With the Cheltenham Festival reaching a crescendo, Head of Trading Mark Wilson outlines why sportsbook supplier FSB leads the field in horse racing and allows operators to take the reins.
It’s been a transformational 12 months for FSB with market entry in North America attained alongside a major WLA partnership in Europe. While we grow and scale globally, FSB remains focussed on continuing to lead the field in a long-established strength, our horse racing product.
A point of difference for FSB in the market is that we’ve always taken horse racing seriously as an offering. In my eight years at FSB, we’ve crafted and honed a respected racing product that allows our ambitious partners like SBC Racing Bookmaker of the Year Fitzdares to take control of their strategy across the sport.
When FSB was building out its horse racing product, we used our in-depth knowledge of the market and emerging trends, and combined this with listening to our partners’ experiences and needs to create a competitive, relevant product. The common themes that emerged became the cornerstone of FSB’s horse racing offering.
Product wise, this was about creating a horse racing product with a comprehensive set of features that offered the flexibility to be fully managed by FSB or to give partners control. It was also important to ensure that partners were able to customise and curate their content and integrate their own front-end experience.
We have also built out popular features such as bespoke editorial within race cards, enhanced placed terms and automated derivative markets.
Robust data driven pricing models and trading tools fuel our racing product. Enabling real time views of risk, running up money, bespoke time-based limits, theoretical customer margin view and bet override are all examples of functionalities that we have built that have contributed to unlocking growth and margin for our partners.
Marketing functionality with granular level control for features such as best odds guaranteed, price boosts and cash out provides further flexibility for our partners in driving their businesses forward.
This investment in data, pricing and tools means we have the flexibility to offer operators complete choice and control across their horse racing operations.
As well as the product and features we have built out, FSB is proud of our collaborative approach and specifically, our expertise and experience in trading. Most recently, former Skybet Head of Risk, Kyle Brady, has joined our team as Head of Horse Racing Operations working alongside established Head of Horse Racing, Leighton Williams.
We remain committed to continuing to evolve our horse racing product further to deliver great customer experiences and robust margins for our partners.
Enjoy the racing!