Betting shop punters can bet in-play on Cheltenham Festival for the first time!

For the first time, betting shop punters can bet in-play on full win markets on horseracing’s biggest betting event – next week’s Cheltenham Festival.

Racecourse Media Group (RMG) and Playtech Sports have collaborated to ensure content from RMG’s 37 shareholder racecourses is now available for in-play betting in nearly 16,000 Self Service Betting Terminals (SSBTs) across Britain and Ireland.

The service is available exclusively via Playtech’s SSBTs, which are available in all Betfred, BoyleSports and Paddy Power shops, plus all independent betting shops.

It has launched with win only markets, with other new and exciting bet types to be introduced over the coming months.

RMG have also teamed up 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’s SSBTs.

Nick Mills, CEO of RMG, said: “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. Early indications are that in-play is already proving popular, with in-play stakes in the independent shops accounting for nearly 10% of SSBT turnover on RMG content. We will work closely with our partners at Playtech, QLS and Pythia to continue to innovate and evolve the SSBT product.”

Lee Drabwell, MD of Playtech Sports, said: “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.”

Freddy Galliers, Director at Pythia Sports, said: “We’re very excited to have the opportunity to work with brands like RMG, Playtech and QLS in helping evolve the in-running offering. At Pythia Sports, our focus has always been on delivering accurate, dynamic, and responsive pricing to enhance the betting experience. In-play betting on horseracing presents unique challenges, and we’re proud to have helped deliver this exciting development.” 

Mark Fellows, Commercial Director of QLS, said: “Innovative products and content are key to attracting a new audience to horse racing, and we are delighted to continue our long-standing relationship with our partners.”