Black Type makes recreational push with BOG launch
Bookmaker says new concession is part of its long term commitment to become a Tier-2 operator
BlackType has launched Best Odds Guaranteed (BOG) on all British and Irish horseracing events ahead of the York Ebor festival today.
The launch marks something of a departure from the operator’s brand proposition on launch when it said BOG “wasn’t part of the business model” becasue it hamstrung the firm’s ability to manage liabilities.
However, the operator said today it was targeting a “more casual sort of client” who may be getting this type of concession elsewhere.
“If you look at Oddschecker there was only maybe us, Marathonbet and Sportingbet who didn’t have BOG, and if you want to become a Tier 2 operator like we do, this is important to have,” Stephen Davison, head of operations at Black Type, told EGR.
He said the concession would not be available to all customers but the firm would continue to lay its prices to punters who “couldn’t get on elsewhere”.
Davison said Black Type was still planning to cater for shrewder customers and could revisit a minimum bet guarantee following BetVictor’s commitment yesterday.
“We have always been committed to giving extra value to our customers,” said Davison in a statement.
“Next week marks two years since we launched, and our business and horse racing product has evolved so much that we feel it is the perfect time to introduce Best Odds Guaranteed across all platforms and to all our customers.
“With four fantastic days of racing at York starting on Wednesday, it is the perfect time to be betting with Black Type and taking advantage of fantastic value at the Ebor meeting and beyond.”
Black Type has anecdotally had success since launch, leading Oddschecker’s World Cup click share rankings before the tournament for example, and is scheduled to file its financial results to Companies House in September.