It is vital that sportsbooks have direct, real-
time access to on-course odds as big bets are often placed first at the track. Consequently, price changes happen initially on course, followed by alterations on the exchange, with sportsbooks the last to react.
What factors have driven the recent shift toward on-course betting and why is this an issue for online operators?
Tere is a growing feeling among regular bettors that online affordability checks have become overly intrusive regarding processing private personal and financial information. While the industry generally agrees that these precautions are crucial in deterring problem gambling, it has seen some customers shift their betting preferences to on-course wagering, where there are fewer restrictions. Stake factoring is another key reason bettors are pivoting from online betting to the track. Sportsbooks typically operate with maximum liability on horses, and consistently profitable bettors often find their stakes limited.
When browsing online, if a bettor’s favourite platform is offering a highly reduced stake on their chosen horse, it can take a considerable amount of time to find a rival sportsbook with reduced liability. In contrast, when placing a bet on course, if a bookmaker is unable to accept the whole bet, customers have a variety of other options in a small radius that will place the rest of their bet quickly and seamlessly with no sign-up process required. On-course betting can be faster and more streamlined, and this optimised experience has resulted in a growing number of customers altering their betting habits.
How can limited insight of on-course odds create financial challenges for online bookmakers?
It is vital that sportsbooks have direct, real-time access to on-course odds as big bets are often placed first at the track. Consequently, price changes happen initially on course, followed by alterations on the exchange, with sportsbooks the last to react. Tis leaves online operators vulnerable to price sniping. Tis is where bettors can back horses online knowing that the odds are longer with bookmakers that have failed to respond to on- course wagers. Customers will then wait for the sportsbook to catch up and respond before laying the selection to guarantee profit. Tis poses a
BILLY ROGERS Commercial Executive AllSported
huge financial risk and can drastically affect operational margins.
Why is it important that online bookmakers have access to on-course odds in real time?
Te inability to react to on-course price changes can create arbitrage betting opportunities, where all outcomes of a wager are covered to guarantee profit. It is therefore pivotal that online bookmakers have access to low-latency updates from the ring, allowing them to ensure their prices are aligned with those on track. Quicker adjustments to prices will result in sportsbooks laying horses at a lower value, assuring the avoidance of poor averages which can negatively impact profit margins.
How are advancements in technology providing operators with access to previously unavailable information about fluctuating on-course odds?
Online bookmakers now have the benefit of operating in the technological age, and betting solutions have advanced significantly in sophistication in the past decade. AllSported’s first-to-market ultra-low latency updates provide online companies with direct access to shifting on-course odds. Tis market-leading product essentially allows bookmakers to have one eye on the ring at all times.Updates are almost instantaneous and begin from when a wager starts – odds can shift from 7/1 to 3/1 in a matter of seconds – giving sportsbooks unparalleled access to information that enhances reaction time to avoid financial loss.
Prior to this solution, sportsbooks often fell victim to lack of course insight, and either reacted to changes on the exchange, or only tailored their offering once a huge bet was accepted at far longer odds than available on-course. Online sportsbooks now have unprecedented access to data, directly from the track in real-time, equipping them with the tools required to operate successfully in a dynamic, ever-changing environment.
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