Ladbrokes Coral have announced that they are to expand their ‘best odds guaranteed’ promotion to all bets made over the counter in both brands’ shops.

The ‘BOG’ deal stands on all UK and Irish races and the extension starts from today, Monday 14th, as the company seeks to increase revenue this year in preparation for the inevitable revenue cut driven by the reduction in stakes allowed on FOBT’s.

All punters holding a loyalty card, Grid for Ladbrokes and Connect for Coral, can take advantage of best odds guaranteed from 8AM every day. Some high street firms currently limit this offer while others, such as William Hill, save this deal for online backers only.

This is the first move seen by a major land-based firm since the FOBT announcement following the government’s decision to cut stakes from £100 to £2 on all such machines from April 1st, something betting firms said will mean shop closures and a great loss of jobs.

From this week punters will be seeing plenty of social media activity surrounding this deal but, although it will be mirrored by a traditional marketing campaign too, those seeing ads for BOG in shops on the internet are actually still fairly unlikely to take advantage.

By matching the now familiar online BOG offer in the shops, Ladbrokes Coral are hoping that this will re-energise them and take away one major reason for punters not to bet in person. The truth is though that it will take a lot more than this, especially since those who previously gambled away their dough on Fixed Odds Betting Terminals are usually not the ones looking for a horse racing BOG offer.

More will need to be done, especially in terms of offering better prices in the shops regardless of the overheads.

Published by Gary Christie

Gary has been writing in the betting industry for twenty years. He provides content for numerous sites, including Mr Green Casino, various racing magazines and TVG - America’s largest wagering website and horse racing TV network. Contact Gary at

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