Operators in traps for new BAGS streaming service
Bet365 among first to offer live video of afternoon greyhound races following BAGS deal with SIS and Sport Mediastream
UK-facing bookmakers are clamouring to offer a new greyhound racing streaming service which could help boost turnover during the quieter morning and afternoon betting periods.
The service, which went live this morning with bet365 one of the first to integrate, comes after the Bookmakers’ Afternoon Greyhound Service (BAGS) teamed-up with suppliers SIS and Sport Mediastream to provide data and pictures of British afternoon greyhound races to online operators for the very first time.
The deal means online operators, who had until now been limited to an audio BAGS service, will be able offer up to 28,000 afternoon greyhound races each year via desktop, mobile or tablet.
And BAGS said the streaming service had proved popular with virtually every single major online bookmaker having expressed an interest in taking the product.
“We have known for a number of years that there has been a demand from the greyhound betting public to access the opportunity online. We are now able to satisfy that demand,” Dominic Ford, BAGS chairman, said.
The commercial deals will also provide a much needed new revenue stream into greyhound racing, which BAGS said would be funnelled into supporting greyhound tracks and the grass roots of the sport.
SIS commercial director Paul Witten described the move as “an exciting development for a new audience” and reiterated the data supplier’s support for greyhound racing.
“SIS has delivered greyhound racing pictures and data into UK and Irish betting shops for 28 years, and we are delighted to now be integral in bringing this to life for online and mobile users,” Witten said.
SIS has taken on responsibility for picture collection from tracks and data feeds while Sport Mediastream, which is owned by At The Races, will handle the creation, delivery and management of the streaming content solution.