Poll results: Horseracing a must in UK market

UK-facing sportsbooks cannot afford to be without a strong horseracing product if they are to succeed in the market, the majority of respondents to this week’s poll have said.

The Sport of Kings hit the headlines last week when Sky Bet chief executive Richard Flint said the sport was failing to attract the younger demographic, with 18-25 year-olds 17 times more likely to bet exclusively on football than they are on racing.

But despite that statistic, horseracing still contributed 27% of all online sports betting revenue in the year to March, a total of £345.8m.

That figure may well have been behind Betsson’s decision to splash out €40m on horseracing-focused operator RaceBets, with the operator stating its desire to improve its horseracing offer for the benefit of a UK audience.

And the principle behind that acquisition was backed by 64% of readers who when asked if horseracing was an essential product to succeed in the UK market said it was a must have, particularly in terms of customer acquisition.

However, 22% of readers took the opposing view, stating that the sport was no longer as popular as once was which, when coupled with ever decreasing margins, meant it may well be best left alone.

Meanwhile, the remaining 14% said that while the sport was popular at the current time, its aging audience meant the clock was ticking on its position as a leading betting product.