Playtech BGT Sports posts record SSBT turnover at Cheltenham

Playtech BGT Sports posts record SSBT turnover at Cheltenham

Monday, March 27, 2017

Playtech BGT Sports (PBS) has reported record turnover from its self-service betting terminals (SSBTs) during Cheltenham 2017, with margins more in line with the company’s core football-based product.

It was the first Cheltenham Festival since PBS launched its Racing Post product, which includes detailed race cards, form guides, latest results, trainer/jockey information, Spotlight tips and a race predictor.

The product, which is available to BGT partners such as Ladbrokes and holds strong appeal for the low to mid staking recreational customer, also comes with a 'Bet Filter' tool which enables customers to shortlist runners based on their preferred criteria.

Increased turnover also came from new features including Best Odds Guaranteed and Lucky Bet Concessions, while PBS’ trading team enjoyed a strong four-day festival by releasing prices earlier and offering higher limits with higher margins for customers.

John Pettit, PBS Managing Director for UK, Ireland, Asia and Australia, told TotallyGaming.com: “We had been quietly confident heading into the Cheltenham Festival this year, and were very pleased to see unprecedented horse racing turnover as well as impressive margins on our SSBTs over the four days.

“With gross win margins more in line with our highly successful, core football product, we continue to offer a functional and profitable alternative horse racing revenue stream for retail operators. This is only set to continue benefitting our partners and their customers, who are becoming more aware of the advantages of bringing digital technology to the retail space.”

Totally Gaming says: SSBTs have been helping bookmakers build revenue as customers look for online features and promotions within the shop environment. This year’s festival saw the share of bets on multiples such as Lucky 15s and Trebles grow as more customers adopted the wider functionality of the SSBT. In the coming months, the SSBTs will continue to demonstrate the advantages of bringing digital technology into the retail space with further enhancements to its Best Odds Guaranteed bonusing and happy hour configuration.

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