Over the last couple of months, PBS and its executive team focused primarily on the formation of the new group and a successful transition towards the newly formed sports division. After Playtech’s acquisition of Best Gaming Technology (BGT) in July 2016, the company has been repositioning the whole sports betting unit to become the major player in the industry and a true one-stop shop for all big sports betting operators and bookmakers. Therefore, it was extremely important to present the new PBS brand ‘on the international stage’ at ICE 2017 in London. An integration this big does not happen overnight and the organisation’s ICE appearance was just one step towards the formation of the PBS Group and it’s rebranding.
The newly established division brings together Playtech Sports companies Best Gaming Technology (BGT), Geneity, Mobenga, Betologic and CSMS with more than 600 employees based in Vienna, Bremen, London, Malmö, Nicosia and Sofia.
An important milestone, right before ICE 2017, was the conclusion of the contract with leading Greek betting and lottery operator OPAP. PBS signed a three-year agreement with OPAP for the supply of self-service betting terminals (“SSBTs”) and relevant software and services, as well as the subsequent introduction of an OTC sports betting solution. Playtech BGT Sports will supply a combination of full-sized SSBTs, as well as the recently launched Compact Terminals, which were both prominently exhibited at PBS’ ICE booth this year.
This year’s ICE show was not only the first appearance of the PBS brand, but also the first time where the company exhibited on two stands at the same time. The ‘old’ BGT stand was re-designed to PBS and featured the company’s complete omni-channel portfolio. Additionally, PBS showcased its solutions on the Playtech stand and was therefore present in both halls at ICE. PBS showed a variety of full-sized SSBT cabinets as well as smaller Compact Terminal versions and was not sparing with new features either. New features or products that were introduced at ICE 2017 include the flexible start page, Numbers Betting and BetTracker (Retail Mobile App).
The flexible start page allows operators to both customise the layout of the terminal as well as adjust it to suit their specific Corporate Identities. It is highly appreciated by our biggest customers because it increases conversions through using the start page in a more efficient way. PBS has vastly enhanced the ability to promote particular sports, events and products and there are now more direct click options available than with previous start page designs.
In addition to a comprehensive Sportsbook the Playtech BGT Sports portfolio now also includes Numbers Betting on SSBTs. Put simply, in Numbers Betting, customers place bets on the results of international lotteries at fixed odds and attempt to predict which balls will be drawn.
PBS also launched the BetTracker application on this year’s ICE show. The phone application digitises the bet slip and enables customers to transfer their sports bets to mobiles after placing them in-shop. The customers are then able to watch their bets progress and can cash them out straight from the app if they want to. BetTracker is an innovative and revolutionary product which will provide a real boost to the retail sector, improve the user experience, and increase operator revenues. The main target group of BetTracker are customers that prefer anonymity and don’t want online accounts.
All in all ICE Totally Gaming 2017 was again a huge success, with lots of interesting conversations, valuable feedback and some really promising customer meetings.
The PBS stand was constantly busy and the cosy atmosphere of our booth led to many people stopping by for a drink or two while they were examining our latest innovations (even though they might have been nutmegged before by our freestyle footballers :-)).
We’re looking forward to ICE 2018 and can’t wait to be back @ExCeL London!