The theory behind co-mingling is that its use will inject greater liquidity into pools and should result in more attractive dividends and greater participation.
This theory is sound and many betting operators are experimenting with co-mingled events on some occasions with somewhat mixed results surprisingly.
Why has co-mingling not produced the intended results on a more regular basis?
There are a number of challenges that contribute to the mixed results:
- System related issues
- Non standardised rules in different racing jurisdictions
- Time zone challenges
- Currency challenges
- Sacrificing local knowledge
Despite the above co-mingling makes a great deal of sense and if correctly packaged will deliver impressive results in future and lead to great industry gains for all participants.
Could it be improved?
Absolutely, and betting operators need to work towards establishing a more effective co-mingling environment.
The introduction of new products with a standardised set of rules and the capacity to create mega jackpots should be considered. This way pools will benefit from economies of scale from both the format of the game and the benefit of co-mingling. This will give racing an opportunity to compete more aggressively with other gaming formats offering more impressive prize pools. (Poker tournaments and soccer pools for example)
A format that will allow participants to compete on a revolving circuit will be far more effective as it will give all players the occasional home ground advantage and be much less of a disadvantage when taking part in away events.
Co-mingling is definitely a positive step for racing and a number of opportunities exist to take further advantage from this approach.
Efforts to introduce co-mingling specific products over and above the general range of products will unlock very profitable opportunities to grow racing in terms of both turnover and more importantly new customers.