SBC News Voice of the Sports Betting Industry
Self-service betting terminals (SSBTs) provided by Playtech BGT Sports (PBS) took more than double the number of bets from last year’s Grand National.
This weekend, the omni-channel sports betting solutions provider enjoyed record turnover from the biggest National Hunt horse race, first held at Aintree in 1839.
PBS confirmed that turnover increased by 135% when compared to 2018, highlighting the increasing popularity of SSBTs compared to over-the-counter (OTC) sales.
Between 2017 and 2018, the number of bets taken on the Grand National went up by 49%, with turnover jumping 75% year on year. The average amount bet on the race has also increased from £5.46 to £7.94 in the five years since 2014.
PBS Senior Commercial Director Lee Drabwell said: “We are finding that an increasing number of customers both old and new are enjoying horseracing on our SSBTs.
“Having good quality data at their fingertips, particularly the Racing Post content we have on an exclusive basis, and a quick transaction means they don’t have to worry about queues or missing the start of the race.
“As we’ve seen over the weekend, the Grand National is steeped in tradition and history, but new SSBT technology is ensuring it is just as relevant today and will have a bright future as a betting event.”
PBS has continued to introduce a wide range of new products and innovative features in recent months to boost both customer engagement and revenues for retail operators, particularly around in-shop in-play functionality.
This includes a new contactless payment functionality on its self-service betting terminals, which is currently being trialled by Paddy Power, as well as in-play golf wagering ahead of the forthcoming US Masters.
It has also developed a state-of-the-art content engine, which uses artificial intelligence to suggest relevant selections and interesting content by harnessing millions of previous calculations and comparisons.
