Horse racing content provider 1/ST Content is making North American racing available for pool betting across racetracks in the United Kingdom through a partnership with Britbet.
Britbet is the on-course pool betting operator for its partner racecourses, providing pool betting services for 58 of the 59 UK tracks.
The company’s agreement with 1S/T Content also covers products and services from 1/ST Technology, including pari-mutuel tote provider AmTote International.
“Britbet already sells the product so effectively on-course, returning much-needed funding to the sport, and we were impressed with this racing-first model and tech-forward approach,” said Simon Fraser, senior vice president of international for 1/ST Content. “Couple that with the enthusiasm of their customer-friendly staff to educate both seasoned and novice bettors about North American racing, and we’re confident we can build from this pools-betting keystone.”
Fraser said that 1/ST Content is always looking for new ways in which to improve the user experience and journey, for both the bettor and the operator.
“It’s no secret that international bettors want access to bigger and more diverse pools to bet into, not to mention reliable field sizes with the betting value and variety that comes from exotics,” he continued. “North American racing provides these new opportunities on a regular basis, and at a complementary time for more savvy British racecourse audiences who are looking for a relatable and quality product to bet on, as the domestic scene winds down each day.”
Britbet managing director Nigel Roddis commented: “This arrangement with 1/ST Content allows us to make more use of the i-neda technology that drives our on-course betting terminals, delivering more content for on-course customers – even though time-zone differentials and the racing on-course will necessitate that a selective approach is taken to what will be offered.
“But it is part of our wider commitment at Britbet to grow pool betting across the UK, from our own on-course perspective and beyond. This collaboration builds on that, delivering new content for the customer and enhancing their on-course experience. Providing our customers with visibility of racing in other jurisdictions demonstrates the global nature of the sport, and we look forward to showcasing the key events at our partner racecourses.”