SBC News Voice of the Sports Betting Industry
Total Performance Data (TPD), a live data provider for horse racing, has announced an in-running betting product in partnership with 1/ST CONTENT.
Described as a US racing-first, this rollout has already seen the successful delivery of a new in-play service for Sky Bet – part of Flutter Entertainment.
Simon Fraser, Senior Vice President International at 1/ST CONTENT, said: “The jury has long been in, when it comes to the significance of in-play turnover for sports betting. So, it was high time racing narrowed the gap with a legitimate and robust product of its own.”
The UK-based operator initially soft-launched this innovation across a range of races last year, which reportedly had ‘immediate spikes’ in player engagement and turnover for Sky Bet – which has now released In-running Racing across an array of 1/ST CONTENT and TPD-participating racecourses stateside.
“Working with a respected brand of Sky Bet’s scale, alongside TPD’s team of analytical experts, has allowed top-notch traders from our respective teams to finally position the missing piece in a new product for North American racing,” Fraser continued.
“Thanks to Sky Bet’s responsive flexibility and determination to get this innovation over the line, we’ve now delivered an “in-running” industry-first for North American horse racing across the Triple Crown.
“This product solves for the riddles of live betting on racing by supplying reliable pricing on a popular sport which has traditionally struggled to maintain pace with a broader sportsbook marketplace, where over 70% of turnover is generated in-play.
“Now, however, Sky Bet, TPD and 1/ST CONTENT have combined to produce a dependable in-play offering that crystallises accurate odds for the most solid in-play, fixed-odds pricing available.”
In April, 1/ST Content also signed a non-binding agreement with BetMakers targeting several international markets, with the UK and Ireland highlighted in particular.
The partnership focuses on delivery of BetMakers’ North American horse racing content to established global betting markets, distributed via the Australia-based firm’s Global Racing Network.
The complex variables of horse racing have meant the sport hadn’t previously been able to seize the opportunities that other sports have secured through in-play, the content provider explained.
On the latest deal, Will Duff Gordon, CEO of Total Performance Data, added: “This is our first North American in–play racing deal with an operator. We are thrilled to partner with 1/ST CONTENT to bring this innovative product to market and excited about the prospect of teaming up with Sky Bet.”
“At TPD, we have always been committed to pushing the boundaries of horse racing data. Our live-odds model revolutionises the industry by leveraging GPS-tracking devices integrated into the horses’ saddle cloths.
“In a matter of milliseconds, we can generate real-time in-play odds. Additionally, our tracking data enables captivating live-race visualisations and comprehensive statistics, thereby enhancing the overall live content experience for racing, allowing it to compete on equal footing with other sports.
“With TPD’s tracking system now installed at top racecourses in the UK, U.S., Canada, Chile, Saudi Arabia and India, we’re confident that the racing’s data revolution is only just getting started.”
The announcement builds on 1/ST CONTENT’s end-to-end solution which gives clients access to content such as highlights from January’s Pegasus World Cup, through every race of the storied Triple Crown, and on to the season finale at the Breeders’ Cup World Championships in Santa Anita (3-4 November).
