Arena Racing Company (ARC) has launched a new media service, ‘ARC Media International’ (AMI), developed with omnichannel distribution provider Vermantia.
Targeting enhanced exposure for tote betting and an updated service for retail bookmakers, the new horse racing tote betting channel is backed by Vermantia’s CAP (Complex Automated Production) technology.
Elements of the service include racing and betting information via custom-designed graphics, an official live racing commentator and in-studio analyst providing tips for betting shop customers.
Vermantia CTO Menelaos Ladopoulos said: “Cutting-edge retail technology lies in our core offering, and we are glad to be able to provide betting operators with the most comprehensive live racing service for Tote betting.
“We are always in line with the growing demand from the market for premium quality and fast-paced racing, which is powered with a fully automated service and zero-hassle for the operator, making it the most complete offering of its kind worldwide.”
The launch closely follows the finalisation of ARC’s acquisition of Vermantia last year, when the UK horse racing organiser underscored a need to bolster its omnichannel capabilities in line with its strategy to create a unique global racing product.
Having entered the market, the channel has been taken live with ‘numerous operators’ in Europe, South Africa and the US, whilst Vermantia has highlighted further expansion as being enabled by its ‘fast and easy activation’ due to the CAP tech.
Mark Kingston, ARC’s Director of Media and Technology, remarked: “The AMI service is a top-quality Tote betting channel in the international markets, being a perfect mix of premium racing content, rich racing and betting data, modern design, and advanced automated technology.
“Its success has been seen from the beginning, being already adopted by multiple influential operators in the US, Europe, and South Africa.”
The channel will cover a horse racing schedule of over 700 fixtures from the ARC’s 16 racetracks, as well as some independent venues.
This will include racecourses such as Doncaster, Ascot and Lingfield Park, with all content centred around tote betting at these locations.
Offering an operator’s view of the new channel, Klaus Ebner, Senior Manager at Woodbine Entertainment, commented: “We’re very happy with the new look and feel of the racing product being displayed to our customers.
“A high-definition signal, clear post times, race distances, and horse information are vital for our customers to wager on some of the very best British races.”