Metric experts on the UK racing state of play

SBC sat down with Metric Gaming’s racing experts Mike Coultard and Charlie Casey to discuss the state of play of the UK racing scene, how operators can be more competitive in a challenging landscape, and of course, some tips for Cheltenham.

SBC News: Can you both tell us a bit about your experience and roles at Metric?

Mike Coultard, Head of Sales: My background is actually pure trading where I have held senior roles in numerous tier one operators in the UK & Ireland. During my time as Head of Racing at Betfair I met some of the current Metric exec board and formed a strong relationship. Roll forward a decade, and after seeing the ambition of their plans and the team they were building I wanted to be involved, which is how I find myself here!

In terms of my role, Metric wants to work closely with our operators to deliver success at every level, we wish to be partners and not just third party providers and it’s my job as Head of Sales to bring together the vast industry experience, trading expertise & product knowledge into the sales process and successful partnerships. 

Charlie Casey, Head of Racing: Like Mike, I too crossed paths with Metric when I was starting out as a Sportsbook tester at Sports Trading Network in 2016. With my interest in Trading sparked I moved to Amelco and climbed the ranks to run a team that focused on Horse Racing and Football (my two sport loves). 

Then following Metric’s deal with Racebook HQ I could see the potential, so I found out more and was impressed with where they are heading; so I joined! And now I lead a team of dedicated traders to establish bespoke racing strategies with our partners for real-time liability control and price management; always ensuring we have a market leading racing offering. 

SBCN: There have been a lot of concerns around horse racing in the UK lately, but what do you see as the biggest challenges facing the industry?

CC: Sadly there are a number of concerns lingering over the sport, from declining attendances to animal welfare, but in my opinion the biggest challenge is the prize money and funding in the UK. 

This is due to be reviewed in 2024 with industry stakeholders calling for change, highlighting that there is a significant gap in funding, meaning the UK is unable to compete with the likes of Ireland and France. 

How this gap is closed is such a complex issue and it will need considerable discussion, but it’s of critical importance for the industry.

MC: The answer to this deserves a thesis and not a few lines, but I’ll attempt to be succinct. Charlie covered funding, so I’ll stick to the uncertainty around affordability checks. 

No one denies the need to recognise and react to responsible gaming & anti-money laundering, but the proposed plans so far, have been wide of the mark. 

The difference between high frequency slots/casino and sportsbook needs to be recognised, along with more consideration of personal choice. 

I also think it will be crucial for a newly formed body to set limits, and perform the spend and affordability checks, rather than leave this decision in the hands of the operator following vague regulatory guidelines.

SBCN: Metric’s new Racing offering, how will it gain market share for operators across this competitive landscape?

MC: Through our superior technology and the delivery of the sharpest pricing through RBHQ, supported by premium data from our preferred partners, we feel we can offer the widest 24/7 coverage. 

Then with the confidence we have in our syndicate driven pricing we aim for our partners to be able to lay a fair bet, at a fair price, to the right customers. 

The result will be industry leading retention; customers are expensive to acquire, but are too often lost through inefficient profiling processes.

We will also be taking a fresh approach to the presentation of the horse racing product, whilst soccer and other sports have widely changed their presentation, horse racing has remained static; Win, EW and (hard to find) exotics being the staple. 

We will be adding build-a-bet features, same race multis and a new suite of exotics, all intending to refresh the approach, simplify the information and be attractive to the modern horse racing bettor.

CC: Exactly, its all about combining Metric’s technology and the partnerships with RBHQ and other leading data and pricing suppliers to allow us to deliver an unmatched racing product –  providing 24/7 coverage of horse, harness and greyhound events across the globe, and providing operators with a real competitive advantage and opportunity.

SBCN: And when can we expect to see it in action? 

MC: We will be launching in the UK across Q3 2024 with horse racing led strategies for customer acquisition and retention.

CC: And we’re excited for a big year at Metric with not only our horse racing offering, but multiple operator launches across key global regions in 2024, as well as even more best-in class partners that are onboarding this year to add even more choice and expertise. 

SBCN: Finally, any tips or things to look for at Cheltenham this year?

MC: On a personal note the dilution of the Cheltenham Festival for commercial gain has been almost a tragedy to someone who has spent his whole life eagerly awaiting the Tuesday Cheltenham roar. 

I now look for the races where reasonable each-way places are available, they are hard to find, but they are there and you can then take advantage of the extra place bonanza – I will almost certainly be having an ew multiple on all of trainer Martin Brassil runners for the week as his challengers at big festivals are rarely far away. 

CC: Three jump to mind for me; Ballyburn (W P Mullins) for the Bartlett or Ballymore, Sa Majeste (W P Mullins) for the Coral Cup or Martin Pipe and finally Jeriko Du Reponet (N. Henderson) for the Festival Opener, see you there! 

Mike, Charlie & the Metric team will be at ICE 2024 (Stand S2-240), demonstrating Metric’s new sportsbook technology, trading expertise and of course, racing. To set up a meeting go here or email: [email protected]