Tote Ireland bets on new sports markets

Tote Ireland bets on new sports markets

Tuesday, December 1, 2015 Totally Gaming
CEO Tim Higgins believes it is time for his company to branch out

Tote Ireland hopes to expand its non-horseracing revenue after agreeing a deal to offer Colossus Bets’ sports pools.

The subsidiary of Horse Racing Ireland has previously focussed on domestic, UK and international horseracing events, but will now look to build its customer base among football bettors.

Tim Higgins, chief executive of Tote Ireland, told that customer feedback was a key reason for the expansion.

“Tote Ireland has traditionally focused solely on offering great value in horse racing pool betting to our customers,” he said.

“As a subsidiary of Horse Racing Ireland, racing has been our core business. By introducing Colossus football pools alongside our racing product we have opened up further betting opportunities to our pool betting audience so, in that way, it’s a really nice fit for us and for our customers.

“We’re keen to ensure our product suite is relevant and engaging. Customer feedback has indicated a strong appetite for betting on other sports, so we introduced the Colossus product in response to that demand.”

Colossus’ B2C offering was launched in 2013 and has since attracted partners including Betfair, BoyleSports and Matchbook. The Tote Ireland agreement includes a potential future rollout of Colossus’ patented partial cash-out technology across the entire Tote Ireland platform.

Bernard Marantelli, founder and chief executive of Colossus, said: “Tote betting operators need to respond or they risk losing product relevance and market share to other forms of wagering. Tote Ireland has recognised this and we are delighted to welcome them to the rapidly growing ‘Colossus Family’ to distribute our pools.

“We also look forward to seeing our cash-out technology applied to their horseracing pools as a world first.”

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