The importance of platform and technology in the modern retail gaming environment

The importance of platform and technology in the modern retail gaming environment

Phil Horne, Chief Executive Officer of SG Gaming UK, a division of Scientific Games, explains why a fully integrated and advanced platform solution is key to success for machine gaming operators.

The gaming industry is driven by innovation and advancing technology like few others.

The sectors in which we at SG Gaming operate are constantly evolving, and it is important that we are able to support this change with a cutting-edge offering, at the forefront of gaming innovation.

We are proud to provide a tailored and integrated gaming solution which combines reliable modern hardware, advanced server-based platform technologies, and leading content with innovative titles from our Bally™, Barcrest™, and WMS™ brands; all backed by first-class service and support.

An advanced platform solution

One of the key contributing factors to SG Gaming’s integrated offer is our advanced server-based platform, developed in partnership with VideoBet.

Over 4,500 Licensed Betting Office (“LBO”), arcade and bingo venues across the UK currently benefit from the platform, which we firmly believe impacts positively on operators’ performance. The platform helps to create an engaging player offer that is vital to helping maximise cashbox revenue for single-site operators and national high street bookmakers alike.

• Player tracking capabilities and flexible content management system

With Omni-channel gaming offering players a wider choice of options, land-based gaming machines should offer a range of technology-driven promotional and loyalty tools to remain competitive and enable player retention.

Our comprehensive platform, with intelligence-led promotional functionality, a robust monitoring system, and loyalty and player-tracking abilities, is designed to improve player experience and allow cross-platform functionality through loyalty and wallet accounts.

Combined with a flexible content-management system, these tools allow players to benefit from customised menus, as well as loyalty systems, content offerings, tournament functionality, player-loyalty promotions, and terminal-managed free play.

The adaptable content management system (“CMS”) also helps operators to make upgrades in the future, enabling SG Gaming to rapidly deploy new content and adapt effectively to changes in legislation.

• On-terminal promotional functionality

Behind the scenes, the added functionality and insight offered by an advanced platform is what sets it apart from the competition. Sophisticated data analysis helps us to evolve our gaming content and as part of our complete package, we provide operators with data analysis using our in-depth yield tools. This can help operators make decisions on terminal and content performance, tailor their offering to players’ preferences, and ultimately maximise cashbox from their estate.

In the summer of 2015, SG Gaming completed a landmark rollout of its server-based gaming platform across the Mecca Bingo estate.

Over a year later, SG Gaming continues to work in partnership with Mecca to develop exciting, bespoke content menus and promotional plans to enhance the overall machine gaming experience for the player and help drive cashbox revenue.

The success of this partnership was highlighted in the Rank Group results of June 2016, in which the rollout of the server-based gaming machines was cited as a contributing factor to the like-for-like 3 percent growth in Mecca venue amusement machines.*

*Figures sourced from The Rank Group Plc (“Rank” or the “Group”) full year results for the 12 months to 30 June 2016 released 23rd August 2016.

As the industry changes and evolves, our complete gaming solution, which combines technology and support, gives SG Gaming, and in turn our operators, the advantage.

We continue to invest in cutting-edge technology to ensure that our offering reflects the latest in gaming innovation. Providing a tailored and integrated platform solution that evolves ahead of the curve is a key part of our business and we are proud to offer continued support to our customers operating across the UK.