Amelco is a leading provider of sports betting platforms for tier-one gambling operators around the world.
With a solid foundation from the banking sector, Amelco has the technical expertise to develop software solutions for pricing, trading and execution platforms.
The company has used its expertise to develop a product that takes horse racing to the next level.
They believe it will help clients to consistently meet the global demand for what has been described as a ‘foundational’ component of any sportsbook.
Horse racing is one of the most popular sports with bettors, and Amelco has played a key part improving the way punters place their wagers.
Their latest product will usher the sport into a new era, but they’ve gone about it in a way that preserves the very essence of what makes horse racing a sporting gem.
Sportsbook operators are familiar with Amelco’s previous tech innovations, but Head of Horse Racing Matt Parr recently unveiled a product that promises to kick the betting experience up a notch.
Amelco has built a platform that can handle the demands of modern players who want flexibility, quick access to real-time data, and a hitch-free user experience.
Upgraded Product is a Game-Changer
Amelco’s newly upgraded horse racing product is an end-to-end platform designed for flexibility, speed and integration with top-tier racing data providers.
Punters get the best odds, global racing content, live video streaming and real-time data – the necessary upgrades bettors demand for a first-class betting experience.
Despite being one of the oldest sports in Australia, horse racing has not always had the same level of attention as other sports in terms of technological advancements.
Amelco saw an opportunity to provide a solution. Their fully modular, end-to-end platform will provide operators with complete control and punters with an unprecedented betting experience.
It has come at a time when ‘always-on’ coverage is championed, which means Amelco’s product could dominate the market in the near future.
Horse racing takes place around the clock. If operators want to maintain continuous engagement and keep customers coming back for more, they need the racing solution Amelco has developed.
Aussie Horse Racing is Ripe for Innovation
While Amelco’s latest product will likely be adopted around the world, one area where it could make the most impact is Australia’s horse racing sector.
Horse racing is deeply ingrained in Australian sporting culture, with the Melbourne Cup firmly established as its flagship event.
Dubbed ‘the race that stops the nation’, the Melbourne Cup draws massive attention from the Australian betting community every year.
Placing wagers is an integral part of the Melbourne Cup ecpereince and the best betting apps in Australia are always inundated with wagers on race day.
However, many operators in Australia still use outdated tech stacks, especially when it comes to horse racing. That’s where Amelco’s technology comes in.
Amelco’s latest product will help modernise the Australian market and improve the betting experience for both domestic and international racing events.
It will help Aussie betting platforms roll out odds faster, allow users to customise their content streams, deliver real-time data and provide an option that allows bettors to stream live racing events.
Amelco’s API-first architecture should be a game changer for smaller operators in Australia. It will help bridge the gap when it comes to offering best-in-class racing content and features.
Improved Betting Experiences for Punters
It is only when you use Amelco’s latest product that you truly grasp the extent of the upgrades they have in store, but one of the key features is how they use real-time analytics and automation.
That means that odds update faster based on what is happening in real time, and punters have the tools to deal with whatever changes the market brings. There are also risk management systems that protect both the operator and the player.
Parr says the system has been built to handle the pressure of major events such as Royal Ascot or the Melbourne Cup without any glitches.
That is probably the most important feature of Amelco’s update, considering any lags during a key race could lose a customer permanently.
There is also 24/7 technical support to help manage betting activity, especially during racing festivals, where sportsbooks traditionally experience plenty of traffic.