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Price boost launched ahead of Cheltenham Festival betting by BetVictor

12th March 2016 / lee

In a timely move, online betting site BetVictor have launched a brand new feature which means that odds-on favourites are “a thing of the past”.

This new sports betting feature at BetVictor means that punters can now go and boost the price on a selection in horse racing betting, the operator saying that it will remove unattractive short priced favourites.

Of course, this doesn’t mean that you get carte blanche to just go and pick your own prices on any horse that you want. You aren’t going to get Douvan at 4/1 to win the Arkle for example just like that. Through the BetVictor Lengthen the Odds feature, punters can choose what price they want to back a horse at with each price increment requiring that horse to win by a greater distance.

So for example, a horse priced at 11/10 can be backed at the increased price of 6/4 but must be first past the post by at least two lengths in order for the customer to collect, with bigger prizes on offer for larger margins of victory.

BetVictor said the functionality, which is available on all UK races, meant odds-on favourites were now “a thing of the past”, while the product was also likely to boost turnover in otherwise uncompetitive betting heats.

Eoin Ryan, BetVictor head of sportsbook product, said the innovation reflected the operator’s dedication to providing customers with an “intuitive betting experience”.

“We have a number of new product improvements in the pipeline but are really excited by the potential of Lengthen The Odds; there will never be another odds-on favourite at BetVictor,” Ryan said.

This is a hugely innovate new approach to horse racing betting and it will be hugely popular. BetVictor have also signed a three-year deal to sponsor the feature race at Cheltenham’s The Open meeting in November.

The BetVictor Gold Cup, which sees the operator replace long-term sponsor Paddy Power, is the firm’s first horseracing sponsorship deal since becoming an Authorised Betting Partner in February.

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