OpenBet unveils omni-channel racing campaign for ICE 2016

OpenBet will demonstrate the continuing development of its omni-channel product offering at ICE 2016.

The sports betting and gaming industry software provider will launch its in-venue companion app, which takes omni-channel betting to the next level with the industry’s equivalent of ‘click and collect’.


‪Through the app players can see the full range of betting options available with live odds and updates, using familiar workflows from online and mobile betting to build their betslips.

For the first time completed betslips can be saved then scanned at the till, allowing in-venue cash players to enjoy the convenience and benefits of an online account.

True to the omni-channel experience, players can also pay using their online account via UNIFY, the base of OpenBet’s omni-channel gaming solutions.

‪Users at ICE will be able to test the app so they can experience exactly what a customer would, by enabling them to place a bet at the OpenBet bookmaker’s shop live on the stand. The bookmaker’s stand will be run by Pat Dennis, son of Barry Dennis – dubbed Britain’s ‘most famous bookmaker’.

The supplier’s theme for ICE 2016 is ‘Omni-channel Racing’, recognising the vital importance of Cheltenham Festival, the Grand National, and other major horseracing fixtures to its clients, plus how an omni-channel offering can deliver increased customer satisfaction.

OpenBet has sponsored the racing at Taunton and Ludlow, which will be shown live on the company’s stand via OpenBet Promote.

Furthermore, OpenBet will showcase its self-service terminals – UBet and UPlay – illustrating how an omni-channel experience delivers the right product at the right time, for the right person, however they wish to bet and play.

OpenBet CEO Jeremy Thompson-Hill said: “At ICE we will present the industry’s leading omni-channel solution, which is underpinned by the performance of the world’s leading sportsbook provider.”

He added: “Our theme at this year’s show demonstrates how OpenBet understands the importance that racing plays for sports betting operators. An extremely high level of capability is required to handle the scale of major events and the performance of our platform under this pressure is simply second-to-none.”

OpenBet‘s sports betting platform handles more than one billion sports bets per year, which peaked at a record-breaking 45,000 bets per minute at the 2015 Grand National.

It handled 25,000,000 sports bets during the 2015 Cheltenham Festival, while its new Punters Club product with SportsBet in Australia took more than 16,000 bets per minute during November’s Melbourne Cup.

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