https://magazine.igamingbusiness.com/2022/04/07/sure-thing-or-pulled-up/content.htmlTom Waterhouse has an overwhelmingly positive view of fixed odds’ prospects, saying he would be “very surprised” if it does not grow to contribute the majority of racing turnover. “In terms of customer numbers, the majority will soon be fixed odds,” he adds.But for BetMakers’ Stuart, there is a clear five-step path for fixed-odds race betting to get established in the US.“One, education. Two, lawmakers and regulators giving fixed odds the same opportunity they’ve given sports betting. Three, a thriving marketplace. Four, a commitment to improving integrity services, reporting, and compliance. “And five, an equitable model where returns to all participants occur while offering a fair, reasonable price to the customer.”The path is clear, and the first two states could soon be live. Now it’s time to see which states follow.
“The US only has short seasons,” says Tom Waterhouse. “20 weeks for NFL, 80 games in the NBA. Then big blocks of the year where these sports are just off. Horse racing is on from early morning to late night.”Factor in the time zone difference, and US bettors can watch races at almost any time of day. Waterhouse continues: “Horse racing doesn’t need to become everyone’s first thought. That might still be the NFL or NBA. But racing becomes part of the ecosystem.”Christian Stuart of BetMakers agrees: “The nature of fixed-odds betting appeals to sports bettors, presenting operators the opportunity to reach a new audience,” he says. “The always-on availability of racing helps betting platforms access an expanded schedule of content from all over the world, any time of day.”
