Suzohapp plans to use its experience from the European market to “fulfil its US vision”, according to the company’s Vice President Sales Gaming & Amusement, Americas, Todd Sims.
Speaking to SBC News, Simms explained that by operating across European markets, Suzohapp has realised that the overall quality and design of betting terminals “make a tremendous difference in standing out from the crowd that is simply trying to make as many terminals in the least expensive way possible”.
He said: “We believe that whether at the bar, behind the counter, or on the sportsbook floor, customers should be able to place their bets how they want, where they want. We aim to fulfill this vision by taking our hardware expertise and partnering with platforms to design solutions customised to whatever environment the end-customer might want to bet in.
“We know from our experience in Europe that quality and design make a tremendous difference in standing out from the crowd that is simply trying to make as many terminals in the least expensive way possible.
“Our high-quality partnerships such as Elo and Custom will continue to serve us as we look at incorporating new technologies or finding new formats to showcase betting software.”
Discussions soon turned towards US market regulation, and what is needed to “give sports betting a wide berth”. The answer, Simms shared, lies in an omnichannel approach.
“As we hopefully emerge from the coronavirus pandemic in the near future, it is clear that platforms need to begin to move to an omnichannel approach that includes retail as people are craving those personal interactions and want to be out in public again.
“In the US market, the individual state governments recognise the potential for this revenue and are relaxing restrictions to allow sports betting a wider berth and will continue to do so if the results are beneficial.
“This regulatory shift will allow for so much growth and there is an endless amount of potential if the transition to omnichannel is thoughtfully executed with the end customer in mind.
“We believe our ‘omni-environment’ approach will help those looking for omnichannel experiences and integrations achieve their goals and make the expansion of sports betting into the US retail market successful and we intend to go after that market full speed ahead.”