CaseStudy_AJ Technology And Betfed Case Study AJ

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Case Study

Betfred brings live sport
to the high street

Fast Facts
•
• Project BOSS was rolled out in 9 months
• x4 live events streamed simultaneously to each screen
• 1100 x 24-Port Gigabit Easy Smart Switch, SG1024D installed

Betfred
Industry: Gambling
Location: Warrington, England
: Betfred brings live
sport to the high street

“Our long-term relationship
with AJ Technology Ltd
means they appreciate our
uncompromising standards for
quality and service. As a result
we are on target to roll out this
new service to 1660 stores in
record time.”
- Duncan McDonald, Head of
Retail Support, Betfred

About Betfred

The world’s largest independent bookmaker,
Betfred, employs more than 10,000 people across
services across all channels; Licensed Betting
Course, enabling customers to place bets via their
preferred and most convenient channel. With the
remote sector reaching 32% market share, Betfred
has harnessed the UK’s highspeed broadband
infrastructure to bring a new service to the market.
Previously, access to live events was not possible
on the high street. Thanks to a project, code name
“BOSS”, a new initiative was devised and developed
in-house.

UK and Irish horse-race, plus virtual dog racing and
the ability to bet on every major sporting event.
This initiative brings new facilities to the world of
high street betting by mimicking the pace of the
remote market, in store. Taking this concept one
step further, the new infrastructure also enables
Betfred to personalise content to individual LBOs,
so customers have access to their local matches
and races as well as national events, all at the same
time. One of project’s aims was to increase footfall
and the average amount of time each customer
stays in store.

Testing Times
Betfred ran a 3-month trail across 10 LBO. The trial
gave the company the opportunity to assess the
time and resources required to roll out BOSS to
Source: Gambling Commision Sept 2016

solution, how it could be tweaked to improve the
customer experience, and of course get feedback
from customers themselves. During the 12-week
trial, it became clear that BOSS was a winner.
Customers valued the access to live events,
especially local ones which are only available online
with other brands.
Based on the trial’s positive results, Betfred has
halved the time required for TP-Link Platinum
Partner, AJ Technology Ltd to roll out BOSS to the
rest of the estate (a total of 1660 LBO nationwide).
deadline has been brought forward to Christmas, so
all stores are ready for the peak period.

Market Leader

Unlike other LBO, BOSS gives customers the choice
of 20 live sporting events and supporting marketing
information in real time, in store. To provide this
service, AJ Technology Ltd, Betfred’s AV supplier
since 2006, needed to source suitable hardware to
manage 4 live streams to each TV, simultaneously.
Networking is critical to BOSS’ success. Without
a stable and high-speed internet connection no
matches, races or marketing information will show
on the screens therefore preventing customers
from following events and tracking the odds. As a
result, AJ Technologies recommended the TP-Link
SG1024D, 24-Port Gigabit Easy Smart Switch.
was clear that the switch can handle the massive
volume of data required, safely and securely without

Case Study
“Using TP-Link switching
throughout means we have
a high performance, secure
network delivering live feeds,
in some cases four different
events at the same time to
the same screen. They cope
admirably with the demands
we put on them.”
- Duncan McDonald, Head of
Retail Support, Betfred

“Having worked with AJ Technology Ltd for more
than 10 years, I’m confident that when they make
a product recommendation it will be exceptional
quality and the team will have put it through it’s
paces”, said Duncan McDonald, Head of Retail
Support at Betfred.

Technology overhaul

While each store has a different floor plan, Betfred
has standardized its hardware throughout the
estate. As part of the roll-out the previous 22”
screens are being upgraded to 50” custom made,
Betfred branded, multi-view screens and wall to wall
technology to provide the same high level of service
across their entire estate. To manage content, each
screen has its own mini PC, which is then connected
to the TP-Link SG1024D. With 24 gigabit ports, each
switch is capable of connecting 24 screens in each
LBO without compromising performance.
Standardization and ease of use is essential to
Betfred’s day to day operations. Blank screens cost

each store money, therefore the business employs
engineers, in 10 regions, to visit stores to fix any
issues or replace faulty equipment. During the trial,
it was clear that the SG1024D is a perfect fit for this
business model, it is plug and play, out of the box,
which means engineers do not require additional
training, but also includes a simple web interface
if any additional configuration is required. “Using
TP-Link switching throughout means we have a high
performance, secure network delivering live feeds,
in some cases four different events at the same
time to the same screen. They cope admirably with
the demands we put on them,” commented Duncan
McDonald, Head of Retail Support at Betfred.

Features, functionality and price were critical
considerations in the decision-making process.
Betfred had to factor in sufficient hardware for each
store plus additional units for each engineer to carry
as spares for hot-fixes to minimise store down time.
“The project has proven itself to be a great success
both in terms of implementation and business
goals. It enables us to further differentiate Betfred
from the other brands and build on our already
loyal customer base. Our long-term relationship
with AJ Technology Ltd means they appreciate our
uncompromising standards for quality and service.
As a result we are on target to roll out this new
service to 1660 stores in record time,” commented
Duncan McDonald, Head of Retail Support at
Betfred.



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