Spotlight on Content

A more engaged customer is a happier customer. We provide informative and engaging content across the full life-cycle of a sporting event; from racing to football, from pre-game to in-play. With a global, multilingual approach, our sports content can be tailored to each territory and language and delivered in the preferred content format.

Crucially, we know what kind of content is most effective in attracting, engaging, educating and stimulating bettors. This ranges from written long-form such as blogs, short-form such as tips and bet prompts, to data visualisation, audio, videos and commentaries.

Through our global pool of betting-focused content writers and broadcasters, we take advantage of more than thirty years of editorial expertise to create content that increases engagement with our clients’ products. This provides betting customers with a deeper level of expert analysis and information, which in turn allows them to bet more responsibly and with greater understanding. 

Increasingly we are able to manipulate data and use AI to generate insights which are particularly effective when applied to new racing territories and sports. The result is richer and wider content coverage, providing a more informative and expansive experience for the customer – which means a better educated, more committed customer. 

We also specialise in creating and building bespoke print and digital products for our clients from start to finish.


Sports content

With the ability to cover any sport in 70+ languages we can provide editorially rich betting content to inform your audience. From key pre-play stats and long-form event previews, through to insight-led tips and highly sophisticated in-play bet prompts.

We can work with you in a number of ways including integrated API solutions through to entirely bespoke video, audio, and editorial delivered to your content and marketing teams or uploaded to your CMS.

Racing content

With a rich legacy in producing and supplying market-leading racing content covering a vast number of global race meetings in multiple languages, where better to go to for all your racing content requirements?

Our offer ranges from the most authoritative racecards with all essential information such as silks, form, jockey, owner and trainer, right through to results, live race commentaries, race analysis, tipping services, stats and even predictive modelling.

We boast one of the largest racing-focused editorial teams globally, with our experts also able to provide any bespoke opinion, comment or features written to suit your requirements. We are experts at providing content in every format including video, audio, written editorial, short-form verdicts or even animation.

In-Play Content

Our Intellr In-Play content makes it easy for customers to make informed bets. The advanced algorithims deliver the most compelling independent content, written by experts and tailored to suit your audience. Our In-Play content can be used for push notifications, live across a sportsbook and social channels.

Our In-Play content can be used for push notifications, live on a desktop site and across social channels.

To find out more about Intellr In-play visit


We provide engaging commentary on a variety of sports to enhance the betting experience and support customers who want to bet in-play.

We supply the official commentary for all horseracing meetings in Britain and Ireland on a daily basis. We commentate on each race as it unfolds and our racing experts can better inform punters through previews, analysis and discussion between races.


‘’The success of this is more than just data. It’s data supplied to the customer with the associated trust and gravitas of one of the world’s largest racing brands.’’

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