Promoted feature: How IGT’s PlaySports technology is driving sportsbook success

Hot off the heels of the recent Nevada regulatory approval of IGT’s PlaySports sports betting platform, EGR North America sat down with Matteo Carli, IGT senior vice president, PlaySports, ETG and Poker, where he discussed the top three features of the PlaySports technology that have helped propel the Company’s US sports betting success, and that of its customers.

IGT’s PlaySports solution is now deployed in 16 US states, with more on the horizon for 2021. A couple of the key features of IGT’s PlaySports solution that are driving growth for its customers are its next-generation sports betting platform, equipped with a high-performing betting engine, and its enhanced player account management (PAM) module – both of which help deliver outstanding omnichannel player experiences.

EGR North America (NA): You recently received Nevada approval for your sports betting platform. Can you tell us more about the approval and benefits of your platform?

Matteo Carli (MC): Yes, we recently announced that IGT’s PlaySports platform achieved Nevada regulatory approval for retail and online sports betting, which positions us for further expansion within the state by extending our sports betting expertise to many of our long-term gaming customers who are looking to open a sportsbook.

With this approval, IGT’s next-generation sports betting technology stack is authorized for deployment throughout Nevada, enabling more casino operators to benefit from our flexible PlaySports platform, the most widely used sports betting platform in the US. Working directly with our customers, we tailor our PlaySports offering to fit their unique needs and those of their players.

Our platform quickly became one of the most influential technology stacks in the rapidly growing and evolving US sports betting market. It was built specifically for the US to drive player excitement. The platform’s proven capacity to drive results and facilitate a unified, omnichannel betting experience for sports fans continues to propel IGT’s success as we plan further expansion throughout Nevada and the rest of the US.

EGR NA: How does the IGT PlaySports platform integrate with retail sports betting technologies?

MC: One of the key differentiators for the newly enhanced PlaySports platform is its compatibility with IGT’s portfolio of self-service betting technologies, including the widely deployed PlaySports Kiosk, tablet-based PlaySports Pad, and the award-winning CrystalBetting™ Terminal. Self-service betting options placed in the retail sportsbook environment provide operators with choice and convenience for how and where they offer sports betting. And in this COVID-19 era, where many gaming venues are still under moderate restrictions, self-service options give players the convenience of social distancing and added privacy when placing wagers.

EGR NA: What are the benefits of IGT’s enhanced PlaySports PAM?

MC: As the market grows and competition intensifies, our customers look to differentiate their offering and reach more players through mobile technology. One of the most valuable ways that we have enhanced the player journey is through IGT’s proprietary PlaySports PAM solution, which is now live with some of our premier sports betting customers in Nevada. Specifically created to address the unique challenges, opportunities and demands of the US sports betting market, IGT’s PAM was built from the ground up to deliver the seamless player experiences our customers look to offer their players. The PlaySports PAM was uniquely built to deliver an intuitive user experience and can effectively produce player data that our customers can use to offer users special promotions, ultimately strengthening the operator-player relationship.

EGR NA: Why is it critical to incorporate a mobile-friendly mobile sports betting experience into the retail environment?
MC: As retail environments across all industries evolve to meet the demands of today’s digital-minded consumers, delivering mobile sports betting functionality is vital. The enhanced PlaySports PAM captures data and player behavior, allowing players to receive personalized offers and promotions. First-class mobile experiences are important to deliver as many sportsbooks still have social distancing protocols in place. And with an easy-to-use mobile app, players can still place bets conveniently from anywhere in Nevada (provided they have already registered to a sportsbook in-person).

EGR NA: What’s next in the IGT PlaySports roadmap?
MC: We plan to build on the success we have achieved throughout the US market. As new regulations come to light and more states legalize sports betting, IGT PlaySports will continue to offer the most advanced platform technology, highest-quality service levels and a superior player journey so that our customers can operate best-in-class sportsbooks. Key initiatives for 2021 include increasing the breadth and depth of the betting offer, bringing a wider range of sports and more props, broadening the marketing and payment capabilities of the PAM, and introducing the exciting evolution of our CrystalBetting Terminal and other player options such as cash-out.

Matteo Carli, IGT senior vice president, PlaySports, ETG, and Poker