SSG (Spotlight Sports Group), who provide technology content and media services for the sports betting industry, have announced they’ve developed a new Racing Post racecard for horse racing fans.
The new arm to their racecard has been branded ‘Smart View’ and its focus will be to modify the horse racing bettors experience when it comes to viewing the daily horse racing cards. Aiming to appeal to a newer audience as well as improve the offering for existing users.
This new ‘Smart View’ race card has already been rolled out to over 900 Ladbrokes and Coral high street betting shops. Plus, has also been included in the print version of the Racing Post – the digital rollout is expected in the coming weeks.
Smart View is the product of research and focus group testing carried out by SSG, which saw 145 people involved, and returned results of 93% of users preferring the new offering.
Alan Pepperell (SGG Retail Director) said “The main purpose of developing the Smart View race card was to create an appealing option for an audience that finds traditional race cards daunting.”
“Smart View offers a simple way of enabling bettors to make an informed betting decision rather than just guessing, but without requiring them to decipher a lot of fairly unintuitive symbols and abbreviations.”
It’s been reported that video games including Football Manager and FIFA, which is designed at targeting a younger audience.
With the New Year approaching, Smart View racecards are expected to be on show in both digital and retail, with the focus on enhancing existing customer experience and also educating new customers into the world of horse racing.
Leo Walker (Entain’s Transformation & Experience Director) added “The traditional form layout for horseracing is complex. It is a barrier to entry for a novice, and we hope to attract new customers to the sport through simplifying the complex world of horse form.”
