Product Feature - Bookmaker Syndication

May 24, 2021

The content hasn’t changed, just the delivery method… and its fast.

Syndication to bookmakers used to involve satellite dishes and set top boxes to each shop.  Nowadays however, bookmakers can benefit from having a single solution that can deliver both to shops and to their online platforms quicker than satellite delivery, creating new revenue streams such as bet and watch for bookmakers and give value to the end consumer, so they watch live on any device, or discover the form of runners and riders to make an informed decision when it comes to betting.

As a part of our ongoing look into our Syndication functionality, you can find our two previous articles here and here, today we thought we’d share how our Syndication Module can be used to share low-latency feeds with Bookmakers.

At a high level, we have automated the ingest process of live event schedules, turning them into rights restricted endpoints for each partner. We distribute them to the desired syndicated partners using multiple streaming protocols with all of the supplementary information such as track locations, event start times and race names.


Our AWS cloud-based infrastructure means you only ever pay for the bandwidth and instances you need, so your service can scale with major sporting events, that may have hundreds of thousands of viewers and then seamlessly scale back down for small events. Our integration with companies like Phenix, means we are also able to deliver these streams with ultra-low-latency with less than 500 milliseconds of end-to-end latency.

We are already pre-integrated with over 50 bookmakers, including major names such as Bet365, Paddy Power, Ladbrokes, Betfred and 888 Sport.
Simplestream is the largest provider of bookmaker syndication in UK horse and greyhound racing, but this module can be simply and quickly rolled out for any live event.

To find out more you can get in touch with us here.