Cheltenham Festival bettors to back runners via in-play terminals for the first time

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Cheltenham Festival has revealed an all-new live betting option for in-shop punters. Designed in a collaborative effort between Racecourse Media (RMG) and Playtech Sports, this system will allow bettors to back runners via in-play terminals throughout all four days of the event.

In the past, bettors could only bet on pre-event markets. This move seeks to let customers wager as the race unfolds – a first for the Cheltenham Festival. 

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Playtech Sports has been crucial in bringing this innovative scheme to life, having already installed 16,000 of its terminals in the UK and Ireland. These self service betting terminals (SSBTs) will debut with win-only betting markets as organisers welcome the product’s first batch of users – but additional bet types are expected to become available in the future. 

RMG and Playtech Sports stand as the two primary entities behind this latest feature. Pythia Sports and Quantum Leap Solutions (QLS) were also on-hand to refine the product – with the former focusing on seamless pricing for bookmakers and the latter providing design and navigability expertise.  

Several key figures involved in the release of these in-play betting terminals commented on the project in a press release. RMG CEO, Nick Mills, detailed his satisfaction of the company’s new betting facility: 

“The roll-out of in-play betting on RMG content is another significant step forward for driving revenues and engagement in the sport in betting shops in Britain and Ireland. Early indications are that in-play is already proving popular, with in-play stakes in the independent shops accounting for nearly 10% of SSBT turnover on RMG content. 

“We will work closely with our partners at Playtech, QLS and Pythia to continue to innovate and evolve the SSBT product.”

Playtech Sports managing director, Lee Drabwell, voiced excitement at potential future innovations following this collaboration: “This is a major step forward in enhancing the betting shop experience by further digitalising betting opportunities through SSBTs. 

“Our collaboration with RMG, Pythia, and QLS has elevated and enhanced the in-shop racing experience. With exciting innovations on the horizon, we are optimistic about the bright future this presents for both operators and customers.”

Both QLS and Pythia Sports are relevant newcomers to the sports betting scene, having each launched in 2014. The pair comprise small, private teams dedicated to racing markets – and two key representatives penned public statements after the announcement of Cheltenham Festival’s new live betting terminals.

Freddy Galliers, Pythia Sports director, commented: “We’re very excited to have the opportunity to work with brands like RMG, Playtech and QLS in helping evolve the in-running offering. 

“At Pythia Sports, our focus has always been on delivering accurate, dynamic, and responsive pricing to enhance the betting experience. In-play betting on horseracing presents unique challenges, and we’re proud to have helped deliver this exciting development.”

Commercial director of QLS, Mark Fellows, also went on the record: “Innovative products and content are key to attracting a new audience to horse racing, and we are delighted to continue our long-standing relationship with our partners.”

The 2025 Cheltenham Festival will take place from 11 March to 14 March, with this dynamic in-play SSBT offering set to play a major role.