Novibet enlists AllSported for racing makeover

Greek betting group Novibet will elevate its horseracing market provisions and risk management capacities by integrating the AllSported trading solution across its entire sportsbook digital portfolio (website and app).

The bookmaker has agreed to deploy the AllSported racebook as its lead solution for pricing and the risk management of its horseracing markets.   

Launched in 2019, AllSported is the customised global horseracing solution developed by the triumvirate of the Racing Post, TXODDS and Banach Technologies to revitalise racing markets for bookmakers.

Novibet benefits will see its racing markets secured by the AllSported API, built on the latest push technology, eliminating any price latency on racing markets.

Furthermore, Novibet will enhance its day-to-day racing inventory by providing insights and content supplied by the expert Racing Post team, used by the majority of tier-1 operators.

“We are delighted to announce – after a long selection process – AllSported as our official horseracing trading partner. We are excited that AllSported and Racing Post will help us to increase our presence in the UK and I strongly believe this partnership is a huge step in the right direction.” said Dimitris Argyriou, Novibet Business Development Manager.

Our promise to deliver unique content paired with one of a kind odds will be kept by adding AllSported’s horseracing expertise and experience to our arsenal and increasing our portfolio with international racing. We’re incredibly confident that the final result will be best in class, creating the optimal, go-to alternative for racing betting.”

Novibet targeted the integration of AllSported as a key product upgrade for 2021, as the operator seeks to expand its presence within the saturated UK betting market.   

Discussing the new partnership, AllSported Head of Trading Partnerships Alan Casey said: ‘We’re really excited to partner with Novibet. They’re a very progressive company making huge strides and we look forward to helping them gain a foothold in the UK marketplace.

“Towards the back end of last year they were sweeping awards across the board at SBC and EGR so we’re delighted they’ve chosen to partner with AllSported. We’re incredibly confident that combining AllSported, Racing Post content and the award-winning Novibet platform we will be able to deliver the best Racing product out there.”

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