At The Races today announced that it had further strengthened its
in-house technical capabilities and its capacity to generate online revenues
for racecourses with the launch of its own odds comparison service on
attheraces.com.
The important new development follows the recent launch of ATR's own
picture streaming division which already supplies live and archive video from
ATR partner racecourses to 19 betting operator and racing media
customers.
The new ATR odds comparison service displays live price updates from 20
betting partners giving attheraces.com users the choice of fixed odds, tote and
exchange prices on all UK and Irish races.
ATR monetises
the service through affiliate based agreements with each of the participating
betting operators. Previously, ATR had outsourced its odds comparison service
operation.
ATR's mobile and tablet sites which offer punters the ability to compare
live prices from four premium bookmaker partners will also utilise the new in-house technology.
Betting partners already contracted to the service are: Bet365, Betdaq,
Betfair, Betfred, Bet Victor, Boylesports, Coral, Ladbrokes, Paddy Power,
RaceBets, Seaniemac, Sky Bet, Sporting Bet, Stan James, Titanbet, Totepool,
William Hill, Winner, 32 Red and 888 Sport.
Matthew Imi, Chief
Executive, At The Races, said:
"As with our recent
streaming division launch, this latest development reflects ATR's commitment to
develop our own technical solutions and services wherever possible and thereby
deliver maximum value to our racecourse partners and shareholders. We generate
huge traffic on attheraces.com, more than 2 million unique users in October, as
new media channels are becoming increasingly important. Managing our own
solutions gives us ever greater control over how we continue to grow and
further exploit revenue opportunities for our racecourses."
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