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Interactive SIS - IN-PLAY BETTING


Developed properly and robustly, in-running data has the opportunity to shake up the horse racing industry, along with the betting industry alongside. Going from one or two in-play markets, to tens of possible wagers, is an exciting thought for operators looking to grow their revenues.


muscle, yet the sport is also funding infrastructure on a much larger scale. Horse racing can look to emulate this.


When efforts have been made to bring costs down, concessions have often had to be made to products, which can affect many of the areas which are crucial for bookmakers to provide trustworthy, consistent products to their customers. If any corners are cut on latency, quality and the delivery of absolute accuracy in the results and data provided, then the whole operation falls down.


Another stumbling block in the development of in-running data has been quite fundamental – namely, the horses themselves. Even with highly sophisticated GPS technology, which SIS is using to develop its own in-running product, there has been a requirement for in-depth research and understanding into exactly how a horse moves around a course and, ad


addendum, the GPS device situation on the animal. How will it move throughout a race? How will we understand the idiosyncrasies of each individual horse?


When you then add in the fact that other sports, such as football, are played on standardised, closed pitches, versus racecourses which are unique to their landscape and run over several kilometres, and you have a recipe for a tricky solution.


However, as we’ve found at SIS with the development of our own in-running product, that is set to change. Te GPS technology available can now offer a cost-effective, easily implemented way of tracking horses on a course, across any track and taking advantage of further leaps in the quality of wireless networks and on course capability.


Simple transmitters, set up trackside, are now


allowing cheap and effective hardware to be installed on a need-for-use basis, changing the previous, inhibitive requirement for costly, fixed systems.


Developed properly and robustly, in-running data has the opportunity to shake up the horse racing industry, along with the betting industry alongside. Going from one or two in-play markets, to tens of possible wagers, is an exciting thought for operators looking to grow their revenues.


Looking wider, and we could see racing analysis become hugely more in-depth and interesting for consumers. Tink Monday Night Football, or any Formula 1 race. Te permutations are seemingly endless.


Tese are exciting times for the horse racing industry, but only if it can properly harness the opportunity that in-running data can provide.


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