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Filling the gap for expert horseracing trading solutions

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Due to its complex nature, horseracing differs from every other sport in pricing and traditionally it has become more difficult for new entrants to offer competitive pricing, writes Alan Casey the new Head of Trading at AllSported.

The main problem our research has shown in the marketplace is a dearth of trading expertise and limited options for new operators to make headway in the British horseracing market. Added to this, out-of-the-box solutions do not favour those who want to stand out from the crowd and offer their customers an unbeatable customer experience.

It is often the case that platform providers lacking expertise in horseracing, with latency issues in pricing leaving operators at risk of incorrect pricing and open to targeting.

In the past, platform providers have looked at horseracing as a box-ticking exercise and treated it like any other product or content they add to their offering and, as a result, operators using these platforms have found it tough to gain market share and, in a lot of cases, even turn a profit from horseracing.

Today trading rooms are being looked at by finance teams as cost centres rather than profit generators, meaning they are being run to optimum efficiency by the financial controllers. It is impossible to compete with the major high street bookmakers’ trading rooms unless you triple your resources and budget. This is where automation is key.

As customers move more internationally focused that pool of horseracing trading expertise gets even smaller. South African, US and Australian racing have grown in popularity and provide bookmakers with the chance to offer round the clock horseracing coverage. This popularity comes with a risk as trading rooms don’t have the vast expertise required to price every race around the world.

So how can these issues be eradicated? The aim is to provide a made-to-measure offering for your customers which does just that and sets the bar for others to follow. How does a sportsbook stand out from the crowd without the trading room teams of tier-one bookmakers?

AllSported uses an information aggregation and reiterative model based on a set of values to produce one price that reflects the selection’s 100% line within that market. Bookmakers can then add their own preferred margin, giving you total control of your own overround, liabilities and giving your customers the ultimate betting experience. All delivered through an extremely low latency Push API which means you won’t be left exposed by price moves.

Part of the Spotlight Sports Group and launched in 2019, Racing Post and partners Banach Technologies and TXODDS developed the new best-in-class horseracing trading solution AllSported. AllSported combines the expertise and knowledge of all three partners to provide customers with made-to-measure odds, engagement-driving content and risk management all through one streamlined integration. This helps bookmakers grow market share in the multi-billion pound horseracing market.

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N1 Partners launches a promo for N1 Bet: earn extra payouts for your FTDs!

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N1 Partners has just launched a new campaign for its flagship brand – N1 Bet. Until the end of November partners can boost their payouts by up to +7% when driving traffic to two key Tier-1 GEOs: Australia and Germany.

Promo period: October 16 – November 30
Promo GEOs: Australia (AU), Germany (DE)
Traffic sources: FB, In-App, UAC, Email, SMS, SEO, PPC, ASO, and more.

* How it works: the more FTDs your players bring, the higher your bonus to your CPA.

  • 500–899 FTDs → +5% payout on CPA
  • 900+ FTDs → +7% payout on CPA

* Results for Australia and Germany are combined, as well as all accounts of one participating team within the affiliate network.

Why is it worth focusing on Australia and Germany with N1 Partners?

  • 🇩🇪 Germany (DE) brings steady, high-quality traffic with strong evening activity and players who prefer dynamic slot mechanics.
  • 🇦🇺 Australia (AU) delivers solid conversion on slot-focused content and a loyal base of engaged users.

Joining this promo also boosts your progress in the N1 Puzzle Promo, the massive campaign featuring luxury prizes and the ultimate reward: a Robinson R22 Beta II helicopter. The more traffic you send to N1 Bet, the closer you are to the leaderboard’s top!

N1 Bet is a part of a top iGaming affiliate program and one of N1 Partners strongest and most consistent brands, that offers solid conversion, flexible promos, and smart analytics to help affiliates earn more. With an updated design and an optimized retention funnel, the brand performs equally well across online affiliate programs (slots & live) and sports betting segments.

Work with a brand that delivers – and get the most out of every lead!

For questions or personal assistance, reach out to your Affiliate Manager or our LeadGen Manager Christina via the contacts below:
[email protected]
LinkedIn
Telegram

Be number one with N1!

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SOFTSWISS Deepens Safer Play as Platinum Partner of Responsible Gambling Summit 2025

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SOFTSWISS, an international technology provider with over 15 years in the iGaming sector, has partnered with South African entities for the Responsible Gambling Summit 2025, reinforcing its commitment to safe, sustainable play in one of its key growth regions. The two-day summit, organised by the South African Responsible Gambling Foundation, brings together regulators, operators, and experts to advance harm minimisation and industry collaboration.

The Responsible Gambling Summit 2025 will take place from 13 to 14 November in Johannesburg, South Africa, and will include an awards gala dinner recognising initiatives in safer gambling. The programme spans policy, compliance, innovation, and public education, with sessions on illegal market impacts, regulatory development, and technology’s role in prevention and intervention. A SOFTSWISS representative will join the panel discussion ‘Innovation, Technology, and Responsible Gambling’, which explores emerging risks and mitigation strategies in digital environments.

“Industry partnership is essential to keep responsible gambling and player protection visible, effective, and evidence-based across channels. We greatly value the commitment and partnership of prominent international companies, such as SOFTSWISS, whose support brings expertise and resources to these important initiatives in South Africa,” said Sibongile Simelane-Quntana, Executive Director at the South African Responsible Gambling Foundation.

“South Africa is a priority market for SOFTSWISS, and we are proud to support this summit’s mission to advance safer play through collaboration and technology,” said Miranda Guliashvili, Head of Regional Growth at SOFTSWISS. “We continuously apply responsible gambling best practices in our products to help operators build sustainable, compliant growth.”

Building on this commitment, the SOFTSWISS Anti-Fraud team has delivered measurable results: from January to August 2025, it prevented over 15 million euro in fraudulent transactions, resolved more than 56,000 tasks, and processed 70 player complaints submitted to gaming regulators and forums. As fraud tactics evolve – including attempts to use AI-generated deepfakes during verification – SOFTSWISS is strengthening its tools and processes to help operators maintain a secure, transparent environment.

 

About SOFTSWISS

SOFTSWISS is an international technology company with over 15 years of experience in developing innovative solutions for the iGaming industry. SOFTSWISS provides comprehensive software for managing iGaming projects. The company’s product portfolio includes the Casino Platform, the Game Aggregator with over 35,000 casino games, Affilka Affiliate Platform, the Sportsbook Software and the Jackpot Aggregator. The expert team, based in Malta, Poland, and Georgia, counts over 2,000 employees.

The post SOFTSWISS Deepens Safer Play as Platinum Partner of Responsible Gambling Summit 2025 appeared first on European Gaming Industry News.

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Blueprint Gaming strengthens European foothold with Finnish state lottery Veikkaus partnership

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Blueprint Gaming™ has bolstered its presence across Europe after securing a new partnership with Veikkaus, the Finnish state lottery.

Veikkaus’ player base across Finland now benefits from Blueprint’s entire portfolio, featuring branded titles Rick and Morty™: Strike Back, The Flintstones™ and ted™ Afterparty, as well as its iconic King Kong and Fishin’ Frenzy franchises.

Comprising over 1,200 top iGaming professionals, with responsible gaming firmly at its core, Veikkaus operates all gambling content offered throughout Finland, covering lottery, casino and sports betting.

The state-owned organisation has now elevated its diverse gambling portfolio through a library of feature-rich games known for their vibrant visuals, proven retention-focused mechanics and immersive gameplay.

Blueprint Gaming’s latest agreement underlines its ambitions of continuing to expand its global footprint across the industry’s most progressive markets, bringing its ever-expanding content to a new wave of players.

Samuel Haggblom, Director of Key Accounts at Blueprint Gaming™, said: “We are thrilled to join forces with Veikkaus, one of Europe’s most respected and responsible state-owned operators, in a move that significantly strengthens our presence across the continent.

“Finland continues to stand as an exciting opportunity for Blueprint, and through this collaboration, we are bringing our market-leading portfolio, from much-loved franchises to our latest innovations, to a whole new audience of players.”

The post Blueprint Gaming strengthens European foothold with Finnish state lottery Veikkaus partnership appeared first on European Gaming Industry News.

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