With numerous on-property and online sportsbooks already live across New Jersey and Mississippi, and many more slated to launch before the end of the year, it’s hard to believe that it’s been only a few months since the repeal of PASPA paved the way for state authorities to legalise sports betting.

With numerous on-property and online sportsbooks already live across New Jersey and Mississippi, and many more slated to launch before the end of the year, it’s hard to believe that it’s been only a few months since the repeal of PASPA paved the way for state authorities to legalise sports betting.

Chief commercial officer Andrew Cochrane offers SBTech’s platform as the flexible choice for land, online or mobile operations.

From the famous Resorts Casino in Atlantic City to the Golden Nugget in Biloxi, Mississippi, US sports fans suddenly have an abundance of options to choose from whenever they feel like placing a bet on the NFL, the NBA or MLB, as well as numerous other sports.

And, of course, this is only the start. Considering the enormously passionate potential customer base, it’s no surprise that almost every casino, gaming and entertainment organisation is looking to get in on the act.

But while there are seemingly endless opportunities to take advantage of this new legal framework, would-be operators should always invest in in-depth research, rather than diving in head first.

Benefit of experience
One of the most important decisions is to choose a partner that can not only provide the necessary sports betting infrastructure, but has the experience and understanding of the local landscape to build a strong basis for future success.

This is especially significant for operators looking to enter multiple jurisdictions, each of which have their own regulatory requirements. A complex iGaming platform such as SBTech’s Chameleon360 – one that is regulation ready and contains a range of configurable responsible gaming tools – can help any operation satisfy a regulator’s demands and avoid a potential regulatory misstep.

Flexibility is equally important when launching a new operation. It is essential the provider is able to tailor the offering to the specific business needs and expectations of the individual organisation – a one-size-fits-all approach is always to the detriment of the operator.

For example, the plan could be to start off by offering a retail product and later add an online element, which is subsequently integrated with the retail operation in order to allow customers to open an omni-channel account across all channels. SBTech’s partner Churchill Downs has already gone live with its BetAmerica brand in its two Mississippi casinos and is planning to launch mobile-on-premise in the future in Mississippi.

A bespoke offering
SBTech is among a very small number of software suppliers that can offer a bespoke product, allowing an organisation to quickly add elements to its offering without disrupting the user experience.

The company’s retail product includes powerful cashier and SSBT (self-service betting terminal) applications, giving players the opportunity to place bets over the counter with the cashier operator or directly at terminals, using cash or printed vouchers.

The online option is powered by Chameleon360, which contains a wide range of versatile tools designed to provide full-spectrum player management and reporting. With an Open API, the platform takes a modular approach, allowing an operator to plug in any additional tools they need to support its business, including out-of-the-box third-party integrations for CRM, data, content, casino and payments.

Both the retail and online options are underpinned by SBTech’s market-leading sportsbook, which offers odds on over 60,000 sporting events a month, including 25,000 in-running events.

Operators can differentiate their offering from the competition by utilising the semi-managed trading strategy, which allows them to trade markets directly themselves and offer unique sporting/non-sporting events.

Add in a range of unique features designed to enhance the betting experience such as the patent-pending Pulse Bet, Add2Bet and single-game parlay tool YourBet, and the option to take a multitude of managed services, thus allowing the operator to focus on running the day to day activities, and you have the basis for a successful operation.

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