Podium powers racing data for Bally’s UK casinos

Podium, a well-established global provider of trusted sports content and data solutions, has officially entered into a long-term partnership with Bally’s Interactive, the online division of Bally’s Corporation. Under the agreement, Podium’s flagship real-time data solution, PULSE, will be rolled out across a number of Bally’s Interactive’s leading casino brands operating in the UK market. This rollout will encompass top-performing platforms such as Bally’s UK, Jackpot Joy, Monopoly Casino, Rainbow Riches, and Double Bubble.

This collaboration marks a strategic milestone for both companies and underscores Bally’s Interactive’s recent expansion into racing content across the United Kingdom. The integration of Podium’s PULSE data solution is aimed at reinforcing the reliability, responsiveness, and integrity of racing content on Bally’s digital platforms, creating an enriched experience for customers and positioning the brands as industry leaders in the competitive online gambling landscape.

Strategic focus on racing and data integrity

Bally’s Interactive has made significant moves in 2025 to diversify its betting and casino offerings, most notably through its entry into the horse and greyhound racing verticals. Earlier this year, the operator introduced racing content across its suite of UK brands in response to a growing demand for live betting experiences among its users. This growth necessitated a resilient data framework capable of processing large-scale real-time information with high reliability.

Podium’s PULSE platform was ultimately selected for its exceptional performance standards, user-centric integration capabilities, and the company's industry reputation for resilience and uptime. Through this partnership, Bally’s now benefits from a single point of access to global racing content covering more than 300 racetracks worldwide across thoroughbred, greyhound, and trotting disciplines.

Industry endorsements from both parties

The collaboration has received public endorsement from both companies, signaling a shared commitment to technological excellence and innovation in the racing data sector.

Josh Sparke, Managing Director at Podium, emphasized the importance of the deal:

“We are thrilled to be working with Bally’s Interactive to deliver a premium racing experience across some of the most recognisable names in UK gaming. This partnership is another clear endorsement of our commitment to reliable, scalable delivery – with zero downtime, ultra-low latency and a single integration powering content from over 300 tracks worldwide.”

Sparke’s remarks also highlight Podium’s dedication to seamless data delivery, which remains crucial in ensuring uninterrupted player engagement and operational continuity.

Alex Kemp, Senior Commercial Manager at Bally’s Interactive, echoed this sentiment, particularly commending the collaborative nature of Podium’s onboarding process:

“Podium stood out for their collaborative approach and deep understanding of our ambitions across racing. From day one, they made integration simple with great documentation and a hands-on onboarding team. It is also clear they have built a future-proof platform that gives us the ability to scale. We are already exploring how tools like Racecard Pro and Race Hype can help us drive long-term engagement.”

Why Podium’s PULSE stands out

Podium’s PULSE platform has garnered industry-wide recognition for its technological resilience and versatility. Designed specifically for real-time racing content, it delivers ultra-fast updates and supports seamless integration with betting and gaming platforms through a singular, streamlined interface.

Among the key features of the PULSE platform are:

• Low-latency data transmission, ensuring minimal delay between live racing events and in-platform updates.
• Zero-downtime architecture, critical for maintaining user trust and platform reliability.
• Single integration point, allowing clients to easily access vast quantities of racing data without the need for multiple vendor agreements or complex workflows.
• Scalability, enabling operators to expand their offerings without overhauling their technical infrastructure.

By leveraging these capabilities, Bally’s Interactive is better positioned to maintain a competitive edge, particularly as customer expectations continue to evolve in favor of instant, accurate, and immersive betting experiences.

The business rationale behind the partnership

The gaming industry is witnessing a notable convergence between traditional casino offerings and immersive, real-time betting experiences. For Bally’s Interactive, integrating racing content into its core platforms represents a strategic response to consumer demand, while also opening new revenue channels.

Racing—especially horse and greyhound racing—remains one of the most dynamic segments within the online gambling sector. It attracts high engagement rates, offers frequent betting opportunities, and appeals to both casual and seasoned bettors.

However, delivering racing content at scale requires more than just broadcasting race outcomes. It involves curating a continuous stream of data, including:

• Runners and riders
• Pre-race analytics
• Live odds and updates
• In-race tracking
• Post-race results and insights

Podium’s PULSE data service provides this full-stack functionality, allowing Bally’s to offer a more enriched and trustworthy product to its customer base.

Legal and regulatory considerations

In entering this agreement, both Bally’s Interactive and Podium have carefully adhered to the relevant legal and regulatory frameworks governing online betting and gaming in the United Kingdom. Given the complex nature of real-time data distribution in a highly regulated sector, data providers like Podium are required to maintain compliance with licensing conditions, data integrity standards, and responsible gambling protocols.

Podium’s longstanding relationships with global racing rights holders and regulatory authorities further reinforce its credentials as a trusted partner in the provision of racing data.

It is also important to note that this partnership does not involve any form of exclusive rights or unfair market behavior. Both companies remain committed to transparency, fair competition, and user protection—principles that are central to long-term success in the regulated gambling industry.

A look ahead: Innovations and future integration

Looking forward, Bally’s Interactive is already evaluating additional tools provided by Podium, such as Racecard Pro and Race Hype, both of which aim to enhance user engagement through smarter data visualization, predictive analytics, and promotional content.

These tools are designed to offer:

• Customized race previews, highlighting key data for bettors.
• Intelligent tips and betting prompts, tailored to user preferences and behavior.
• Promotional overlays, enabling operators to advertise in-platform bonuses and special racing events.
• Such enhancements are seen as part of Bally’s broader goal to personalize user experiences and increase session length and customer loyalty.

The possibility of expanding the partnership into new markets beyond the UK is also being considered. Podium’s infrastructure supports international racing content, making it a suitable partner for Bally’s as it explores further geographic expansion.

Conclusion

The long-term collaboration between Bally’s Interactive and Podium represents a significant development in the delivery of racing data and content within the UK’s online gambling industry. With Podium’s PULSE platform now integrated into Bally’s top UK brands, users can expect faster, more reliable, and content-rich racing experiences.

Both companies have underscored their shared vision of scalability, transparency, and customer-first innovation. As the industry continues to evolve, partnerships like this will likely become critical in defining the next generation of betting and gaming platforms.

FAQs

What is the purpose of Bally’s Interactive’s partnership with Podium?
The partnership aims to integrate Podium’s real-time racing data service, PULSE, into Bally’s Interactive platforms to improve reliability and enrich the user experience.

Which brands will benefit from this integration?
The PULSE platform will be deployed across several UK-facing brands including Bally’s UK, Jackpot Joy, Rainbow Riches, Monopoly Casino, and Double Bubble.

What is Podium’s PULSE platform?
PULSE is a high-performance data service providing ultra-low latency, real-time racing data from over 300 tracks worldwide.

Why did Bally’s Interactive choose Podium?
Podium was selected for its scalability, collaborative onboarding process, and ability to deliver consistent, reliable data.

What types of racing does the PULSE platform cover?
The platform supports thoroughbred, greyhound, and trotting races, providing comprehensive global coverage.

Are there future plans to expand the partnership?
Yes, Bally’s is exploring additional tools like Racecard Pro and Race Hype and may expand the partnership to other international markets.

Does the partnership involve exclusive rights?
No, the agreement is not exclusive and adheres to industry regulations and fair market practices.

How does this deal impact players on Bally’s platforms?
Players will benefit from more reliable, faster racing data, which enhances the overall betting experience.

Is Podium a licensed and regulated data provider?
Yes, Podium works with leading racing rights holders and adheres to relevant regulatory standards for data integrity.

What distinguishes Podium from other data providers?
Podium offers a unique combination of low latency, zero downtime, and scalable integration, making it a leader in the racing data sector.