Four more sign turnover-based streaming and data deal with ATR

BetVictor, Betway, BoyleSports and Unibet have joined Betfred in signing a turnover based streaming and data deal with At The Races (ATR), which will begin in January 2020.

The agreement will cover the delivery of streaming and raceday data, which ATR sells as a licensee for its racecourse rights holders across the platform’s UK horseracing content.

Under the terms of the agreement, the operators will shift from a pence per stream pricing model to one where ATR receives a share of turnover on all bets placed. ATR’s content will be delivered via its wholly owned streaming platform, Sport Mediastream.

Matthew Imi, Chief Executive, At The Races celebrated the new agreement: “We are delighted to have concluded these four important agreements and look forward to working closely with our partners to maximise betting turnover on our racing product.”

It affirms the strong relationship between the operators and the broadcaster, and will allow all parties to work collaboratively on digital content innovation over the term.

The agreement also shows a growth in support for the turnover-focused streaming model, which has recently faced scrutiny over concerns that operators’ margins could be hit by the new model.

At the time of signing the agreement, Rakesh Chablani, Managing Director of Betfred.com, said: “We are delighted to strengthen our partnership with ATR and we look forward to working together in growing our horseracing product.”

Check Also

Parimatch combats esports corruption with ESIC membership

International betting operator Parimatch has strengthened its commitment to fight against the corruption of esports …

Molly Bloom to host Molly's Malta Game at CasinoBeats Malta

Poker legend Molly Bloom in for CasinoBeats Malta

Molly Bloom, the American entrepreneur, author and legendary organiser of high-stakes VIP poker games featuring …

Bold360

Neel Davda, Bold360: Delivering the “best of bots” to boost human support

Bold360 delivers an artificial intelligence (AI) based digital engagement solution designed to marry the “best …