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ATR Grows Racecourses' Online Media Rights Returns by Launching its own Odds Comparison Service

Wed, Nov 13, 2013

At The Races today announced that it had further strengthened its in-house technical capabilities and its capacity to generate online revenues for racecourses with the launch of its own odds comparison service on

The important new development follows the recent launch of ATR's own picture streaming division which already supplies live and archive video from ATR partner racecourses to 19 betting operator and racing media customers.

The new ATR odds comparison service displays live price updates from 20 betting partners giving users the choice of fixed odds, tote and exchange prices on all UK and Irish races.

ATR monetises the service through affiliate based agreements with each of the participating betting operators. Previously, ATR had outsourced its odds comparison service operation.

ATR's mobile and tablet sites which offer punters the ability to compare live prices from four premium bookmaker partners will also utilise the new in-house technology.

Betting partners already contracted to the service are: Bet365, Betdaq, Betfair, Betfred, Bet Victor, Boylesports, Coral, Ladbrokes, Paddy Power, RaceBets, Seaniemac, Sky Bet, Sporting Bet, Stan James, Titanbet, Totepool, William Hill, Winner, 32 Red and 888 Sport.

Matthew Imi, Chief Executive, At The Races, said:

"As with our recent streaming division launch, this latest development reflects ATR's commitment to develop our own technical solutions and services wherever possible and thereby deliver maximum value to our racecourse partners and shareholders. We generate huge traffic on , more than 2 million unique users in October, as new media channels are becoming increasingly important. Managing our own solutions gives us ever greater control over how we continue to grow and further exploit revenue opportunities for our racecourses."

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Matthew Imi