Thinking About Going Into Retail Betting? Here’s Everything You Need to Know

First up, let’s break it down: Retail betting is about setting up a physical spot where people can walk in and place their bets on sports and other events. Think bet shops and casinos—this is the land-based side of the industry that shows no signs of slowing down. Unlike online betting, it offers that real, face-to-face interaction and a lively atmosphere that's tough to beat digitally. So, if you're eyeing this business model, here’s the lowdown on what you need to know before you flip that "Open" sign.

1. It’s More Expensive to Start Than Online Betting #

Retail betting business isn't a bargain. You’re looking at serious costs: prime real estate, sleek interiors, and a tech setup that won’t crash during the FIFA World Cup. Add in licensing fees, staff salaries, and marketing expenses, and the bill climbs quickly. It has more moving parts than an online setup, but if you get it right, the rewards can be just as big.

2. Licensing Isn’t a One-Size-Fits-All Deal #

The UK Gambling Commission? The Malta Gaming Authority? They all have their own sets of rules. You’ll probably need multiple licenses if you plan on offering a range of betting options. This isn’t the time to DIY—bring in a legal expert to handle the red tape. Make sure everything’s in order, from age verification to anti-money laundering procedures. No shortcuts here—missing the right licenses can shut you down faster than you can say "compliance check."

SEE ALSO: The Operator's Guide to Global iGaming Licenses

3. Location Can Make or Break You #

Your shop's location can be the difference between buzzing with activity or collecting dust. It's not just about being where the crowds are; it's about being where your crowd is. Near a stadium? Perfect. Surrounded by a slew of bars? Even better. Just make sure your place is accessible—easy parking and proximity to public transport are golden. And a pro tip: a flexible lease can save you headaches as your business grows.

4. Tech Setup Is More Than Just Gadgets #

Your tech setup is the backbone of your betting operation. A reliable sportsbook software is non-negotiable—no one wants a system crash during the big game. Got a generous budget? Consider a white-label solution for a ready-made platform and licensing. If you have even more to spend, a custom-built in-house system might be the way to go. For a flexible, easier-on-the-wallet option, off-the-shelf platforms from providers like NSoft are excellent. Don’t forget the customer-facing tech—self-service kiosks and mobile apps can enhance user experience and boost revenue.

5. Sports Aren’t the Only Game in Town #

If you're only offering sports betting, you're leaving money on the table. Data from our partners shows that bet shops offering virtual sports, casino games, and other quick-play options see a 25% uptick in customer retention. They attract a broader audience and keep the excitement alive, even when there’s no live game. Take a cue from the popularity of games like NSoft’s bingo-style game, Lucky Six, which pulls in millions of daily tickets!

SEE ALSO: Casino Meets Sportsbook: A New Winning Combination

6. Customers Love a Good Experience #

Want customers to stick around? It all starts with your staff—they're the faces of your brand. They should be knowledgeable, great with customer service, savvy about responsible gambling, and calm in a crisis. The environment matters too—comfortable seating, a well-laid-out space, and maybe even a coffee & snack bar can make a big difference. Plus, our data shows that shops with loyalty programs and regular promotions keep customers coming back.

7. Marketing Should Speak Local #

Forget broad strokes; local marketing is where it’s at. From billboards to targeted social media ads, focus on hyper-local strategies. Flyers may seem old school, but work wonders, especially when combined with digital efforts. Engaging with local sports teams and sponsoring events can also build strong community ties and brand loyalty.

8. Community Engagement Can Boost Your Brand #

Retail betting shops can become community hubs. Host live game screenings, betting tournaments, and other events. It’s not just about the bets; it’s about building a community. Engage with local sports teams, sponsor events, and get involved in the local scene. This isn’t just good PR; it’s a way to build a successful betting business with a loyal customer base.

9. The Competition Is Broader Than You Think #

It's not just other betting shops operators need to watch out for—online platforms, bars, and other entertainment venues are all competing for your customers' time and money. To stay ahead, offer something unique—be it a special atmosphere, diverse betting options, or stellar customer service. Keep an eye on online trends; they can be gold for retail. We did just that with Crash Cash—a retail spin on popular online crash games that's now driving traffic. Knowing the full playing field helps you carve out your niche and increase profits.

10. Affiliate Systems Can Expand Your Reach #

Want to expand without the overhead of new locations? Consider an affiliate system. Agents act as your extended sales force, bringing in new customers through their networks. It's an efficient way to scale, especially in markets where direct advertising has limitations.

11. Financial Planning Keeps You in the Game #

A solid financial plan is your safety net. Detail all potential costs, from startup expenses to ongoing operational costs. Don’t forget to factor in marketing budgets and possible revenue streams, like offering in-shop advertising space or hosting events. Diversifying income sources can cushion against seasonal fluctuations and keep your business stable.

12. Security Measures Are Non-Negotiable #

When it comes to security, there’s no cutting corners. You need everything locked down tight, from handling cash securely to keeping the environment safe for everyone. Advanvced software like NSoft’s Vision AI video management can help you keep an eye on what's happening, ensuring you meet all compliance and safety standards.

13. Real-Time Data is Your Best Friend #

Using real-time data can supercharge how you run your shop. Tools like Vision AI VMS can give you the lowdown on customer behavior, traffic trends, and boost your security. Vision can spot what your customers like, helping you tweak promotions or rearrange your layout to keep things flowing smoothly.

There you have it—a quick, B2B crash course on retail betting. Want more details? Check out our guides on starting a betting business and launching an online platform, brought to you by NSoft’s COO, Dražan Planinić, who knows the ropes.

Ready to get started? We’ve got the expertise, the tech, and the know-how to make it happen. Let’s get you in the game—there's no better time than now!

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Karlo Kralj

SVP of Sales & Business Development

With 12 years at NSoft, Karlo has transformed the sales department and contributed to the company's industry success through strategic leadership, process optimization and employee development. He now holds the role of Senior Vice President of Sales & Business Development.