UK Tote extends XB Net deal to deliver premium North American racing ahead of Breeders’ Cup – European Gaming Industry News

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UK horse racing pool betting operator is rolling out an expanded US horse racing program for its customers as part of an expanded deal with the main US provider for the Breeders’ World Championships Cup

XB Net, the leading provider of premium content for North American racing, has renewed its existing mixed distribution agreement with central operator, UK Tote Group.

The UK Tote Group is the owner of the UK Tote, the largest private Tote in the world, and is committed to developing its comprehensive horse racing portfolio to ensure that all the best racing from around the world is available to its UK customers and Irish at

The deal sees the UK Tote secure the overwhelming majority of premier racing in the US for its highly engaged digital UK and Irish racing fans, including this week’s annual festival at the Breeders’ World Championships. Cup at Keeneland, which runs from November 4-5, where XB Net relies on a long-term exclusive partnership as an international distributor of rights.

More broadly, the agreement offers a broader range of XB Net’s live images, data and betting services from an unrivaled network of over 60 North American racetracks (over 75% of horses in the United States). This allows UK Tote to flexibly fill its programming schedule, providing customers with an authentic American horse racing service that perfectly fills any gap in the daily betting schedule with engaging, easy-to-access content. The UK Tote platform harnesses everything needed to run a responsible horse racing business online and on mobile.

This daily program of immersive content, which transitions the domestic horse racing scene in the UK and Ireland chronologically, ensures that UK Tote has a reliable source of fast-settlement betting content after the races have concluded. in the UK and Ireland. Engaging action has been proven to capture and hold audiences’ attention during competitive digital entertainment cycles, generating new revenue streams on many of the most prestigious horse races on the planet. These include the Pegasus World Cup, two stages of the revered triple crown, with the Preakness and Belmont Stakes, alongside the aforementioned Breeders’ Cup.

XB Net is the proven pioneer of live North American racing content, handling international rights, data, odds, live broadcast and video streaming on behalf of its growing global portfolio of partners. Bringing together the low-latency streams of over 2,500 meetings and featuring over 25,000 races per year, North American races continue to entertain more and more bettors around the world.

Currently working with many of the world’s largest fixed-, spread- and mixed-odds betting companies (such as Flutter Entertainment, bet365, William Hill, Playtech and Entain), XB Net enjoys a growing geographic footprint in mature markets and emerging across Europe, the UK and Ireland, Asia, North and Central America and Australia.

Jon Knapman, commercial director at UK Tote Group, said“As a leading player in pool betting, we want to offer our customers the biggest pools in the world and allow them to bet on the best races in the world. With pool betting being dominant in racing in the United States, we are delighted to be working with XB Net as the main distributor of North American content, integrating enhanced streams as well as associated data and content, such as silks and rankings, with which to improve the experience of our customers. .

“Our customers have already seen the fun and added value that American racing brings to the experience of the wider horse racing fans. It is now an honor to bring the Breeders’ Cup World Championships to our UK and Irish audiences in what promises to be an exciting revival.

Simon Fraser, Senior Vice President International at XB Net, added: “Securing this continued collaboration with a brand as synonymous with running as UK Tote Group is another feather in the hat for our diligent team. We have been impressed with recent moves by the UK Tote Group to re-launch the UK Tote for contemporary racing audiences, and XB Net’s wide range of low latency racing solutions and racing circuits provide them with a well more deep from which to draw premium content.

“Indeed, it is a privilege to continue to work in tandem with proven partners like UK Tote Group and the Breeders’ Cup to optimize and increase North American overseas racing returns during difficult economic times. Giving Back value to races, racetracks, owners and groups of Horsemen will help preserve the future of the sport we all love.

“Premium daily live sport is seemingly an easy sell wherever you are in the world. Tellingly, however, if sports betting markets are consistent and its setting is familiar to the end user (combined with synchronicity with local leisure periods), we have found that engagement gains momentum faster and longer with the public.

“The GMT time zone is, of course, well placed to migrate from its national racing scene to first-class ‘nightly’ meetings in the United States, so that high-quality programming 24/7 is now an accessible reality for our customers. We look forward to seeing how our full package will continue to work for the Tote on a range of attractions coming this winter, with the Breeders’ Cup World Championships this week, for which we hold the international distribution rights, an imminent climax.

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