Total Performance Data (TPD) is expanding in-running betting on North American horse racing by generating live odds from GPS data captured by Gmax, via a partnership with Equibase and distribution through 1/ST CONTENT.

TPD said its partnership with Equibase has led to more than 30 installations across North America. The system captures live position, speed and biometric horse data at ultra-low latency, updating 10 times per second during a race. TPD then applies proprietary machine learning models to publish in-running odds throughout each race.

1/ST CONTENT is licensing the in-running odds product to international operators, with operators using the product reporting betting handle increases of between 5% and 10%, according to the companies. TPD and 1/ST CONTENT said they have direct integrations with “leading global bookmakers,” naming bet365, Ladbrokes, Coral, BetVictor, BoyleSports and William Hill as customers.

Equibase said it now collects GPS data at racetracks representing nearly 80% of North American handle. The companies also positioned the product around in-play features including support for after-the-off “late money,” tradeable prices “until the final furlong,” and cashout-integrated functionality.

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.”

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The post North American racing pool betting arrives at UK tracks through Britbet and 1/ST CONTENT appeared first on Americas iGaming & Sports Betting News.

Britbet is the on-course pool betting operator for its partner racecourses, providing customer-facing pool betting services for 58 of the 59 UK tracks. Accordingly, this deal will deliver further pari-mutuel liquidity for 1/ST CONTENT’s expansive portfolio of North American racetracks.

This agreement also leverages 1/ST TECHNOLOGY’s broad suite of products and services, including the AmTote International brand, the world’s market leaders in pari-mutuel tote and ADW technologies.

Bet types will include but not be limited to: Win, Show, Exacta and Trifecta. These bet types can be readily mapped on to familiar UK pool bets. Other bet types are expected to follow, but the initial bet types available largely mirror the more popular on-course bet types in the UK.

Britbet’s on-site UK staff, whose presence can be found in either fixed retail positions, or roaming couriers in hospitality areas, are dedicated to improving the user experience at racetracks. Adding US racing will assist in this effort, delivering broader content and engagement for customers.

The recent rollout now brings the premier stateside races to the UK racecourses – from this Saturday’s Pegasus World Cup, through the spring’s Triple Crown contests, the midsummer Travers Stakes at Saratoga, and then culminating at the Breeders’ Cup World Championships in November. More broadly, 1/ST CONTENT’s extensive content portfolio now covers nearly 90% of all North American racetracks, neatly following on from the UK’s domestic program at 17:00 (approx.) each day, and particularly pertinent in the winter and spring when there are far fewer evening racing fixtures 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.”

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