United Tote

Betting on a Better Wagering Experience

Challenge: Make electronic betting more entertaining.

United Tote manufactures and operates pari-mutuel wagering systems for racing facilities worldwide. Their systems process wagers and handle the selling and cashing of tickets for thoroughbred horse racing, harness racing, greyhound racing and jai alai.

United Tote partnered with Fluid to evolve their transactional, order-taking terminal product to an entertaining, game-like eCommerce experience. Fluid's challenges: Engage novice and serious players. Leapfrog any competitors.

Solution: Exciting from gates to final stretch finish.

Fluid researched intensively at track facilities - observing group behavior and conducting one-on-one interviews. Player types from novice to serious handicapper were included. Fluid then developed prototypes to accommodate varying workflows and to encourage an increase session wager amount.

Collaborating with United Tote's engineering group, the existing back-end systems were integrated with a new dynamic user interface. The kiosk solution is a powerful wagering tool augmented by live race video, one-touch betting and fictional handicapper characters.

Results: Win, place and show - a trifecta.

eCommerce best practices converge with a sleek point-of-sale kiosk resulting in increased sales and a competitive advantage.

From a single code base, the product can be a sleek shared-use terminal focused on efficient bet placement and quick transactions or a fully featured product designed to engage someone in extended play.