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Self-service betting terminal a hit at ICE

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Ice 2015

Matt Howe is blogging from ICE 2016

  PICTURE: David Weston  

 By Matt Howe 8:43PM 3 FEB 2016 

Matt Howe, Ladbrokes north Birmingham, is the Racing Post/SIS Manager of the Year

DAY 2 of Ice kicked off at a friendlier pace than Tuesday. I started it heading to the BGT stand where I was straight in for a look at a Self Service Betting Terminal with Racing Post data integrated into it – after the opening day news that BGT and Racing Post are working together. I got to see a very early version of how it operates.

Scott Ferguson, the Head of UK Product for BGT, was the man on hand to show me the ropes. A couple of years ago I actually met Scott for the first time when we were training Ladbrokes employees on BGT content when it was being rolled out across the Ladbrokes estate.

Early signs point to this being a winner, and one of the great things for myself will be that horses and dogs will be included on the search function so, for those customers who choose not to time their bets, they will still be easily found, also with the updated software now including multiple bets such as trixies, yankees etc.  It will be much easier than the current process – which can be long drawn-out.

By midday on Wednesday that early pace that had started the day had well and truly picked back up, certain stands were heaving, and PlanetWin365 had former Juventus and Italy player Angelo Di Livio competing in a keepy-uppy competition where the visitor with the highest score walked away with the prize. Wearing inappropriate footwear and a rather movement restricting suit, my score of 16 was only enough to be offered a free pen, Di Livio then beat the top score of 27 and stopped, why show off when you have won so easy! After Tuesday’s boxing blowout, now this football failing, who knows what sport I’ll fail in tomorrow . . .

As with any section of Ice it’s all too easy to be drawn in to any stand and I was fascinated by a number of them, checking out their latest slots content , and if it’s not all singing and dancing then it isn’t here as every game, regardless of the company, has delivered top quality, sound, graphics and experience, from slots where multiple terminals link up for progressive pots, to pub slots, to the content I’m familiar with in UK betting shops . . . all of it is top notch.

After this I came across the GamCare stand, where I was talking to Stella Dalton, who was explaining the interest they have received from visitors internationally, particularly in the education projects that they run. We then got talking about GamCare and UK betting shops and how GamCare helps people get the info to help themselves, via the tools they offer and the various website links on their own page.

By the way, later on Tuesday’s opening day NetEnt revealed Jimi Hendrix and Motorhead will in due course complete their slots line-up alongside Guns N’ Roses. With my free beer in one hand and a free copy of Guns N’ Roses Greatest Hits in the other, it also caught the imagination of an enthusiastic crowd!

There followed a Responsible Gambling Trust talk about how the year had gone for them and what they had been doing. From a betting shop perspective it touched on several things regarding the studies and research that has taken place from customers using a verified machines account/loyalty card while playing the machines, and this data used to identify trends that are or are potentially signs of problem gambling. Other noticeable facts were that there was 1.8 million unique hits on gambleaware.co.uk, add to this the 40k+ calls they received to the helpline, and that the RGT were now using social media as a way to reach out to people and make them aware of the services offered. It was all encouraging to hear.

With Day 1 officially over, it was over to The Shard, where I’d got an invite to attend SG Gaming’s soiree up on the 32nd floor, and got blown away by the view.  It was great fun too. 

Ice has certainly been a real experience, and I’m eagerly looking forward to the ExCel’s third and final day (Thursday, runs 10am to 4pm).

 

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