Equine Racing Wagering in the United States: Maintaining Momentum
## Equine Racing Wagering in the United States: Maintaining Momentum – iGB
American horse racing wagering, the sole form of digital gambling excluded from the UIGEA in 2006, is a multi-billion dollar industry that extends across 43 states and is often disregarded. Alana Levine, North American Editor of the Income Access Group, examines its evolution and its position in the present iGaming market in iGaming Business.
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**Equine Racing Wagering in the United States: Maintaining Momentum**
In the United States, the term “regulated iGaming” generally refers to the two primary areas of poker and casinos. Daily Fantasy Sports (DFS) has only recently joined the conversation, becoming a central point for regulatory scrutiny this summer. These areas continue to grab our attention as we anticipate more states taking action.
What many of us frequently overlook is that there is a regulated iGaming sector that has been in existence for many years. This is horse racing wagering, a digital gambling choice that remains a substantial contributor to online gambling earnings in several states. This sector may not be as promoted as its iGaming counterparts; however, it represents a multi-billion dollar industry in the United States that cannot be disregarded.
**Equine Racing Wagering – A Concise History**
The history of horse racing in the United States goes back to the middle of the 17th century, when the first racecourse was constructed on Long Island, New York, making it one of the oldest sporting activities in the nation. Presently, there are hundreds of racecourses scattered throughout the country, with many operating independently, while others are associated with casinos, also known as racetracks. Although the Unlawful Internet Gambling Enforcement Act of 2006 prohibited online gambling for poker, casinos, and sports betting, horse racing has a long tradition of gambling and is not subject to the act. At present, horse racing is prevalent in 43 states, whereas daily fantasy sports are permitted in only 35 states, and traditional online gambling is regulated in just 3 states.
Bettors can place wagers directly at racetracks or online through Advanced Deposit Wagering (ADW) websites, which is currently the most popular method of betting according to the National Thoroughbred Racing Association. TVG was one of the pioneering brands to offer online wagering, launching in 1993, followed by TwinSpires, BetAmerica, and Xpressbet, which debuted in the early 2000s. Today, there are over 70 brands operating in the US. This includes brick-and-mortar casinos like Penn National Gaming, which introduced its own branded digital wagering platform, Hollywood Races, to foster a closer connection with patrons when they are not at one of its 26 casinos or racetracks.
What is the size of the horse racing wagering market?
The online wagering market for equine racing might not be enormous, but its impact is undeniable. According to Pete Laverick, marketing director of BetAmerica, internet betting surpassed $3 billion in 2015 and has been steadily increasing since. During peak racing periods, the most prestigious events can generate substantial revenue, with the Kentucky Derby alone attracting close to $130 million in wagers. According to Equibase, the market has already generated over $5.5 billion in offline and online bets this year, a 1.24% increase from the previous year.
The targeted customer group is relatively small, but these players have a much higher lifetime value than those in other gambling sectors, averaging between $500 and $600.
It’s worth noting that horse racing aficionados can watch and bet on local, interstate, and even international races. Similar to global casino content providers, the horse racing betting industry also obtains race content from international suppliers. As demand for international races continues to expand, suppliers like Sky Racing World have made significant progress in the market. Entering the market in 2014, Sky Racing World is the primary and exclusive distributor of Australian, New Zealand, and South African horse racing content to the North American market. Recently, the company added Argentinian horse racing to its international content collection.
In the last twelve months, wagering on its global content surpassed $250 million, outpacing major athletic contests, and the organization’s North American wagering rose by 10% annually.
**Industry Development Vertical**
Though many believe that horse racing wagering is on the decline, the expansion of ADW is fueled by a clear shift in content consumption from physical locations to digital platforms. Almost 40% of horse racing fans place bets through mobile devices, and this pattern is anticipated to continue.
Another factor driving digitization is its ability to provide users with continuous access to content, encompassing local, interstate, and international events. Companies like Sky Racing World now offer horse racing enthusiasts 365 days of global events each year, including over 8,000 Australian events, 3,500 South African events, 2,400 New Zealand events, and 1,800 events from Palermo, Argentina. This is nearly seven times the number of baseball matches compared to Major League Baseball.
According to David Haslett, Chief Executive Officer of Sky Racing World, “The changing lifestyles and entertainment habits of horse racing enthusiasts, as well as the quality of our product, are driving our growth. Horse racing fans enjoy being able to bet on Australian events in the evening, for example, which are held on grass and feature larger fields—Australia has 11 competitors, while the US has 7.” ADW betting on international events increased by 17% annually in the past year, emphasizing this point.
Moreover, it’s clear that DFS has become a major factor in the industry’s growth. Companies like BetAmerica have broadened their offerings to include daily fantasy horse racing options, while businesses like DerbyWars and Derby Jackpot have transformed the idea of horse racing wagering to stay ahead of the competition and reach new customers. How effective have these brands been? According to a recent TVG research study, only a small fraction of their users have actually tried daily fantasy products, and 85% of users acknowledged that they don’t plan to alter their betting habits. Despite the low probability of user transition according to TVG’s research, these brands are continuing to innovate and target new customer groups they may not have reached previously.
**Online Marketing in the Horse Racing World**
Similar to other online gambling industries in the US, horse racing betting faces its own marketing restrictions. Google has yet to approve the use of AdWords campaigns to direct users to betting websites. Facebook has shown to be more adaptable and has served as a relatively powerful driver for multiple ADW websites, both as a customer acquisition tool and an engagement tool.
Given the industry’s unique characteristics, many ADW’s key strategies are actually content-driven.
ADW is utilizing grassroots marketing tactics to draw in their highly focused user base, be it collaborating with partner websites, purchasing direct advertising space on top horse racing websites, or generating their own strategic long-tail keyword content.
For businesses like Sky Racing World, the emphasis has been on educating the market due to the introduction of new product offerings. “A significant challenge for us is informing the end user that they can access races, information, and form guides around the clock, every day of the year through their preferred betting websites,” stated Haslett of Sky Racing World. “Seasoned handicappers already know what’s available; for traditional bettors, or those new to the digital realm, it takes time to become familiar with the product, be it ours or anyone else’s.”
What can we glean from this time-honored sport?
Horse racing wagering faces many of the same obstacles as today’s emerging industries. From market saturation, the global reach of the sport, evolving consumer habits and preferences, and increasing entertainment competition, racetracks and ADWs are constantly challenged to stay ahead of the game.
One major topic among the key players in the horse racing world is innovation. Mark Midland, founder of Horse Racing Labs and the mastermind behind online fan site Horse Racing Nation, recognizes that this is the biggest issue facing horse racing today. “If you’re not innovating, how will you progress?” Midland remarked.
Weve witnessed in other sectors how digital transformation is essential as changes in lifestyle, population trends, and consumer preferences are undeniable. To maintain a competitive edge in the marketplace, companies are introducing new product variations, global content accessibility, and innovative platforms to cater to the changing demands of their customers. Consequently, the horse racing wagering industry has made substantial progress, and as it continues to evolve, we anticipate it to remain a prominent regulated online gaming sector within the US gambling market.
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