BoyleSports has strengthened its long-term relationship with Spotlight Sports Group (SSG) after integrating its upgraded racecards, powered by Smart View technology.

The operator was the first UK sportsbook to roll out the product earlier this year, just ahead of the 2025 Cheltenham Festival in March, when Smart View was applied across both retail and online. 

The timing allowed customers to access real-time information during one of the biggest betting events of the year, with the omnichannel product simplifying complex horse racing data in a style inspired by popular video games such as Football Manager.

Since that launch, BoyleSports has reported an 8% increase in total sessions with a bet placed, with the Smart tab in particular delivering the strongest conversion rate across its sportsbook.

A new way to view racing

The pair emphasised how the racecards offer three distinct ways to engage with each meeting. Quick provides the traditional at-a-glance view of runners and odds, Smart adds ratings that assess a horse’s suitability for course, distance and ground along with an overall score, while Pro offers a deeper dive into form. 

The mix has been positioned by BoyleSports as central to its “Back Yourself” platform, designed to help customers make more confident selections.

Daniel Smith, Spotlight Sports Group’s Head of Global B2B Sales, said: “It’s fantastic to see Smart View delivering such strong results for Boyle Sports and offering an improved experience for customers. 

“The uplift in betting sessions is proof that customers value intuitive, personalised tools, and we’re excited to continue working with Boyle Sports to raise the bar for racing products.”

BoyleSports believes Smart View reflects its ambition to empower all types of racing customers by delivering speed, clarity and depth of insight.

Adam Matues, Head of Sportsbook at BoyleSports, added: “Smart View supports our ambition to empower bettors to make confident decisions – the perfect example of bringing ‘Back Yourself’ to life through product innovation. 

“Our customers want speed, clarity, and depth, and our revamped racecards deliver exactly that. The Quick, Smart and Pro tabs ensure we cater for every type of racing customer.”

The extended deal highlights the growing importance of data-driven innovation within the racing market, with both BoyleSports and SSG aiming to raise the bar for betting experiences across the UK and Ireland.

Modern betting landscape

The rise of products like Smart View reflects a wider shift in society, where customers expect the same immediacy and clarity from betting as they do from digital entertainment. 

Racing products are increasingly designed to mirror the accessibility of mobile apps and video games, appealing to bettors who value speed, visualisation and personalisation.

As wagering becomes more closely tied to digital culture, innovations such as Smart View are moving from nice-to-have features to essentials in the modern betting experience.