Executives from the largest bet takers in Australia, France, and Sweden emphasized the importance of jackpot wagers to attract new fans and keep the casual ones coming back.
In Sweden, the V75 wager produces the country's largest pool of any bet type and receives television exposure every Saturday.
In Australia, the First Four wager (superfecta) accounts for more handle than any other exotic wager. And Aymeric Verlet, international development director of French tote Pari-Mutuel Urbain said the Quinte (top five finishers) is the nation's most popular bet.
"You can target infrequent customers with these types of bets," said Paul Cross, international wagering manager of Tabcorp in Australia.
"Racing is an experience but betting completes it. When the jackpot reaches a certain level people do whatever it takes to be involved."
V75 is a pick seven wager, but its popularity comes in part because Swedes can wager through lottery outlets.
The bet generates a handle of $10-million a week, and top payouts often range between $2.5-million and $6-million.
"Here's a strategy for a strong position," said Benno Eliasson, vice president of Swedish tote AB Trav och Galopp.
"Create big pools using big exotic wagers, increase distribution by building your OTB network, offer 24-7 betting to supply the demand, but put your focus on the big days, get your programming in the mainstream media, and leave no doubt that your game has integrity."
The United States trails most nations with legalized gambling when it comes to distribution points. There is one distribution point for horse racing for every 500,000 U.
S. residents, but for every 500,000 French residents there are 75 such points, noted Verlet.
With the success of jackpot wagers in virtually every racing country in the world, including America's Southern California Pick 6 pools, the international tote executives all stressed the importance of developing an international market with commingled pools.
"The ability to commingle our pools would be a tremendous asset for the pari-mutuel model," Verlet said. "It would be a great chance for racing to develop an event with worldwide betting opportunities and a new wagering product to go with that event."
Verlet noted that France has wagered into the Breeders' Cup World Championships pools since 2000 but U.
S. bettors wager into a separate pool for France's premier race, the Prix de l'Arc de Triomphe (Fr-G1), Churchill Downs Simulcast Network maintains.
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