SBC News Voice of the Sports Betting Industry
As the popularity of virtual betting continues to grow in the UK market, Reality Races is aiming to utilise 3D simulations of real time horse races, to elevate its customer engagement to the next level.
We spoke to Ofir Penso the Chief Marketing Officer at Reality Races, who detailed how the brand aims to standout in a tough market, as well as why innovation is crucial for virtual suppliers.
SBC: Can you speak in further detail about Reality Races and what sets your offering apart in the horse racing market?
Ofir Penso: Reality Races is a B2B business that is all about real-time races. We use different data feeds and proprietary technology to convert horse races into 3D & 2D animations in real time. It means we produce a high quality simulation of the race whilst it is taking place. The horses, racecourse and results are accurate, animated versions of the real thing, and it is all done live.
We provide a full package to the client, with races from all over the world, as well as odds and official results. The client can just plug our live animation into its platform devices and its customers will be able to watch the races in real time and place bets. It’s as simple as that.
SBC: How does the fact that your product is animated bring value to the business?
Since our product is 100% digital, we can display the race in so many ways – we can use different angles according to the operator’s preference. We can also apply different colors as per the brand colours, which is of great value to the business. The operator can also display his other product – Casino, Slots, Poker etc. – and run cross-sell campaigns during the different stages of the race. The options are endless and we are open to the needs of the client.
SBC: Given that Reality Races is a B2B product, can you detail further about who exactly you’re targeting?
We supply both operators and platform providers.
If you offer “bet and watch” live streaming then we provide the perfect “cross sell” product which you can offer free of charge to customers as a way of encouraging them to bet on Horse Racing.
If you don’t offer a “bet and watch” streaming product then we offer an ideal low cost alternative which will increase your Horse Racing turnover.
SBC: Could you tell us more about some the key partnerships that have been agreed by Reality Races?
We are currently integrating with Betfred and getting ready for launch next month, which is great news. We have also made progress with a platform provider and a few operators both in the UK and Asia and we look forward to launching with them by the end of 2018.
SBC: Could you reveal any innovation plans that you have coming in the future?
We are currently covering all UK and Irish racecourses in both 2D & 3D, and we have already started adding to our offering the major race courses in the US and Australia. We completed the recruitment of additional resources so we can have this ready in a few months. In parallel, we are working on an interactive betting application using our live animation, which we believe will transform in-play horse race betting. These are exciting times for the business.
SBC: Where can we see Reality Races live at the moment?
The product is live and can be seen on our demo page, to find out more click here.
