Total Performance Data’s partnerships with Equibase and 1/ST CONTENT are creating new ways to bet on horse racing for leading operators like bet365 and Entain

27 May, 2026 - Total Performance Data (TPD) is powering live, in-running betting on North American horse racing, leveraging GPS data captured by Gmax – the world’s most widely used horse racing GPS tracking system.

TPD’s partnership with Equibase has already led to more than 30 installations of the system across North America. The technology captures live position, speed and biometric horse data at ultra-low latency, updating 10 times per second during a race.

TPD then uses proprietary machine learning models to generate live betting odds throughout each race, creating a new betting experience for customers and new revenue opportunities for the sport.

TPD partners with 1/ST CONTENT, the leading distributor of North American horse racing data, to license this in-running odds product to international operators. Operators using the product have reported increases in betting handle of between 5% and 10%.

TPD and 1/ST CONTENT enjoy direct integrations with leading global bookmakers, enabling the distribution of live odds within fractions of a second. Customers already include bet365, Ladbrokes, Coral, BetVictor, BoyleSports and William Hill.

As well as supplying in-running odds for US and Canadian racing, TPD also powers live odds for racing in the UK, South Africa, Chile, Australia and Germany, with additional territories set to follow.

Operators and their customers can now draw from the following benefits: • In-running betting from 1/ST CONTENT racecourses, mapping 80% of North American handle • 2,500 race days per year and rising • Improved in-running engagement, featuring: o Accommodating after-the-off “late money” o Live tradeable prices until the final furlong o Cashout-integrated functionality in-play (fair-margin, lowest latency) o Price-smoothing and visual-tracking graphics to enhance the user experience

This breakthrough product was fashioned to disrupt the sportsbook space by delivering reliable live pricing on a popular sport which had previously struggled to keep pace with a broader sports betting marketplace, where over 80% of turnover is generated in-play. Now, however, TPD and 1/ST CONTENT have successfully launched a dependable in-play offering with Tier-1 partners which crystalizes accurate odds for the most solid in-play, fixed-odds pricing around.

The feed fuses the starting price with the best of automated trading via TPD’s advanced in-running analytics, including stride length, stride frequency and sectional timings, enabled by the saddle-cloth GPS tracking. These variables are accordingly harvested in-play by TPD’s machine-learning trading tools whose algorithms train themselves on race pace for precise pricing that delivers a distinct step-change in live fixed-odds betting, powering subsequent upticks in turnover.

Comments

John McBroom, Commercial Director at TPD, said:

“We’re delighted to be harnessing the power of live GPS tracking data to create new opportunities to bet on North American racing. Our collaboration with Equibase, 1/ST CONTENT and our operator partners is delivering a truly innovative product and creating a new, much-needed growth engine for the sport.”

Simon Fraser, SVP International 1/ST CONTENT, said:

“1/ST CONTENT’s unparalleled racetrack coverage in North America - coupled to our strong heritage in managing content rights, data and odds – means that we were logical partners in a shared vision. Working with TPD’s team of analytical experts has been a responsive collaboration, allowing us to finally deliver a key new revenue-driver for North American racing.”

“Deeper audience engagement is our combined goal. And it’s exciting to see this in-play solution add a welcome new dimension to anyone following racing stateside.”

Kyle McDoniel, President and COO, Equibase, said:

“TPD and 1/ST CONTENT are terrific partners. Through our collaborative efforts with Gmax, Equibase now collects GPS data at racetracks representing nearly 80% of North American handle. Thoroughbred racing is a data-driven sport, and the incorporation of this positioning data to power in-running wagering opportunities is another step toward capturing the broader sports betting fan who enjoys action throughout an event, and one of the first of many innovations to come from this rapidly expanding dataset.”

Ben Hutton, Head of International Racing at Entain, said:

“This is a timely, automated-product innovation which gives our brands and customers the live service that they’ve been demanding for a long time. All the requisite variables are incorporated and accounted for, ensuring total peace of mind and speed of integration for anyone looking to add this breakthrough feed. At Entain, we’re always looking to provide additional data and exciting markets with which to better engage fans in a sport we love.”

About TPD

Total Performance Data is the global leader in live horse racing data and in-running betting technology. Using ultra-low latency GPS tracking data and proprietary modelling technology, TPD powers live odds, sectional timing, performance analytics and fan engagement products for racing and betting operators worldwide.

TPD partner with major racing jurisdictions and racecourses, including in the UK, US, Canada, South Africa, UAE, Saudi Arabia, Bahrain, Chile, Argentina and Germany, with customers including bet365, Entain, Flutter, BetVictor, BoyleSports and William Hill.

About 1/ST CONTENT

1/ST CONTENT is the leading provider of live North and South American horse racing content, and the innovative operating group for 1/ST’s media and content companies. 1/ST is the premier racing company in North America, with a mission statement dedicated to redefining and supporting Thoroughbred horse racing and the ecosystem that drives it.

1/ST CONTENT manages the content rights, data, odds and signals (broadcast and video streaming) on behalf of a broad portfolio of global partners, allowing them to integrate and deploy ground-breaking technologies to drive new revenue streams. Working with many of the world’s leading fixed-odds, spread-betting and commingled wagering companies (such as Flutter Entertainment, bet365, Boylesports, Codere, William Hill, Entain, and Tabcorp) 1/ST CONTENT enjoys successful partnerships across Europe, Africa, Asia, the Americas and Australasia.

About Equibase

Equibase Company is a partnership between subsidiaries of The Jockey Club and the Thoroughbred Racing Associations of North America and serves as the Thoroughbred industry’s official database. Through its website and mobile applications, Equibase offers a comprehensive array of free statistical information as well as premium handicapping.

About Entain

Entain plc (LSE: ENT) is a FTSE100 company and is one of the world's largest sports betting and gaming groups, operating both online and in the retail sector. The Group owns a comprehensive portfolio of established brands; Sports brands include BetCity, bwin, Coral, Crystalbet, Eurobet, Ladbrokes, Neds, Sportingbet, Sports Interaction and SuperSport; Gaming brands include Foxy Bingo, Gala, GiocoDigitale, Ninja Casino, Optibet, Partypoker and PartyCasino. The Group owns proprietary technology across all its core product verticals and in addition to its B2C operations provides services to a number of third-party customers on a B2B basis. The Group has a 50/50 joint venture, BetMGM, a leader in sports betting and iGaming in the US. Entain provides the technology and capabilities which power BetMGM as well as exclusive games and products, specially developed at its in-house gaming studios. The Group is tax resident in the UK and is the only global operator to exclusively operate in domestically regulated or regulating markets operating in over 40 territories. Entain is a leader in ESG, a member of FTSE4Good, the DJSI and is AA rated by MSCI. The Group has set a science-based target, committing to be carbon net zero by 2035 and through the Entain Foundation supports a variety of initiatives, focusing on safer gambling, grassroots sport, diversity in technology and community projects. For more information see the Group's website: www.entaingroup.com.