Paul Witten, product director at SIS, talks about how investment has sparked new life into greyhound racing and how it will improve the betting experience.
2018 is set to be an exciting year for greyhound racing, with key stakeholders within the sport pulling together to improve its image and enhance the betting experience.
Recent fresh investment will give the sport some much needed impetus, delivering a better standard of racing to match the expectations of operators, spectators and bettors.
One such important step to improve the competitiveness of races has been the introduction of more good quality dogs to bolster the pool size in the UK and Ireland.
It is imperative that races have the same excitement levels throughout the day, and the improved standard of greyhound stock can only see much closer and dramatic finishes.
In addition, stadia have also been improved with track surfaces being renewed to ensure racing remains high quality and fair, as well as on-site kennels infrastructure upgraded where needed. The result will be a better standard of greyhound racing, which has for a long time been an established form of sports betting.
There is a lot to like in the sport for today’s bettor, who is hungry for quick-fire events that occur on a regular basis. Greyhound racing fits the bill, as races last around 30 seconds and occur every eight minutes within the SIS Greyhound Service throughout the day, representing a significant opportunity for frequent and quick betting, which should resonate with today’s bet- tors wherever they are in the world.
Crucially for operators and bettors, the competition between media rights distributors will see the sport benefit, as additional revenue is being invested, which will ultimately improve the betting product.
At SIS, we’ve developed a quality greyhound racing service which will not only improve the betting experience for bettors, but will also provide bookmakers with an attractive proposition to generate additional revenues and with our new derivative markets on offer, also attract new audiences to the sport.
The new SIS Greyhound Channel for online and retail (a Watch and Bet offer), which launches in early 2018, offers over 80,000 betting events across the year, seven days a week, and includes quality virtual races which are now increasingly popular.
To make the experience even more immersive, we’ve taken inspiration from other sports and added extra camera angles – very much how the likes of football, cricket and Formula One have adopted multi camera shots, where viewers will now be able to get even closer to the action as it unfolds.
With a betting event taking place around every three minutes at convenient times for bettors, plus the option of an end-to-end betting solution for operators, including live pictures, data and starting prices, bookmakers will be able to take full advantage of the additional betting opportunities and offer them to their customers.
Investment in greyhound racing has been required for some time now, and we’re more than hopeful that recent improvements in the greyhound racing infrastructure will provide a much-needed boost.
Not only will the new service, improved infrastructure and increased fixture list enhance the betting experience, it also has the potential to capture a new audience.