UK and Irish dedicated horse racing channel At The Races (ATR) has introduced a new integrated betting service on attheraces.com, which allows users to place bets with four leading betting operators.

QuickBet allows customers to place bets with bet365, Coral, Ladbrokes and William Hill without leaving the ATR website, allowing them to stay in direct touch with all ATR’s data and services including live price changes, news, video, racecards, form and tipping.

The new QuickBet service supports single win and each-way bets as well as all common multiple bet types (Doubles, Trebles, Patents, Yankees, Lucky 15s, Lucky 31s and Canadians). Users can access all their account functions, deposit funds, check open bets and view balance and betting history, without the need to register.

“We are always looking at ways to enhance the customer experience online and we believe the introduction of QuickBet does just that,” said Matthew Imi, chief executive of At The Races. “We are delighted to be working with our four initial betting partners with what we think is a game changer in the market.

“Our site re-build last year has given us the foundation to develop ever more ambitious, new functionality and this is just one example of how we will add further value for our bookmaker partners and for our 2.5m monthly users.”

Alex Rutherford, head of product innovation for William Hill, said: “QuickBet is an excellent new addition to the At The Races website and we are delighted to be a launch partner. It is a great tool for William Hill customers to access their accounts and bet on horse racing with minimal fuss.”

Karl Pugh, bet365’s performance marketing operations manager, added: “With the new integration, players can now bet directly with bet365 which will enable a more enjoyable betting experience. We have high hopes for the partnership.”

At The Races is the UK and Ireland's most watched dedicated horse racing channel, broadcasting 24 hours a day to over 13m multi-channel homes. Outside the UK and Ireland, ATR distributes its content into over 30 countries via GBI Racing, its joint venture operation with Racing UK.

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