At The Races (ATR) has declared an ‘industry-first’ innovation, enabling its app to authorise voice-activated commands powered by Voxbet.
Delivered in time for the 2025 Cheltenham Festival (11-to-14 March), the At The Races app has integrated the BetCaller solution from Voxbet, providing audiences with a voice-activated digital navigation tool.
The ‘Festival-ready’ BetCaller solution will allow users to review all horse racing fixtures and information provided by daily racecards, mapping upcoming action from all UK and Irish racecourses, alongside international racing from North and South America, Hong Kong, France, South Africa and Australia.
Matthew Taylor, Director of New Media & Innovation at At The Races, said:”At The Races is all about adopting the latest technologies and ideas to improve the digital customer experience for our loyal racing fans, with the aim of revitalising a sport we love for both the current generation and the ones to come. We loved the idea of voice-activated betting and are delighted to partner with Voxbet to launch BetCaller on our app.”
Voxbet’s voice-recognition software automatically picks up any horse’s name, alongside the requested bet type and stake. BetCaller then sends users a pre-populated betting slip with their details to confirm.
The voice-activated tool searches and verifies against all runners listed on the At The Races app (specifically horses entered in races within the next 48-hour window) and can execute popular multi-betsm such as Yankees, Trixies and Lucky 15s — alongside standard Win and Each-way singles.
Sam Boswell, Head of Sponsorship at BetVictor, added: “We are delighted to partner with At The Races to deliver a modern way to bet for those using BetCaller on the ATR app. Innovating and improving the customer journey are both key to our business and how we think as an organisation. We loved the idea behind BetCaller and cannot wait to see the results and feedback from our customers in the coming weeks.”
The result is a seamless service that solves a host of sportsbook problems. After all, navigating any sportsbook invariably involves a lot of clicks, with a range of tabs, drop-down menus and derivative markets often acting as obstacles to placing or even locating your preferred market, selection or bet.
Jonathan Power, Founder and MD of Voxbet, said: “Put succinctly, the new BetCaller functionality enables users to place bets quickly and easily using voice recognition. This will produce major benefits for racing and wider sports fans by instantly improving their betting and viewing experiences.
Needless to say, going live with a brand as renowned and trusted as At The Races brings with it an instant endorsement of Voxbet’s accuracy and speed. We’re thankful to them for their responsive collaboration to get BetCaller out there before an event as consequential as the Cheltenham Festival.”
