Amalgamated Racing: Bringing Competition and Value to Bookmakers


What is AMRAC?
When can I start using this service?
How does it work?
Tell me more about the service
Do I need a Sky subscription?
How can I subscribe to AMRAC?
Which are the AMRAC affiliated race courses?





What is AMRAC?
AMRAC is a joint venture company wholly owned by Racecourse Media Services Limited and Alphameric PLC. Racecourse Media Services is owned by 30 of the UK’s largest race courses. Commencing in April 2007 AMRAC will provide a high quality betting channel at competitive prices EXCLUSIVELY featuring 30 of the UK’s leading race courses including Newbury, York, Sandown Park, Cheltenham and Epsom. Our fresh approach will offer you the best possible value for money and your customers the best possible pictures from the courses. AMRAC enters the market uniquely supported by the commercial and technical experience of Alphameric and Racing UK, backed by their financial strength ensuring it will deliver high quality video and data content together with LBO text display and bet settling systems to the UK and Irish markets.



When can I start using this service?
The initial AMRAC satellite service will be available in April 2007 with a full programme available from the 1st January 2008.



How does it work?
Our service will be delivered through a satellite network using the same dish as Sky. The service is independent of Sky, there are no charges payable to Sky and no Sky subscription is required. The service is subscription based with no hidden upfront costs. We will supply and install a decoder at all subscribing LBOs free of charge. If you do not have a suitable dish we will supply and install one again without any cost to the LBO. AMRAC’s new betting channel will provide UK bookmakers with a high quality choice of competitive betting opportunities for their customers, based on media owned by AMRAC. The primary service content will be exclusive to AMRAC and will include data, audio and pictures. AMRAC’s exclusive pictures and data will not be available from any other providers for use in LBOs.



Tell me more about the service
A high quality horse racing service including many of the UK’s premium horseracing courses will anchor the service. Additionally there will be a full shoulder program including class leading virtual racing, covering horses, dogs, sport and other numbers games, each offering the opportunity to deliver high margin business for bookmakers. It is expected that AMRAC’s betting service will have the highest percentage of UK horseracing available and the cream of English flat and National Hunt racing. After the full launch the channel will also include featured foreign horseracing and graded dog racing from a variety of tracks. Creative programming delivered by our experienced editorial team will ensure a stimulating experience for your LBO customers with continuous coverage of attractive betting opportunities throughout the day. The AMRAC service is under independent control and will be developed and scheduled to reflect the requirements of all bookmakers, in addition to providing you with the best of British horse racing and virtual content. Exclusive betting shows and pictures will be displayed on a live screen of your choice supported by full audio and text display capabilities. Comprehensive Bureau services, new display systems and EPoS solutions will also be available for those bookmakers wishing to upgrade at industry leading prices for purchase or rental. This unique package enables all bookmakers to take advantage of many of the efficiency, product breadth and marketing advantages enjoyed by larger operators today.



Do I need a Sky subscription?
The service is independent of Sky, there are no charges payable to Sky and no Sky subscription is required.



How can I subscribe to AMRAC?
The cost of the above services will be competitive and tailored to co-habit with existing services from SIS. AMRAC will only contract with bookmakers for content that it owns and will price its service on a value-added basis. Over the next few weeks it is our intention to contact all bookmakers with details of the pricing, programme schedules and rollout requirements. In the meantime if you are interested in taking the service please send an email to sales@amalgamatedracing.co.uk providing contact details and one of our sales executives will contact you. One of the main reasons for introducing you to the new service from AMRAC at this time is to enable you to plan for its introduction and, where necessary to negotiate suitable pricing with SIS for any content that you wish to retain from them. It is important that when dealing with SIS you understand exactly what content is being provided for the price being charged. From April 2007 SIS will no longer be able to deliver the full British racing programme (meetings from Goodwood, Newbury, York, Chester and Bangor will be exclusive to AMRAC and from the 1st January 2008 all 30 RUK courses will be exclusive to AMRAC and for your convenience I have listed these at the end of this letter) so your discussions with them and the price you agree to pay them should reflect this change in their offering. If you agree a contract that does not guarantee specific content you may end up paying substantially more than is necessary to receive total racing coverage. The AMRAC channel will be subscription based and will offer a fully defined service and exclusive content, at very competitive rates. Our intention is to bring competition to the marketplace delivering a more efficient and lower cost service and shortening the delivery mechanism.



Which are the AMRAC affiliated race courses?
From April 2007 SIS will no longer be able to deliver the full British racing programme. From the 1st January 2008 all 30 RUK courses will be exclusive to AMRAC
Aintree Ascot - exclusive to AMRAC from April 2007 Ayr Bangor - exclusive to AMRAC from April 2007 Beverley Carlisle Cartmel Catterick Cheltenham Chester - exclusive to AMRAC from April 2007 Epsom Goodwood - exclusive to AMRAC from April 2007 Hamilton Park Haydock Park Huntingdon Kempton Park Ludlow Market Rasen Mussleburgh Newbury - exclusive to AMRAC from April 2007 Newmarket Nottingham Pontefract Redcar Salisbury Sandown Park Thirsk Warwick Wetherby Wincanton York - exclusive to AMRAC from April 2007