Transforming the Live Betting Experience in Horse Racing
Traditionally, horse racing betting has centered on pre-race wagering. However, the rise of live sports betting across other disciplines has created a growing demand for more immersive, in-the-moment engagement within racing itself. Through this partnership, TPD’s real-time odds will now be available via BetMakers’ Core API and managed trading services—allowing punters to place bets dynamically as races unfold.
This capability is enabled by TPD’s GPS tracking technology, which captures granular data from horses during races, such as sectional times, speed, and positioning. These inputs are converted into live odds that reflect the constantly changing conditions of the race in real-time.
Expansive Coverage: UK, US, and Australia
The partnership will immediately cover premier racing venues in the United Kingdom, United States, and Victoria, Australia, ensuring the feature is accessible across some of the most competitive and viewed horse racing markets globally. By integrating this level of live betting into key racing jurisdictions, the deal significantly enhances BetMakers’ racing content offering.
Joey Carroll, Director of Business Development at BetMakers, emphasized the strategic impact:
“Adding more quality racing products such as this partnership with TPD to the BetMakers network is a win for the industry and our global customer base.”
Meeting the Demands of Modern Sports Bettors
According to TPD CEO Will Duff Gordon, modern bettors—particularly those accustomed to in-play betting in football, tennis, and basketball—expect similar interactivity from horse racing.
“TPD’s mission is to make racing more engaging through live data… This collaboration enables operators around the world to offer a faster, more interactive betting experience.”
The shift toward live data and dynamic odds not only enhances user experience but also helps drive turnover and retention among bettors seeking a more thrilling and responsive wagering platform.
Strategic Growth for Both Companies
This partnership comes as both companies continue to scale globally. For BetMakers, it complements recent expansions, including its deal with Hollywoodbets in South Africa and its growing integration with Sportradar. For TPD, the collaboration builds on its South American ambitions, highlighted by its recent tech deployment at Hipódromo de Palermo in Argentina.
The combined efforts signal a broader industry trend: the convergence of sports analytics, real-time technology, and betting innovation to revitalize horse racing’s global appeal.
Conclusion: A Data-Driven Future for Racing
With punters demanding faster and more engaging wagering formats, this alliance between BetMakers and TPD could mark a pivotal moment for horse racing. As real-time data becomes the standard, in-running betting is poised to become a cornerstone of racing’s digital evolution—blending tradition with cutting-edge technology for a truly modern betting experience.
