Global Tote

CASE STUDY

Designing the Future of Betting: A Flexible, Customer-First Platform for a Global Market

When Global Tote set out to modernise the betting terminal experience for its global operations, it wasn’t just about hardware. It was about creating a platform that could flex across markets, meet evolving customer expectations and support both fixed odds and tote wagering.

That’s where NEO came in.

Working in close partnership with Global Tote, NEO led the industrial design and self service development of the BetLine Series – a new generation of wagering terminals now operating across the United States, Latin America and Asia.

The Challenge

With betting behaviours shifting and customer experience becoming a core differentiator, Global Tote needed a solution that was:

• Visually modern and fit for contemporary venues

• Highly modular to suit a range of operational environments

• Omni-channel in nature – supporting both teller assisted and self service use

• Compatible with both fixed odds and pari-mutuel products

Above all, it had to deliver a world-class experience that felt intuitive to new and seasoned punters alike.

The Solution

The result was the BetLine Series: 14 distinct configurations, including nine self-service models, all built with user experience and operational uptime at their core.

NEO led the design process, drawing on its specialisation in high volume, high traffic kiosk environments. The terminals are:

• Customisable – from compact countertop to large freestanding units

• Durable – designed for racing venues, clubs and sports books

• Scalable – engineered to support integrations with complex betting systems

• Smart – ready for future enhancements and feature rollouts

Launched to strong industry interest, the new BetLine Series has quickly become a cornerstone of Global Tote’s international growth strategy – signalling a broader shift toward more sophisticated, customer-centric wagering environments.

The Impact

The numbers speak for themselves:

• Over 3,000 terminals deployed across 45+ partners globally

• Continued investment into the product suite

• Long-term contract extensions secured with major venue operators

• Praise from betting industry leaders for innovation and execution

The terminals are now a visible, high-traffic asset within some of the most ambitious racing and sports wagering environments in the world.

What Makes It Work

It’s not just a kiosk – it’s a platform.

One that blends design thinking, behavioural insight and robust engineering to enhance the wagering experience. NEO’s contribution has helped Global Tote deliver on its vision: a seamless, omni-channel betting environment that empowers punters and streamlines operations.

This isn’t just about great terminals – it’s about what happens when the right partners come together to rethink the customer experience. As Global Tote expands its global footprint, NEO continues to play a key role in delivering platforms that power what’s next in wagering.