Continuing the development of its omni-channel product offering, gaming technology supplier OpenBet has unveiled a new horse race betting app this week at ICE.

OpenBet described the in-venue companion app as the industry’s equivalent of ‘click and collect’.

‪Through the app players can see the full range of betting options available with live odds and updates, using familiar workflows from online and mobile betting to build their betslips.

For the first time, completed betslips can be saved then scanned at the till, allowing in-venue cash players to enjoy the convenience and benefits of an online account. Players can also pay using their online account via OpenBet’s Unify card.

The app has been on demonstration at ICE this week, with customers able to place a bet at the OpenBet bookmaker’s shop live on the stand, run by Pat Dennis, son of Barry Dennis – dubbed Britain’s ‘most famous bookmaker’.

OpenBet CEO Jeremy Thompson-Hill said: “Our theme at this year’s show demonstrates how OpenBet understands the importance that racing plays for sports betting operators.

“An extremely high level of capability is required to handle the scale of major events and the performance of our platform under this pressure is simply second-to-none.”

The supplier’s theme for ICE 2016 is 'Omni-channel Racing’, recognising the importance of Cheltenham Festival, the Grand National, and other major horseracing fixtures to its clients.

To add to the occasion, OpenBet has sponsored the racing at Taunton and Ludlow, which will be shown live on the company’s stand via OpenBet Promote, its screen management system.

OpenBet will also showcase its self-service terminals - UBet and UPlay - illustrating how an omni-channel experience delivers the right product at the right time, for the right person, however they wish to bet and play.