Horse Racing UX Review

Horse racing is one of the oldest sports in the UK. We love it so much that there are races on nearly every day of the year. Horse racing is estimated at £3.5 billion in the UK alone and the technology is helping operators reach their customers even when they’re not attending any races in real life. Sportsbooks help us keep track of what’s going on at racecourses and place bets on our favourite runners. Online sports betting is a big market, which is why it’s important to offer customers an easy way of engaging with their favourite sports.

In this report, we look at the Horse Racing landing pages of ten leading UK operators. We review their horse racing offerings on page, features and betting options available to them from the landing pages, racecards, betslips, as well as how they present various information that customers use to engage with the operator. The review looks at positive aspects, as well as highlighting those that need improvement. We also make suggestions how to best approach that to help operators create a great product for their customers.

The review took place between August 2018 and September 2018, so some features and functionalities are subject to change. We carried out this analysis on desktop devices for each website and the iPhone X for each mobile app.

Key findings

The reviewed horse racing pages generally have the same format, with the majority of layouts displaying the next 3 races with 3-5 runners. Customers are able to place bets on them straight from the page. Horse racing landing pages also have a list of available races on the day and tend to be split by UK & Ireland, International, Virtual and Antepost/Future Races. Some are shown in a long list that customers need to scroll through, but some are split by tabs for easier navigation. Very few operators display the entire racecard that allows to place bets on the homepage. Betfair, Betway and Paddy Power are the only ones that do this from our list.

It’s interesting to note the use of Antepost vs Future Races. Antepost suggest that customers know what this term means and perhaps is a more historic terminology. However, some operators have started to use a simpler title - Future Races - to help novices understand horse racing better.

Racecard selection

More than half of the reviewed operators offer a custom racecard. bet365, BetVictor, Coral, Ladbrokes, Unibet and William Hill enable customers to select several races to combine into a coupon and place bets from them instead of having to switch meetings and go through each race at a time. However, this not only varies by operator, but the device as well. Some products don’t support this option on mobile, which doesn’t offer the most consistent betting experience and customers have to go to each meeting separately, instead across all of their preferred races. If this option is available on desktop, it makes sense to offer it on mobile too.

Racecards are fairly standard and offer similar information regarding each runner:

  • Silks
  • Horse and draw numbers
  • Jockey and trainer name
  • Age, weight
  • Price history
  • Form
  • Course conditions
  • Time and date
  • Name of meeting
  • Distance
  • How many runners
  • Each way terms

We believe this information is important to include to help the customer make a decision, and most operators include all of it on their racecards. However, not everyone offers to select SP from this page or displays whether Best Odds Guaranteed is applied to a race, so this could be an improvement to some operators’ features.

What’s interesting is all operators offer streaming and many have commentary, which is pretty standard. However, Coral have come up with a virtual display of what goes on during the race without having to log in. This is great for engagement, as well as simplifying the action during the race. Not having commentary isn’t a great practice for accessibility and users with sight impairment or simply those that want to have it on background may prefer to listen to it, so offering as many options as possible would benefit the overall UX.

Displaying results

While it is very easy to find tomorrow or future races, previous races on the day or even the day before are much harder to find. While the results of older races may not be the most popular information that customers look for, this option should still be supported and easily found. Results are hard to find if there isn’t a specific section, whether it’s a separate link or tab that takes users to that content.

Some great examples of displaying results are Coral and Unibet. Ladbrokes has a separate Results section which opens as a popup and contains results for other sports too. While this isn’t a bad option, it could be modified to sit within the horse racing section. Not all operators display fast or full results well either. Many racecards don’t refresh when the race finishes or highlight that results can be viewed somewhere. It should be made more obvious and easier to find what happens after the race. Customers are eager to find out if they’ve won, and if they can’t find this information, they will likely go to another website.

Tote betting and enhanced offers

We’ve noticed a variation between the way operators display these options, as well as highlighting any other promotions. Quadpot and Placepot are only highlighted on the landing page by bet365, Coral, Ladbrokes (desktop only) and Sky Bet. Others either don’t offer it, or hide within the racecard.

Similarly, some operators don’t show enhanced offers that could entice the customer to bet. BetVictor, Unibet and William Hill don’t have them on the Horse Racing landing page. Any promotions or different betting options should be clearly highlighted to offer customers something different.

Reviews

bet365

Bet365 have taken the multiple website route, rather than a responsive route to serve their desktop and mobile customers. This means the Horse Racing product is similar across channels, but not exactly the same. Therefore, the experience can be optimised for the devices that their customers use.

The Horse Racing page instantly offers a number of options for the customer. They are able to see some details of the next three races, place bets, see other upcoming races (UK, international, virtual and future races) and find information about any offers. The desktop page also offers to build a custom racecard by selecting multiple races which then open in a separate page with all the options. However, it could be optimised to help customers make selections much quicker. For example, it’s very easy to miss the tick boxes against selections. This feature is also missing from the mobile app.

Pros

  • Lots of useful features and information on the home page, including:
    • Ability to see next 3 races in detail and place bets from the page
    • Ability to see races for yesterday, today, tomorrow and the future
    • Ability to see enhanced offers, placepot, quadpot, jollies, rags and favourites
    • Customers can see every single future race and build a custom racecard with them
    • There is a countdown to the next race
  • The racecard includes key information to help customers make their selections - silks, horse number, draw number, jockey and trainer name, age, weight, price history, meeting name, time and date of the race, each way terms, form, going, distance, race status
  • The racecard offers Best Odds Guaranteed on the race (on desktop only)
  • The racecard includes expert content (Racing Post), live-streaming and commentary
  • Customers can easily navigate to another meeting and time from a racecard
  • Customers are able to bet on 1st and 2nd favourite
  • Customers can bet on forecast and tricast markets
  • Derivative markets are all stacked next to each other for effective price comparison
  • The betslip includes race details, such as each way terms, meeting name, time, change price to SP
  • The results show detailed information about the race, including tote payouts, various markets and the race outcome comments

Cons

  • Customers can only see limited racecard information on upcoming races on the Horse Racing landing page. They might go elsewhere if they don't find a specific feature. 
  • The racecard doesn’t include the number of runners. This information is useful for experienced customers.
  • Customers are unable to select SP from the racecard page. It might not be clear that this is possible and available in the betslip
  • Customers are unable to create a custom racecard on mobile. This is a great feature for experienced customers and saves time going through races separately. Not being able to create a custom racecard might prompt them to use a bookmaker that has this feature.
  • Antepost races are listed lower down on the page and might not be obvious. Having to scroll down adds time spent looking for information. Customers might not be aware of this feature if they don’t see it straight away.
  • Customers are unable to reorder tricast/forecast on mobile. This makes it a tedious tasks, as they have to remove selections from the betslip and add them again. It’s not a great experience, slows the customer down and isn’t intuitive.

Recommendations

  • Creating a custom racecard should be made easier for desktop and included on mobile. This feature could be promoted more, showing useful tooltips and visuals to entice customers to use it. The UI needs to be clear to show how selections are added to the custom racecard. This could even be a unique racecard builder that would stand out more. This would offer a much more engaging experience that would allow customers to efficiently make selections and draw them back to the product.
  • Highlight the placepot and quadpot pools on mobile. Experienced customers will appreciate if this is presented clearly. Having their own section is one of the options.
  • Display Best Odds Guaranteed offer on mobile so customers are certain they get a good deal.
  • Include a free to watch virtualised video of the race. This is an option for customers to ‘try before buying’ which might entice them to place bets if they are offered something for free in advance, given that some live streaming requires a minimum bet.
  • Include silks on the betslip. Presenting silks at all times helps customer recognise their selection, especially as it’s clearly shown on TV or screens at the racecourse.
  • Enable customers to link back to the race from the betslip. This makes it quicker and easier for them to go back to the racecard if they want to make additional bets. It also keeps them engaged in the journey at all times and gives them an opportunity for more bet placement.
  • Highlight the option to change price to SP in the betslip as, currently, it’s hidden away and the customer needs to click on the odds to change it. This is useful for experienced customers and might not be obvious that it’s there. It might be worth A/B testing which option works best for the target demographic.
  • Advanced bet types should have an explanation for novice users. This is an opportunity to educate them over time and is interesting to learn more about different bet types. It’s also offering them to try something new and has the potential to increase spend with slightly different betting options.
  • Make the countdown to the race more exciting to build up engagement. This creates excitement about the race even if the customer is following it at home. It’s similar to the in-play feel. Using animations and countdown timers really helps to create more engagement with the customer.

Betfair

Betfair have taken the multiple website route, rather than a responsive route, to serve their desktop and mobile customers. This means the Horse Racing product is similar across channels but not exactly the same.

The Horse Racing page displays an overview of upcoming races in the UK and internationally, as well as future races. The Quick Pick feature stood out the most as it allows customers to place bets from various races on the day without leaving the landing page. This is a great UX option to group betting options together and make it easier for the customers to pick horses. Today’s Favourites and Virtual Horse Racing widgets on the side also add to the betting experience and provide more features to engage with. However, many of these options aren’t displayed as clearly on mobile due to limited space and may not stand out as well. For example, the racecard isn’t shown in full in Quick Pick, promotions aren’t highlighted and Results can’t be found on the page.

Pros

  • Lots of useful features and information on the home page, including:
    • Ability to see races for today, tomorrow and the future
    • Quick Pick is a great feature to place bets from for upcoming races and makes the experience very simple
    • Highlighting favourites helps customers make these selections easier
    • Virtual Races are highlighted very well on desktop
    • Results have their own widget and can be easily accessed on desktop
  • The racecard includes key information to help customers make their selections - silks, horse number, draw number, jockey and trainer name, age, weight, price history, time and date of the race, each way terms, form, going, distance, number of runners, race status
  • The racecard offers Best Odds Guaranteed on the race (on banner and icon)
  • Customers can select SP from the racecard on desktop, however, the mobile experience varies race by race
  • The racecard includes expert content (Timeform), live streaming and commentary (on desktop only)
  • Customers can easily navigate to another meeting and time from a racecard
  • Customers are able to pick 1st and 2nd favourite, forecast and tricast
  • Derivative markets are all placed in tabs with relevant derivatives and other options
  • The betslip includes race details, such as each way terms, meeting, time, date, ability to change price to SP (on desktop only)
  • The results show detailed information about the race, including SP, various markets and comments

Cons

  • The mobile UX lacks some of the better desktop features due to space constraints. Mobile is already more popular than desktop and customers want both devices to have the same features. They may get confused if one device has less features than the other. A responsive approach with adaptive features would be a good solution to this.
  • Results aren’t easily accessible on mobile. Results are an important part of the betting journey. Customers want to know instantly if they've won and where their horse has placed, especially if they bet on other markets, like accumulators, placepots, each way etc.
  • SP can’t be selected on some races on mobile and none in the betslip. This is useful for experienced customers and might not be obvious that it’s there. It might be worth A/B testing which option works best for the target demographic.
  • Customers can’t see quadpot or placepot pools. Not being able to show these options is a potential to lose out on more revenue or opportunities for customers to bet on.
  • Customers are unable to create a custom racecard. This is a great feature for experienced customers and saves time going through races separately. Not being able to create a custom racecard might prompt them to use a bookmaker that has this feature.
  • Various betting markets aren’t clearly displayed. Customers might not be able to find the more advanced bets they’re looking for, so they may go elsewhere.
  • Customers are unable to reorder tricast/forecast on the betslip. This makes it a tedious task, as they have to remove their selections from the betslip and add them again. It’s not a great experience, slows the customer down and isn’t intuitive.

Recommendations

  • Creating a custom racecard should be made easier. This feature could be promoted more, showing useful tooltips and visuals to entice customers to use it. The UI needs to be clear to show how selections are added to the custom racecard. This could even be a unique racecard builder that would stand out more. This would offer a much more engaging experience that would allow customers to efficiently make selections and draw them back to the product.
  • Add widgets for Results or Virtual Races to mobile if possible. They’re very useful on desktop, being placed on the right hand side. On mobile, they could be in a tab so customers can easily switch.
  • Highlight promotions on mobile. This is important, especially for novices, as it helps them to place bets if they're not sure what to bet on. It’s also a good selling tool on the site to highlight price boosts and better odds.
  • Include the placepot and quadpot pools. Experienced customers will appreciate if this is presented clearly. Having their own section is one of the options.
  • Include a free to watch virtualised video of the race and commentary (to mobile). This is an option for customers to ‘try before buying’ which might entice them to place bets if they are offered something for free in advance, given that some live streaming requires a minimum bet. Having commentary available on all channels helps with accessibility, as well as those customers on the move or who are unable to watch the race and prefer to listen.
  • Enable SP selection on mobile and betslip. This is an important feature for experienced betters.
  • Include silks on the betslip. Presenting silks at all times helps customer recognise their selection, especially as it’s clearly shown on TV or screens at the racecourse.
  • Enable customers to link back to the race from the betslip. This makes it quicker and easier for them to go back to the racecard if they want to make additional bets. It also keeps them engaged in the journey at all times and gives them an opportunity for more bet placement.
  • Offer information about selected bet types in the betslip. This is another useful way to educate customers on what each betting term means. This helps them to become more advanced, build their knowledge and help to enter stakes quickly.

BetVictor

BetVictor have taken the multiple website route, rather than a responsive route, to serve their desktop and mobile customers. This means the Horse Racing product is similar across channels but not exactly the same.

The Horse Racing page shows the next three races, with 5 horse details that customers can bet on directly from the page. They are also able to find other upcoming meetings (UK, international and future races). The page offers to build a custom coupon selecting various meetings. This is great for more advanced customers and doesn’t make them leave this page. However, this feature is only available on desktop. Users are only able to access racing results from a separate page that takes them away from the main horse racing options. To access virtual racing, customers also need to click on a separate page. Overall, the horse racing options on Betvictor lack many details or betting options compared to other operators.

Pros

  • Lots of useful features and information on the home page, including:
    • Ability to see next 3 races in detail and place bets from the page
    • Ability to see races for today, tomorrow and the future
    • Customers can build a coupon with today’s and tomorrow’s races
  • The racecard includes key information to help customers make their selections - silks, horse number, draw number, jockey and trainer name, age, weight, price history, name of meeting, time and date of the race, each way terms, form, distance
  • The racecard includes expert content (Timeform) and live streaming
  • Customers can easily navigate to another meeting and time from a racecard
  • Customers are able to pick only the 1st favourite, forecast and tricast on desktop
  • Derivative markets are in separate tabs and extra markets in columns
  • The betslip includes race details, such as each way terms, meeting, time, ability to change price to SP

Cons

  • Customers can only see limited racecard information on upcoming races on the Horse Racing page. They might go elsewhere if they don’t find a specific feature.
  • Tote Betting is not an option. Experienced customers might not appreciate this and will go for a bookmaker that offers this option.
  • The landing page doesn’t display that Best Odds Guaranteed are offered. This is a really important feature to show, as customers always want the best price. If this is available, it should always be shown, usually in the form of a visual icon released to racing, e.g. ribbon, tick, trophy etc depending on the brand.
  • There is no countdown to the next race or race status. If the racecard page doesn't feel live or like anything is happening, the customer might not feel as engaged as on other bookmakers’ pages that have this feature. Also, the customer might get confused or not know where the race is up to.
  • The racecard doesn’t include the number of runners or going.This is useful information that experienced customers expect. They may use another source to check this info, which will take them away from the site.
  • The racecard on mobile isn’t as detailed as on desktop (e.g. no age or weight). Mobile users might go elsewhere if they don't use desktop and are unable to find all the required details.
  • Customers are unable to select SP from the racecard page.This is useful for any type of customer and might not be obvious that it’s available from the betslip. It might be worth A/B testing which option works best for the target demographic.
  • Customers aren’t able to pick tricast/forecast on mobile. This a potential risk for the operator to lose out on revenue stream.
  • Customers are unable to create a custom racecard on mobile. Mobile users may go elsewhere to place bets.
  • Results and Virtual Races take the customer away from the Horse Racing page. This could cause confusion for customers to get back to where they were.
  • Customers are unable to reorder tricast/forecast. This makes it a tedious tasks, as they have to remove selections from the betslip and add them again. It’s not a great experience, slows the customer down and isn’t intuitive.
  • Both fast results and results show the same information, which is rather limited. This may make customers use different sources, so they'll leave the site.

Recommendations

  • Add custom racecard option on mobile. This feature should be consistent with the desktop site. The UI needs to be clear to show how selections are added to the custom racecard. This could even be a unique racecard builder that would stand out more. This would offer a much more engaging experience that would allow customers to efficiently make selections and draw them back to the product.
  • Include pools betting. Experienced customers will appreciate if this is presented clearly. Having their own section is one of the options.
  • Show countdown to the next race. This creates excitement about the race even if the customer is following it at home. It’s similar to the in-play feel. Using animations and countdown timers really helps to create more engagement with the customer.
  • Video streaming signs could be more obvious. This will help customers find out where and how they can watch the race from their device with ease.
  • Virtual races and results could be implemented together with the horse racing page. Showing this information without taking the customer away from the landing page will help access everything they need for horse racing.
  • Include a free to watch virtualised video of the race and commentary. This is an option for customers to ‘try before buying’ which might entice them to place bets if they are offered something for free in advance, given that some live streaming requires a minimum bet. Having commentary available on all channels helps with accessibility, as well as those customers on the move or who are unable to watch the race and prefer to listen.
  • Creating a custom racecard should be included on mobile. This feature could be promoted more, showing useful tooltips and visuals to entice customers to use it. The UI needs to be clear to show how selections are added to the custom racecard. This could even be a unique racecard builder that would stand out more. This would offer a much more engaging experience that would allow customers to efficiently make selections and draw them back to the product.
  • Include silks on the betslip. Presenting silks at all times helps customer recognise their selection, especially as it’s clearly shown on TV or screens at the racecourse.
  • Enable customers to link back to the race from the betslip. This makes it quicker and easier for them to go back to the racecard if they want to make additional bets. It also keeps them engaged in the journey at all times and gives them an opportunity for more bet placement.
  • Any advanced bet types or details should have an explanation of what they are for novices to horse racing. This is an opportunity to educate them over time and is interesting to learn more about different bet types. It’s also offering them to try something new and has the potential to increase spend with slightly different betting options.

Betway

Betway have taken the multiple website route, rather than a responsive route, to serve their desktop and mobile customers. This means the Horse Racing product is similar across channels but not exactly the same.

Customers are able to see several upcoming races on the day, tomorrow and in the future. They are also able to access full racecards for the most imminent races without leaving the page, which makes their betting experience very easy. However, customers aren’t able to create custom racecards or even access results, which should be looked into for a more complete UX. When in a particular race, it is very easy to switch to another meeting with just one click and is great for making multiple bets quickly. However, if the customer stays on the page without refreshing it and clicks on a race that’s already finished, the site displays a 404 message instead of taking them to the next race or results.

Pros

  • Lots of useful features and information on the home page, including:
    • Ability to see next races in detail and place bets from the page
    • Ability to see races for today, tomorrow and the future
    • Enhanced offers are highlighted on banners
  • racecards for upcoming races can be seen in full directly from the page by selecting a particular meeting
  • The racecard includes key information to help customers make their selections - silks, horse number, draw number, jockey and trainer name, age, weight, meeting name, time and date of the race, EW terms, form, going, distance, race status
  • The racecard offers Best Odds Guaranteed on the race (on a banner)
  • The racecard includes expert content (Timeform) and live streaming
  • Customers can easily navigate to another meeting and time from a racecard
  • The betslip includes race details, such as each way terms, meeting, time, link back to the race, change price to SP

Cons

  • No Tote betting. Experienced customers might not appreciate this and will go for a bookmaker that offers this option.
  • Virtual races aren’t accessible from the page. They are hidden within the Virtual Sports section, which isn’t clear and Betway may lose out on additional revenue.
  • There is no countdown to the next race.  If the racecard page doesn't feel live or like anything is happening, the customer might not feel as engaged as on other bookmakers’ pages that have this feature. Also, the customer might get confused or not know where the race is up to.
  • The racecard doesn’t include the price history, number of runners. This information is useful for customers to help them make a better decision about their selection. If this isn't there, their decision may not be right because of limited info.
  • Customers are unable to select SP from the racecard. It might not be clear that this is possible and available in the betslip.
  • Customers are unable to pick 1st and 2nd favourite, forecast and tricast. This is a standard that should be on every racecard. This would frustrate customers and they might go elsewhere.
  • Results are missing. This might prompt customers to go to another source, away from the site, which is a bad user experience.

Recommendations

  • Enable customers to create custom racecards. This feature should be promoted more, showing useful tooltips and visuals to entice customers to use it. The UI needs to be clear to show how selections are added to the custom racecard. This could even be a unique racecard builder that would stand out more. This would offer a much more engaging experience that would allow customers to efficiently make selections and draw them back to the product.
  • Derivative markets could be displayed in a better way. in a grid rather than a list and in a separate tab
  • Include silks on the betslip. Presenting silks at all times helps customer recognise their selection, especially as it’s clearly shown on TV or screens at the racecourse.
  • Highlight Best Odds Guaranteed throughout the page as banners with this message aren’t always visible to the customer and can be missed. These should be used in the form of an icon that reflects positivity, so the customer is more likely to place a bet on that race.
  • Any advanced bet types or details should have an explanation of what they are for novices to horse racing. This is an opportunity to educate them over time and is interesting to learn more about different bet types. It’s also offering them to try something new and has the potential to increase spend with slightly different betting options.
  • Include Pools betting. Experienced customers will appreciate if this is presented clearly. Having their own section is one of the options.
  • Add SP selection from the racecard. This is an important feature for experienced betters.
  • Include a free to watch virtualised video of the race and commentary. This is an option for customers to ‘try before buying’ which might entice them to place bets if they are offered something for free in advance, given that some live streaming requires a minimum bet. Having commentary available on all channels helps with accessibility, as well as those customers on the move or who are unable to watch the race and prefer to listen.
  • Add a results feature to allow customers to find information about finished races. This will help customers find out quicker if they’ve won and which place their horse finished at.
  • Take customers to a relevant page if a race has offed instead of a 404 page. This keeps them within the betting journey, rather than a dead end for them to leave.

Coral

It appears that Coral have gone down the responsive/adaptive route so that one website is serving all channels. This leads to a very similar product across desktop and mobile.

The Horse Racing landing page offers a good overview of upcoming races for the next 3 days. It includes UK, international and virtual races. Customers can also build a custom racecard on desktop, which adds to a more tailored betting experience. There are several widgets on the side to highlight some information about next, enhanced and virtual races too. The results tab is also available from the page and is easy to switch to. The racecard provides comprehensive information about the race and includes a number of derivative markets. One of the features that stands out the most is a virtualised video of the race that customers can watch without betting or logging in instead of streaming. It’s great for showing what is going on and offers a more exciting betting experience.

Pros

  • Lots of useful features and information on the home page, including:
    • Ability to see next 3 races in detail and place bets from the page
    • Ability to see races for the next few days and the future
    • Ability to see enhanced offers, placepot and quadpot
    • Customers can build a custom racecard
    • There is a countdown to the next race
  • The racecard includes key information to help customers make their selections - silks, horse number, draw number, jockey and trainer name, age, weight, price history, meeting name, time and date of the race, each way terms, form, going, distance
  • The racecard offers Best Odds Guaranteed on the race
  • The racecard includes expert content (Racing Post), live streaming, virtualised video and commentary
  • Customers can easily navigate to another meeting and time from a racecard
  • Customers are able to pick the 1s and 2nd favourite, forecast and tricast
  • Derivative markets are all in a grid, displaying detailed information in a neat way
  • The betslip includes race details, such as each way terms, meeting, time, change price to SP
  • The results show detailed information about the race, including tote payouts, various markets and comments

Cons

  • Custom racecard isn’t available on mobile. This is a great feature for experienced customers and saves time going through races separately. Not being able to create a custom racecard might prompt them to use a bookmaker that has this feature.
  • The racecard doesn’t include the number of runners. This information is useful for customers to help them make a better decision about their selection. If this isn't there, their decision may not be right because of limited information.
  • Customers are unable to select SP, tricast or forecast from the racecard page. The customers that usually bet on these miss out on these features and may go elsewhere. SP should be a standard expectation.
  • Customers are unable to create a custom racecard on mobile. This is a great feature for experienced customers and saves time going through races separately. Not being able to create a custom racecard might prompt them to use a bookmaker that has this feature.
  • Results don’t include fast results, tote payouts or comments about the race. This might prompt customers to go to another source, away from the site, which is a bad user experience.

Recommendations

  • Include custom racecard for mobile. This feature should be promoted more, showing useful tooltips and visuals to entice customers to use it. The UI needs to be clear to show how selections are added to the custom racecard. This could even be a unique racecard builder that would stand out more. This would offer a much more engaging experience that would allow customers to efficiently make selections and draw them back to the product.
  • Highlight more the placepot and quadpot pools on mobile - they are hidden and customers may not realise they need to scroll for them.  Experienced customers will appreciate if this is presented clearly. Having their own section is one of the options.
  • Update the race status after it offs to reflect what is happening. This would help the customer understand where the race is up to to keep them engaged throughout. Animations are a useful aid.
  • Display silks, date and time and each way terms in the betslip. All of these are really important to include, as there could be many bets in the customer’s betslip so they need to distinguish each one and this is key information.
  • Enable customers to link back to the race from the betslip. This makes it quicker and easier for them to go back to the racecard if they want to make additional bets. It also keeps them engaged in the journey at all times and gives them an opportunity for more bet placement.
  • Include more information in the results page, such as fast/full results, number of runners, tote payouts, comments about the race etc that would help customers of any level find what they’re looking for.
  • Enable customers to select SP from the racecard. This is an important feature for experienced betters.
  • Include race commentary. Having commentary available on all channels helps with accessibility, as well as those customers on the move or who are unable to watch the race and prefer to listen.

Ladbrokes

Ladbrokes have taken the multiple website route, rather than a responsive route, to serve their desktop and mobile customers. This means the Horse Racing product is different across channels.

The Horse Racing page instantly offers a number of options for the customer. They are able to see some details of the next three races, place bets, see other upcoming races (UK, international, virtual, specials and future races). The desktop page also offers to build a custom racecard by selecting multiple races which then open in a separate page with all the options. However, it’s not available on mobile. Ladbrokes offers a virtualised display of the race for mobile customers, similar to Coral. However, this feature isn't available on desktop.

The results are easy to find, however, they open in a separate pop up window and take away the customer from the main page. They also don’t include information about races that have taken place before the time of viewing.

Pros

  • Lots of useful features and information on the home page, including:
    • Ability to see next 3 races in detail and place bets from the page
    • Ability to see races for today, tomorrow and the future
    • Ability to see enhanced offers, placepot and quadpot on desktop
    • Customers can build a customer racecard
    • The page offers Best Odds Guaranteed (on a banner)
  • The racecard includes key information to help customers make their selections - silks, horse number, draw number, jockey and trainer name, age, weight, price history, meeting name, time and date of the race, each way terms, form, going, distance, number of runners and SP celection (the last two on desktop only)
  • The racecard includes expert content (Racing Post), live streaming, simulation and commentary (on desktop)
  • Customers can easily navigate to another meeting and time from a racecard
  • Customers are able to pick the 1st and 2nd favourite, forecast and tricast
  • Derivative markets are all in tabs next to each other and customers can easily switch between them
  • The betslip includes race details, such as each way terms, meeting, time and the ability to change the price to SP

Cons

  • Customers can only see limited racecard information on upcoming races on the Horse Racing page. They might go elsewhere if they don’t find a specific feature
  • Some options or information are missing from mobile, e.g. building a custom racecard, racecard information, quadpot/placepot. The mobile UX should be consistent with desktop. Not being able to create a custom racecard or seeing other betting options might prompt customers to use a bookmaker that has these features.
  • Antepost races are listed lower down on the page and might not be obvious. Having to scroll down adds time spent looking for information. Customers might not be aware of this feature if they don’t see it straight away.
  • Customers are unable to reorder tricast/forecast in the betslip.  This makes it a tedious tasks, as they have to remove selections from the betslip and add them again. It’s not a great experience, slows the customer down and isn’t intuitive.
  • There is no countdown to the next race or race status. If the racecard page doesn't feel live or like anything is happening, the customer might not feel as engaged as on other bookmakers’ pages that have this feature. Also, the customer might get confused or not know where the race is up to.

Recommendations

  • Creating a custom racecard should be included on mobile. This feature could be promoted more, showing useful tooltips and visuals to entice customers to use it. The UI needs to be clear to show how selections are added to the custom racecard. This could even be a unique racecard builder that would stand out more. This would offer a much more engaging experience that would allow customers to efficiently make selections and draw them back to the product.
  • Include the placepot and quadpot pools on mobile. Experienced customers will appreciate if this is presented clearly. Having their own section is one of the options.
  • Include silks on the betslip. Presenting silks at all times helps customer recognise their selection, especially as it’s clearly shown on TV or screens at the racecourse.
  • Enable customers to link back to the race from the betslip. This makes it quicker and easier for them to go back to the racecard if they want to make additional bets. It also keeps them engaged in the journey at all times and gives them an opportunity for more bet placement.
  • Optimise the results page to display more information and keep customers on the same page. This would help customers of any level find what they’re looking for.
  • Enable customers to reorder tricast/forecast in the betslip. This will save time going back to reorder them on the racecard, as well as make the entire experience easier.
  • Add commentary to mobile. Having commentary available on all channels helps with accessibility, as well as those customers on the move or who are unable to watch the race and prefer to listen.

Paddy Power

Paddy Power appears to have gone down the adaptive/responsive route so that one website is serving all their channels. This leads to a Horse Racing product that is very similar across desktop and mobile.

The Horse Racing page displays the upcoming races very well. Customers are able to see nearly entire racecards for the next three races (one on mobile) at a time and place bets on them directly from there. To find more information about the racecard, the customer needs to click through to the racecard page.

Customers are also able to see other upcoming races (international, virtual and future races) and find information about any offers. The landing page informs customers how long is left until the next race which is interactive and can be used to create urgency or help make a decision about betting quicker. The page also has separate sections for offers, which explain which races they relate to and what the rules are.

One of the features that stands out is displaying silks in the betslip. This confirms the selection for the customer and is consistent throughout the betting process from racecard to betslip. The results are hard to find for the finished races, especially those that have taken place earlier in the day.

Pros

  • Lots of useful features and information on the home page, including:
    • The Horse Racing page gives a good overview of the upcoming races and shows nearly the entire racecard that customers can place bets from
    • Ability to see races for yesterday, today, tomorrow and the future
    • There is a countdown to the next race
    • Enhanced offers are in separate boxes, showing which races they relate to and what the T&Cs are to participate. The CTA takes customers straight to the relevant race.
  • The racecard includes key information to help customers make their selections - silks, horse number, draw number, jockey and trainer name, age, weight, price history, meeting name, time and date of the race, each way terms, form, going, distance, race status
  • The racecard includes expert content (Racing Post) and live streaming
  • Customers can easily navigate to another meeting and time from a racecard
  • Customers are able to pick the 1st and 2nd favourite, forecast and tricast
  • Derivative markets are in tabs next to each other and customers can easily switch between them
  • The betslip includes race details, such as silks, each way terms, meeting, time, change price to SP
  • Information about selected bet types is available in the betslip

Cons

  • Tote Betting and favourites aren’t displayed on the landing page. Not being able to show these options is a potential to lose out on more revenue or opportunities for customers to bet on. It’s also useful to know which runners are the favourites.
  • Customers are unable to build their own racecard. This is a great feature for experienced customers and saves time going through races separately. Not being able to create a custom racecard might prompt them to use a bookmaker that has this feature.
  • The racecard doesn’t include the number of runners. This information is useful for experienced customers.
  • Customers are unable to select SP from the racecard page. It might not be clear that this is possible and available in the betslip.
  • Best Odds Guaranteed isn’t displayed in the racecard. There is a ‘Guaranteed Prices’ box on the horse racing page but it may be better to include it in the racecard too.
  • Antepost races are listed lower down on the page and might not be obvious. Having to scroll down adds time spent looking for information. Customers might not be aware of this feature if they don’t see it straight away.

Recommendations

  • Include an option to create a custom racecard for more engagement. This feature should be promoted more, showing useful tooltips and visuals to entice customers to use it. The UI needs to be clear to show how selections are added to the custom racecard. This could even be a unique racecard builder that would stand out more. This would offer a much more engaging experience that would allow customers to efficiently make selections and draw them back to the product.
  • Include the placepot and quadpot pools. Experienced customers will appreciate if this is presented clearly. Having their own section is one of the options.
  • Include a free to watch virtualised video of the race and commentary. This is an option for customers to ‘try before buying’ which might entice them to place bets if they are offered something for free in advance, given that some live streaming requires a minimum bet. Having commentary available on all channels helps with accessibility, as well as those customers on the move or who are unable to watch the race and prefer to listen.
  • Make results more accessible for all races on the day and the day before. This will help customers find out quicker if they’ve won and which place their horse finished at.
  • Enable customers to link back to the race from the betslip. This makes it quicker and easier for them to go back to the racecard if they want to make additional bets. It also keeps them engaged in the journey at all times and gives them an opportunity for more bet placement.
  • Enable customers to select SP from the racecard. This is an important feature for experienced betters.
  • Highlight the option to change price to SP in the betslip. This will make it easier for customers to change price on the betslip.

Sky Bet

Sky Bet have gone down the adaptive/responsive route so that one website is serving all their channels. This leads to a Horse Racing product that is very similar across desktop and mobile

The Horse Racing page lists the next 10 races, displaying 3 horses on each that customers can bet on. Other options, such as meetings, future races, specials and Tote are located in tabs. There are also additional tabs to see all races on the day or tomorrow with highlighted boosts, but it’s not easy to spot straight away. Customers can’t build their own custom racecard. The countdown to the next race is also missing from the page. To find out more information about the 3 horses in the preview, customers can open a dropdown which opens right on the page, however it takes up a lot of space and makes the site even longer. This could be improved by grouping certain elements into smaller sections without dropdowns.

Showing only the next 10 races on the main page doesn’t allow for any other content that customers would be interested in, such as exotic bets or even races later in the day. Having those in tabs takes the customer away from the main page and makes it harder to make a decision - there are too many clicks between tabs. The racecard page doesn’t refresh automatically after the race is finished and customers need to do it themselves to see results.

Pros

  • Useful features and information on the home page, including:
    • Ability to see next 10 races in detail and place bets from the page
    • Ability to see races for today, tomorrow and the future
  • The racecard includes key information to help customers make their selections - silks, horse number, draw number, jockey and trainer name, age, weight, price history, meeting name, time and date of the race, each way terms, form, going, distance
  • The racecard offers Best Odds Guaranteed on the race
  • Tote is placed in a tab next to other options on the horse racing landing page
  • The racecard includes expert content (Sporting Life) and live streaming
  • Customers can easily navigate to another meeting and time from a racecard
  • Customers are able to pick 1st and 2nd favourite, forecast and tricast
  • Derivative markets are grouped in tabs below the racecard
  • The betslip includes race details, such as each way terms, meeting, time, ability to change price to SP and reorder tricast/forecast
  • SP is shown next to odds on the betslip, which is great to highlight the option to change it
  • Fast results show information about the race, including winners, jockey name, silks, price

Cons

  • Customers can only see the next 10 races on the landing page but have to switch tabs for additional content or betting options
  • Customers are unable to build a custom racecard. This is a great feature for experienced customers and saves time going through races separately. Not being able to create a custom racecard might prompt them to use a bookmaker that has this feature.
  • There is no countdown to the next race or race status. If the racecard page doesn't feel live or like anything is happening, the customer might not feel as engaged as on other bookmakers’ pages that have this feature. Also, the customer might get confused or not know where the race is up to.
  • Virtual racing is not included and is located within Virtual Sports. This may not be obvious for all customers and it also takes them away from the main horse racing page.
  • The racecard doesn’t include the number of runners. This is useful information that experienced customers expect. They may use another source to check this info, which will take them away from the site.
  • Customers are unable to select SP from the racecard page. This isn’t giving the customer enough options to bet on from the page.
  • Displaying content in dropdowns makes the page really long. It makes the page and scrolling on mobile a lot longer.
  • Customers need to click on the selection in the betslip for more information, such as each way terms, meeting time and venue and it’s not obvious. This may confuse customers if it's not clearly visible, so they might spend more time on the betslip.
  • Results are hard to find and customers need to click on the completed race to find them. This could prompt customers to look elsewhere, e.g. Racing Post for results if they can't find them easily on the page.

Recommendations

  • Include the ability to create a custom racecard. This feature should be promoted more, showing useful tooltips and visuals to entice customers to use it. The UI needs to be clear to show how selections are added to the custom racecard. This could even be a unique racecard builder that would stand out more. This would offer a much more engaging experience that would allow customers to efficiently make selections and draw them back to the product.
  • Highlight Tote betting more. It gives the opportunity for customers to bet on other markets and features, which could increase revenue for the operator. Having Tote in a separate tab is a good option.
  • Include a free to watch virtualised video of the race and commentary. This is an option for customers to ‘try before buying’ which might entice them to place bets if they are offered something for free in advance, given that some live streaming requires a minimum bet. Having commentary available on all channels helps with accessibility, as well as those customers on the move or who are unable to watch the race and prefer to listen.
  • Use less dropdowns and group content better to show more information on the main page. This will enable customers to find information easily, without having to scroll down for too long.
  • Include silks on the betslip. Presenting silks at all times helps customer recognise their selection, especially as it’s clearly shown on TV or screens at the racecourse.
  • Make it more obvious that there’s additional information in the betslip that customers can find. This will help novices and reduce the time spent finding out what it is.
  • Enable customers to link back to the race from the betslip. This makes it quicker and easier for them to go back to the racecard if they want to make additional bets. It also keeps them engaged in the journey at all times and gives them an opportunity for more bet placement.
  • Make the countdown to the race more exciting to build up engagement. This makes the betting experience more interesting if the customer is following the race at home. It’s similar to the in-play feel. Using animations and countdown timers really helps to create more engagement with the customer.
  • Highlight the results section more. This will help customers find out quicker if they’ve won and which place their horse finished at. This could be by refreshing the page as soon as fast results are in or direct them to the overall results page, as well as listing in a more prominent place on the horse racing section.
  • Include virtual racing on the page. Including this in the horse racing section is a good way of cross-selling products, especially when live racing has ended for the day. It keeps the section active much longer.

Unibet

Unibet’s desktop and mobile products differ in terms of look and feel, as well as functionalities. While both meet the same customer needs and expectations, these products are slightly different.

The Horse Racing page on desktop offers a number of options for the customer. They are able to see some details of the next three races, place bets, see other upcoming races (UK, international and future races) and find information about any offers. All of these are arranged neatly in a grid that customers are able to browse through. The desktop page also offers to build a custom racecard by selecting multiple races which then open in a separate page with all the options. However, this feature isn’t available on mobile. The Results can be seen on a separate page, but customers can see previous races and pick a date that goes back earlier in the year as well.

Pros

  • Lots of useful features and information on the home page, including:
    • Ability to see next 3 races in detail and place bets from the page
    • Ability to see races for yesterday, today, tomorrow and the future
    • Future races are shown in a tab next to Today’s races and are easy to find
    • Customers can build a custom racecard
    • There is a countdown to the next race which underlines which races are starting next
  • The racecard includes key information to help customers make their selections - silks, horse number, draw number, jockey and trainer name, age, weight, price history, time of the race, each way terms, form, going, distance
  • The racecard offers Best Odds Guaranteed on the race
  • The racecard includes expert content (Racing Post), live streaming and commentary
  • Customers are able to pick 1st and 2nd favourite, forecast and select SP from the racecard
  • Customers can easily navigate to another meeting and time from a racecard
  • The betslip includes race details, such as each way terms, meeting, time, change price to SP
  • Fast results are available on mobile on completed races

Cons

  • Customers can only see limited racecard information on upcoming races on the Horse Racing page. They might go elsewhere if they don’t find a specific feature.
  • Virtual races aren’t offered. This may turn away customers that want to bet on horse racing when live races aren’t on.
  • Doesn’t include enhanced offers, placepot, quadpot, jollies and rags and favourites. This isn’t giving the customer enough options to bet on and is a potential to lose out on additional revenue.
  • The racecard doesn’t include the number of runners. This information is useful for customers to help them make a better decision about their selection. If this isn't there, their decision may not be right because of limited information.
  • Derivative markets aren’t offered. This also limits the customers what they can bet on and has the potential to lose out on additional revenue.
  • Customers are unable to create a custom racecard on mobile. This is a great feature for experienced customers and saves time going through races separately. Not being able to create a custom racecard might prompt them to use a bookmaker that has this feature.
  • The race status is only shown after the race has finished. Customers have to wait to see a change, so it might leave them wondering what's going on. Or they may go elsewhere.
  • Customers are unable to reorder tricast/forecast. This makes it a tedious tasks, as they have to remove selections from the betslip and add them again. It’s not a great experience, slows the customer down and isn’t intuitive.
  • The results don’t show up on the racecard after the race is finished and customers need to go to a separate Results page for information. It makes the journey feel disjointed. Customers have to think, find the right page and leave the betting section. It created too many steps for them.

Recommendations

  • Display upcoming races and allow bets directly from the Horse Racing page on mobile to match desktop. Customers should always be able to place bets from the main page on both devices, especially those that wish to make quick bets.
  • Include virtual races on the page. Including this in the horse racing section is a good way of cross-selling products, especially when live racing has ended for the day. It keeps the section active much longer.
  • Offer Tote betting and derivative markets. It gives the opportunity for customers to bet on other markets and features, which could increase revenue for the operator. Having Tote in a separate tab is a good option.
  • Include a free to watch virtualised video of the race. This is an option for customers to ‘try before buying’ which might entice them to place bets if they are offered something for free in advance, given that some live streaming requires a minimum bet.
  • Include silks on the betslip. Presenting silks at all times helps customer recognise their selection, especially as it’s clearly shown on TV or screens at the racecourse.
  • Enable customers to link back to the race from the betslip. This makes it quicker and easier for them to go back to the racecard if they want to make additional bets. It also keeps them engaged in the journey at all times and gives them an opportunity for more bet placement.
  • Any advanced bet types or details should have an explanation of what they are for novices to horse racing. This helps them understand their bets better, as well as educates them and makes their experience more efficient.
  • Offer fast and full results on the racecard page to enable customers to find this information quicker without leaving the page. It keeps them engaged and aware of what happens at the race at all times.

William Hill

William Hill have one design and functionality for desktop, but a different one for the app. This means the Horse Racing product is different across channels. Both essentially offer the same information, but use different layouts and functionalities.

The Horse Racing page displays details of the next three races that customers can place bets on. They can see UK, international and virtual (desktop) race and find information about any offers. Future races are located in a separate tab, as well as Virtual Races on mobile. Tote is also located in a separate tab which takes customers away from the main page. Customers are able to create a custom racecard on all channels. On desktop, races available for this are located lower down on desktop. It’s quite difficult to spot and the length of the page makes it too laborious. On mobile, this is indicated with + icons, but because they are also grey, it’s not obvious that they refer to the custom racecard and look more like a dropdown. The Results are hard to find and there’s no separate section for previous races. Customers need to refresh the racecard or go back into an older one to find information.

Overall, the desktop site is very content heavy, whether it’s boxes with races, promotions or race information. It makes the site too long, creating lots of empty space and difficult to find specific information. The mobile version is much neater and easier to navigate, but some important content, such as the next 3 races are hidden in an accordion which isn’t necessary.

Pros

  • Useful features and information on the home page, including:
    • Ability to see next 3 races in detail and place bets from the page
    • Ability to see races for today, tomorrow and the future (in a separate tab)
    • Customers can build a custom racecard
  • The racecard includes key information to help customers make their selections - silks, horse number, draw number, jockey and trainer name, age, weight, price history, time of the race, each way terms, form, going
  • Future races, Tote betting and Virtual Races are located in a separate tab
  • The racecard offers Best Odds Guaranteed on the race
  • The racecard includes expert content (Racing Post), live streaming, Paddock View and commentary
  • Customers can easily navigate to another meeting and time from a racecard by hovering over the location or meeting
  • Customers are able to pick 1st and 2nd favourite
  • Derivative markets are all in tabs, so customers can easily switch between them
  • The betslip includes race details, such as each way terms, meeting, time, ability to change price to SP
  • Full results offer detailed information about runners, payouts, favourites

Cons

  • Customers can only see limited racecard information on upcoming races on the Horse Racing page. They might go elsewhere if they don’t find a specific feature.
  • The racecard doesn’t include the number of runners. This is useful information that experienced customers expect. They may use another source to check this info, which will take them away from the site.
  • The desktop layout is very difficult to scroll through and read due to the amount of content on the page - many features or type of content can be easily missed
  • There is no countdown to the race or indication of its status. If the racecard page doesn't feel live or like anything is happening, the customer might not feel as engaged as on other bookmakers’ pages that have this feature. Also, the customer might get confused or not know where the race is up to.
  • Results are hard to find and the page doesn’t refresh after the race is finished. This is not engaging or helpful for the customer, which might prompt them to find this information elsewhere.

Recommendations

  • Create a consistent experience and design across all channels. This will make it familiar to customers no matter what device they use.
  • Creating a custom racecard should be clearer by highlighting this option, making it clearer where this can be done and creating a clear CTA for this. Promoting it as a new or useful feature for customers could also boost engagement.
  • Add countdown to race and race status to build up excitement and engagement. This creates excitement about the race even if the customer is following it at home. It’s similar to the in-play feel. Using animations and countdown timers really helps to create more engagement with the customer.
  • Ensure Results can be accessed both from the horse racing page and the racecard upon race finish so customers can easily find out the outcome.
  • Include silks on the betslip. Presenting silks at all times helps customer recognise their selection, especially as it’s clearly shown on TV or screens at the racecourse.
  • Enable customers to link back to the race from the betslip. This makes it quicker and easier for them to go back to the racecard if they want to make additional bets. It also keeps them engaged in the journey at all times and gives them an opportunity for more bet placement.
  • Any advanced bet types or details should have an explanation of what they are for novices to horse racing. This is a useful way to educate customers on what each betting term means. This helps them to become more advanced, build their knowledge and help to enter stakes quickly.

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