XB Net horse racing content into India

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XB Net has teamed up with Indian platform North Alley to provide live pictures and local pool-wagering services from a network of tracks in Australia and North America.


XB net said the new agreement would equip NorthAlley with a highly-flexible programming schedule, supported by a steady stream of rapid-cycling wagering opportunities proven to increase digital dwell-time for new and existing customers.

Simon Fraser, senior vice president of international at XB Net, said: “It’s a thrill to widen our geographic influence, especially in India’s sports and horse racing territories, whose underserved audiences will soon prove a boon for racing, especially as wider regulation arrives in this sleeping giant of a region.

“NorthAlley has already proven itself most adept at securing some cornerstone partnerships at the elite Hyderabad and Madras Racing Clubs, while the Royal Western India Turf Club in Mumbai is next on our agenda. It’s an exciting time to be continuing to grow our global audience and products, with our core North American racing service now ably abetted by some cracking racing from Australia.”

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Suresh Paladugu, CEO at NorthAlley, added: “XB Net’s one-stop Australian and North American racing services have really turned our customers on to the merits of international racing, both during and after the pandemic, generating and retaining new revenue streams in the process. It’s a complementary product of rapidly increasing popularity with our key clients at Hyderabad and Madras Race Clubs, particularly before our domestic action winds up.

“Australian racing, above all, seems to fit seamlessly into our overall offering, with its time zone naturally preceeding India’s domestic action and other sporting programmes. Now we’re adding US racing rights too for our players, we can’t wait to see how these products perform over a packed summer of racing highlights, including the Triple Crown events of the Preakness and the Belmont Stakes.”

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