A new distribution agreement between racing content provider XB Net and Italian white-label network provider MST (Media System Technologies) will now be available for North American horse racing action in Italy.
The agreement adds XB Net’s supply of live photos, data and fixed-odds betting services to MST’s own suite of products from over 200 racecourses on four different continents, from a network of North American tracks.
XB Net’s end-to-end solution offers access to many of the most prestigious horse races in the world, including Triple Crown competitions at the Belmont and Preakness Stakes, the Pegasus World Cup and the upcoming Breeders’ Cup (6-7 November), drawing from a deep state-side well that encompasses about 90 percent of US racing.
Complementing Italy’s domestic racing action, this regular schedule of engaging content provides MST with a reliable source of fast-settling betting opportunities between 18:00 and 05:00 CET. During competitive digital-entertainment periods, this immersive activity is known to attract and sustain the interest of viewers, driving new revenue sources for existing collaborations and new consumers.
The proprietary platform of MST will now provide its customers with an authentic 24/7 horse racing service (including Eurobet, Goldbet, Sisal, BetFlag, SKS365, Lottomatica and the Microgame network) that links the gaps on a fragmented betting calendar. Its platform harnesses all needed to run a responsible web , mobile and retail horse racing business.
On behalf of its increasing global portfolio of partners, XB Net is a pacesetter for live North American horse racing content, offering rights, betting data, live broadcast and video streaming. North American racing uses low-latency feeds from more than 2,500 events, showing over 25,000 races each year, providing fan engagement across global markets as operators attempt to fill the gap on a live sport stop-start schedule.
Head of Horse Racing Business at MST, Moreno Tanfani said: “For Italian operators, US racing represents a great opportunity to expand their offering beyond traditional fixtures and is already proving a major boost for acquisition and retention with those clients who’ve been the first to take it. Their players have quickly seen the added fun and value that US racing brings to the betting experience, providing a trustworthy and regular flow of rapid-cycle opportunities.
“Thanks to some recent amendments in our domestic framework, we were delighted to go straight to the rights holder in XB Net for a seamless platform integration. On top of that, their intuitive marketing packages and content make the betting experience both intelligible and exciting for any unfamiliar end users.
“After Italian restrictions on broadcasting horse racing from overseas were belatedly eased last year, international content is growing in its appeal and assimilation. In fact, XB Net now represents 20% of the MST network’s total turnover, including Italian races.
“XB Net is now helping MST meet the demands of any kind of player, allowing our partners and their customers to enjoy the best live racing from around the world 24/7. It’s a boon for both increased betting activity and engagement.”
Simon Fraser, XB Net’s senior international vice president, added: “Wherever you set your scene in the world, delivering the right content at peak leisure-times remains paramount during a period of great variability on any sportsbook tab. XB Net’s wide range of low-latency racing solutions and racetracks is now ensuring the requisite flexibility for MST and their impressive rollcall of operators, and we’re delighted with this progressive partnership.
“While it’s always great to plan globally, you need to remember to deliver a flexible enough solution that works locally. Live, premium daily sport is ostensibly an easy sell wherever you are in the world, particularly in the current climate. However, if that sport’s betting markets are consistent and the framework familiar to customers, and the timing matches up well with local leisure periods, then traction will take hold more quickly and prove long-lasting.”