SBC News Voice of the Sports Betting Industry
Spotlight Sports Group (SSG) has announced that BoyleSports has applied its ‘Smart View Racecards’ for both retail and online customers.
The deployment of Smart View racecards comes in the build-up to the 2025 Cheltenham Festival (11–14 March), as BoyleSports seeks to provide its customers with real-time information on all races taking place for the UK & Ireland’s biggest annual wagering event.
An omnichannel product designed and developed by SSG, Smart View racecards simplify horse racing data to mirror the display of video games like Football Manager.
The product benefits bookmakers by providing relevant information in a condensed and interactive manner, enabling betting audiences to engage with markets more effectively.
BoyleSports has begun deploying Smart View racecards across its 390 shops in the UK and Ireland, as well as on its online platform. SSG will extend the service to cover all major horse racing fixtures, including the BoyleSports Irish Grand National, the richest race in the Irish National Hunt Calendar.
Daniel Guest, Product Director at BoyleSports, underlined the importance of appealing to a fresh audience while utilising racing’s extensive bank of data. He said: “We’re delighted to offer Smart View to our customers. What appealed to us is how Smart View is truly unique in the marketplace. The fact that it’s dynamic, backed by 40 years of historic data, and built off the back of 3,000 interviews with sports fans means that it satisfies our customers’ need for high-quality, informative data, presented in a format that is easy to read for new and veteran bettors alike.”
SSG celebrates the further successful launch of Smart View, a product that came to market in 2024. The product has already been applied by Kindred Group’s Unibet brand and Entain Plc’s Ladbrokes and Coral.
Sam Houlding, Managing Director B2B for Spotlight Sports Group (SSG), added: “We are delighted to add BoyleSports to our digital partners for Smart View. Our innovative racecard has shown great success, particularly at major festivals, and is another example of Spotlight Sports Group’s commitment to the future of sports betting.”
