Betting shop punters’ experience of wagering on horseracing is being transformed via a new and stimulating Self Service Betting Terminal (SSBT) product.

Quantum Leap Solutions (QLS) and Pythia Sports have combined to provide the innovative service for content from 37 British racecourses – via Racecourse Media Group (RMG) – on Playtech terminals.

Phase 1 of the enhanced SSBT racing product delivers a range of new betting opportunities in shops, via:

• Enhanced, data-rich racecards for the traditional racing customers
• New derivative markets for the traditional SSBT user and new racing customers
• These new markets include head-to-head, betting without the favourite, odd vs even, place only betting, fancied horses vs the field, and much more
• Intuitive and easy design, making betting simple for all customers
• Deeper data and insight providing hints and tips for the novice and expert

Phase 2 of the product is set to include in-play betting, which currently isn’t available over the counter in shops.

RMG have collaborated with Pythia Sports, who have created seamless pricing for bookmakers, and Quantum Leap Solutions (QLS), who have provided the slick design and easy-to-use navigation to provide an innovative racing product for Playtech SSBTs.

Racing from the 37 British racecourses will be displayed on the new SSBTs and available in the shops of Entain (Coral and Ladbrokes), Betfred, Boyle Sports, Paddy Power and Jennings, as well as all UK and Irish independent shops.

Nick Mills, Chief Commercial Officer of RMG, said: “Around 80% of football bets are now staked via SSBTs in betting shops, but the number drops off spectacularly when it comes to racing. This exciting new product provides markets and an experience that is much better suited to the preferences of SSBT users and will accordingly directly drive revenues and engagement with the sport.”

Yori Arami, VP, Sports Commercial at Playtech, said: “Having rolled this fantastic product out to our entire UK and Irish customer base, we are delighted with the positive feedback from customers as well as the popularity of this innovative, new betting offering. For example, the new betting markets are already delivering over 10% of business from these racetracks, with our expectation that this will increase significantly in the coming months.”

Mark Fellows, of QLS, said: “We have delivered an innovative product for the traditional horse racing customer and one which attracts non-racing SSBT customers. We have made the form study quicker and more fun by providing an interactive tool that visualises the effect of factors that determines the outcome of the day’s races. We also wanted to cut to the chase in determining ‘where is the value?’, ‘who’s the form horse?’; ‘what do the tipsters fancy?’ and ‘what does the market say?’”

Freddy Galliers, Director at Pythia Sports, said: “This has been an exciting project for Pythia Sports to work on with RMG in delivering odds to Playtech and its SSBT clients in the UK. RMG’s decision to introduce innovative betting content from all of its tracks is being well-received by SSBT users and has the potential to reshape the way horse racing is bet on in shops.”