GentingBet Signs Strategic US Partnership With XB Net

XB Net, the premium content provider for US horse and greyhound racing, has announced the establishment of a strategic relationship with GentingBet, the Genting Casinos UK sportsbook arm.

The deal incorporates XB Net’s distribution of live images, data and betting services from a network of more than 50 North American tracks – approximately 90 percent of U.S. horse racing – allowing GentingBet to fill its programming schedule flexibly with a robust pipeline of fast-cycle betting opportunities that are known to improve interaction with new and current sport fans.

GentingBet has recently simplified its sports-betting services to enhance customer experience by introducing a new user interface across the brand’s web and mobile channels. The sportsbook is operated in collaboration with FSB Technology, whose proprietary software provides clients with everything required to run a responsible online, mobile and retail sports betting business.

XB Net is a established force in providing North American live racing content, handling foreign rights, info, chances and live streaming and video sharing on behalf of its growing global partnership portfolio. Harnessing low-latency feeds from more than 2,500 events, featuring more than 25,000 races each year, North American racing is attracting more and more bettors as regional operators plug the holes into an unpredictable sports calendar.

Already partnering with many of the world’s leading wagering companies such as Flutter Entertainment, Bet365, Codere, William Hill, Playtech, OPAP and GVC, the company is expanding its global presence in developed and developing markets in the UK & Ireland, Europe , Asia, North and Central America, and Australia.

Simon Fraser, International Senior Vice President at XB Net, stated: “From Malaysia to New York and Mayfair, Genting is a global brand whose expertise and customer care is second to none. So, it’s fantastic to partner with their revamped UK sportsbook, which has quickly recognised the merits and utility of North American racing.

“Although domestic racing is back in full swing in the UK, those viewers and bettors who were drawn to North American racing during the lockdown have largely been retained which is a big boost to our product.

“After all, wherever you set your scene on the world stage, delivering the right content at peak leisure-times remains paramount during a period of slimmer pickings on any sports betting tab. XB Net’s wide range of low-latency racing solutions and racetracks deliver that flexibility. While our popular nightly broadcasts with the Sky Sports team have brought welcome insight and familiarity for many new viewers to North American racing.”

Billy Cook, Head of GentingBet Sportsbook added: “Our customers have seen the added fun and value that US racing brings to their betting experience, providing a trustworthy and regular flow of quick-fire betting opportunities which fit the bill whether they’re interested in watching one race or the entire card.

“As we saw with Royal Ascot transitioning perfectly to high-class evening meetings stateside, high-class 24/7 programming is now the new normal for our UK bettors, thanks to this breakout partnership with XB Net and their expertise in wagering solutions.”