Racing Post taking advantage of growing market in the US

Racing Post has taken its first steps across the Atlantic by launching a new brand – Pickswise – dedicated to providing expert tipping content on US sports like NFL, basketball, hockey and baseball.

Racing Post has been live with Pickswise since the beginning of 2019 and has experienced significant user growth since the start of the NFL season. Having recently secured a vendor licence in New Jersey with other states soon to follow, Pickswise recently launched a new free-to-play fantasy game in association with Incentive Games, offering a $250,000 first prize.

The move to the US extends Racing Post’s growing digital business and continues its diversification beyond horseracing. In this latest initiative into sports, Racing Post has applied its renowned betting expertise to US sports and has invested in both automated and manual content to deliver information and insight to sports bettors.

Speaking about the exciting move stateside, Cian Nugent, Racing Post’s digital director, said: “We explored a number of different options for our entry into the US market, but with our experience in engaging bettors with expert tipping content an affiliate play was an obvious first option.

“We’ve already seen the success of that since the start of the NFL season and we’re looking forward to working with our bookmaker partners to maximise the opportunity.”

US sports content from Pickswise will be on show throughout ICE at the Racing Post Cafe and members of the team will be on hand to discuss the US expert content available.

‘ICE easily the most important conference of the year’

The widest ever range of services will be on display at the Racing Post Cafe this year including media, content, retail, trading, agency and translation, writes Andrew Synnott.

The Racing Post brand, alongside My Racing, Free Super Tips, Intellr, Pickswise and ICS Digital can support bookmakers at every stage of their customers’ journey – whether it be finding, reaching, acquiring, engaging, stimulating or retaining them.

The newest product added to the ever-growing portfolio on offer is AllSported. Launched in 2019 with partners Banach Technologies and TXODDS, it is a best-in-class horseracing trading solution that employs the latest in modern, dynamic and flexible technology providing bookmakers with a comprehensive end-to-end racing service to help grow market share in the multi-billion pound global horseracing market.

The range of content offered has never been so wide-reaching, with the introduction of international racing from the biggest territories across the globe, available in more than 70 languages thanks to the translation service.

The exhibition showcases itself as an unrivalled and global platform to find new business and partnership opportunities, with more than 150 countries represented on the show floor.

The doors of the ExCeL open on Tuesday, February 4, to welcome more than 35,000 industry professionals to view over 600 exhibitors and 120 expert speakers, with the Racing Post team on hand every day to talk attendees through the host of services on offer.

Speaking about the conference, Eugene Delaney, Racing Post B2B director, highlighted the significance of the week in the industry.

He said: “ICE London is easily the most important conference of the year for the Racing Post. It allows us to showcase our plans for the year ahead, meet potential clients and build upon current relationships.

“It also comes early in the year giving us a chance to catch up with our current partners and discuss their plans for 2020 and how we can support them.

“This year could be our most important year due to our rapid progression in key areas of the business including our international racing content, trading and in-play capabilities.”

The Racing Post Cafe will once again be at the heart of the sports betting exhibition (Stand S2-230).

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