UK – Playtech BGT Sports reports record-breaking CheltenhamBy Phil - 25 March 2017
Playtech BGT Sports (PBS) has reported record-breaking shop SSBT performance during the Cheltenham Festival.
Turnover was up substantially on the previous weekly records during the Festival, as customers took advantage of new features including Best Odds Guaranteed and Lucky Bet Concessions.
It was the first Cheltenham Festival since PBS launched its innovative Racing Post product, which includes a full suite of integrated content appealing strongly to the low-mid staking recreational customer.
Betting during the festival also saw the share of bets on multiples such as Lucky 15s and Trebles grow as more customers adopted the wider functionality of the SSBT, migrating towards the higher margin, non-singles bet types.
PBS’ dedicated specialist trading team enjoyed a particularly strong Festival, releasing prices earlier and offering higher limits while maintaining margin.
John Pettit, managing director for UK, Ireland, Asia and Australia at PBS, said: “Our figures throughout the Cheltenham Festival were very positive as we saw record-breaking horse racing turnover coupled with margins that you would usually associate with football on SSBTs.
“With the National just around the corner, we continue to provide retail operations with a viable, profitable proposition that brings the best of digital to the retail space. It is very encouraging that racing customers are now adopting SSBTs as readily as football customers, who have been the backbone of terminal business for several years.”
A number of additional features are planned for PBS’ market-leading SSBTs over the coming months, including further enhancement to Best Odds Guaranteed bonusing and happy hour configuration, providing the terminal customer with a range of features and promotions matching shop offers over the counter.
PBS’ terminals provide betting shops with the opportunity to build incremental revenue as customers look for the choice and dynamics of the online market.