PointsBet USA subsidiary Premier Turf Club has agreed to a partnership with 1/ST TECHNOLOGY, to grow horse racing in the US.
Central to PointsBet’s arrangement with 1/ST TECHNOLOGY – a business division of The Stronach Group (TSG), a thoroughbred horse racing company – is the latter’s broad portfolio of products and services such as 1/ST BET, Xpressbet, Monarch Content Management, and AmTote International.
Under the terms of the agreement, PointsBet and 1/ST TECHNOLOGY will work together on the integration and launch of a 1/ST BET online horse wagering product in US jurisdictions where Advance Deposit Wagering (ADW) is allowed.
The deal also “drives vertical integration across key components of ADW – product, tote, and content management”, introducing new bettors to American horseracing on PointsBet, as well as Xpressbet and 1/ST BET users to sports betting and icasino.
Delivering a “fully integrated, white-label horse betting experience”, PointsBet adds that this partnership is the first time in the US that a tier-one sports betting operator and horse racing company have aligned to power an independently owned and licensed ADW operator.
“Today marks a pivotal moment in the evolution of our US expansion strategy,” commented Sam Swanell, CEO of PointsBet Group.
“Horse racing has a unique role to play alongside sports betting in the United States, and despite already generating over $6.5 billion per annum in industry online handle, we consider it an attractive category on the cusp of further expansion on the back of the ongoing shift from brick and mortar to digital.
“With PointsBet’s mature market Australian racing expertise and now a strategic partner in 1/ST TECHNOLOGY that provides us with a market-leading portfolio of racing products and services, we can introduce new and existing customers to a dynamic and interactive PointsBet branded horse betting experience.
“This will be supported through cost-effective offers and marketing, along with the utilization of our extensive US sports betting database.”
Launched in May 2019, 1/ST BET aims to introduce new customers to horse racing and betting and support experienced bettors via its “multi-featured app with an algorithm-based handicapping tool and a fully configurable UI/UX”.
Developed “to make handicapping and betting fun and intuitive”, the app’s goal is to “educate customers to make smarter bets, engage with the sport of horse racing, and complement the on-track visuals and wagering experience”.
“1/ST TECHNOLOGY is excited to be partnering with the truly innovative team at PointsBet to bring the great sport of horse racing to a growing customer base across US markets,” added Paul Williams, CEO of 1/ST TECHNOLOGY.
“We are uniquely aligned on a superior product vision as well as the value that this relationship brings to our collective organizations and horse racing industry stakeholders at large.”
Last month, PointsBet launched its online sportsbook in the state of Louisiana through a partnership with PENN Entertainment.
