Tell us more about the live racing channels and what they offer.
In short, it’s the most comprehensive source of live horse and greyhound racing that any retail or online operator could require. We deliver more than 70,000 premium live events a year from the best tracks in the world, including the United Kingdom, Australia, South Africa, and USA. These feature highly-competitive racing that are proven to attract high-levels of customer engagement and ensure good margins as well as profitability. Crucially, they are available 24/7, so that wherever operators are in the world they can rest assured that they have a high-quality live product on tap for their customers. It is an end-to-end solution too, with a complete odds service, adaptable data feed, automated channel production platform and the latest in broadcasting and streaming technologies.
What makes the Vermantia service different to what else is currently available?
Our live racing content is round the clock, suitable for any time zone, and the most extensive available. Its presentation is also bespoke to each operator. We appreciate that there are local requirements in every territory, so we localise the service by customising the design and content, as well as offering an adaptive data feed for faster deployment. We’re very careful to make sure we don’t bundle content together which operators don’t want. It’s very much about listening to what they require and adapting accordingly. We can provide professional live commentary and race cards in any language required and can provide sales and marketing support too. We appreciate not every market has the horse and greyhound racing in its DNA, so there is an educatory requirement on occasion. But we have found that operators who take the plunge even in these markets are not disappointed.
What role does virtual sports have to play in all this?
Virtuals is a really important product and very popular with players. Our service is among the best out there with 20 virtual channels delivered to customers internationally. I’m also delighted our unique baseball game was also recognised at the SBC Awards in London earlier this month. Virtuals has an army of fans around the globe who enjoy it in its own right, as well as those who are happy to get involved in between live sports coverage. But for the latter group, who I think are the majority of customers, it is all about live. I am very pleased to say that Vermantia broadcasts 40 per cent more live racing action than any other provider in the industry. That is particularly important in some countries who do not allow virtuals, of course. But for the others, any operator will tell you that the real sweet spot for customer engagement, whether that’s in retail or online, is good quality data, readily available betting markets, and live pictures. That is the holy trinity.
How is this live content distributed?
There is no one size fits all when it comes to distribution and it is important to be flexible. A retail operator in Africa is going to have different requirements and infrastructure to an online brand servicing the Nordics. As a result, we can use either satellite broadcast or streaming to deliver our live race channels. The former covers the globe and offers 24/7 playout monitoring, SLA, and high efficiency video coding for maximum quality at minimum bandwidth. Our streaming solution is ultra-low latency. It’s less than a second, in fact, which is as fast as anything in the industry, and much faster than some of the options available to operators.
Which markets do you service at the moment and which operators currently take live racing from Vermantia?
Our live racing channels are deployed in Europe, CIS, and Africa with operators as large as OPAP and Intralot Group who are among our long-standing partners. We are also rolling out as we speak to new clients from Central and Southern Europe to the Caribbean, proving that this type of content delivered in such a user-friendly fashion has universal appeal wherever operators and their customers find themselves in the world.