OpenBet unveils Omni-channel Racing campaign for ICE 2016

The world’s leading software provider to the sports betting and gaming industry will launch its in-venue companion app, which takes omni-channel betting to the next level with the industry’s equivalent of ‘click and collect’.

‪Through the app players can see the full range of betting options available with live odds and updates, using familiar workflows from online and mobile betting to build their betslips.

For the first time completed betslips can be saved then scanned at the till, allowing in-venue cash players to enjoy the convenience and benefits of an online account.

True to the omni-channel experience, players can also pay using their online account via UNIFY, the base of OpenBet’s omni-channel gaming solutions.

‪‪Users at ICE will be able to test the app so they can experience exactly what a customer would, by enabling them to place a bet at the OpenBet bookmaker’s shop live on the stand. The bookmaker’s stand will be run by Pat Dennis, son of Barry Dennis – dubbed Britain’s ‘most famous bookmaker’.

The supplier’s theme for ICE 2016 is ‘Omni-channel Racing’, recognising the vital importance of Cheltenham Festival, the Grand National, and other major horseracing fixtures to its clients, plus how an omni-channel offering can deliver increased customer satisfaction.

To add to the occasion, OpenBet has sponsored the racing at Taunton and Ludlow, which will be shown live on the company’s stand via OpenBet Promote, its market leading screen management system.

Furthermore, OpenBet will showcase its self-service terminals – UBet and UPlay – illustrating how an omni-channel experience delivers the right product at the right time, for the right person, however they wish to bet and play.

OpenBet CEO Jeremy Thompson-Hill said, “At ICE we will present the industry’s leading omni-channel solution, which is underpinned by the performance of the world’s leading sportsbook provider.

“Our theme at this year’s show demonstrates how OpenBet understands the importance that racing plays for sports betting operators. An extremely high level of capability is required to handle the scale of major events and the performance of our platform under this pressure is simply second-to-none.”

OpenBet‘s omni-channel solutions are powered by the unrivalled performance of the platform. Its sports betting platform handles more than one billion sports bets per year, which peaked at a record-breaking 45,000 bets per minute at the 2015 Grand National.

It handled 25,000,000 sports bets during the 2015 Cheltenham Festival, while its new Punters Club product with SportsBet in Australia took more than 16,000 bets per minute during November’s Melbourne Cup.

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Gareth Bracken

Journalist

Gareth Bracken is an experienced gaming journalist and editor who spent more than six years with Players Publishing, progressing through a range of senior editorial roles across its flagship titles, including Gambling Insider. He joined the company in 2010 as an Editorial Assistant before advancing to Staff Writer, Senior Staff Writer, Editor, and later Senior Features Writer.

Between 2011 and 2016, Gareth played a central role in shaping editorial output across print and digital platforms, producing in-depth features, news coverage and long-form analysis on the global gambling and iGaming industries. As Editor from September 2014 to October 2015, he oversaw content strategy, editorial standards and production workflows, helping guide the publication’s development as a leading B2B industry voice.

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