Despite question marks seemingly being consistently hung over the future of horse racing in certain quarters, the round the clock global opportunities presented by the sports certainly cannot be questioned.

With this in mind, Amelco has showcased its upgraded horse racing product, which will enable clients to consistently meet this worldwide demand for what is billed as a “foundational” component of any sportsbook.

In conversation with SBC News, the company’s Head of Horse Racing, Matt Parr, dissects the critical components of this product, as well as addressing the gaps plugged, numerous benefits set to be felt and much more.  

SBC News: Can you begin by giving us an overview of what the new horse racing product entails? Why has now been the right time to launch? 

Matt Parr: Our newly-upgraded horse racing product is a significant step forward in Amelco’s long-standing journey to deliver exceptional experiences across the racing and betting space.

It’s a fully modular, end-to-end platform that has been meticulously designed for maximum flexibility, speed and integration with top-tier racing data providers. Our latest product rollout gives their clients access to a market-leading horse racing solution.

The product includes a fully managed service: odds, best-in-class global racing content, live video streaming and real-time data – all seamlessly packaged for a premium user experience. 

Horse racing has long been a staple in any operator’s sportsbook operations, and that won’t be changing anytime soon. Now, with the rise of globalised, ‘always-on’ coverage, it was the perfect time to bring a future-ready product to market.

SBCN: In your view, what gaps in the market is Amelco’s horse racing product helping to fill?

MP: For a long time, there has been a gap between legacy platforms and modern customer expectations. A lot of the technology systems on the market either lack flexibility or scalability needed to meet the high-volume demand that we’re seeing from bettors. 

At Amelco, we understand that this can cause significant headaches for operators looking to meet the shifting preferences of players. Our product fills that void by offering an API-first, fully integrated platform with customisable front ends and robust back-office tools. This, we believe, is the perfect solution to empower operators to deliver a faster, more responsive and more engaging racing experience.

Racing remains one of the few truly global, around-the-clock betting opportunities, offering events from tracks in the UK, Ireland, US, Australia, South Africa and beyond. It’s a foundational product for any sportsbook that wants to provide continuous engagement. 

With our platform, operators get ‘always-on’ racing coverage paired with dynamic odds, live streams and best-in-class content. It’s not just a nice-to-have – racing is a sportsbook essential, and we’re proud to bring a world-class solution to market.

SBCN: What kind of feedback have you received from early adopters of the product, and how has that shaped its development? 

MP: The feedback from our partners has been incredibly encouraging! Amelco is well-versed in delivering innovative technologies, but we’re particularly proud of how our horse racing product has been received – it’s yet another string to our bow. 

Our clients have highlighted our system’s responsiveness, ease of configuration and performance stability – particularly during peak racing times. With the summer racing calendar now in full swing, this is going to be particularly important in the run up to major festivals such as the Epsom Derby, Royal Ascot, York’s Ebor Festival and the St Leger Festival.

Importantly, we’ve used this feedback loop to make meaningful improvements to analytics integration and ensure that the product continues to evolve alongside our partners’ needs. Ultimately, we’re giving our partners all of the tools they need to level-up their horse racing offering with ease.

SBCN: In what ways does the product leverage data and analytics to enhance the betting experience for both operators and bettors?

MP: Data is the foundation of the platform. Our horse racing product harnesses real-time analytics for accurate pricing, automated trading and intelligent risk management. For bettors, this translates to sharper odds, faster updates and tailored insights. For operators, it means improved efficiency, smarter risk controls, and access to deeper behavioural insights that enhance customer engagement.

Having a product that can deliver real-time updates and sharper odds can be the difference between players choosing your brand or choosing to bet with one of your competitors. It’s important to be able to keep up with that demand and ensure that you’re delivering the best possible experience. Amelco is doing exactly that.

SBCN: How is Amelco’s new horse racing product supporting your partners in ensuring peak, seamless performance during major racing fixtures? 

MP: Reliability isn’t just a ‘nice to have’. It’s a non-negotiable for us. That’s why the product is built on a scalable infrastructure capable of managing significant load without compromising performance. 

We provide 24/7 support, live monitoring and pre-event stress testing to ensure seamless delivery during major racing events. This operational excellence gives partners peace of mind when the stakes, and volumes are at their highest. After all, nobody wants their platform to struggle during a big event!

SBCN: Amelco has a very rich heritage in the horse racing space. How do you plan to balance the traditional aspects of horse racing as a sport with the growing demand for innovative features, streamlined UX and immersive experiences?

MP: This is something we’re particularly passionate about. Many of our team, myself included, grew up with the sport – it’s part of our DNA. 

We deeply respect racing’s traditions and know how much it means to fans and punters alike. With our experiences in the sport, we understand what bettors want from a racing product, and more importantly, what they don’t want.

At the same time, we recognise the shift in consumer behaviour and the need for modernity. Our approach balances both tradition and innovation: we preserve core elements like race cards, odds grids and live video, while layering on features like personalisation, immersive UIs, dynamic widgets and mobile-first experiences. We’re not reinventing racing – we’re elevating it.

 

 

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