partnerships
Sky Bet, TPD and 1/ST Content Officially Launch In-Running Betting on North American Racing at the Belmont Stakes

Leading operator teams up with premier stateside suppliers for ground-breaking in-running product on a weekend of Belmont firsts
1/ST Content, the leading provider of premium content for North American racing, has launched a United States racing-first, in-running betting product in partnership with Total Performance Data (TPD), the definitive source of live data for horse racing. This rollout has already seen the partnership successfully deliver a new in-play service for Tier-1 operator Sky Bet, part of Flutter Entertainment.
The United Kingdom-based operator initially soft-launched this standout innovation across a range of races last autumn. That trial run produced immediate spikes in player engagement and turnover for Sky Bet, who has now released In-running racing across an array of 1/ST Content and TPD-participating racecourses stateside.
Last weekend’s Belmont Stakes in New York, the final jewel in this year’s ‘Triple Crown’ for champion three-year-old thoroughbreds, provided a marquee venue at which to officially showcase the boosts in new revenue from this watershed innovation. And the feature race did not disappoint with markedly improved turnover for Sky Bet, defined by a daring in-running move up the inside on the home-turn from Arcangelo, whose trainer Jena Antonucci became the first woman to train a United States ‘Triple Crown’ winner.
This revolutionary feed couples 1/ST Content’s starting price with the best of automated trading via TPD’s astonishing array of consequential in-running analytics including stride length, stride frequency, overall race-pace and sectional timings enabled by saddle-cloth GPS tracking. These variables are accordingly harvested in-play by TPD’s machine-learning trading tools whose algorithms train themselves on race pace for precise pricing that delivers a distinct step-change in live fixed-odds wagering.
The complex variables of horse racing have meant this sport, for so long the retention backbone of many operators, hadn’t previously been able to seize the opportunities that other sports have secured through in-play. After all, nowadays, betting products must smoothly transition from pre-play to in-play, which is why operators must employ the latest trading tools and reactive in-play odds to attract modern-day audiences.
To this end, 1/ST Content’s operator partners can now benefit from the following advantages to put North American racing’s rapid-cycling, quick-fire betting opportunities back near the top of the totem pole for improved commercial turnover and engagement:
* In-running prices available
* Win-only in-play betting from 1/ST Content racecourses
* Over 1,500 race days per year and rising
* Improved in-running engagement, featuring:
o Extended betting windows
o Cash-out functionality in-play (fair-margin, lowest latency)
o Visual-tracking animations to enhance the user experience
o Live tradeable prices up until the final furlong, even the wire
o Fail-safes: manual trader correction (trader wrap) plus in-play oversight of every race
It’s just the latest innovation from 1/ST Content whose wider modus operandi is to ensure the most comprehensive and responsive pricing service for North American horse racing, featuring odds that track every stage of the betting life-cycle – from early quotes to starting prices and now, of course, the most sophisticated in-running pricing feed. These fully-automated pricing solutions offer true differentiation to drive betting revenues and help attract new audiences.
The announcement adds yet more muscle to 1/ST Content’s leading end-to-end solution, which grants its clients access to many of the planet’s most prestigious races including highlights from January’s Pegasus World Cup through every race of the storied ‘Triple Crown’ and on to the season finale at the Breeders’ Cup World Championships in Santa Anita (November 3 to 4).
“The jury has long been in, when it comes to the significance of in-play turnover for sports betting,” the International Senior Vice-President for 1/ST Content, Simon Fraser, said. “So, it was high time racing narrowed the gap with a legitimate and robust product of its own. Working with a respected brand of Sky Bet’s scale alongside TPD’s team of analytical experts have allowed top-notch traders from our respective teams to finally position the missing piece in a new product for North American racing.
“Thanks to Sky Bet’s responsive flexibility and determination to get this innovation over the line, we’ve now delivered an ‘in-running’ industry-first for North American horse racing across the ‘Triple Crown’. This product solves for the riddles of live betting on racing by supplying reliable pricing on a popular sport, which has traditionally struggled to maintain pace with a broader sportsbook marketplace where over 70% of turnover is generated in-play. Now, however, Sky Bet, TPD and 1/ST Content have combined to produce a dependable in-play offering that crystalizes accurate odds for the most solid in-play, fixed-odds pricing available.
“This isn’t about incremental gains. It’s an automated product revolution that gives the operators and customers the live service that they’ve been demanding. TPD has seamlessly incorporated its API with our own, ensuring total peace of mind and speed of integration for any operator looking to add this breakthrough feed.”
“This is our first North American in-play racing deal with an operator,” the Chief Executive Officer for TPD, Will Duff Gordon, said. “We are thrilled to partner with 1/ST Content to bring this innovative product to market and excited about the prospect of teaming up with Sky Bet.
“At TPD, we have always been committed to pushing the boundaries of horse racing data. Our live-odds model revolutionizes the industry by leveraging GPS-tracking devices integrated into the horses’ saddle cloths. In a matter of milliseconds, we can generate real-time in-play odds. Additionally, our tracking data enables captivating live-race visualizations and comprehensive statistics, thereby enhancing the overall live content experience for racing, allowing it to compete on equal footing with other sports.
“With TPD’s tracking system now installed at top racecourses in the United Kingdom, United States, Canada, Chile, Saudi Arabia and India, we’re confident that the racing’s data revolution is only just getting started.”
“We’re thrilled to partner with 1/ST Content and TPD in the United States to provide the only fully automated in-play solution on the market,” a Sky Bet spokesperson added. “As with any live sport, you must have a service that keeps up in-play, harnessing the most accurate and lowest-latency data feeds to secure genuine market innovation. Our prices process the key variables in real-time and leverage neural networks to create the best possible in-play price.
“1/ST Content’s unparalleled racetrack coverage in North America coupled with its strong heritage in managing content rights, data and odds meant that it was the logical partners in a shared vision that challenges an outmoded mindset around horse racing trading. Deeper audience engagement is our collective goal.
“We’re confident this in-play solution will bring a welcome new dimension to any of our growing cohort of customers following the top-class racing stateside. As we’ve seen with the dazzling displays from the likes of Flightline and a host of European talent at the Breeders’ Cup, North American racing is returning to its zenith in terms of record turnover and setting the tone for global horse racing.”
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NASCAR and nVenue, Bring Groundbreaking Live Probabilities to In-Season Challenge Broadcast for Fans Watching Live Racing

The past month marked a pivotal moment in NASCAR’s push toward innovation as NASCAR and nVenue worked to deliver a new way to watch the race. Using nVenue’s in-race betting product to focus on head-to-head matchups, nVenue’s real-time predictive probabilities for each matchup were integrated into the race broadcast.
NASCAR and nVenue have worked together since 2023 and recently reached a multi-year agreement to extend their partnership. As a data partner, nVenue has built a live betting product that allows fans to bet on hundreds of markets during races. nVenue worked with NASCAR to build out live head-to-head markets for each matchup of the In-Season Challenge.
nVenue integrated its proprietary artificial intelligence and machine learning platform for live sports with the In-Season Challenge broadcasts. The integration kicked off during the opening race of the In-Season Challenge and continued throughout the Challenge, delivering a new level of real-time insight directly into the broadcast experience.
At the same time, fans across the world were able to place bets in real-time on head-to-head driver matchups, stage winners, and dozens of new in-race markets, marking a historic first for the sport.
Behind the scenes, nVenue’s commitment to execution was on full display. Co-Founder and Chief Sports Officer, Bruce Sears, was in the production control room for the opening race, working hand-in-hand with multiple teams and resources required to bring the integration to the air.
“nVenue has been a fantastic data partner. One of the great things about nVenue’s partnership is in addition to the live betting product it has built, nVenue has the ability to turn odds into probabilities that can be shown on live broadcasts to further promote fan engagement. This lined up well with the format of the In-Season Challenge, allowing us to provide fans with a way to follow the live probabilities of each matchup throughout every lap of the race,” said Joe Solosky, NASCAR, Managing Director, Sports Betting.
“nVenue’s real-time predictive probabilities came to life during live NASCAR racing to provide a richer experience of the sport, for fans watching, betting, or both. The nVenue platform meets the incredibly demanding speed and precision required for motorsports, but also sets a new standard for fan engagement and in-race betting. It’s a testament to our team’s unparalleled expertise in bringing such complex, data-driven innovation to market at scale. Innovation has only just begun, and we are excited to continue this work with leagues, media, and sports betting to bring these worlds together for the best experiences in live sports,” said Sears.
With broadcast, betting, and data now converging on race day, this collaboration between NASCAR and nVenue is signaling the future of how fans engage with the sport, one lap at a time.
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RG24seven Virtual Training and Cibelae Partner to Provide Training Across Ibero-American Lotteries

RG24seven Virtual Training and the Corporación Iberoamericana de Loterías y Apuestas de Estado (Cibelae), the leading non-profit organization in providing and promoting resources to Ibero-American lotteries, have announced a new partnership to provide virtual training to members across all participating Ibero-American lotteries. This collaboration marks a significant step for both organizations in enhancing training and responsible gaming practices throughout the region.
Wendy Anderson, Chief Executive Officer of RG24seven, said, “Our virtual training is tailored for all gaming industry employees and is now available to all members of Cibelae in the Ibero-American lotteries. This partnership has allowed us to change the way lottery members engage with their training and further cements our commitment to make the training accessible to everyone in the industry, everywhere, at any time.”
This partnership with RG24seven represents a new service for Cibelae members. A spokesperson from Cibelae said, “This collaboration with RG24seven and the BMM Innovation Group (BIG) reflects our joint commitment to address critical subjects such as Responsible Gaming, Anti-Money Laundering, compliance, and corporate social responsibility.”
Anderson concluded, “Together, we are providing training for Ibero-American lotteries that balances compliance, player protection, and commercial objectives to ensure that the gaming industry is safe, sustainable, and fun. We invite all Cibelae member organizations to register to gain access to our world-class training for all of their employees.”
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OpticOdds Partners with Rimble to Launch Esports & Cricket Data

OpticOdds, the leading provider of sportsbook odds infrastructure and insights, today announced a strategic partnership with Rimble, a next-generation odds and analytics provider, to bring deep esports and cricket content to the OpticOdds Copilot platform.
Through this integration, OpticOdds customers can now access Rimble’s full suite of betting content, covering over 50,000 esports matches annually, including top titles like CS2, League of Legends, Dota 2, and Valorant, as well as dynamic cricket markets with in-depth player-level statistics.
This collaboration gives operators a plug-and-play solution to offer more immersive betting experiences in two of the world’s fastest-growing betting verticals.
“This partnership represents a major leap forward for OpticOdds and for sportsbook operators looking to win in alternative sports,” said Ryan Weinstock, Chief Commercial Officer at OpticOdds. “Rimble’s data is best-in-class, fast, flexible, and proven to drive handle. By integrating it into our user-friendly Copilot interface, we’re helping operators tap into new audiences and 24/7 engagement without adding operational complexity.”
Rimble’s platform delivers pre-match and in-play betting markets, including detailed player props, Bet Builders, flash bets, and predictive models, all designed for high engagement and seamless front-end delivery. Rimble’s proprietary Bet Builder is the first of its kind in esports, allowing users to craft multi-leg bets within a single match, including performance-based props.
“Our mission at Rimble is to redefine what’s possible in alternative sports betting and this partnership with OpticOdds does exactly that,” said Shivam Shorewala, CEO of Rimble. “Together, we’re giving operators a turnkey way to offer high-margin, high-frequency betting content across esports and cricket, with the flexibility and UX operators have come to expect from OpticOdds Copilot.”
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