Betfred completes first phase of Totepool upgrade

Betfred has completed the first phase roll-out of its Sportech-powered multi-channel tote betting platform ahead of a wider digital integration set to take place in Q3.

The firm announced in June last year it would outsource its entire UK Tote technology platform to Sportech in a 10-year £9m deal, with plans to “co-mingle pools” with international jurisdictions as the operator looks to grow its Totepool business in the US and Asia.

The overhaul will also include the integration of Sportech’s G4 framework for online betting, plus its Digital Link mobile, which Betfred said it plans to have ready to test by Q3.

Betfred chief commercial officer Phil Siers told eGaming Review that the new technologies would “anchor” the firm’s tote offering and the “additional flexibility and market reach” will provide significant growth for its pool business.

“This is a major investment for Totepool, and it demonstrates further our commitment to horse racing, and our desire to see our pools betting operation lead the way in technological innovation and racecourse service,” he added.

Betfred gained the exclusive rights to operate all Tote betting on British horseracing after it acquired the Tote for £265m in 2011, and had been seeking ways to consolidate the operations under one provider.

The operator said its Tote business was performing “above budget” so far this year and that at last week’s Royal Ascot turnover on-course was up more than 5% year-on-year.