The challenge
In 2012, Savegas, one of Belgium’s oldest and most established media giants, with deep ties to the sporting world, decided to enter the retail sports betting sector. Through a mutual partner, SBTech, KT Group was introduced as the manufacturing partner to help scale production of self-service betting terminals.
Savegas aimed to launch Betfirst as a brand and sought KT’s expertise to manufacture a self-service betting terminal based on the initial concept developed by their marketing team. KT Group, however, advised against the design, recognizing its potential limitations, yet agreed to manufacture a prototype to demonstrate the functionality.
The strategy
As Betfirst’s management provided feedback on the initial design, KT Group’s creative team sprang into action. They proposed an innovative new design for the terminal. The result was the Beast — a sleek, eye-catching terminal that blended contrasting materials for both style and functionality. The new design was intended to elevate the user experience while maintaining the necessary practicality for self-service betting.
KT Group’s team worked quickly to develop a prototype of the new and improved Beast terminal. The new design went down a storm, and the next step was deployment.
The solution
The Beast terminal made its debut at ICE, the world’s leading gambling and betting event, and the reception was nothing short of extraordinary. The launch sparked widespread interest in Belgium, with what was originally estimated to be a 20-store rollout quickly expanding into a nationwide phenomenon.
Over the next few years, KT Group delivered more than 2,000 Beast terminals, propelling Betfirst to the number one sports betting brand in Belgium.
On reflection
“KT Group’s Beast played a crucial role in Betfirst’s rapid retail expansion. It’s a prime example of a client benefitting from placing their trust in our expertise — our recommended changes to the brief were pivotal to the project’s overall success."
- Kenneth Larsen, CEO of KT Group
Ready to start your kiosk project?
Speak to Kenneth and the team to explore next steps.