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Racecourse Media Group’s innovative new in-play betting service welcomed by bookmakers

Published

3 years ago

April 26, 2023

Reading Time: 3 minutes

Early performance indicates in-play betting service can grow turnover on racing by 5%

Racecourse Media Group’s (RMG) new in-play betting feed has been successfully launched with BetVictor and its other brands, Parimatch and TalkSPORT BET, along with William Hill, with RMG already seeing promising incremental turnover.

To provide the feed, RMG relies on the award-winning GPS tracking service, Coursetrack, which has recently launched a second-generation GPS tracker to provide enhanced accuracy and reliability. GPS co-ordinates are produced 20 times a second for every horse in every race from RMG’s 34 racecourses.

In-play prices are then generated from the GPS data by RMG’s pricing partner Pythia Sports and served to bookmakers via the Press Association. This service is complemented by RMG’s ultra-low latency streams (c.400 milliseconds) via Phenix Real Time Solutions and STATSPerform, which RMG introduced for its streaming services in June 2020.

Adam Barnes, Director of Product at Bet Victor said: “Bet Victor is delighted it can now offer in-play betting for horse racing. The key is having highly reliable and accurate tracking data to create confidence in pricing, both for us as operators but also for our customers – and the Coursetrack technology provides that. We’re very pleased with the results we’re seeing. Of course the bigger meetings have been popular but this isn’t just about increasing turnover on the marquee events, there’s a wider benefit for racing given the interest we’re seeing from customers on midweek meetings.

“We’re looking forward to continuing to work closely and innovate the product with RMG. Using our performance data and customer insights we can better understand how to enhance the in-play experience and explore what types of derivative markets we can look to develop and launch in the near future.”

Racecourse Media Group also welcomed William Hill to the in-play betting service in mid-February, and further bookmakers are in the process of integrating the service. The new in-play pricing service is being made available to all fixed-odds RMG streaming customers as part of its recent contract extensions.

Martin Stevenson, Chief Executive at RMG, said: “RMG has been asked to lead on the broadcast elements of the BHA industry strategy, and innovations such as in-play data and betting represents a real opportunity for our racecourses and the sport. It is finally bringing racing on a par with the data richness of other sports.

“We have been very pleased with the results from BetVictor and William Hill, and the technology is generating additional turnover for the sport, which is much needed after a challenging few years. Since launch, engagement and betting turnover have grown consistently and point towards in-play betting being able to grow turnover on racing by 5%.

“We are also considering how best to interpret the data on the Racing TV channel and digital platforms, incorporating the expertise of the likes of Angus McNae and Ruby Walsh, which can only grow the appeal and engagement with the sport.

“We are delighted to be working with our partners to deliver this innovative new service and we look forward to welcoming further bookmaker partners onboard.”

Freddy Galliers, Director at Pythia Sports, said: “We have been really excited about this project since day one. It’s provided a fascinating challenge with many complexities to overcome and working with Racecourse Media Group, to build this product from scratch, has been rewarding for the entire team.

“Pythia’s goal in moving into the B2B space was to work with rights holders to help innovate and evolve wagering opportunities in racing, and this project ticked all those boxes. The culmination has been to see the project go live with Bet Victor and William Hill. We are looking forward to working with more operators in 2023.”

Belatra Games

From ‘Mummyverse’ to Crash Games: Belatra Reviews a Landmark 2025

Published

21 hours ago

December 23, 2025

Wladimir P.

from-‘mummyverse’-to-crash-games:-belatra-reviews-a-landmark-2025

Editor’s Take

Why this matters: Belatra has been a steady hand in the slots world for a long time, but 2025 marked a distinct shift in strategy. By entering the Crash vertical with Goose Boom Bang and winning big at SiGMA Africa, the studio is clearly pivoting to capture the high-growth, high-frequency players in emerging markets. They are no longer just a “classic slots” developer; they are diversifying the portfolio to ensure relevance in regions like LatAm and Africa.

The Full Story

Belatra Games, the specialist online slots developer, has issued a strategic review of its 2025 operations, celebrating a 12-month period defined by entry into new game verticals, significant franchise expansion, and high-profile industry recognition.

The year was characterized by a dual strategy: deepening engagement in established markets while aggressively expanding its content portfolio to suit local preferences in emerging territories.

Portfolio Evolution: Crash and Battles 2025 saw Belatra move beyond its traditional slot roots. The company made its debut in the high-demand Crash game vertical with the launch of Goose Boom Bang, a title designed to tap into the fast-paced gameplay preference of younger demographics.

Additionally, the studio introduced a fresh game concept with the launch of Battles, a new format unveiled for the first time in 2025, with further development planned for 2026.

The ‘Mummyverse’ Expands For fans of classic slots, the highlight of the year was the aggressive expansion of the Mummyverse. Belatra nearly doubled the size of this franchise over the year, making it the most extensive game universe in their entire catalog.

The developer also focused on B2B localization, releasing a number of exclusive bespoke games created specifically for selected operator partners to meet specific local market tastes.

Awards and Recognition The company’s strategic shifts were validated by industry accolades. Belatra secured over 30 nominations throughout the year, with standout wins including:

Best Slot Provider (awarded by BitStarz).
Most Played Game of 2025 for Make It Gold at the SiGMA Africa Awards.
Player’s Pick Award.

Management Commentary Misha Voinich, Head of Business Development at Belatra, commented on the studio’s momentum:

“This year has truly defined who we are as a studio – ambitious, creative and focused on building long-term partnerships. We’ve expanded our universes, launched new ones and entered exciting new markets that will all help us carry this momentum into the New Year.”

The post From ‘Mummyverse’ to Crash Games: Belatra Reviews a Landmark 2025 appeared first on Gaming and Gambling Industry Newsroom.

BMM Testlabs

‘Chaos and Soul’: Ebaka Games Plots Global Expansion After Viral Launch

Published

22 hours ago

December 23, 2025

Wladimir P.

‘chaos-and-soul’:-ebaka-games-plots-global-expansion-after-viral-launch

Editor’s Take

Why this matters: The “Instant Game” vertical (Crash, Plinko, Mines) is becoming crowded, but Ebaka Games is cutting through the noise with a distinct brand personality. By securing BMM Testlabs certification so quickly after launch, they are signaling to Tier 1 operators that despite their “chaotic” marketing vibe, the math underneath is solid and compliant. The backing of industry veteran Dmitry Belianin also adds immediate commercial credibility to the startup.

The Full Story

Ebaka Games, the fledgling studio that promises to bring “chaos and soul” to the iGaming sector, has outlined an aggressive growth strategy for 2026 following a landmark launch period in late 2025.

The studio, which officially debuted in November, reports that its initial rollout reached more than five million people worldwide. The launch saw its portfolio go live with the operator Menace, serving as the initial testbed for its mechanics and “Ebaka modes.”

The Product: Instant Games with Personality Ebaka is bypassing traditional slots to focus on the high-growth vertical of fast-paced, instant-win games. Their initial lineup includes:

Plinko
Mines
Tower
Limbo
Crash

Differentiation is achieved through unique mascots and signature gameplay tweaks designed to offer high win potential and distinct visual identities, moving away from the generic interfaces often found in this genre.

Regulatory Milestone Crucially for its 2026 roadmap, Ebaka Games has confirmed it has secured certification from BMM Testlabs. This accreditation validates the fairness and integrity of its RNG (Random Number Generator) and game engines, removing a major barrier to entry for regulated markets. With this certification in hand, the studio plans to launch with a number of “major brands” in the coming year.

Management Commentary Vitalii Zalievskyi, CEO of Ebaka Games, commented on the studio’s unorthodox approach:

“It’s only been a few weeks since we first introduced Ebaka Games to the world. The feedback has been breathtaking, and it vindicates the decision for us to take a different path to the rest of the industry. You don’t need huge marketing budgets to grab people’s attention if you are building something truly innovative.”

Industry Backing The studio describes itself as being “created by players for players” but boasts significant industry firepower in its corner. The team includes Dmitry Belianin, a well-known figure in the sector who is the co-founder of Blask and Menace, as well as Managing Partner at Already Media.

The post ‘Chaos and Soul’: Ebaka Games Plots Global Expansion After Viral Launch appeared first on Gaming and Gambling Industry Newsroom.

ARC

Racing Meets Nightlife: SBK Backs ARC’s New ‘Friday Night Live’ Series

Published

22 hours ago

December 23, 2025

Wladimir P.

racing-meets-nightlife:-sbk-backs-arc’s-new-‘friday-night-live’-series

Editor’s Take

Why this matters: British racing has a well-documented demographic problem; its core audience is aging. “Friday Night Live” is a direct attempt to fix this by blending high-stakes racing with the “experience economy” (DJs, nightlife vibes) that appeals to Gen Z and Millennials. Bringing SBK on board—a mobile-first, app-only sportsbook—is a perfect demographic fit, while the Racing Post adds the necessary credibility to ensure the actual racing product remains the focus.

The Full Story

Arena Racing Company (ARC) has unveiled the strategic commercial lineup for its upcoming Friday Night Live series, confirming SBK as the Exclusive Betting Partner and The Racing Post as the Official Media Partner.

Set to launch in January 2026, Friday Night Live is a new initiative created in collaboration with youth-focused events company INVADES. The series is designed to overhaul the traditional race day experience, featuring fast-paced fixtures under floodlights, DJ sets, and significant entertainment elements sandwiched between races.

The Commercial Deal

SBK: As the exclusive betting partner, the Smarkets-owned sportsbook will take naming rights and on-course branding for all 35 races. Crucially, these races will be broadcast live on mainstream television via ITV Racing as well as Sky Sports Research.
The Racing Post: As the Official Media Partner, the publication will provide content, coverage, and promotion across its digital platforms, aiming to bridge the gap between established racing purists and the new audience ARC hopes to attract.

A High-Stakes Experiment The series is not just a marketing exercise; it carries serious sporting weight. Each of the five scheduled nights will feature over £200,000 in prize money. The fixtures will rotate across three of ARC’s all-weather tracks: Wolverhampton, Newcastle, and Southwell.

Management Commentary David Leyden Dunbar, Group Director of Commercial Strategy at ARC, was clear about the target audience:

“We have been very clear that one of the aims of Friday Night Live is to engage the next generation of racing fans… Both [partners] have shown real enthusiasm to work with us… as well as using the platform that these fixtures will offer them to also engage with more established racing and sports fans.”

Adam Baylis, Marketing Director at SBK, added:

“Friday Night Live [is] a fresh and engaging concept that brings a new energy to British racing. SBK has always been built around sport… our focus is on enhancing the live race day experience in a fun, social and responsible way.”

The 2026 Schedule The series kicks off immediately in the new year: