TPD Targets In-Play Racing Growth With Live GPS Odds

Total Performance Data (TPD) is expanding live in-running betting on North American horse racing through partnerships with Equibase and 1/ST CONTENT, using GPS tracking data to generate betting odds during races. The system is already active at more than 30 racetracks representing nearly 80% of North American betting handle, with operators including bet365, Entain, William Hill, and BoyleSports already connected to the feed.

The product uses Gmax GPS technology to track horse position, speed, stride frequency, sectional times, and biometric data during races. TPD said the system updates 10 times per second and feeds machine-learning models that calculate live odds throughout each race.

For operators, the main commercial angle is in-play betting retention. Horse racing has historically struggled to keep bettors active after races begin, especially compared to football, basketball, and tennis, where live betting drives most sportsbook turnover. TPD said operators using the product have reported betting handle increases of between 5% and 10%.

1/ST CONTENT distributes the feed through direct integrations with sportsbook operators, allowing bookmakers to update prices with very low latency during races. The product also supports in-play cashout and after-the-off betting activity, often referred to as “late money.”

Equibase said its GPS tracking rollout now covers racetracks accounting for nearly 80% of North American handle. Kyle McDoniel, President and COO of Equibase, said the project is aimed at attracting sports bettors already used to continuous in-play betting markets in other sports.

The rollout shows where horse racing suppliers are now focusing product development. Racing operators have spent years trying to increase betting activity between the start and finish of races, but pricing accuracy and data latency have limited wider adoption. If operators continue reporting stronger in-play turnover from GPS-driven odds feeds, bookmakers may start treating live racing markets more like mainstream sportsbook products rather than pre-race betting only.

TGJ Take

Horse racing has struggled to compete with other live betting products because most customer activity still stops once the race starts. TPD’s rollout gives operators a way to keep betting active during races through faster pricing and live GPS data. The reported handle growth will matter more to sportsbooks than the technology itself. If those numbers continue, operators will push more racing suppliers to improve in-play trading, latency, and cash-out support across their feeds.