The UK’s largest racing group, the Arena Racing Company (ARC), has rebranded its main betting and content product. Previously known as ATR Markets, it is now called Racing1 Markets. This change is part of an international effort to revitalise horse racing.
This rebranding is a step forward in ARC’s partnership with 1/ST Content, a global content, media, and technology partner. Together, they are leading the Racing1 initiative, a strategic alliance that unites key stakeholders in horse racing to offer a comprehensive 24/7 racing solution. This news comes following a recent announcement where New Zealand Thoroughbred Racing (NZTR) also announced a groundbreaking partnership with 1/ST.
A winning start for Racing1 Markets
Racing1 Markets is a turnkey platform providing horse and greyhound racing content and fully risk-managed betting markets. It includes live video streaming from over 140,000 races annually, covering regions like the UK, Ireland, North and South America, South Africa, Turkey, and Australia.
The platform is easy to access with a plug-and-play iFrame solution, allowing operators worldwide to integrate it seamlessly. Operators can choose between the iFrame or an API, offering flexibility to meet their needs.
Brendan Parnell, Managing Director of Media and International at ARC, highlighted the platform’s ease of use and stated,
“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 race book as another vertical kind of product. You neither have to burn any fuel managing it nor worrying about it.
“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 underpinned by advanced analytics and customer profiling.”
Hitting its stride with Duelbits
A new partnership, formed with Duelbits will support this effort. Duelbits is a leading global crypto-betting operator known for focusing on players. Duelbits enterprise has made it a leader in the betting world, and its sportsbook offering aligns well with Racing1 Markets’ expansive event schedule, boosting its ability to offer 24/7 entertainment.
Ross Haffie, Director of Sportsbook at Duelbits, praised the platform.
“At Duelbits, we are dedicated to delivering exceptional experiences for our players. The solution that Racing1 Markets provides 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, flexible 24/7 product delivered to us by gatekeepers in the global racing sector.”
Spurring a horse racing revival
The rebranding of Racing1 Markets comes when horse racing faces challenges like declining racecourse attendance and reduced fan engagement. Industry leaders expect this initiative to reignite interest in the sport. It will make involvement easier for new operators and bettors alike. Heartwarming gestures like Betfair co-founder Andrew Black, who made headlines recently with a heartfelt tribute to a nurse who cared for him during a heart attack he suffered on Boxing Day 2021 amid the COVID-19 pandemic also go a long way to attracting new blood to horseracing.
“This is just the opening salvo in a progressive partnership,” Parnell said. “Through this sharing of complementary resources and distribution networks, 1/ST CONTENT and ARC are now working in tandem across a host of global clients, providing an agile solution-set that can keep pace with the developing regulation across multiple different jurisdictions and maintain a flexible gateway for future product innovations or constraints.”
Clearing hurdles for operators worldwide
The revamped product targets various operators, such as online casinos, sportsbooks, and non-sportsbook platforms, like bingo and lottery providers. Racing1 Markets’ simple design allows operators to smoothly integrate the service while benefiting from official data, licensed media rights, and a strong risk-management system.
This initiative shows ARC’s innovative work with Pythia Sports for pricing, risk management, and The Unit for product design. These partnerships help Racing1 Markets stay flexible and meet the needs of a global market.
The rebranding of Racing1 Markets shows ARC’s commitment to improving horse racing with easy-to-use solutions. With partners like Duelbits and focusing on flexibility, Racing1 Markets aims to lead the industry’s modernisation.
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