The Derby card handle was up to over $200 million this year. It's a big number, in an industry that (outside big days) doesn't see many big numbers.
There's a rush to judgement on big days like this, namely, it's a one-off, the promotion and red carpets and NBC coverage and well, the Derby, is the reason for this big number alone.
Of course the obvious makes a difference, but, for me, it's much more about Occam's Razor than anything else - attracting betting dollars is a very basic proposition. Cards that we see at the Derby, or Oaks, provide betting value.
On Saturday, this phenomenon was on steroids, when Patch - a horse with maybe a 1% or 2% chance to win - was bet down to 13-1 early. Yes, but it's early. Well, 20 hours later, he went off at 14-1 at post time.
In a game where favorites are winning at about a 40% clip, and implied probability is near reality, these cards drive more and more interest from serious bettors. In fact, I'd submit that Derby day as a percentage of wagering from serious every day players has increased year over year, precisely for this reason.
Racing can't do this every day, but the principles of value should be striven for every day and they really aren't. In many cases they're an afterthought.
When you offer value, it makes more and more people look at your racecards and you don't need a red carpet for that.
Sinking marketing money directly into the horseplayer by seeding pools is effective, in both theory and practice In Ontario and elsewher...
One of life's many mysteries on gambling twitter is the Jackpot Bet. Oftentimes people like @shottakingtime, echoed by others, will pos...
Yesterday we wrote about some (many?) inside the business who don't quite understand what we bettors do each day to try and scratch som...
Innovation and horse racing. Put together, the two of them elicit feverish reaction in this sport. One one side you have the customers, alon...
The pandemic and resulting discombobulation has certainly thrown things out of whack in horse racing, and some narratives are being turned o...
Last evening Woodbine cards - both Thoroughbred and harness - were televised on Canada's largest sports network, TSN. From inside the sp...