New Bookmakers Horse Racing ElTurf Partnership


- Grant Whittington

Punters can look forward to high-quality pre-race content thanks to a new bookmakers horse racing partnership between PA Betting Services and ElTurf. The operator’s partnership with the Chilean provider of pre-race content, statistics, breeding information, and tipping will expand its reach in the region.

According to the two companies, the exclusive collaboration will result in a product that they described as the first of its kind. They expect the Latin American horse racing content to be at the same level as what punters enjoy in the UK and North America.

Both brands will combine their areas of specialty to offer a service that features as many as 2,000 races per year. The focus will be on races held at venues including Club Hipico de Concepcion, Hipódromo de Chile, and Sporting Valparaiso.

In addition to the content provided by ElTurf, the service will also offer pre-race and live data content and live streaming featuring commentary from British pundits. These additional new bookmakers horse racing offerings will be provided by StreamAMG, a PA Media Group subsidiary.

Thrilled With Partnership

PA Betting Services head of business development, Richard Duncan said that he was thrilled with the partnership with ElTurf and by the opportunity to work with new betting sites and racecourses in Latin America. He added that the operator was excited to be part of the region’s racecourses’ quest to maximize earnings through new partnerships.

Duncan said that the quality of racing at those courses was comparable with many domestic races in the UK. He fully expects the Latin American races to add to the overall global racing offering.

Duncan also said that the partnership with ElTurf filled the knowledge gaps in the region, which makes Latin American racing a compelling proposition for operators looking for a better product. Among the improvements are runner comments, silks, more competitive margins, and race verdicts.

The business development head added that he was also excited about the StreamAMG integration, as the PA Media Group has the knowledge and talent to offer added value to customers.

Raising The Standard

ElTurf chief executive, Gonzalo Reyes said that his company was also excited by the new bookmakers horse racing partnership, which he expects will expand the reach of Latin American racing into new markets. He said the partnership was the beginning of a new era for the region’s racecourses that want to move away from legacy providers.

The partnership gives those racecourses the chance to increase revenues from pari-mutuel and fixed odds markets around the world.

In addition to pre-race content, ElTurf’s in-running data and pricing service focused on Latin America, which was developed with Total Performance Data, will be offered as a plug-and-play feature on PA Betting Service’s new betting sites platform.

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