Ladbrokes and the Racing Post have teamed up to launch all-digital form guides at two betting shops in Ireland.
Located in Dublin and Galway, the paperless bookies have transformed the traditional Racing Post pages into an interactive touchscreen display.
With a tap and a swipe, punters can find live odds and full form for all horse racing in the UK, Ireland and around the world.
“At Ladbrokes, we pride ourselves on our forward-thinking approach and we’re delighted to launch our first paperless shops,” said Philip Chubb, head of operations at Ladbrokes.
“Launching them here in Galway during the summer festival and in Dublin has been a huge success. The screens look great and contain even more content than before.
“The Racing Post Betting Shop Display has been plastered to every betting shop wall across our estate for over 20 years.
“It was vital for our customers to see Racing Post content available in our digital shops as we know just how valuable it is.
“It looks great in the shops and has gone down really well with punters who have been interacting with the screens all week.”
The Racing Post is synonymous with British and Irish bookmakers, but its relevance has waned in recent years with the rise of online betting.
The form guide’s publishers are hoping this latest development will bring brick-and-mortar bookies roaring into the 21st century.
“If you look at the general retail landscape most high street stores are becoming more tech-driven and we know bookmakers are no different,” said Alan Pepperell, head of retail at Racing Post.
“Our newspaper and betting shop display has been a staple of bookmakers over the past 20 years and we are delighted to now be at the forefront of Ladbrokes digital transition.
“The tech in the displays is second to none and we now offer customers more content than ever before.
“Being able to give full form, live odds and verdicts on all UK and Irish racing in-store, at the touch of a button means punters are armed with the best information to help make their selection.”
Both Chubb and Pepperell were speaking at the unveiling of the Racing Post digital display at Ladbrokes’ High Street location in Galway.
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