Hold and Win – European Gaming Industry News
Long-term partnership with ATR aims to deliver over £500,000 in 2022 and is expected to grow
Following the success of its long-term partnership with Arena Racing Company (ARC), At The Races and Sky Sports Racing, the world’s largest and fastest source of live horse racing data, Total Performance Data ( TPD), began donating funds to horse racing.
The multi-year tri-partite collaboration between ATR/ARC and TPD is so successful that TPD now injects cash generated from data sales back into the sport. After making their first payment of £100,000 in Q4 2021, the data scientists aim to provide over £500,000 in 2022 and double that in 2023 as the financial viability of horse racing remains at the forefront of its model commercial – remarkable given the financial uncertainty surrounding the sport’s future.
TPD, which is on pace to have clocked 500,000 horsepower by mid-year, is the global leader in providing real-time race tracking data and the technology behind it drives increased engagement customers and new funds for racing by increasing betting turnover. TPD’s live data was presented to a wider audience than ever before in 2021, as spectators at the inaugural Racing League race and Ascot Racecourse were treated to live graphics on a large screen showing speed, section and position data, as Breeders’ Cup attendees witnessed an industry-first encounter between data scientists and the camera jockey throughout the two-day meeting .
Will Duff Gordon, CEO of Total Performance Data, said: “After many years of investment and development, we are delighted to have reached a major milestone where we are now providing race money after making our first payment of £100,000 at the end from last year. Given the somewhat murky outlook for sports funding, we hope the booming gaming market that our live data is helping to stimulate will serve as a twinkling beacon for its future.
“2021 has been a great year for TPD as we have further expanded our global footprint, which means we now provide live tracking data from 80 racetracks in five countries around the world. We have also enjoyed some exciting new adventures, with our running data and graphics being used at the Breeders’ Cup, Ascot and Racing League and we really hope to continue in 2022. We need to keep up with our 50,000and race and 500,000and horse this year, so all the bases are in place for 2022 to be an exceptional year for TPD and all our partners.
“We would like to thank ARC for their support in the UK over many years, as well as Ascot, Chester and the smaller independent racecourses, while we owe great gratitude to Equibase in the US who have also been long term and very important partners. We would also like to thank our data subscribers, including Betfair and Bet365, and punters who have used the content to inform their betting decisions under our B2C arm, TPD.Zone.
Alan Delmonte, Managing Director of Levy’s Board of Directors, commented: “The Levy Board made a significant financial commitment almost three years ago which was to ensure the provision of section timing at every game. This was in recognition of the innovation’s potential to bring value to fans and horse racing professionals and to spark longer-term public interest in the sport. There has been substantial progress since 2019 and we are very pleased to have helped support and encourage the rollout.
Sky Sports Racing Director Rob Dakin, said: “TPD’s live race pace data is content our viewers couldn’t live without, and we’ve taken it a step further with Racing League coverage. We look forward to making more use of this rich dataset over the coming months as Sky Sports Racing continues to invest in its coverage.
David Hunter, CEO of Fakenham Hippodrome said: “We think it’s important to offer our riders and women feedback on the pace of each race when they come here, which we are able to do thanks to TPD data which s ‘post on AtTheRaces. The operator on the TPD course is a popular member of the weigh room team and the fact that we also benefit financially is a great bonus.