Rank looks to horseracing to boost “rapidly growing” sportsbook product
CEO Henry Birch says sports betting vertical has become a vital tool for customer acquisition and cross-selling
Rank Group is taking steps to improve its horseracing offering in an effort to boost its Grosvenor online sportsbook revenues, according to CEO Henry Birch.
Speaking to EGR after the firm’s H1 2018 results on Thursday, Birch said the operator would be updating its horseracing offering by introducing best odds guaranteed and a “bet and watch” 3D racing product.
The chief executive said Rank’s Kambi-powered sportsbook, available at grosvenorcasino.com/sport, had become an increasingly important customer acquisition tool since launching in 2016.
“It continues to be a really good driver of new users and it’s very good for promoting between our clubs and our digital users and it is growing rapidly,” Birch told EGR.
Henry Birch, Rank Group CEO
The Kambi-powered product was launched on Grosvenor Casinos in January 2016 to the site’s 1.7 million UK customer base.
In July, Grosvenor signed on as the principal team sponsor of Fulham FC to help market the product.
Using horseracing to break into the UK sportsbook market is not a new tactic, with former Betsson CEO Ulrik Bengtsson saying last year a strong racing product was “essential if you want to be competitive in the UK”.