Playtech and RMG bring real-time betting terminals to Cheltenham Festival
For the first time in its history, the Cheltenham Festival is introducing in-play betting through self-service betting terminals (SSBTs), marking a significant update to horse racing wagering.
This new feature, developed in partnership with Playtech Sports and (RMG), will allow punters to place bets as the races unfold in real-time.
The service will be available via Playtech’s SSBTs, which are already a staple in betting shops across Britain and Ireland, with around 16,000 terminals currently in operation. Initially, the system will focus on win-only markets, but plans for additional bet types are already in the pipeline.
Introducing real-time betting at Cheltenham
The development is the result of a collaboration between several industry leaders. Playtech Sports has supplied its advanced SSBT technology, while RMG has brought its extensive network of 37 shareholder racecourses to provide content for the service.
Additionally, Quantum Leap Solutions (QLS) and Pythia Sports have played crucial roles in refining the system. QLS contributed to the design and navigation of the terminals, ensuring ease of use for customers, while Pythia Sports focused on pricing features to create a seamless experience for bookmakers.
Nick Mills, CEO of RMG, highlighted the importance of this innovation: “The roll-out of in-play betting on RMG content is another significant step forward for driving revenues and engagement in the sport in betting shops in Britain and Ireland.” He added that early feedback suggests this feature is already popular among bettors, with in-play stakes accounting for nearly 10% of SSBT turnover on RMG content in independent shops.
Enhancing the betting experience
Playtech Sports Managing Director Lee Drabwell emphasised how this initiative enhances the overall betting shop experience: “This is a major step forward in enhancing the betting shop experience by further digitalising betting opportunities through SSBTs. Our collaboration with RMG, Pythia, and QLS has elevated and enhanced the in-shop racing experience. With exciting innovations on the horizon, we are optimistic about the bright future this presents for both operators and customers.”
The introduction of live betting at Cheltenham Festival aligns with broader trends in sports betting. Football, for instance, has seen significant growth in SSBT usage for live markets. However, horse racing has lagged behind, something this new system aims to change. By offering dynamic markets and an engaging user interface, it seeks to attract both seasoned racing fans and newcomers alike.
What’s to come?
While this year’s launch focuses on win-only bets, future updates are expected to include more diverse options such as head-to-head matchups or place-only bets. The system’s success could pave the way for similar innovations at other major racing events.
