BetVictor signs up Timeform in data deal
Horse racing revamp sees operator switch data service provider from Racing Post to Betfair-owned Timeform
BetVictor has signed a two-year deal with Betfair-owned horse racing information provider Timeform as part of a wider revamp of the operator’s horse racing product.
As part of the deal, Timeform has become BetVictor’s sole source of racing form and will provide data on all UK, Ireland and Dubai races ending BetVictor’s previous arrangement with Racing Post.
The service went live on desktop this week and the operator expects to extend the Timeform data to its mobile website in the coming weeks.
The deal forms part of a number of changes to BetVictor’s horse racing product with improvements made to its racecard view, more prominently displayed alternative betting types and a soon-to-be upgraded streaming service.
“We launched our new website two years ago and while we’ve made some minor tweaks to horse racing, we’ve implemented nothing near this scale of change,” Eoin Ryan, BetVictor head of sportsbook product, told eGaming Review.
“We’ve been planning it for some time “ horse racing is a key sport for us and while volumes are growing year-on-year, it’s fair to say improvements were needed and we’ve responded to customer feedback,” he added.
Ryan said Timeform had no conflicted interests in providing its service to a fixed-odds competitor of parent company Betfair, describing Timeform as “very much its own business with its own expansion plans and other projects underway to widen its appeal”.
“This exciting exposure on the BetVictor platforms marks another important step in our ongoing transition to being a digital-led business and the premium provider in the horse racing space,” Kieran Packman, head of Timeform, said.
The news follows last month’s release of BetVictor’s new mobile site which included the addition of live streaming and tailored push messaging.