In line with an international initiative aimed at revamping horse racing, the Arena Racing Company (ARC) has rebranded its betting and content product.
Now Racing1 Markets, ATR Markets, has been given its new name after the international racing hub initiative the ARC has developed in cooperation with content, media and technology company 1/ST, and other stakeholders.
The platform will continue to function as a turnkey racing solution focusing on 24/7 horse and greyhound racing content alongside betting markets. The relaunch is supported by a partnership with Duelbits, a global crypto betting operator.
Ross Haffie, Director of Sportsbook at Duelbits, stated: “At Duelbits, we are dedicated to delivering exceptional experiences for our players. The solution that Racing1 Markets provide makes perfect sense for us in continuing our player first strategy.
“From their comprehensive range of horse racing and greyhound content and the appealing data delivery, pricing and risk-management solution, this embodies a best-in-class product that we are sure will prove to be a great success.
“Racing1 Markets is a sophisticated, reliable and, importantly, a flexible 24/7 product which has been delivered to us by the gatekeepers to the global racing sector.”
Racing1 came into being last year as an initiative aimed at reinvigorating horse racing and fostering greater connections between different global stakeholders in the sport.
Brendan Parnell, Managing Director of Media and International at ARC, added: “We’re thrilled to announce this Racing1 Markets launch in a rebrand that crystallises our commitment to simplifying things for existing and, in particular, new customers who may have previously been uncertain of making the leap to a racebook.”
“Think: live streaming of over 140,000 events, racecards, data and wagering – all seamlessly wrapped together as a one-stop racing product whose managed trading and automated risk-management are also underpinned by advanced analytics and customer profiling. Racing doesn’t have to be complicated to set up or manage, and we can now dispel that misconception.
“So if you are, for example, a casino operator, we can integrate Racing1 Markets as an iFrame into your platform, and fully operate it from front to back. Our pitch is: take the iFrame, plug it in, and we’ll run a racebook as another vertical kind of product. You neither have to burn any fuel managing it, nor worrying about it.”
Horse racing has had a difficult couple of years, with fan engagement being a particular troublesome area. UK racing has had to contend with declines in racecourse attendance, making the sector more reliant on media rights, sponsorship and betting levy payments.
The participation of companies like Duelbits in the plans to reinvigorate the sport and strengthen engagement with its followers will come as a morale boost to ARC and other stakeholders in Racing1, showing that betting companies still place value on the sport of horse racing.