- Live betting will be available at Cheltenham Festival via self-service betting terminals for the first time
- The in-play system comes about via a collaboration between Racecourse Media Group and Playtech Sports
- Pythia Sports and Quantum Leap Solutions have also played a significant role in the development of the Self-Service Betting Terminals
The Cheltenham Festival has announced that it will incorporate a new system for dynamic bets next week, developed in partnership with Playtech Sports.
The in-play system will allow players to place their bets as the action unfolds in real time.
More specifically, the service will work via a Playtech Sport’s self-service betting terminals, of which there are currently around 16,000 across Britain and Ireland.
Indeed, this live betting service stems from a collaboration between Playtech Sports and Racecourse Media Group, with Playtech supplying the self-service betting terminals to Cheltenham Festival. Initially, the service will launch with win-only markets, but more bet types are planned in future expansions.
Racecourse Media Group has also partnered with Quantum Leap Solutions and Pythia Sports for this new service. The company's work with Quantum Leap Solutions focused on the design and navigation elements of the system, while Pythia Sports managed pricing features to make things as seamless as possible for bookmakers.
Good to know: In January, bet365 announced a ‘Non-Runner No Bet’ initiative for the 2025 Cheltenham Festival
Racecourse Media Group CEO Nick Mills 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.”
Playtech Sports Managing Director, Lee Drabwell, also commented on the news, stating: “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.”
