Paul Witten, Commercial Director at SIS highlights how racing events 24/7 are driving additional revenues for operators globally, helped by the appropriate localised approach
Horse racing and greyhound betting events are becoming a key part of the product offer for international operators in a number of new territories, including regions where there has previously been little racing heritage.
Both retail and online operators have identified racing betting content as an effective way to provide their customers with an exciting betting experience, which has in turn led to incremental revenues.
One of the key drivers in the growth of betting on racing is the frequent, ‘quick-fire’ nature of these betting events. Bettors demand easily accessible content at any time of the day and products such as SIS’s 24/7 Live Betting Channels allow sportsbooks to offer their customers these types of events across all day parts, at times that suit their customers.
The way in which racing betting events are presented to bettors is a key consideration, especially in emerging territories where customers may be less familiar with racing. We have spent a lot of time looking at how our racing content is presented, to ensure it is easy to understand, regardless of customers’ level of racing knowledge. Our channels feature a range of betting prompts and tips on-screen, to provide bettors with the confidence to have a bet even if they are new to racing.
With our extensive range of markets and prices, operators can also promote markets that they feel will resonate best with their customers and their betting preferences, whether that is Win only markets, forecasts and tricasts or spin and win style derivatives such as odds vs evens.
SIS partners closely with our customers to ensure that our products are as successful as possible for operators. We can provide operators with marketing implementation support in-shop and online, working closely with customers to advise the best way to communicate the racing offer in line with customer needs. To support this process, we have created a marketing portal with collateral templates such as easily to understand “How To Bet” guides, alongside helpful hints and tips for enhanced in-shop point of sale featuring content such as top performing jockeys, trainers, traps as well as track stats.
We’ve also established an Analytics team that assess our content performance, which allows us to provide our customers with valuable insight into how best to optimise their offer, including the types of markets to promote to their customers.
The “Watch and Bet” formula
Presenting these racing betting events in a “Watch and Bet” format has been effective in helping to encourage bettors to engage with horse racing and greyhounds. With no initial need to place a bet in order to watch live racing, this approach allows bettors to familiarise themselves with racing and the betting markets, as well the ability to engage with the excitement of the live betting product.
Allowing bettors to access this live content has proved to be successful for our operator partners internationally, creating encouraging growth in acquisition and retention levels. One of our customers in Eastern Europe introduced new international horse racing content via the Watch and Bet model, which has subsequently led to a 50% increase in revenue. In addition, a major UK bookmaker customer has already seen a double digit increase in racing turnover since migrating to Watch and Bet.
Proven expertise in delivery
With over 30 years’ experience in providing betting services to the industry, SIS is the leading supplier for operators looking to offer their customers regular racing betting opportunities throughout the day, 24/7. Thanks to our market-leading international racing offer, SIS’s 24/7 Live Betting Channels can now deliver a betting opportunity every three minutes – which translates to approximately 175,200 races a year. We offer operators a truly end-to-end solution, which includes live streamed pictures, data, commentary, on-screen graphics with betting triggers, prices and derivatives.
Additionally, by employing our Complex Automated Production (CAP) service, SIS can now create bespoke channels for different operators across regions, to cater for the varying needs of bettors in each territory.