BOYLE Sports launches Touch Bet for seamless retail horse racing betting

The retail betting sector continues to evolve as operators invest in technology that connects physical betting shops with digital platforms. Customers increasingly expect fast, convenient and flexible services that allow them to choose how they interact with betting products while maintaining access to traditional retail support.

Against this background, BOYLE Sports has introduced Touch Bet, a new in-shop betting feature designed to simplify the process of building and placing horse racing bets. Developed in partnership with Spotlight Sports Group, the exclusive launch represents another step in the company's wider strategy of improving the customer experience across both retail locations and digital channels.

Initially available exclusively throughout the BOYLE Sports retail estate, the new feature enables customers to create horse racing bets directly from Digital Racing Post touchscreens before completing their wagers either in-store or through the BOYLE Sports mobile application.

Touch Bet introduces a new way to place racing bets

Touch Bet has been designed to make the betting journey more intuitive for customers visiting BOYLE Sports betting shops.

Using Digital Racing Post touchscreens installed in participating locations, customers can browse race meetings scheduled throughout the day, review available selections and build betting slips using a touchscreen interface. Rather than completing every stage at a betting counter, users can prepare their selections independently before deciding how they would like to finalise the transaction.

Once the betting slip has been created, customers have two options. They may present the selection to a member of staff at the counter or continue the process digitally by scanning a QR code with the BOYLE Sports mobile application. This approach combines the familiarity of retail betting with the flexibility offered by digital technology.

The feature has been introduced exclusively for BOYLE Sports customers during its launch period, giving the operator an opportunity to evaluate customer engagement while offering a service that is not currently available elsewhere.

Strengthening the omnichannel customer experience

Retail betting remains an important part of the wagering industry despite the continued growth of online betting. Many customers continue to value the personal interaction, atmosphere and support available within betting shops while also expecting the convenience associated with digital platforms.

Touch Bet has been developed to bridge these two environments.

By connecting Digital Racing Post touchscreens with the BOYLE Sports application, customers can begin building a bet inside a shop before completing the process in whichever way best suits their preferences. The system is intended to provide greater flexibility without changing the familiar retail experience many customers already enjoy.

The launch reflects BOYLE Sports' broader investment in omnichannel betting, where retail and digital services complement each other rather than operating as separate experiences.

For customers, this may reduce waiting times during busy racing periods while providing additional confidence through multiple methods of completing a transaction.

Partnership with Spotlight Sports Group

The technology behind Touch Bet has been developed in collaboration with Spotlight Sports Group, a business recognised for providing racing content and betting technology across the industry.

Its Digital Racing Post displays are already widely used within betting shops to provide racecards, form analysis and racing information. The addition of Touch Bet expands the role of these touchscreens from providing information to allowing customers to actively create betting slips before completing their wagers.

The partnership combines BOYLE Sports' retail operations with Spotlight Sports Group's expertise in digital racing content, creating an integrated customer journey that links information, bet creation and payment options.

According to both companies, the objective is to simplify the betting process while maintaining the quality of information that racing customers expect when making betting decisions.

BOYLE Sports outlines the benefits for customers

Commenting on the launch of Touch Bet, Philip Chubb, Retail Commercial Director at BOYLE Sports, said:

“Touch Bet is a major step forward for our racing customers and marks a significant milestone in our retail offering. We know customers want more control, more convenience and a smoother experience when placing their bets. With Touch Bet, they can browse, build and place their racing bets in the way that suits them, whether that's at the counter or through our app.

“We're especially proud that this is an industry-exclusive launch for BOYLE Sports. It gives our shop customers first access to a new way of betting and shows our continued commitment to investing in better retail and digital experiences.”

Chubb's comments highlight the company's focus on giving customers additional flexibility while maintaining access to traditional retail betting services. The launch also demonstrates BOYLE Sports' ongoing investment in technology intended to improve the customer journey across multiple betting channels.

Spotlight Sports Group highlights retail innovation

Spotlight Sports Group believes the introduction of Touch Bet represents an important development for retail betting technology by combining trusted racing information with a simplified betting process.

The company has worked closely with BOYLE Sports throughout the development of the feature to ensure that customers can move naturally from reviewing race information to creating a betting slip. By integrating Digital Racing Post content directly into the betting journey, the solution aims to make the overall retail experience more efficient without removing the support available from shop staff.

Commenting on the partnership, Jon Sanders, Head of Retail Development at Spotlight Sports Group, said:

“BOYLE Sports' Touch Bet represents a true first in the retail environment, combining the quality betting experience honed by BOYLE Sports with the premium Racing Post content presented on the Digital Display Screens. BOYLE Sports are the ideal partner to work alongside in developing and launching the product.

“By bringing the trusted expertise behind Racing Post onto the shop floor, we are giving customers a more intuitive and efficient way to build and place their bets. Retail remains a vital part of the betting experience and we are proud to support BOYLE Sports as they continue to connect digital and in-shop betting.”

The comments reflect the shared objective of both companies to modernise the retail betting experience while preserving the strengths that continue to attract customers to betting shops.

Building on wider investment in the UK market

The launch of Touch Bet follows BOYLE Sports' broader investment strategy within the United Kingdom. After announcing a £100 million investment programme in the UK market during the previous year, the company has continued to expand and enhance both its retail and digital offerings.

Rather than focusing solely on new products, the operator has invested in technologies that improve the overall customer experience. This includes updating retail environments, strengthening digital capabilities and introducing tools that simplify the betting journey across different channels.

Touch Bet forms part of this wider strategy by creating a closer connection between physical betting shops and the BOYLE Sports mobile application. Customers who prefer a traditional retail visit can still benefit from digital convenience without changing the way they choose to place their wagers.

Expanding a portfolio of digital betting tools

Touch Bet also complements other technology-driven products introduced by BOYLE Sports in recent years.

Among these is Smart ACCA, a data-led accumulator tool that assists customers when creating football and horse racing accumulators. Together, these products illustrate the company's focus on developing services that make betting more accessible and easier to navigate.

Although each feature serves a different purpose, they share a common objective of helping customers build bets more efficiently while offering greater flexibility in how those bets are completed.

As customer expectations continue to evolve, many operators are seeking solutions that combine digital convenience with personalised retail support. BOYLE Sports' latest launch reflects this broader industry direction by integrating touchscreen technology, mobile functionality and in-store service into a single customer journey.

Touch Bet reflects changing customer expectations

The betting industry has experienced significant technological change over the past decade, with many customers now moving between retail shops, websites and mobile applications depending on convenience and personal preference.

Solutions such as Touch Bet acknowledge these changing habits by allowing customers to begin one stage of the betting process in a retail environment before completing it digitally if they choose. This flexibility supports a more connected betting experience while preserving the role of retail locations within the wider betting ecosystem.

As operators continue investing in omnichannel services, innovations that improve speed, convenience and customer choice are likely to remain an important area of development across the industry.

Conclusion

The introduction of Touch Bet represents another milestone in BOYLE Sports' ongoing efforts to enhance the retail betting experience through practical digital innovation. By combining Digital Racing Post touchscreens with flexible bet completion options, the company has created a solution that supports both traditional retail customers and those who increasingly use mobile technology during their betting journey.

Developed in partnership with Spotlight Sports Group, the feature demonstrates how retail and digital channels can work together to provide a more connected customer experience without changing the familiar environment of betting shops. Combined with BOYLE Sports' wider investment strategy and its growing portfolio of technology-led products, Touch Bet reinforces the company's focus on offering customers greater flexibility, convenience and choice. As the rollout continues, the exclusive feature may provide valuable insight into how integrated retail betting experiences continue to evolve across the industry.

FAQs

What is Touch Bet?
Touch Bet is a retail betting feature introduced by BOYLE Sports that allows customers to build horse racing bets using Digital Racing Post touchscreens before completing their wagers in-store or through the BOYLE Sports app.

Who developed Touch Bet?
The feature was developed through a collaboration between BOYLE Sports and Spotlight Sports Group.

Where is Touch Bet available?
During its launch phase, Touch Bet is available exclusively across the BOYLE Sports retail estate.

How does Touch Bet work?
Customers use a Digital Racing Post touchscreen to browse race meetings, select their bets and then complete the transaction either at the betting counter or by scanning a QR code with the BOYLE Sports app.

Can customers still place bets with shop staff?
Yes. Customers may finalise their bets at the counter with assistance from BOYLE Sports staff if they prefer.

Does Touch Bet require the BOYLE Sports app?
No. The app provides one method of completing a bet but customers can also finish the process at the retail counter.

What sports does Touch Bet currently support?
The feature has been introduced for horse racing betting.

Why did BOYLE Sports introduce Touch Bet?
The company states that the feature has been designed to provide greater convenience, flexibility and a more connected betting experience across retail and digital channels.

What is Spotlight Sports Group?
Spotlight Sports Group is a technology and media company that provides racing content, betting technology and digital solutions for the betting industry.

How does Touch Bet fit into BOYLE Sports' wider strategy?
Touch Bet forms part of the company's broader investment in omnichannel betting by connecting retail shops with digital services and giving customers more ways to place their bets.