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How Horse Race Betting Has Galloped Into The Online Era
With the popularity of horse race betting steadily on the rise as the sport spreads to new markets and platforms, we sat down with BETBAZAR’s Chief Operating Officer, Max Sevostianov, to discuss everything sportsbook operators should know before they attempt to tap into this emerging online trend.
Despite horse racing being one of the world’s oldest and most historied forms of betting, wagering on the sport is virtually unrecognisable today even when compared to just a few decades ago.
Rapid advances in betting technology and data analytics, increased internet and smartphone penetration and a wider availability of horse racing events all over the globe have all undoubtedly changed the face of the sport – and this has in turn dramatically altered the ways in which online betting operators have had to market their horse racing product to attract and retain customers.
Indeed, you don’t have to cast your mind back all that far to recall a time when horse racing meets were largely confined to the U.K., Ireland and a handful of marquee events in the U.S.A. These days, however, the sport has become an essential part of the betting landscape in countries like the United Arab Emirates and Japan, presenting new challenges and opportunities for operators.
The impact of horse racing’s growing popularity in the U.A.E. and east Asia is two-fold – not only has greater event choice and frequency reduced betting downtime for customers all over the world and created a more consistent revenue stream for operators, but it has also significantly diversified the audience they target and changed how they communicate from market-to-market.
Having these new countries in the horse racing picture means that a blanket way of promoting the sport is no longer a viable option. Instead, operators should be monitoring the customer data they have in each market very closely to try and identify ways in which they can tailor their offering so that it caters to local tastes. This could, for example, involve creating targeted promotions that tie in with local holidays and specific regional events or partnering with race providers and other associated businesses in the market that can enhance brand awareness and bettor engagement.
Of course, the data operators have on each market should also inform whether or not horse race betting is a viable product to push in the first place. Though – as outlined previously – the popularity of the sport is increasing globally, horse race betting is still a very region-specific vertical and needs an existing audience and infrastructure that operators can target. Potential customers need at least some prior understanding of the sport and the betting product that caters for it, so successfully penetrating a market where horse racing isn’t popular is very unlikely.
The change in the number of countries that host horse racing events, however, pales in comparison to the impact technological innovation has had when it comes to betting on the sport. Again, you don’t have to think back very far to remember a time where the two main ways that customers bet on horse racing were either at the track or at their local high street bookmaker and the only data they had at their disposal was the form guides in publications like Racing Post!
These days, it’s a totally different story. Ever-increasing levels of internet penetration across the globe coupled with wider smartphone adoption has meant that customers can now access and bet on races no matter where they are in the world. While this has alleviated the need to travel to retail betting locations and driven more revenue to online wagering platforms instead, so too has it increased the importance of live streaming to a point that it’s now basically a must-have feature.
As online operators have picked up more and more of the traffic that had previously flown to retail betting locations, the onus on them to provide a similarly engaging experience has also increased. Thankfully for them, technology has now advanced to a point where they’re able to reliably stream races from virtually any track on the planet directly to computers or smartphones, with this effectively opening the door to events that bettors may otherwise never have witnessed.
Of course, one of the keys to providing this level of coverage is operators having the necessary partnerships in place with the rights holders in each market that they operate in, as not only does this provide access to all the races they want to feature, but also to the official data that comes with them. Given that we live in an information age where having access to fast and reliable data is an absolute cornerstone when it comes to making informed betting decisions, the fact that online operators can provide this in greater depth than their offline counterparts is very important.
By collating all the relevant information about how certain horses, jockeys and stables have performed on specific tracks in the past and making this available to customers in real time, operators can enhance the betting experience for both horse racing experts and newcomers to the sport alike. For precisely this reason, BETBAZAR has chosen the most accurate and advanced horse racing product for its marketplace in order to give customers access to detailed statistics from truly trustworthy providers – with this information in turn being used to power all manner of useful graphics and widgets for an even more dynamic user experience.
While these geographical and technological factors both mean that the popularity of horse race betting is likely to increase in the coming years, both will count for nought if the industry doesn’t continue to behave in a responsible and sustainable manner. Luckily, these days virtually every aspect of horse racing is totally regulated and necessary steps have been taken to improve horse welfare and other ethical concerns; all of which is vital to the long-term sustainability of the sport.
Alongside this operators must continue to promote responsible gaming practices in all markets that they service and provide further education and insight to both their clients and customers. In doing so, not only will they build trust within the horse racing community and cement the integrity of their product, but they’ll also set themselves up for more success as the sector grows.
About Betbazar
Betbazar is a B2B worldwide iGaming marketplace which has set a new sales standard, sourcing specialist iGaming products and advising on their role within existing strategies to deliver growth to our partners. The company’s ambition is building a digital iGaming marketplace that connects creators with buyers to accelerate growth powered by best-in-class products.
Website: https://betbazar.com/en
LinkedIn: https://www.linkedin.com/company/betbazar
The post How Horse Race Betting Has Galloped Into The Online Era appeared first on European Gaming Industry News.
Reading Time: 3 minutes
The SOFTSWISS Sportsbook celebrates its fifth anniversary, marking a major milestone in its journey from MVP to a fully mature, internationally recognised B2B product. Over these five years, the team has achieved standout results, from launching a project in just 14 days to delivering a mobile-first experience that generates over 90% of GGR.
Since its debut in 2020, the SOFTSWISS Sportsbook has expanded its sports and esports catalogue, introduced premium cricket, launched a mobile app, added a customisable betting interface, unique bonuses, and various gamification tools for player engagement and retention. It has also introduced seamless integrations with the SOFTSWISS Game Aggregator and Jackpot Aggregator.
An important milestone was reached ahead of UEFA Euro 2024, when the SOFTSWISS Sportsbook team delivered 22 new projects across 11 casino platforms, including the SOFTSWISS Casino Platform, within a single month. A breakthrough record was also set when the team launched a project in just 14 days from contract signing to the first bet.
The SOFTSWISS Sportsbook is engineered for smooth, platform-agnostic integration, enabling fast rollouts on both proprietary and third-party platforms. Delivering a strong player experience and supporting business growth, the Sportsbook seamlessly integrates into any iGaming operation with flexible launch options to meet diverse needs. Recent updates further enhance its efficiency, including API 2.0 for more scalable integrations and a renewed CMS with deeper content control.
Alexander Kamenetskyi, Head of SOFTSWISS Sportsbook, comments: “Five years ago, we set out to build a modern Sportsbook – flexible, scalable, and ready for the future of betting. Today, we have a stable architecture, powerful engagement tools, a strong risk management layer, and a team that knows how to move fast without compromising quality. The product has matured, and we are ready to push forward with even greater ambition.”
Delivering 2,000+ betting markets across 200+ sports and esports, with all Sportradar official leagues included, the Sportsbook supports 100,000+ monthly live events and a mobile-first experience that generates over 90% of GGR. Clients also highlight its intuitive CMS, robust risk management, and 24/7 technical assistance, reinforcing the Sportsbook’s position as a reliable B2B solution.
Anton Eshtokin, CMO of Boomerang Partners, shares: “The SOFTSWISS Sportsbook is an ideal choice for any iGaming operator looking to diversify its portfolio and strengthen its competitive position in the market. On behalf of our entire team, I’d like to congratulate the SOFTSWISS Sportsbook on reaching this remarkable five-year milestone. As a partner, you’ve consistently demonstrated innovation, professionalism, and a deep understanding of the industry’s evolution. We wish you continued growth, bold ideas, and the drive to keep setting new standards in the iGaming market. May the next five years bring even more success stories and breakthroughs that inspire the entire industry.”
The SOFTSWISS Sportsbook’s achievements have been acknowledged across the industry, earning accolades such as Best Online Sportsbook Provider at SiGMA South Asia Awards 2025, Innovative E-sports Product of the Year at SPiCE South Asia Eventus Awards 2024, Best Sports Betting Provider in the Baltics at BSG Awards 2023, and Rising Star in Sports Betting at SBC Awards Latinoamérica 2022.
In 2025, the sports betting solution entered a new phase, focusing on architectural upgrades to support faster feature delivery. The team plans to release a new API Tester in December and is preparing for the upcoming launch of virtual sports. The Sportsbook platform also covered urgent Brazilian and Bulgarian regulatory requirements. These strategic moves will allow the solution to maintain momentum and scale to meet the growing expectations of operators in diverse markets.
About SOFTSWISS
SOFTSWISS is an international technology company with over 15 years of experience in developing innovative solutions for the iGaming industry. SOFTSWISS provides comprehensive software for managing iGaming projects. The company’s product portfolio includes the Casino Platform, the Game Aggregator with over 36,700 casino games, Affilka Affiliate Platform, the Sportsbook Software and the Jackpot Aggregator. The expert team, based in Malta, Poland, and Georgia, counts over 2,000 employees.
The post The SOFTSWISS Sportsbook at Five: From MVP to Award-Winning Global B2B Solution appeared first on European Gaming Industry News.
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SkillOnNet redefine los juegos RNG con el lanzamiento de GAIA, la primera ruleta con un crupier generado por IA
Reading Time: 2 minutes
GAIA es la primera ruleta del mundo impulsada por IA y que ya está en uso comercial.
La compañía de entretenimiento global SkillOnNet ha anunciado el lanzamiento de Ruleta GAIA, una nueva experiencia de ruleta revolucionaria impulsada por inteligencia artificial.
El juego – que ya está en vivo en PlayUZU Mexico – con planes de expansión a otros mercados de la red de SkillOnNet en los próximos meses – mezcla la emoción de un juego RNG con el realismo de los juegos en vivo. Es la primera ruleta del mundo impulsada por IA que ya está en uso comercial.
A diferencia de las ruletas aleatorias tradicionales, Ruleta GAIA incorpora un crupier personalizado para cada jugador. GAIA aprende las preferencias del jugador, adapta su estilo de comunicación y facilita ayuda en tiempo real, de forma que los usuarios reciban información sobre apuestas, flujo del juego y estrategias.
Los jugadores pueden conversar sobre el juego – preguntar sobre los resultados, números previos, sus pérdidas y ganancias, y revisar el historial– y también preguntar sobre temas del día a día como aficiones, deportes, comida, películas, el tiempo y mucho más para que la experiencia sea mucho más entretenida.
Diseñada y desarrollada internamente por SkillOnNet, GAIA se convertirá en tu crupier IA. Utiliza GPT-4.1-mini para el chat, que admite todos los idiomas, de manera que los jugadores de todo el mundo pueden conversar con ella en su lengua nativa.
Para los jugadores que disfrutan del toque personal de un crupier en vivo, GAIA es el siguiente nivel. Y al estar impulsada por tecnología RNG, pueden disfrutar de un ritmo de juego más rápido y más tiradas por sesión que en los juegos en vivo con crupier real.
Para SkillOnNet, GAIA representa un gran avance para el gaming impulsado por IA y para las experiencias de casino personalizadas.
Jani Kontturi, Responsible de Juegos en SkillOnNet, dice “Con la Ruleta GAIA redefinimos las posibilidades del entretenimiento de casino RNG, y nos enorgullecemos de ofrecer a nuestros jugadores algo verdaderamente revolucionario. PlayUZU siempre se ha posicionado como un operador transparente, divertido e innovador – y GAIA encaja a la perfección con esos valores. Este lanzamiento establece un nuevo estándar en lo que los jugadores pueden esperar de la ruleta”.
The post SkillOnNet redefine los juegos RNG con el lanzamiento de GAIA, la primera ruleta con un crupier generado por IA appeared first on European Gaming Industry News.
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Emily Atack joins BOYLE Casino as Brand Ambassador with new hero campaign launching ‘Serious About Play’
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Actress, Comedian, and Presenter Emily Atack, has joined BOYLE Casino as brand ambassador, bringing her signature warmth, humour and energy, as she joins the brand in getting ‘Serious About Play’.
In her role, Inbetweeners and Rivals icon Emily will help showcase the platform’s entertainment-led experiences and connect with players across the UK and Ireland. Her activity kicks off by taking centre stage in a hero creative campaign across TV, digital, out-of-home and social, launching today.
Developed in partnership with Beyond and the Story Club, the creative sees Emily transported to a vibrant virtual world, which she travels through surrounded by the thousands of games BOYLE Casino has on offer, her cheeky commentary providing the soundtrack before the new BOYLE Casino identity – Serious About Play – is revealed.
The new partnership and hero campaign follows BOYLE Sports’ relaunch of the BOYLE Casino platform in September, delivering a massive choice of online casino games available in the UK and Ireland. The upgraded site features faster performance, smarter personalisation and a design built to entertain and delight players. Players now receive tailored top 10 game recommendations, immersive jackpot hubs and dedicated spaces for exclusive BOYLE Casino content.
In an exciting week for the brand, December 2nd sees the JOE Pub Quiz in partnership with BOYLE Casino – live at Islington Assembly Hall in London. Entrants will put their knowledge to the test in rounds inspired by memes, cultural icons and classic British trivia, with opportunities to win spot prizes including tickets to BOYLE Sports’ partners, West Ham United and the London Lions.
Commenting on Emily joining the BOYLE Sports team, Gill Blake-Swift, Director of Brand for BOYLE Sports, said: “Emily is such a natural fit for BOYLE Casino – she’s fun, relatable and brings an energy that really mirrors where we’re taking the brand. Innovation lies at the heart of our casino offering and her personality taps perfectly into that momentum, so bringing Emily on board feels like another major step forward.”
BOYLE Casino’s new ambassador, Emily Atack, added: “I’m chuffed to be joining the BOYLE Casino team and being part of its journey – we’ve already had a lot of fun!”
BOYLE Sports’ commitment to responsible gambling continues to sit at the heart of its casino offering. The revamped platform includes clear, accessible safer gambling tools that allow players to set limits, track activity and stay in control at all times.
The post Emily Atack joins BOYLE Casino as Brand Ambassador with new hero campaign launching ‘Serious About Play’ appeared first on European Gaming Industry News.
The SOFTSWISS Sportsbook at Five: From MVP to Award-Winning Global B2B Solution
SkillOnNet redefine los juegos RNG con el lanzamiento de GAIA, la primera ruleta con un crupier generado por IA
Emily Atack joins BOYLE Casino as Brand Ambassador with new hero campaign launching ‘Serious About Play’
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