As Europe’s online wagering providers and bookmakers continually look to expand their offering and differentiate from competitors, many companies are looking to North American racing to serve as that differentiator.
There are several key factors responsible for the growth in popularity and appeal of US and Canadian racing in the international betting market.
Racing in the US and Canada is unlike racing from just about anywhere else in the world in that there is an abundance of live content running nearly constantly.
There is never a shortage of content either, as more than 150 thoroughbred, harness and greyhound racetracks run annually, giving European bettors the opportunity to wager frequently and regularly on dozens of venues each day.
A major benefit of North American racing is that each track produces live video for those interested in receiving the signal. With no exorbitant costs to acquire a live stream, European bettors can wager on hundreds of races each day and also watch them in real time to see if they’re a winner.
With premier events like the Breeders’ Cup World Championships, the Kentucky Derby, the Preakness Stakes and the Belmont Stakes, as well dozens of other Grade 1 races, North American racing offers some of the world’s highest quality racing. North American racing remains loyal to pari-mutuel wagering, which is to the advantage of wagering providers looking to offer the product.
A significant number of European firms have adopted racing from the US and Canada onto their platforms, and so far have been pleased with the results. It’s a strong product that fits in well with several different segments of consumers.
