Britbet has partnered with 1/ST CONTENT to bring North American racing pools to on-course bettors across the UK’s racetracks, in a move that broadens the daily betting menu and extends international horse racing coverage for retail and igaming audiences. As the on-course pool betting operator for 58 of Britain’s 59 racecourses, Britbet will now offer pari-mutuel wagering into 1/ST CONTENT’s North American pools, adding fresh liquidity and cross-border engagement to a portfolio that already supports a wide spread of domestic racing.
The agreement is underpinned by 1/ST TECHNOLOGY’s product suite, including AmTote International’s pari-mutuel tote and advance-deposit wagering systems, enabling UK operators to map US bet types such as Win, Show, Exacta and Trifecta onto familiar local pool formats. Additional bet types are expected to follow as the collaboration matures. Britbet’s on-course teams, working from fixed positions and roaming terminals in hospitality areas, will handle customer-facing operations, with US racing positioned to complement existing retail and igaming products while extending meaningful betting opportunities into the evening, particularly during the winter and spring when UK fixtures are lighter.
Through this rollout, marquee US fixtures such as the Pegasus World Cup, the Triple Crown series, the Travers Stakes at Saratoga and the Breeders’ Cup World Championships will be available for pool betting at UK tracks, feeding into a content schedule that now includes almost 90% of North American racetracks. For Britbet, the partnership adds an additional layer of racing content to its core offer; for 1/ST CONTENT, it provides expanded access to UK bettors and further distribution for its North American racing portfolio across both retail and igaming channels.
Simon Fraser, SVP International 1/ST CONTENT, said: “Britbet already sells the product so effectively on-course, returning much-needed funding to the sport, and we were impressed with this racing-first model and tech-forward approach. Couple that with the enthusiasm of their customer-friendly staff to educate both seasoned and novice bettors about North American racing, and we’re confident we can build from this pools-betting keystone.
“1/ST CONTENT is always looking for new ways in which to improve the user experience and journey, for both the bettor and the operator – and we’re in the vanguard of such initiatives thanks to this transformative collaboration with Britbet. It’s no secret that international bettors want access to bigger and more diverse pools to bet into, not to mention reliable field sizes with the betting value and variety that comes from exotics. North American racing provides these new opportunities on a regular basis, and at a complementary time for more savvy British racecourse audiences who are looking for a relatable and quality product to bet on, as the domestic scene winds down each day.”
Nigel Roddis, Managing Director of Britbet, added: “This arrangement with 1/ST CONTENT allows us to make more use of the i-neda technology that drives our on-course betting terminals, delivering more content for on-course customers – even though time-zone differentials and the racing on-course will necessitate that a selective approach is taken to what will be offered. But it is part of our wider commitment at Britbet to grow pool betting across the UK, from our own on-course perspective and beyond. This collaboration builds on that, delivering new content for the customer and enhancing their on-course experience. Providing our customers with visibility of racing in other jurisdictions demonstrates the global nature of the sport, and we look forward to showcasing the key events at our partner racecourses.”
