i-neda to help with 'unique challenge' of new pool betting operation

i-neda to help with 'unique challenge' of new pool betting operation

Monday, July 10, 2017 Posted by Andy McCarron
54 racecourses have signed up for the new betting pools

The consortium of British racecourses which has pledged to launch its own pool betting system in July 2018 has given the responsibility of implementing the new operation to technology i-neda.

When it comes to pool betting, i-neda has strong credentials. In 2009, it undertook the challenge of being the main provider to Tote Ireland for its online wagering solution for desktop, tablet and mobile users. Since then i-neda systems has managed over 30,000,000 transactions and is now the largest provider of international pool bets for British Racing.

Nigel Roddis, managing director of the Project Steering Board overseeing British Racing’s future pool betting operation, stated that the decision to give responsibility to i-neda was made after ‘extensive tender process’. He firmly believes that i-neda will utilise its ‘experience and innovative approach’ to ‘provide a first class customer betting experience’.

Roddis is fully aware that such vigorous changes will likely bring great challenges. However,  he believes that with the correct planning, they can be overcome. He told TotallyGaming.com: “Together with the relatively unique challenge of ensuring that more than 50 very different locations are operational on a specific date. But we know what we need to do, have some very experienced people on the team and are working hard to ensure that our plans are delivered.”

Roddis was eager to elevate the importance of the unique nature of the plans, highlighting that the pools aren't solely being limited to the racetrack: “We are developing specific APIs for third party distribution and would hope and expect that these will be utilised by other operators to provide their customers with access to the pools.”

There is an apprehension that the UK betting market will struggle to sustain multiple horseracing pools, Roddis believes that ‘time will tell’ on this issue. But, if they’re to be successful, then: “Having control of the pool betting operation oncourse and linking with their international media rights will ensure that they delivers for their customers -  and is the best strategic recourse to take.”

Martin Pickering, CEO of i-neda, expressed his pleasure the news: “We are pleased to be have been selected as the technology provider for this exciting project.  Our development team and support staff, based in Farnborough, have a proven track record of delivering successful, innovative wagering solutions and we look forward to playing our part in this landmark project for British Racing.”

The plans have evoked widespread interest within the racing industry, with 54 racecourses signed up and ready to implement the new service upon its launch, when the seven year exclusive horseracing pools betting licence currently owned by Betfred expires.

These include Arena Racing Company courses such as; Chepstow, Doncaster and Lingfield Park, as well as Jockey Club Racecourses Aintree, Cheltenham, Epsom Downs and both Newmarket racecourses.

Totally Gaming says: The end of the horseracing pools monopoly is an interesting thing to face, with several eager firms keen to take a bite out of the Totepool cherry. However the problem is that pool betting is only popular when there is huge liquidity to battle against fixed odds market. If the liquidity is spread too thinly across multiple operations then there is a danger it will dry up completely.

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