TPD’s Live GPS Data Boosts Global Betting Volume on North American Horse Racing with Dynamic In-Running Odds

Total Performance Data’s (TPD) collaborations with Equibase and 1/ST CONTENT are opening up innovative betting avenues for top operators such as bet365 and Entain

(AsiaGameHub) –   Total Performance Data (TPD) is enabling live, in-race betting on North American horse racing by utilizing GPS data collected via Gmax—the globe’s most commonly used horse racing GPS tracking system.

TPD’s alliance with Equibase has already resulted in over 30 system installations throughout North America. This technology captures real-time position, speed, and biometric data from horses with ultra-low latency, refreshing 10 times every second during a race.

TPD then applies its exclusive machine learning models to produce live betting odds during every race, offering customers a fresh betting experience and the sport new revenue streams.

TPD works with 1/ST CONTENT—North America’s leading horse racing data distributor—to license this in-race odds product to global operators. Those using the product have reported betting handle gains ranging from 5% to 10%.

TPD and 1/ST CONTENT have direct integrations with major global bookmakers, allowing live odds to be distributed in mere fractions of a second. Current clients include bet365, Ladbrokes, Coral, BetVictor, BoyleSports, and William Hill.

In addition to providing in-race odds for U.S. and Canadian racing, TPD also supports live odds for races in the UK, South Africa, Chile, Australia, and Germany—with more regions on the horizon.

Operators and their customers can now access the following advantages:

• In-race betting from 1/ST CONTENT racecourses, covering 80% of North American betting handle
• 2,500 race days annually and growing
• Enhanced in-race engagement, including:

o   Allowing for post-start “late bets”

o   Live tradable prices up to the final furlong

o   In-play cashout-integrated features (fair margins, minimal latency)

o   Price-smoothing and visual tracking graphics to boost user experience

This groundbreaking product was designed to shake up the sportsbook industry by providing reliable live pricing for a popular sport that had previously lagged behind the wider sports betting market—where over 80% of turnover comes from in-play bets. Today, however, TPD and 1/ST CONTENT have launched a reliable in-play solution with Tier-1 partners, delivering precise odds for some of the most robust in-play fixed-odds pricing available.

The feed combines the starting price with top-tier automated trading through TPD’s advanced in-race analytics—such as stride length, stride frequency, and sectional times—made possible by saddle-cloth GPS tracking. These variables are collected in real time by TPD’s machine learning trading tools, whose algorithms learn from race pace to produce precise pricing, marking a significant leap forward in live fixed-odds betting and driving subsequent increases in turnover.

Comments

John McBroom, Commercial Director at TPD, said: “We’re thrilled to leverage live GPS tracking data to unlock new betting opportunities for North American racing. Our work with Equibase, 1/ST CONTENT, and our operator partners is delivering a truly innovative product and building a much-needed new growth driver for the sport.”

Simon Fraser, SVP International at 1/ST CONTENT, said: “1/ST CONTENT’s unmatched racetrack coverage in North America—paired with our strong background in managing content rights, data, and odds—made us natural partners for this shared vision. Collaborating with TPD’s team of analytical experts has been a responsive process, enabling us to finally roll out a key new revenue generator for North American racing. Our joint goal is deeper audience engagement, and it’s exciting to see this in-play solution add a welcome new layer for anyone following racing in the U.S.”

Kyle McDoniel, President and COO, Equibase, said: “TPD and 1/ST CONTENT are excellent partners. Through our collaborative work with Gmax, Equibase now gathers GPS data at racetracks that account for nearly 80% of North American betting handle. Thoroughbred racing is a data-focused sport, and using this positioning data to enable in-race wagering opportunities is another step toward attracting the wider sports betting audience that loves action throughout an event—it’s also one of the first of many innovations that will come from this fast-growing dataset.”

Ben Hutton, Head of International Racing at Entain, said: “This is a well-timed, automated product innovation that delivers the live service our brands and customers have been asking for for years. All necessary variables are included and accounted for, guaranteeing complete peace of mind and quick integration for anyone wanting to add this groundbreaking feed. At Entain, we’re constantly seeking to offer more data and exciting markets to better engage fans in a sport we’re passionate about.”