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.”

Genius Sports Limited released new biometric research conducted with MediaScience showing that ads delivered immediately after emotionally heightened moments in live sports can double unaided brand recall.

The study, The Live Moment Effect, finds that advertising effectiveness is significantly influenced by a viewer’s emotional state immediately before an ad is shown. In controlled biometric testing, ads shown after high-intensity sporting moments, such as near-scoring plays or crucial momentum shifts, delivered approximately double the unaided brand recall of baseline conditions.

The Moment Before the Ad Matters

The research challenges long-held assumptions about media value, showing that not all impressions are equal.

Live sports remain one of the last entertainment formats with large-scale audiences. According to Sports Business Journal, sports accounted for 96 of the top 100 most-watched U.S. telecasts of 2025. But scale alone does not make every impression equally valuable. Fans’ attention rises and falls with the action, making the moments immediately after high-intensity plays especially powerful for advertisers. Cutting through requires knowing when those moments occur and being ready to reach the right fans in real time with messaging tailored to the moment.

Key findings include:

• Emotional intensity immediately before an ad significantly increases memory encoding and recall

• The 60 seconds following a high-impact moment represent the peak window for advertising effectiveness

• Emotional context can have a greater influence on recall than the ad creative itself in real time.

• A Shift from Buying Media to Activating Moments

The findings point to a fundamental shift in how sports media should be planned and valued.

The Live Moment Effect research shows that recall is concentrated around moments of peak emotion. As a result, aligning ad delivery and ad messaging with real-time game context can significantly improve campaign outcomes.

Genius Sports is applying these insights through the Genius Sports Moment Engine, which uses official game data and real-time signals to identify and activate around high-impact moments as they occur. By enabling brands to align campaigns with peak attention windows, the Genius Sports Moment Engine allows advertisers to improve outcomes by optimizing timing rather than increasing volume.

“The sports advertising playbook is being rewritten around the moments when fans are most emotionally engaged. Brands should be present across the full fan journey — pre-game, in-game and post-game — because every stage of the sports experience creates an opportunity to connect. Within that always-on presence, this research shows that certain moments carry extra impact. When a momentum shift, near score or decisive play changes how fans are feeling and focusing, the message should change with it. Genius Sports Moment Engine uses official game data and real-time signals to help advertisers identify those high-impact windows as they happen and tailor campaigns accordingly across every screen,” said Josh Linforth, Chief Revenue Officer at Genius Sports.

“Our research continues to reinforce a principle we’ve observed across the media landscape: context matters. In live sports, emotionally heightened moments prime audiences differently, changing their cognitive and emotional state before an ad is even delivered. When an advertisement aligns with that moment, the context and the creative converge to strengthen memory encoding and significantly amplify recall. That creates a meaningful opportunity for brands to improve performance through real-time, moment-based activation rather than simply increasing media volume,” said Phillip Lomax, Chief Revenue Officer at MediaScience.

The research analyzed viewer response to advertising across varying levels of emotional intensity during live sports, measuring attention, cognitive engagement, and brand recall in controlled environments.