Video short: Live racing data opens up whole new range of betting opportunities

Live racing data produced across all of the racing will support the industry in generating new and innovative markets and enable it to attract new punters and a younger demographic to the sport, Paul Witten, commercial director at SIS, has told iGaming Business.

Speaking as part of the iGaming Business video short series, Witten said SIS would be transmitting live racecourse data to broadcasters, betting shops and online bookmakers thanks to GPS transmitters fitted into jockeys’ saddles which will allow the transmission in real-time of coordinates and speed.

A low-cost solution that allows all of racing to have access to in-depth data, rather than for just special races, means “you are opening up a whole set of opportunities for betting, for integrity usage, graphic representation, enhancing the experience in the race-course big screens and more information for people there, and into broadcast”, said Witten.

Potential applications for the data include: integrity, as jockeys can see all the video, broadcast opportunities, TV broadcasters have some very interesting thoughts on how to freshen up racing presentations and betting innovations.  “At the moment pretty much everything stops at the off and then it’s ‘let’s hope for the best’. This opens a whole new range of opportunities for them,” added Witten.

“If you think about other sports, football or tennis, and look at the growth of in-play that is an additional source of revenue and a source of excitement for customers, the same thing has never really happened in horse racing.

“The betting exchanges allow in-running betting and peer-to-peer, but the traditional bookmakers have never had that capability and with (some of the) things we are doing with SIS, there is a whole change in the way that happens and developments that will allow bookmakers to provide more markets in play, so data is going to be really crucial.”

Witten explained that availability across all categories of racing will allow for a consistent product proposition and build momentum. The low-cost of the technology and accessibility will mean profitability will be built in to the model.

“We have seen some very expensive systems to capture in-running data on horse racing, the problem with (these) expensive  solutions is that they are unaffordable for much of racing, so you have seen Ascot, the Derby, big events where these technology solutions can be applied and allow new graphic overlays, new representations, sectional timing, this kind of thing.

“The real interesting thing that is happening, coming into the coming year is a low-cost solution that allows all of racing to have access to this sort of data, so once you take it from a high-days and holidays event type presentation and put it across the whole of racing, you are opening up a whole new set of opportunities for betting, for integrity usage, graphic representation, enhancing the experience in the race-course big screens and into broadcast and betting shops.”

The latest SIS video is part of the iGaming Business video short series. Watch the full video for more insights on key issues on racing data and the betting opportunities it provides.  

About SIS

SIS is a leading supplier of products and services to the online and retail betting markets, creating innovative and reliable solutions for more than a quarter of a century. Its global delivery of data, pictures and streaming content enables more than 100,000 betting opportunities a year.

As one of the industry's leading suppliers, SIS delivers a broad range of products and services across a number of sports, with a focus on horse racing, greyhounds and football. 

Visit the SIS website: www.sis.tv