Industry Insider: Joe Asher, President, Sports Betting, IGT

In this edition of the Industry Insider, we spoke with IGT President of Sports Betting Joe Asher about his background, how he’s seen the sports betting industry change in the five years since the Professional and Amateur Sports Protect Act (PASPA) was overturned, how IGT is continuing to innovate within the gaming space, and more.

You have an impressive career in gaming spanning more than 15 years. Can you talk about how that journey has shaped where you are now and how you’ve seen the gaming industry change?
My connection to the gaming industry goes back to my early years; my dad enjoyed gaming and I accompanied him on as many endeavors as I could. I started working at Brandywine Raceway in my hometown of Wilmington, Delaware when I was 16. I got out of the business for a while and went to law school and then was a practicing attorney before coming back to the gaming industry. When I think back to 15 years ago, when I started Brandywine Bookmaking, I can’t help but think that I didn’t nearly know as much I thought I did, but I worked hard and surrounded myself with some really high-quality people.

In terms of industry-wide evolution, there has been dramatic change over the last 15 years; much of it driven by near-universal adoption of mobile technologies and consumer demand for personalization and convenience across industries. Specific to sports betting, the overturn of PASPA was, of course, the most significant catalyst for change, but there were many things that shaped the landscape that led to that decision. The advent of daily fantasy sports betting and Adam Silver’s op-ed in the New York Times advocating for the legalization of sports betting both played a significant role in elevating sports betting in the consciousness of so many people.

Finally, the integration of gaming into the broader sports world has been a big change in recent years. Not long ago, Las Vegas couldn’t even advertise during the Super Bowl but now the Las Vegas Raiders play in a beautiful new stadium just behind Mandalay Bay and the Super Bowl is coming to town, along with a F1 race and the NCAA Final Four. Not to mention, Las Vegas has already hosted the Stanley Cup finals, the NHL All-Star Game, and the NFL Pro Bowl.

In this edition of the G2E Insider, we’re exploring a post-PASPA legal sports betting market in the U.S. What immediate changes occurred for you in your position as a result? 
Before PASPA was overturned, I was leading the William Hill U.S. business, a once very Nevada and Delaware-centric enterprise, and a business that wasn’t all that relevant to many in the gaming industry. After PASPA was overturned, William Hill expanded into a number of new states including New Jersey, Iowa, and other states that were early to embrace sports betting. A few years later, William Hill was purchased by Caesars Entertainment and the industry simultaneously experienced widespread demand for experienced sports betting talent and reliable, compliant technology. Several months after the William Hill-Caesars transaction, I joined IGT PlaySports for my first foray into the supplier side of the business where we supply casinos, racetracks, and lotteries with the hardware, software, and services required to run a sportsbook.

The legal sports betting industry has grown tremendously in the past 5 years in the United States. How are you carrying that momentum and continuing to innovate at IGT?
IGT PlaySports is carrying its momentum and propelling its innovation in three primary ways: through geographic expansion into new jurisdictions, by working with our existing customers to help them grow their businesses, and via product evolution. In terms of product innovation and evolution, we draw inspiration from companies beyond the gaming sector that deliver high-quality consumer experiences and excel in personalization, automation, and convenience. I believe the U.S. sports betting industry is in the early innings in terms of technology and in-play betting, with much more growth and excitement in the future.

Omnichannel is THE buzz word for gaming. How is omnichannel affecting product development at IGT, both in sports betting and for the company as a whole?
Although I can’t speak for all of IGT, omnichannel is something that is always top of mind and a topic that we frequently discuss with the PlaySports team. A player wants to experience sports betting products in different ways at different times and we want to be responsive to those wants, and to the expectations that come with them. The variance in preferences can stem from a variety of things – wager type, wager amount, who’s working in the sportsbook, free time, etc. The key is understanding that the consumers don’t necessarily want to consume the product in the exact same fashion every time. A bettor who visits a Las Vegas sportsbook during NFL playoffs will have different expectations than a player who wants to make a mid-week parlay on a mobile device – with this, the charter is to meet the player where they are via a quality omnichannel solution. I liken it to the Starbucks experience. Some days I prefer to pop into a store, other days I will go through the drive-thru, and some days, I’ll place a mobile order. In each of these scenarios, I receive a consistent experience that fits my needs of the moment.

G2E is the catalyst for gaming – fostering innovation and driving growth by convening the global industry in one place to get business done. How is IGT looking to make an impact at G2E 2023?
G2E is a unique event that I look forward to each year. I view G2E as a valuable platform for IGT to showcase its latest products and technologies and a prime opportunity to meet with many people in the industry. It is undoubtedly the largest gathering of gaming industry folks in North America, so our plan for this fall is to show off our latest products and services and connect with as many people as we can.