Entain, William Hill and BV Group Expand RMG Irish In-Play Betting

Racecourse Media Group has formally expanded its iGaming in-play betting service to include Irish horse racing, marking a significant development in the commercial and technological landscape of the sport. The enhanced service introduces real-time pricing for Irish races across several prominent sportsbook operators, reflecting a broader industry effort to modernise betting infrastructure while safeguarding integrity and data accuracy.

The rollout integrates live in-play pricing across digital platforms operated by Entain including its well-known brands Ladbrokes and Coral as well as William Hill and the portfolio of BVGroup including its flagship brand BetVictor. The initiative follows the earlier implementation of in-running betting across RMG’s UK racecourses in January 2023 and represents a structured extension of that model into Ireland.

Media rights framework underpinning the expansion

The service expansion has been enabled through RMG’s media rights agreement with Sports Information Services, Horse Racing Ireland and the Association of Irish Racecourses. This agreement covers all 26 racecourses across Ireland, ensuring comprehensive implementation within an established regulatory and commercial framework.

By operating under formal media rights arrangements, the stakeholders have sought to ensure that the introduction of enhanced betting products remains aligned with governance standards and the strategic interests of Irish racing. The structure also supports the reinvestment of revenues into the sport, a recurring theme in industry discussions concerning data monetisation and technological innovation.

Technology driving real-time in-play pricing

Central to the rollout is CourseTrack’s GPS-based tracking technology. The system generates positional coordinates up to 20 times per second during live races. This high-frequency data collection enables the calculation of advanced metrics including leader speed, time per furlong and remaining distance to the finish.

The data is subsequently analysed to generate rapid in-play pricing supplied by Pythia Sports. It also feeds into RMG’s RaceiQ analytics platform, which provides sectional timing and deeper performance insights for racing audiences.

The precision of tracking data is set to increase further with the deployment of a new fleet of trackers using Real Time Kinematic technology. According to the companies involved, the RTK system is expected to deliver sub-10 centimetre positional accuracy across Irish racecourses from March or April. This enhancement is intended to strengthen the reliability of live pricing models and reinforce confidence among operators and bettors.

Alignment with industry innovation trends

The expansion reflects broader competitive dynamics within the sportsbook sector. As other sports continue to introduce increasingly sophisticated in-play and micro-betting options, racing stakeholders have acknowledged the need to innovate in order to maintain consumer engagement.

Suzanne Eade, CEO at Horse Racing Ireland, welcomed the development, stating: “The expansion of the in-play betting service for Irish horse racing is very welcome news. We have already seen over the lifetime of the current media rights agreement with RMG how the data offering for Irish racing has made great strides, with sectional timing available to all on the Racing TV website and continued expansion of data insights through RaceiQ. As sportsbook and pari-mutual offerings for other sports continue to innovate, so must racing and this is another positive step in that regard for Irish racing.”

Her remarks highlight the importance placed on transparency and accessibility of data as well as commercial sustainability. Sectional timing and performance analytics have become increasingly valued by both professional analysts and recreational bettors, contributing to a more informed betting environment.

Operator perspective on reliability and innovation

From the operator standpoint, reliability and accuracy are critical to the viability of live in-play betting markets. Jamie Crossfield, Entain UK and Ireland Sportsbook Director, commented: “We are excited to be launching in-play betting on Irish horse racing across our digital platforms and promoting this new addition to our racing customers. Reliability and accuracy are the essential ingredients to deliver this and the CourseTrack tech provides just that. We are continually looking to innovate and expand our horse racing product and RMG is a great partner to help us achieve that.”

These comments underline the operational importance of stable data feeds and low-latency transmission. In-play betting requires near-instantaneous updates in order to reflect changing race dynamics, particularly in a sport where outcomes can shift within seconds.

Strategic reinvestment into the sport

Nick Mills, CEO at Racecourse Media Group, framed the initiative as part of a broader strategic effort to evolve racing from both a broadcast and betting perspective. He stated: “There has been a concerted effort to evolve and grow the sport of racing, not just from a viewing and broadcasting perspective but from a betting standpoint too. Our operator partners have played a hugely influential role in improving racing and their trust in our solutions enables us to reinvest more back into the sport. Some of our most valued partners will now offer real-time pricing on Irish meetings, giving bettors new ways to engage with the sport.”

The reinvestment model has been central to RMG’s commercial strategy. By monetising official data and media rights, the organisation seeks to channel revenues back into racecourses and racing infrastructure, supporting long-term sustainability.

CourseTrack’s continued development in Ireland

Chris Murtagh, Managing Director at CourseTrack, emphasised the technological evolution underpinning the new offering: “After two successful years tracking across all 26 Irish racecourses, we are delighted to continue to evolve the data offering to racing in Ireland. The new in-play product with bookmakers, supported by CourseTrack, will enable operators to take live bets throughout the race and up to the last furlong and, importantly, drive new revenue streams for stakeholders across Irish Racing.”

The reference to the last furlong illustrates the ambition to maintain betting engagement throughout nearly the entire duration of each race. By extending in-play markets deeper into race progression, operators can offer more dynamic wagering opportunities while maintaining adherence to established regulatory standards.

Broader implications for Irish racing

The expansion of in-play betting infrastructure in Ireland represents more than a technical upgrade. It signals a coordinated approach among rights holders, data providers and operators to position Irish racing competitively within a rapidly evolving global betting ecosystem.

At a regulatory level, the structured implementation through recognised governing bodies helps ensure oversight and compliance. At a commercial level, the integration across multiple high-profile brands enhances distribution and visibility. At a technological level, the adoption of advanced GPS and RTK tracking strengthens data precision and analytical capabilities.

While innovation inevitably brings operational complexities, stakeholders have consistently emphasised the importance of integrity, accuracy and reinvestment. The measured language used by all parties reflects an awareness of legal and reputational considerations within a highly scrutinised industry.

Conclusion

Racecourse Media Group’s extension of its in-play betting service to Irish horse racing represents a carefully structured advancement built upon formal media rights agreements, advanced tracking technology and established operator partnerships. By integrating real-time pricing across leading sportsbook brands and enhancing data precision through RTK-enabled tracking, the initiative seeks to modernise the betting experience while maintaining regulatory alignment and commercial sustainability.

For Irish racing, the development provides additional revenue pathways and deeper engagement opportunities for bettors. For operators, it offers a technologically robust product supported by official data. For the broader industry, it demonstrates how collaboration between rights holders, data providers and bookmakers can drive innovation within a regulated framework.

As competition within global sports betting continues to intensify, Irish racing’s adoption of enhanced in-play infrastructure positions it to remain relevant and commercially resilient in the years ahead.

FAQs

What is in-play betting in horse racing?
In-play betting allows customers to place wagers on a race after it has started with odds updating in real time based on race developments.

Which companies are offering real-time pricing on Irish races?
Real-time pricing is being offered across brands operated by Entain including Ladbrokes and Coral as well as William Hill and BetVictor under BVGroup.

How is live race data collected during Irish races?
Live data is collected through GPS tracking devices fitted to horses generating coordinates multiple times per second.

What role does CourseTrack play in this service?
CourseTrack provides the tracking technology that captures positional data used to generate in-play pricing models.

How accurate is the new tracking technology?
The upcoming RTK-enabled trackers are expected to deliver sub-10 centimetre positional accuracy across Irish racecourses.

Who governs Irish horse racing?
Horse Racing Ireland oversees the governance and strategic development of Irish racing.

What is RaceiQ?
RaceiQ is an analytics platform that uses sectional timing and tracking data to provide performance insights.

How does this expansion benefit Irish racecourses?
The service supports additional revenue streams through media rights agreements and enhanced betting engagement.

When was in-play betting first introduced across RMG UK courses?
In-play betting was introduced across RMG’s UK racecourses in January 2023.

Will bettors be able to place bets until the end of a race?
The system is designed to allow live betting throughout most of the race including up to the final furlong subject to operator policies.