he firm will launch its in-venue companion app, which takes omni-channel betting to the next level with 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 bet slips.
For the first time completed bet slips can be saved then scanned at the till, allowing in-venue cash players to enjoy the convenience and benefits of an online account.
True to the omni-channel experience, players can also pay using their online account via UNIFY, the base of OpenBet's omni-channel gaming solutions.
Users at ICE will be able to test the app so they can experience exactly what a customer would, by enabling them to place a bet at the OpenBet bookmaker's shop live on the stand. The bookmaker's stand will be run by Pat Dennis, son of Barry Dennis – dubbed Britain's ‘most famous bookmaker'.
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 market leading screen management system.
Furthermore, OpenBet will 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.
"At ICE we will present the industry's leading omni-channel solution, which is underpinned by the performance of the world's leading sportsbook provider," said OpenBet CEO Jeremy Thompson-Hill. "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."