Barry Cottle, Scientific Games CEO, believes the ultimate solution for sports betting in the US market is to let players make bets whenever and wherever, including both online and retail.
However, the executive says he can see the benefits of a patient approach employed by both state politicians and operators, in regard to regulating and entering markets.
Cottle exclusively told Gambling Insider: "We do recognise this is still very new to the North American market and we feel this slow approach will drive value and establish your sports betting operation.
"Ultimately, at Scientific Games, we believe the full solution of mobile, online or retail, is where the market goes, so operators should keep that in mind."
Another key reason for taking a patient approach to market is ensuring operator platforms are tuned and ready for the volume of player activity expected.
Cottle added: "If someone is making a bet during the heat of the Super Bowl then the app has to be fast, simple, dependable and stable. It can’t crash or have delays.
"They can’t be asked to go through multiple steps. It’s got to be seamless and streamlined."
Cottle was speaking to Gambling Insider for the upcoming US CEO Special, due to be published in the September/October edition of the magazine. Click here to read when available.