North American racing provider 1/st Content has launched a US racing-first, in-running betting product in partnership with Total Performance Data (TPD).
This rollout has already seen the partnership successfully deliver a new in-play service for Tier-1 operator Sky Bet (part of Flutter Entertainment).
The UK-based operator initially soft-launched this product across a range of races last Fall. The trial run was said to have produced immediate spikes in player engagement and turnover for Sky Bet.
A few things to expect from the new product are: over 1,500 race days per year, extended betting windows, visual-tracking animations to enhance the UX, cashout functionality in-play, live tradeable prices up until the final furlong, fail-safes: manual trader correction, in-play oversight of every race and more.
Simon Fraser, SVP 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.
“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.“
Will Duff Gordon, TPD CEO, said: “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 product to market and excited about the prospect of teaming up with Sky Bet.
“With TPD’s tracking system now installed at top racecourses in the UK, US, Canada, Chile, Saudi Arabia and India, we’re confident that the racing’s data revolution is only just getting started.”
