Bookmakers at Ascot racetrack in turmoil as automated betting terminals take over betting operations
The Future of Betting at Royal Ascot
Step right up to the future of horse racing, folks! This year at Royal Ascot, the punters have been graced with the introduction of spiffy self-service betting terminals, shaking up the old-school betting system of lined-up bookies flashing their odds. Think drive-thru windows at McDonald's - yep, it's a bit like that, but for horse racing!
These dapper machines cater to wagers of up to £100 and offer a streamlined selection of bets compared to traditional bookmakers and larger pool-systems like The Tote. The gambling industry, being the primary revenue source for British racecourses, is vital for funding prize money, horse welfare, and racecourse costs, with a staggering £13 billion bet annually on horseracing in Britain [1][5].
For many centuries, handing over a crisp tenner to a brusque bookie has been an essential part of the Royal Ascot experience. However, Ascot insists that their technology makes betting more accessible to a wider range of folks [1]. Early feedback suggests that these terminals make it a cinch for those who know their picks and can make decisions on their own time, according to Chris Collard, director of Ascot Racecourse Betting & Gaming [1].
On the opening two days of the Royal Meeting, a breathtaking £60 million of bets were placed via the World Pool, an international pool system into which Ascot's new machines feed [1]. For the track's over 200 on-course bookmakers, the self-service machines with their lower maximum bet represent a novel curiosity, though they remain vigilant, aware of potential threats to their business [1].
Alan Stadler, of A&A Racing, shares concerns about remote gambling via machines, fearing it could make it more challenging to assess those who can't afford to place a bet. "In the Royal Enclosure, you can take 5,000 pounds back from people who can readily afford it," he said. "But maybe in the Heath Enclosure, you possibly can't." There are many issues related to remote gambling via machines that will undoubtedly arise, he adds [1].
Rumor has it that Ascot has no current plans to expand the rollout and maintains the 100-pound limit for the protection of customers. "Our customer base is largely recreational and our average bet size is much lower, around 10-20 pounds," says Collard, adding that only a fraction of total bets would come via this service [1].
Bookies like Barry Pinnington, with three decades in the business, are concerned about any innovation that potentially takes money away from them. While the influx of pool kiosks, online betting, and exchanges is a more significant worry, the new terminals themselves still raise some eyebrows [1].
As more racegoers opt for the convenience of the self-service terminals, concerns about the human element of betting are on the rise. Stadler has seen a decline in the number of bets placed compared to last year, though he still transacted a hefty £55,000 on opening day [1].
"Online is having a bigger and bigger effect," says Stadler. "People are betting on their phones more and more. We like to think as bookmakers we're part of the day's attraction." Meanwhile, all bets placed through Ascot's new system will contribute to a global betting pool known as the World Pool, a collaboration among tote operators in 25 different jurisdictions from Hong Kong to the United States [1].
Trackside bookies recognize that the World Pool brings valuable revenue for British racecourses but emphasize that the human connection is at risk with the increasing adoption of digital means. "I've seen racecourses around the world which have gone to a tote mechanism, and they're just like graveyards and there's no appeal," says Stadler. "There has to be a balance, and I'm not sure the balance is there at the moment." [1]
References:[1] "Royal Ascot gets new tech for age-old tradition" – The Guardian, June 16, 2025[5] "Impact of technology on the betting experience at Royal Ascot" – Racing Post, June 17, 2025
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These terminals represent a significant shift in traditional betting methods, challenging bookmakers to innovate and adapt their services to remain relevant in the age of digitalization. With increased convenience and speed, the new machines have both broadened and placed new parameters around horse race betting [1][5].
Racegoers at Royal Ascot can now test their luck at high-tech racing bets, as self-service machines are shaking up the conventional betting methods across the racecourse. These terminals cater to wagers up to £100 and provide a streamlined selection of bets, reshaping the conventional horse race betting experience.
