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Pulse


EMERGING MARKETS SIS


customers around the world from a betting perspective, as this can have an effect on how they manage their own events – from what kind of races they choose to stage to how many entries they opt to include per race.


Tis process includes us sharing operator and bettor feedback with our international tracks and we also discuss how we can maximise the returns from their racing, which in turn helps to produce a high-quality betting product for our betting operator customers. Open dialogue and a close working relationship are crucial to maximising the potential of these rights deals.


What has driven the growth of international racing in recent years?


Te explosion of interest in global racing events really comes down to the quality of content on offer and how it is being presented to bettors, which is driving engagement and profitability for operators. Landmark international events such as the world's richest horse race, the Saudi Cup – which SIS retained the rights to this year – attract some of the best jockeys and horses from around the world.


Tis is obviously a huge draw for bettors – it’s a


The presentation of international horse racing content by bookmakers has improved dramatically in recent


years. Packaging the product in an attractive way that will appeal to bettors and add to the betting


experience is just as important as the race itself, particularly when it involves new content that operators and bettors may not be so familiar with.


very popular race in the US, for example, given the strong American participation – so if you can present the content in the right way, you’re onto a winning formula.


Te presentation of international horse racing content by bookmakers has improved dramatically in recent years. Packaging the product in an attractive way that will appeal to bettors and add to the betting experience is just as important as the race itself, particularly when it involves new content that operators and bettors may not be so familiar with.


At SIS, we can add a layer of services to the raw racing footage to elevate the overall experience, such as trading, data management and video production, which helps to build a stronger product offering that increases bettor engagement, keeping them coming back for more, which ultimately helps drive incremental operator revenues.


NEWSWIRE / INTERACTIVE / MARKET DATA P139


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