Total Performance Data’s partnerships with Equibase and 1/ST CONTENT are creating new ways to bet on horse racing for leading operators like bet365 and Entain

Total Performance Data (TPD) is powering live, in-running betting on North American horse racing, leveraging GPS data captured by Gmax – the world’s most widely used horse racing GPS tracking system.

TPD’s partnership with Equibase has already led to more than 30 installations of the system across North America. The technology captures live position, speed and biometric horse data at ultra-low latency, updating 10 times per second during a race.

TPD then uses proprietary machine learning models to generate live betting odds throughout each race, creating a new betting experience for customers and new revenue opportunities for the sport.

TPD partners with 1/ST CONTENT, the leading distributor of North American horse racing data, to license this in-running odds product to international operators. Operators using the product have reported increases in betting handle of between 5% and 10%.

TPD and 1/ST CONTENT enjoy direct integrations with leading global bookmakers, enabling the distribution of live odds within fractions of a second. Customers already include bet365, Ladbrokes, Coral, BetVictor, BoyleSports and William Hill.

As well as supplying in-running odds for US and Canadian racing, TPD also powers live odds for racing in the UK, South Africa, Chile, Australia and Germany, with additional territories set to follow.

Operators and their customers can now draw from the following benefits:

• In-running betting from 1/ST CONTENT racecourses, mapping 80% of North American handle
• 2,500 race days per year and rising
• Improved in-running engagement, featuring:

o   Accommodating after-the-off “late money”

o   Live tradeable prices until the final furlong

o   Cashout-integrated functionality in-play (fair-margin, lowest latency)

o   Price-smoothing and visual-tracking graphics to enhance the user experience

This breakthrough product was fashioned to disrupt the sportsbook space by delivering reliable live pricing on a popular sport which had previously struggled to keep pace with a broader sports betting marketplace, where over 80% of turnover is generated in-play. Now, however, TPD and 1/ST CONTENT have successfully launched a dependable in-play offering with Tier-1 partners which crystalizes accurate odds for the most solid in-play, fixed-odds pricing around.

The feed fuses the starting price with the best of automated trading via TPD’s advanced in-running analytics, including stride length, stride frequency and sectional timings, enabled by the saddle-cloth GPS tracking. These variables are accordingly harvested in-play by TPD’s machine-learning trading tools whose algorithms train themselves on race pace for precise pricing that delivers a distinct step-change in live fixed-odds betting, powering subsequent upticks in turnover.

John McBroom, Commercial Director at TPD, said: “We’re delighted to be harnessing the power of live GPS tracking data to create new opportunities to bet on North American racing. Our collaboration with Equibase, 1/ST CONTENT and our operator partners is delivering a truly innovative product and creating a new, much-needed growth engine for the sport.”

Simon Fraser, SVP International at 1/ST CONTENT, said: “1/ST CONTENT’s unparalleled racetrack coverage in North America – coupled to our strong heritage in managing content rights, data and odds – means that we were logical partners in a shared vision. Working with TPD’s team of analytical experts has been a responsive collaboration, allowing us to finally deliver a key new revenue-driver for North American racing.”

“Deeper audience engagement is our combined goal. And it’s exciting to see this in-play solution add a welcome new dimension to anyone following racing stateside.”

Kyle McDoniel, President and COO, Equibase, said: “TPD and 1/ST CONTENT are terrific partners. Through our collaborative efforts with Gmax, Equibase now collects GPS data at racetracks representing nearly 80% of North American handle. Thoroughbred racing is a data-driven sport, and the incorporation of this positioning data to power in-running wagering opportunities is another step toward capturing the broader sports betting fan who enjoys action throughout an event, and one of the first of many innovations to come from this rapidly expanding dataset.”

Ben Hutton, Head of International Racing at Entain, said: “This is a timely, automated-product innovation which gives our brands and customers the live service that they’ve been demanding for a long time. All the requisite variables are incorporated and accounted for, ensuring total peace of mind and speed of integration for anyone looking to add this breakthrough feed. At Entain, we’re always looking to provide additional data and exciting markets with which to better engage fans in a sport we love.”

1/ST CONTENT, the leading supplier of high-quality horse racing content from North and South America and an important segment of 1/ST, has revealed that its North American racing is now accessible for pool betting by UK bettors at racetracks throughout the UK, due to a significant partnership with Britbet.

Britbet serves as the on-course pool betting operator for its affiliated racecourses, delivering customer-focused pool betting services at 58 of the 59 tracks in the UK. Consequently, this agreement will provide additional pari-mutuel liquidity for 1/ST CONTENT’s extensive range of North American racetracks.

This agreement also utilizes 1/ST TECHNOLOGY’s extensive range of products and services, featuring the AmTote International brand, which is a global leader in pari-mutuel tote and ADW technologies.

Bet categories will encompass, but are not restricted to: Win, Show, Exacta, and Trifecta. These betting types can be easily aligned with well-known UK pool wagers. Additional betting options are anticipated to emerge, but the initial available types largely reflect the more favored on-course betting selections in the UK.

Britbet’s UK staff on-site, available in fixed retail roles or as roaming couriers in hospitality zones, are committed to enhancing the customer experience at racetracks. Incorporating US racing will support this initiative, providing greater content and interaction for customers.

The latest rollout introduces the top stateside races to UK racecourses – starting with this Saturday’s Pegasus World Cup, continuing with the spring’s Triple Crown events, the summer Travers Stakes at Saratoga, and concluding at the Breeders’ Cup World Championships in November. In a broader sense, 1/ST CONTENT’s vast content collection now encompasses almost 90% of all racetracks in North America, seamlessly aligning with the UK’s domestic program around 17:00 (approximately) each day, and especially relevant during winter and spring when evening racing events are significantly reduced in Britain.

Simon Fraser, SVP International 1/ST CONTENT, said: “Britbet already sells the product so effectively on-course, returning much-needed funding to the sport, and we were impressed with this racing-first model and tech-forward approach. Couple that with the enthusiasm of their customer-friendly staff to educate both seasoned and novice bettors about North American racing, and we’re confident we can build from this pools-betting keystone.

“1/ST CONTENT is always looking for new ways in which to improve the user experience and journey, for both the bettor and the operator – and we’re in the vanguard of such initiatives thanks to this transformative collaboration with Britbet. It’s no secret that international bettors want access to bigger and more diverse pools to bet into, not to mention reliable field sizes with the betting value and variety that comes from exotics. North American racing provides these new opportunities on a regular basis, and at a complementary time for more savvy British racecourse audiences who are looking for a relatable and quality product to bet on, as the domestic scene winds down each day.”

Nigel Roddis, Managing Director of Britbet, added: “This arrangement with 1/ST CONTENT allows us to make more use of the i-neda technology that drives our on-course betting terminals, delivering more content for on-course customers – even though time-zone differentials and the racing on-course will necessitate that a selective approach is taken to what will be offered. But it is part of our wider commitment at Britbet to grow pool betting across the UK, from our own on-course perspective and beyond. This collaboration builds on that, delivering new content for the customer and enhancing their on-course experience. Providing our customers with visibility of racing in other jurisdictions demonstrates the global nature of the sport, and we look forward to showcasing the key events at our partner racecourses.”