Horse racing must simplify its product and adopt casino-style mechanics to attract Gen Z customers, according to the latest episode of the iGaming Daily podcast.

Steven Crisp, Mangaing Director & CEO of Racing and Sports, and Commercial Director of UK and Europe, Jack Kelliher, told host Charlie Horner that the sport’s traditional reliance on form analysis and complex data is limiting its appeal to younger audiences.

Instead, they argued that operators need to reposition racing as a fast, simple game of chance.

Crisp said: “It’s not even about a game of skill at that point it’s actually just about a game of chance… you’ve always got to treat it like another spin on a wheel.

“You’ve got to cater for both audiences… your new demographic who just want to play, they just want something to occupy their time.”

Crisp acknowledged that this shift may not appeal to racing traditionalists, but said commercial pressures leave little alternative.

Kelliher highlighted technical barriers that continue to restrict adoption. Many sportsbook platforms are not built to handle racing-specific features such as each-way betting and Rule 4 deductions, creating operational complexity for global operators.

Despite this, he stressed the financial case for investment. While head-to-head sports betting typically generates Gross Gambling Revenue (GGR) margins of 7-9%, racing can deliver margins closer to 15%, offering stronger returns where properly integrated.

Risk management was also identified as critical. Crisp pointed to the importance of advanced customer profiling to identify sharp bettors and syndicates, enabling operators to manage liabilities without weakening the product for recreational users.

Looking ahead to 2026, both said they remain bullish on racing’s prospects. Strong performance in Asian markets such as Hong Kong and Japan, combined with moves in the UK toward simplified betting markets and entertainment-led concepts, suggest the vertical can modernise while maintaining profitability.