, in the UK, Playtech specifically drove itself to adapt physical kiosks for punters that could both physically fit into smaller venues (like pubs or convenience stores) and also be integrated into existing software without causing delays or usurping bandwidth.

While the US market may not be ready for such an inundation of kiosks given the slow rise of sports betting compared to a market like the UK bettors market, it does show the dynamic application and possibilities of the sports betting kiosk. We only have to wait a bit more to see technologies like this appearing in many more places around the world.