Entain expands live horseracing betting portfolio through AI-powered partnership with TPD and Racing Victoria
A New Era of Live Horseracing Engagement
Ladbrokes and Coral—two of the biggest names in global sports betting under the Entain umbrella—have introduced in-running odds for races held at Racing Victoria’s prestigious tracks, including Flemington, Caulfield, and The Valley. This marks the first time that dynamic live betting odds have been offered on races at these venues, signifying a major evolution in how fans can engage with Australian racing.
The offering is made possible through a cutting-edge collaboration between Total Performance Data (TPD) and tripleSdata, which provides live GPS tracking data from the racecourses. TPD’s AI-driven proprietary pricing engine then translates that data into real-time odds, allowing punters to place bets on horses mid-race as positioning and pace change.
AI-Driven Technology Enhancing the Wagering Experience
Total Performance Data is no newcomer to in-running betting. The firm has already delivered live odds capabilities in the UK, US, and Canada, and this partnership signals its entry into the Australian market. The success of the UK and US rollouts has been well-documented, with increased customer engagement and turnover cited by sportsbook operators.
“Extending this product to Australian racing is a natural next step,” said Jamie Crossfield, Entain Sportsbook Director. “The live odds product resonates well with our customers, and with Australian racing being among the most competitive in the world, this was a prime opportunity.”
According to TPD CEO Will Duff Gordon, the fusion of real-time GPS data from tripleSdata and TPD’s AI models allows for “highly accurate and responsive markets,” giving users the chance to bet dynamically as each race unfolds.
Racing Victoria Sets the Pace for Innovation
For Racing Victoria (RV), this development aligns with its broader ambition to modernize and enhance the betting experience for its customers. CTO James Macfarlane highlighted that this step “enhances real-time engagement and adds a fresh layer of interactivity to premier racing events.”
The decision also reflects RV’s ongoing investment in live tracking technologies, as they seek to create richer digital products around their events. It’s part of a wider trend among racing authorities to embrace data and analytics, not only to serve betting operators but also to build broader fan interest through visual and data-driven storytelling.
Looking Ahead: Impacts on the Racing and Betting Landscape
This rollout is expected to influence how punters approach race betting in Australia. Traditionally, horse racing bets are placed before the race begins, but in-running options offer more flexible, reactive wagering based on how the race develops. This model, already popular in sports like football and tennis, brings horseracing into a more interactive future.
Moreover, by leveraging machine learning and live tracking, Entain and TPD are raising the bar for data integrity, market precision, and bettor confidence. As more racecourses adopt similar technologies, the industry may shift toward a hybrid model where pre-race and in-play odds coexist, catering to both traditional and modern bettors.
Final Thoughts
The launch of in-running betting at Racing Victoria tracks by Ladbrokes and Coral is a milestone moment for Australian racing. It highlights the growing convergence between sports technology and betting, and sets the stage for a future where AI, live data, and user engagement are at the heart of the racing experience. As Entain deepens its foothold in global innovation, other operators will likely follow suit in Australia and beyond.
