BetVictor races ahead with price boost launch
Operator says new innovation means odds-on favourites are "a thing of the past"
BetVictor has unveiled a new sports betting function which enables horseracing punters to enhance the price of their selection, innovation the firm says removes unattractive short priced favourites.
The launch of Lengthen the Odds, which comes just days before the start of the Cheltenham Festival, gives customers the ability to choose which price they’d like to back their selected horse at with each price increment requiring that horse to win by a greater distance.
For instance, a horse priced at 11/10 can be backed at the increased price of 6/4 but must be first past the post by at least two lengths in order for the customer to collect, with bigger prices on offer for larger margins of victory.
BetVictor said the functionality, which is available on all UK races, meant odds-on favourites were now “a thing of the past”, while the product was also likely to boost turnover in otherwise uncompetitive betting heats.
Eoin Ryan, BetVictor head of sportsbook product, said the innovation reflected the operator’s dedication to providing customers with an “intuitive betting experience”.
“We have a number of new product improvements in the pipeline but are really excited by the potential of Lengthen The Odds; there will never be another odds-on favourite at BetVictor,” Ryan said.
The product is currently available through BetVictor’s iOS app, although the firm plans to launch on Android, desktop and mobile web before the Aintree Grand National festival next month.
Lengthen the Odds comes after BetVictor earlier this week sealed a three-year deal to sponsor the feature race at Cheltenham’s The Open meeting in November.
The BetVictor Gold Cup, which sees the operator replace long-term sponsor Paddy Power, is the firm’s first horseracing sponsorship deal since becoming an Authorised Betting Partner in February.