Total Performance Data (TPD) is expanding in-running betting on North American horse racing by generating live odds from GPS data captured by Gmax, via a partnership with Equibase and distribution through 1/ST CONTENT.
TPD said its partnership with Equibase has led to more than 30 installations across North America. The system captures live position, speed and biometric horse data at ultra-low latency, updating 10 times per second during a race. TPD then applies proprietary machine learning models to publish in-running odds throughout each race.
1/ST CONTENT is licensing the in-running odds product to international operators, with operators using the product reporting betting handle increases of between 5% and 10%, according to the companies. TPD and 1/ST CONTENT said they have direct integrations with “leading global bookmakers,” naming bet365, Ladbrokes, Coral, BetVictor, BoyleSports and William Hill as customers.
Equibase said it now collects GPS data at racetracks representing nearly 80% of North American handle. The companies also positioned the product around in-play features including support for after-the-off “late money,” tradeable prices “until the final furlong,” and cashout-integrated functionality.
John McBroom, Commercial Director at TPD, said: “We’re delighted to be harnessing the power of live GPS tracking data to create new opportunities to bet on North American racing. Our collaboration with Equibase, 1/ST CONTENT and our operator partners is delivering a truly innovative product and creating a new, much-needed growth engine for the sport.”
Kyle McDoniel, President and COO, Equibase, said: “TPD and 1/ST CONTENT are terrific partners. Through our collaborative efforts with Gmax, Equibase now collects GPS data at racetracks representing nearly 80% of North American handle. Thoroughbred racing is a data-driven sport, and the incorporation of this positioning data to power in-running wagering opportunities is another step toward capturing the broader sports betting fan who enjoys action throughout an event, and one of the first of many innovations to come from this rapidly expanding dataset.”
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