Video distribution has seen a massive transformation in the past decade. Many video publishers are opting for internet-based video streaming as opposed to traditional methods, like satellite and cable, because it provides more flexibility and streamlines workflows.
Like many other businesses, retail betting shops are benefiting from this transformation, as it helps them deliver better customer experiences and improve their operations.
Paul Boustead, VP of Cloud Product Strategy at Dolby breaks down how the shift from legacy satellite-powered solutions to OTT-based streaming is shaping the future of retail betting shop streaming. He looks into some challenges this shift addresses and how retail betting shops are benefiting from internet streaming.
Shifting from legacy satellite-powered solutions to OTT-based streaming: the basics
The massive shift toward streaming over the internet, also known as over-the-top (OTT) streaming, has impacted many industries, including the casino and gaming industry. Not only has it opened doors to high-quality iGaming experiences, but it has also proven to be a valuable resource for retail betting shops that offer in-person gaming experiences.
When these businesses relied on satellite, several challenges stood in the way of reaching their full business potential. Fortunately, online streaming has proven to clear these challenges and provide additional benefits to boot.
For example, satellite setups are bulky and technically complex, making it difficult for sportsbooks that are using this technology in their shops to scale or pivot their offerings. OTT streaming technology, on the other hand, tends to be much more accessible to operators. There are also fewer restrictions with online streaming since it doesn’t rely on highly regulated, expensive airwaves as satellite video does.
This difference in setup generally provides a lot more flexibility for operators who opt for an OTT-based setup in terms of content scheduling, aesthetics, and so forth. With the right configurations, online video can truly support immersive, digital-first experiences with real-time sports viewing, faster odds updates, advertisement capabilities, and seamless integration with displays and kiosks. This truly elevates the user experience.
Why are retail betting shops shifting to OTT-based streaming?
Retail betting shops have much to gain by shifting to OTT-based streaming. By switching to streaming setups that leverage the internet as opposed to more traditional video transmission methods, retail betting shops can push toward their business growth.
With that said, what are the most prominent benefits of leaning into OTT streaming for sports betting?
It’s scalable
One of the most valuable aspects of shifting to internet-based streaming is the infrastructure’s scalability. Creating this scalable infrastructure is a must for betting shops that want to open doors at additional locations. It’s also valuable if you want to showcase additional games or events for your patrons to bet on.
This is a massive upgrade over traditional satellite video distribution, which imposes many limitations on operators because it relies on bulky hardware like dishes that need to be installed. By simplifying the infrastructure to create repeatable, consistent results from location to location, bookmakers can create seamless and fair experiences for their players in different shops.
A commonly overlooked aspect of IP-based streaming scalability is the ability to troubleshoot and resolve issues quickly. As you open additional shops, your streaming structure will naturally expand. With the right OTT streaming solution, you’ll have access to real-time analytics to help you identify where things are going awry. Compared to satellite distribution, you also have full remote control over your STB infrastructure using OTT-based streaming.
It is cost effective
An OTT-based streaming setup is also much more cost-effective than satellite, making it another major perk for retail betting shops looking to improve their bottom line. Streaming over the internet reduces the hardware, installation, maintenance, roof rental costs, permit requests, and transponder leasing costs associated with satellite-based streaming by leveraging existing broadband infrastructure.
By lowering streaming costs, it’s easy to scale without much capital. Plus, low costs leave room for experimentation and risk-taking within your business, opening doors to new opportunities. This can help unlock additional revenue streams and put more money in operators’ pockets.
It improves latency
With a powerful OTT streaming solution, retail betting shops can tap into lower latency. This latency can be as little as sub-500 milliseconds, creating a nearly imperceptible lag from the time events are unfolding to the time they appear on viewers’ screens. This is a significant improvement from the 4- to 5-second latency that is standard with satellite distribution.
It’s also worth noting that with a robust streaming solution like Dolby OptiView, this latency is consistently achievable while producing high-quality streams. This helps to maintain a stellar experience that will reflect well on your brand.
Although sub-500-millisecond latency is valuable for keeping the betting experience authentic and engaging, some betting shop use cases benefit from slightly longer latency. The beauty of OTT-based streaming with Dolby OptiView is that operators can control the latency. For example, if you need a 1-2 second lag for licensing reasons, you have the power to make that happen.
It creates opportunities for localized content
Creating multiple video distribution channels has historically been difficult with satellite. However, with OTT video streaming, setting up a new channel typically only takes a few minutes.
With this ease, creating new (pop-up) channels to cater to local audiences and cover local events becomes a breeze. This allows operators to quickly and sustainably tailor promotions, odds, and other content to the local audience’s preferences or accommodate local regulations, yielding higher engagement.
It opens doors to business growth
The culmination of all of the benefits we’ve discussed so far is tangible business growth. Since OTT video streaming enhances the user experience and opens the door to greater reach, it is realistic to expect your gameplay to increase and your revenue to improve.
Plus, the cost-saving aspect improves the profit margins, as well. All of this helps move the needle toward your business goals.
Paddy Power: IP-streaming for retail betting shops in action
Paddy Power is a popular gambling company based in Ireland that leverages Dolby OptiView to bring its OTT-based streaming initiatives to market. They live stream sports events to dozens of screens in their brick-and-mortar betting shops in Ireland and the UK to cater to local players.
Real-time streaming is one of the most valuable tools that Paddy Power unlocked by leveraging Dolby OptiView. The real-time playback is reliable and consistent, enabling them to create highly immersive in-game experiences for fans.
Paddy Power has also really leaned into Dolby OptiView’s advanced analytics. These real-time analytics have proven to be a valuable resource for quickly identifying and remedying any issues that may arise.
In partnership with Dolby OptiView, Paddy Power is truly raising the bar in the sports betting shop industry.
Final thoughts
Online video streaming is changing the way sports betting shops serve their customers. With more control over the streaming workflow and the tools they need to produce higher-quality streams, it’s easier than ever to create an experience that keeps players coming back for more.
Video streaming is rapidly evolving, creating endless possibilities for businesses like retail sports betting shops. Sign up today to receive important industry updates straight to your inbox so you can stay in the know.