The inexorable rise of sports betting across the USA since the repeal of PASPA in May 2018 shows no signs of wavering. As a growing number of states put regulatory frameworks in place, the opportunities it brings to enhance engagement with every aspect of the casino floor are becoming ever clearer.
Kambi’s partners have found that our sportsbook produces a ‘sportsbook halo effect’, delivering clear enhancement to the bottom line not merely through sports betting, but by boosting customer interaction with all aspects of the casino. To provide an example, Kambi partner Penn National Gaming experienced a rise in table gaming and slots revenues after going live with our land-based offering at the Hollywood Casino Lawrenceburg.
Furthermore, offering rewards such as a free sports bet if the customer spends a certain amount on food and beverages, or a discounted night in the resort with a winning sports wager, are two clear examples of how an expertly integrated B2B sportsbook partner can boost property-wide engagement.
Kambi’s sportsbook can also be seamlessly integrated into a casino’s VIP or loyalty systems – for example, the strength of our open APIs and ability to seamlessly support Penn National Gaming’s existing player loyalty system was a key factor in our partnership with the country’s leading multi-state operator.
Facilitating the most efficient in-play experience is also key in retaining on-property players. The traditional casino sportsbook has not been conducive to the fast-paced nature of in-play betting. However, through the Kambi kiosk, casino patrons can now quickly get their bets down on the next three-pointer in basketball or result of current drive in NFL, providing a similar thrilling experience found elsewhere on the casino floor.
For Kambi, commercial success isn’t merely defined in partnering with multi-state operators and local leaders, but ensuring they reap the benefits of sports betting as quickly as possible. For example, Four Winds Casinos’ three Michigan properties were all up and running with sports betting within just a couple of weeks of the ink being dry on our partnership agreement.
Delivering enhanced value
The US casino industry has faced new challenges in recent months. However, in embracing sports betting with an experienced B2B provider, operators across the country can give themselves the best possible chance of meeting these challenges, setting themselves on the path to both recovery and resurgence.
Kambi’s Bring Your Own Device (BYOD) technology can be of significant help in a world where social distancing is set to be of paramount importance for some time to come. Unique to Kambi, the technology enables bettors to view lines and construct bets from anywhere, on or off property – generating a QR code which can be scanned at the counter or a Kambi kiosk, reducing queues and eliminating the need to come into contact with any other surfaces.
BYOD is a further element through which casinos generate greater share of wallet across gaming and hospitality, giving players the opportunity to construct their bets while at the bar or searching the casino floor for their favourite slot game. Indeed, they can also do so from home, and if a player can view and build bets remotely, they are naturally more likely to visit the casino.
Some of our partners are seeing up to 40% of on-property bets being placed using the technology, underlining its ability to protect betting volumes while allowing sports wagering to be conducted in a safe manner which keeps physical touchpoints to a minimum.
Furthermore, needlessly long queues only work to reduce player turnover and satisfaction, running the risk of diverting patrons to other local casino sportsbooks. Alongside the Kambi kiosk, our BYOD reduces queueing and makes the sportsbook more inviting, quickening the player journey and thereby optimising turnover.
For more information on how to maximise your casino floor speak with Kambi