Betfred backs deeper Racing Post content engagement

Betfred has optimised its retail-to-digital customer engagements after becoming the first bookmaker to roll out Racing Post’s ‘sports content package’ across its website and mobile properties.

The update sees the bookmaker ‘amplify’ its existing relationship with the Racing Post, following a number of successful product launches enhancing Betfred’s retail and digital betting platforms.

Lewis McMillan, Head of Digital Product at Betfred, describes Racing Post’s ‘high-quality and original’ sports content as a ‘powerful tool’ which has delivered the bookmaker improved ‘dwell time, customer engagements and improve retention metrics’.

“We have worked closely with Racing Post for a number of years on horse racing, greyhounds and football products and this is the next chapter in a great partnership,” he said.

“Our online customers now have access to stat-rich betting tips across the biggest events spanning the full sporting calendar. This product breaks through the humdrum approach of delivering raw sports data to customers and blends data with expert opinion to offer a truly compelling customer proposition.”

Expanding the partnership, Racing Post will supply Betfred verticals with a content API covering ‘all major global sports from golf to basketball’.

Racing Post’s debuted its newly revamped ‘sports content API’ at 2018’s Betting on Sports Conference, seeking to drive consumer-to-client engagement and improved retention across multiple betting verticals.

Racing Post Key Partnerships Manager Jack O’Reilly detailed: “We’re really excited to continue our partnership with a brand like Betfred on our full sports product. The content that is produced across all sports rivals the content we produce for horse racing and it is great that punters will now have the opportunity to be informed across an array of events.

“With access to our expert content, combined with a slick betting journey, Betfred really has created a product that engages the sports betting audience.”

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