He's right and this is a huge issue for gamblers, because it's very difficult to decipher what odds a horse will go off at when we make a wager. If we believe a horse is worth a 30% chance and we see 3-1 we wager, but the horse could end up at 7-5 so it's a bet we never would've made.
In Australia this was an issue, as well, but there was a fix. A fixed odds fix. In the early 2000's, fixed odds wagering represented about $40M in handle. By 2016, this number had vaulted to over $3.5B.
The market spoke and the industry listened. They offered what the customer wanted, in a tech world which demands it.
This avenue allows the industry to hold onto people like Dave, while still keeping a vibrant pari-mutuel system (with higher takeout) that grabs more margin from casual players. It also allows them to make more money on big days from once a year fans. If they want to be more than once a year fans, or once a year players, of course, there's a fixed odds system to attract them, with lower takeout.
This ecosystem also means the tote can be nimble. For example, not long ago they've looked at pricing higher on weekends and less during the week:
- "We don’t run a business based on what we want customers to bet on, we make sure we give customers what they want. We would like a pricing flexibility environment. Our strategy is to combine an offering to customers that has fixed-odds and pari-mutuel.”
With sports betting being looked at by the Supreme Court, more and more betting customers will be introduced to fixed odds. And they will flock to it. But they'll probably be betting the Steelers or the Black Hawks; there will be no way to do the same thing in the sixth at Belmont.