SBC News Voice of the Sports Betting Industry
Amelco‘s Head of Horse Racing, Matt Parr, takes a look at UK racing and how much the sport has evolved with the introduction of new technologies, as well as what can be done by the gambling industry to deepen engagement with a new wave of bettors.
SBC News: To get things started, can you tell us a bit more about your role at Amelco and what you do? Is there anything exciting we can look forward to from Amelco’s horse racing team?
Matt Parr: In short, I lead Amelco’s horse racing division. I joined the company in April of this year, and before that I have held a number of senior positions across the betting and gaming industry, including the likes of Sky Betting & Gaming and the GVC Group, which is of course, now known as Entain.
In my day-to-day role, I focus on the development of Amelco’s innovative betting solutions relating specifically to horse racing. We are constantly finding new ways to push the boundaries of innovation and deliver new experiences for our partners – many of whom are the biggest betting brands in the world.
While I can’t give too much away, I can tell you that our horse racing team is working on a new, exciting project that taps into the world of data analytics and machine learning to offer accurate odds and personalised betting recommendations like never before.
This is something that I am confident will revolutionise our B2B clients’ engagement and give them an edge over the competition. We’re very excited to launch this, so watch this space before the end of the year!
SBCN: As most of the industry knows, you have extensive experience in the horse racing space. What have been some of the biggest changes you’ve seen in this part of the industry since you first started out?
MP: Over the course of my career, the horse racing industry has undergone significant transformation. There’s been the shift towards online, the changes to prize money and improvements in safety measures.
However, one of the most notable changes has been the integration of advanced technology into nearly every aspect of the sport. From sophisticated data analytics that substantially improves race predictions to mobile platforms making betting more accessible, technology has completely reshaped how we engage with the sport.
Alongside this growing influence of technology, there’s been a significant shift in consumer behaviour. Bettors no longer want an ‘off the shelf’ experience – they are looking for much more personalisation and real-time interactions. The rise of data-driven strategies has also enhanced the accuracy and depth of race analysis, making the sport more engaging and insightful for both seasoned bettors and newcomers.
Something we’ve noticed is that punters are now looking for experiences that transcend a transaction; instead, they are looking for brands and products that are much more entertainment focused. Technology can be helpful in helping us achieve this, and at Amelco, we like to think we’re at the forefront of making this happen.
SBCN: UK and Irish horse racing have faced a bit of an uphill battle when it comes to engaging with younger audiences. Are there learnings that can be taken from other sports when it comes to bringing racing to millennial and Gen Z bettors?
MP: In recent years, it’s clear that UK and Irish horse racing have encountered challenges in capturing the interest of younger audiences. However, there’s a lot we can learn from other sports that have excelled in this area.
Sports such as football and esports have effectively utilised social media platforms, engaging storytelling, and immersive experiences to connect with millennials and Gen Z.
Horse racing would most definitely benefit from a similar approach – be it creating shareable, behind-the-scenes content, leveraging the influence of digital creators and even offering more interactive betting options. In short, we need more of a narrative around the sport and one that can capture interest and attention.
Additionally, operators should consider integrating elements of gamification and personalisation into the racing experience could make it more appealing to younger bettors who crave engagement and instant gratification. So, that could be free-to-play games, just like we see with Sky Sport’s Super 6 for football, or even tailored offers.
SBCN: How can gambling companies ensure that they engage with the more tech-savvy audience without disenfranchising those that opt for a land-based experience? Is omni-channel the key here?
MP: It’s all about the omni-channel. By providing a seamless experience across both digital and physical platforms, gambling companies can cater to the diverse preferences of their customers across multiple different touch points.
This means integrating online and offline offerings – such as synchronised loyalty programs, consistent branding and unified customer support – so that whether a customer is betting online or in-person, they receive a cohesive and satisfying experience. In today’s competitive landscape, this is absolutely essential if you want to attract, engage and retain players.
Of course, the goal is to ensure that digital innovations enhance, rather than replace, the traditional betting experience, allowing both tech-savvy users and those who prefer the atmosphere of a land-based venue to enjoy the best of both worlds.
The challenge to achieve this is the need to ensure that your technology is up to scratch, otherwise this is going to make the whole experience much more disjointed.
From the player’s perspective, this is only going to push them to visit one of your competitor’s sites, and as we’ve already touched on already – the landscape is now more competitive than it ever has been before.
It goes without saying that we’re the perfect partner to make that happen. We place a huge emphasis on technical excellence – we are a technology and software house after all!
Amelco’s omni-channel solution has been designed specifically to partners to bridge that gap between online and retail, and remove that tech burden, allowing them to deliver the best possible experience for players. We’re trusted by some of the biggest betting brands in the world to deliver, and we’re proud to have been doing that for more than 17 years.
SBCN: From a betting perspective, do you think operators are capitalising enough on UK racing within their offering? If not, what more can be done?
MP: While operators have made significant strides in leveraging the potential of UK racing, there’s still room for improvement. First and foremost, the industry needs to look at expanding the range of betting markets available to players and enhancing the overall customer experience.
One way that operators could achieve this is by investing more in live streaming broadcasting services, which would allow them to provide bettors with real-time, high-quality pre-race coverage of races. This would most certainly act as a great acquisition tool, giving sportsbooks the chance to better engage and retain players.
Additionally, operators can unlock even greater value from UK racing and create a much more compelling offering by incorporating in-depth race analysis, expert insights, and interactive content around major events. Not only would this cater to the more traditional racing fans, but also allow for greater engagement with bettors that might not otherwise bet on horse racing.
SBCN: Looking towards 2025, what can we as an industry do to better support the horse racing industry in the UK? Is additional funding the answer, or do we need a complete overhaul of the sector itself?
MP: Looking ahead to 2025, supporting the UK horse racing sector will require more than just additional funding. We need a broader, more strategic overhaul. While increased funding is essential to sustain the sport, particularly at grassroots levels, it’s equally important to focus on modernising the industry and searching for new avenues of growth.
So, that should mean investing more in technology to enhance the race-day experience, both online and in-person, and using data analytics to offer more personalised and engaging interactions for fans and bettors. The transformative potential of personalised UX and UI is already permeating mainstream sports such as football, NFL and the NBA – and we need the same for racing.
Added to this, targeted marketing and promotional efforts are essential to attracting new audiences, particularly when it comes to younger demographics. Collaboration among all stakeholders, from race organisers to operators, will be crucial to driving innovation and address the challenges that face the sector in 2025 and beyond.
By taking a much more holistic approach that blends financial support with forward-thinking strategies will be key to ensuring the long-term success and sustainability of UK horse racing. It’s a sport we love at Amelco, and we hope that it can continue to be a fantastic source of entertainment for many decades to come.
SBCN: Last but not least, if you had to pick a favourite racing fixture in the UK, what would you go for?
MP: If I had to choose a favourite racing event in the UK, it would undoubtedly be the Cheltenham Festival! This event is exceptional, blending top-tier racing with an unmatched atmosphere.
The quality of the horses, the fierce competition, and the festival’s rich history make it truly outstanding, and I would strongly recommend anyone to try to attend. The crowd’s roar as the first race begins is unparalleled – there really is nothing like it! For me, it’s most definitely the highlight of the racing calendar and is a true showcase of the best of British racing.
As Head of Racing, we start planning for Cheltenham Festival months in advance. Our team works tirelessly to ensure that we are up to date on any developments and that everything is running smoothly. One tip I have learnt from my experience in racing, however, is that it’s crucial to stay calm and not to worry when the liabilities build up! After all, it’s all part of the game.
