Interactive SIS - IN-PLAY BETTING
Alistair Clare, New Product Manager, SIS
Alistair Clare has been New Product Manager at SIS since June 2013 and is responsible for the development of SIS’ Horse In-running data project. He has worked on the delivery of intricate data projects for over 15 years, primarily in financial, trading and technology industries..
Time for horse racing to wager on in-play opportunity
In the operators’ race for supremacy, in-play has provided the perfect boost as players look to take part in more markets, more of the time. Horse racing has remained the only major betting sport not to join the revolution – until now. Alistair Clare, New Product Manager at SIS looks at what the horse racing industry is doing to catch up.
For a long time, in-play betting was the future. Not anymore; now it is very much the present, with outright and derivative markets playing a key part in the growth of online bookmakers and, in particular, their mobile proposition.
A quick look at the William Hill website reveals that the bookmaker currently has around 2,000 in-play markets available. Ladbrokes’ in-play offering covers 45 matches across five sports – football, tennis, volleyball, ice hockey and table tennis.
Bet365 and Paddy Power are providing in-play opportunities to bet on everything from the Romania Liga III football to ATP Kremlin Cup doubles tennis.
As for horseracing, At the time of writing, the P72 NEWSWIRE / INTERACTIVE /
247.COM
14:20 from Yarmouth was won by Erissimus Maximus and, while some bookmakers offered in-play markets on outright and E/W bets, that’s where the horse racing experience began and ended.
It’s not to say that there isn’t a thirst from bookmakers to offer more in-play markets for horse racing. Te endeavour is certainly there, but a lack of robust data has been a key factor which has slowed down their ability to offer more wide-reaching, derivative markets.
It might seem surprising, in this world of player heat maps and heartrate trackers, that a solid solution to the problem hasn’t yet been found, but a number of reasons have combined to put the blockers on progression.
Expenditure, as with many new technology, provided the first fence to hurdle. In recent years a number of in-running solutions have been put forward, but they often involved costly hardware and running costs, increased manpower and labour intensive implementation at the various tracks.
Various solutions worked fantastically well, but as we have seen in trials in the United States, could require investment upwards of $500,000 for every course that wanted to implement in- running technology. For a sport that has in recent years been looking to streamline its overheads, that cost has proved too much of a prohibitive gamble.
With costs that high, barely seven or eight of the larger American courses would have the resources to fund such an implementation, leaving 80% of the courses without it. Part of the issue for the industry as a whole is that there hasn’t been a solution developed which could be practical for the vast majority of courses and establish a new status quo.
In the UK’s other big betting sport – football – rich data can be obtained from Premier League games right the way through to lower leagues and internationally. It may have more financial
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