Ascot Racecourse integrates ‘Smart View’ betting technology through SSG partnership

Ascot Racecourse and Spotlight Sports Group (SSG) have agreed to a new 'strategic' partnership that will see all-new ‘Smart View’ technology available to racegoers. 

SSG’s Smart View technology has been designed with immersion and engagement as the central focus by fusing streamlined modern modelling architecture and key data insights; bolstered by heavy influence from video games like EAFC and Football Manager.

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Simplifying intricate data by displaying content in an easily digestible format sits at the core of Smart View at Ascot – an element that allows new and experienced punters to seize vital information quickly.

This deal also seeks to benefit casual racing attendees, with the Smart View product set to feature on Ascot’s printed racecards, racecourse-based self-service betting terminals (SSBTs), in-house tipster boards and across ‘Bet with Ascot’ screens throughout the venue. 

In turn, SSG’s technology delivers relevant context for all Ascot events by providing several touch points for those in attendance, regardless of whether the individual plans to bet. 

Ascot Racecourse senior betting manager, Tony May, praised the improved accessibility brought about by Smart View: 

“At Ascot, we are always looking for ways to make horse racing more accessible and easier to understand for our on-course audience. Smart View does this in a really engaging, modern way and we are excited to be working with Spotlight Sports Group to present Smart View across the racecourse in a way that helps racegoers learn more about the sport and hopefully become more regular followers.”

Managing director of B2B at SSG, Sam Houlding, pointed to shared goals setting the framework for this agreement: 

“We’re delighted to partner with Ascot Racecourse, a venue synonymous with world-class horseracing. Launching Smart View at such a prestigious racecourse is a testament to our shared commitment to innovation and horseracing fan engagement. 

“We look forward to helping Ascot captivate its audience and expand fans’ connection with the sport.”

This accord comes in the wake of positive feedback and engagement from racegoers during prior months, as Smart View debuted at Ascot in December’s Howden Christmas racing weekend. 

The product has also been present on numerous other occasions thereafter; with attendees reportedly impressed by the service. 

Moreover, Smart View has seen success in an assortment of bookmaker venues since its Autumn 2024 release. Namely, the SSG-designed facility has been implemented as part of the accoutrements at the Racing Post’s digital betting shop display edition, Kindred Group’s digital bookmaker roster and at York Racecourse.

Its most well-received venture has come in the form of a compact with BoyleSports. The Irish bookmaker installed Smart View technology in 390 shops across the UK and Ireland following notable results during a trial run in early 2025. 

Now, SSG plans to deepen the influence of Smart View by demonstrating its intuitive attributes throughout the racing market, with this Ascot Racecourse pact being a crucial step.