Betsafe sharpens UK and Ireland focus with horseracing launch
New product is powered by the recently-acquired RaceBets technology and staff
Betsafe has launched a horseracing betting product in an effort to boost its profile in the UK and Ireland.
The new product, which went live Thursday, is powered by the RaceBets trading team and technology acquired by Betsson for €40m last year.
Betsafe customers will be able to bet on more than 250,000 races from around the world every year, with Best Odds Guaranteed on races in certain countries.
Betsson president Ulrik Bengtsson said the launch proved Betsafe was “levelling up its sportsbook significantly”.
“The UK is the largest gambling market in Europe, and if you want to be a strong competitor there, horseracing is an essential part of a competitive sportsbook,” Bengtsson expained.
“As of today, customers can enjoy a highly competitive offering across horseracing and bet on more than 250,000 different races yearly,” he added.
The product will soon be rolled out across Betsson’s other brands, with a major mobile sportsbook overhaul also on the horizon.
As part of the launch, Betsafe will be heavily involved in “engagement activities” around Royal Ascot later this month and its first 100 racing customers will receive a £100 free bet.