Attheraces.com brings price comparison service in-house
Online arm of horseracing television channel ends outsourcing agreement with easyodds after building in-house capability
Attheraces.com (ATR) has launched its own odds comparison service as part of a wider move by the horseracing media company to strengthen its in-house capabilities.
The new in-house service, which went live at the start of November, brought to an end the outsourcing agreement it had in place with price comparison website easyodds.
According to a spokesperson for ATR, which is part-owned by Sky, the outsourcing arrangement was terminated by “mutual agreement” while the pair continues to work together on other business interests.
All operators contracted under the outsourcing deal have transferred over to ATR’s in-house service which has been built by the company’s Leeds-based website development team.
ATR’s website attracted more than two million unique users in October and the new service displays live price updates from 20 betting partners for fixed odds, tote and exchange prices on all UK and Irish races.
The move forms part of a company strategy to bring services in-house and follows its recent decision to build its own horseracing streaming division. The service, which supplies live and archive video from ATR partner racecourses to 19 betting operator and racing media customers, was previously outsourced to Perform.
“As with our recent streaming division launch, this latest development reflects ATR’s commitment to develop our own technical solutions and services wherever possible and thereby deliver maximum value to our racecourse partners and shareholders,” Matthew Imi, At The Races chief executive, said.
“Managing our own solutions gives us ever greater control over how we continue to grow and further exploit revenue opportunities for our racecourses,” he added.
Racecourse group Arena Racing Company holds a 48% shareholding in ATR while Sky commands a 46% stake.