ATR dolls up with online casino and poker offering

The UK horseracing broadcaster At The Races is getting up to speed as it gets set to lauch a white label online casino and poker offering in partnership with Genting Alderney. No doubt it’s probably a lot more profitable that video gambling machines at the tracks.

Genting Alderney Limited operates online casinos and poker games and offers card and table games, and slot machines. The company is based in St Peter Port, Channel Islands.

ATR is mostly owned by racecourses but operates under a joint venture between the UK satellite broadcaster BskyB and Arena Leisure plc. The company hopes to be able to target its large online community, and promises the new offering will feature promotions for horseracing and players will be given the opportunity to win admission concessions, subscriptions and hospitality packages throughout ATR’s UK and Irish racecourse affiliations and partners.

Both parties come out winners in a photo finish with this deal. Genting continues to grow with this partnership as ATR has an online community of some 900,000. As for ATR, they now get to offer their poker and casino products to their client base and at the same time create an additional forum where they can promote the struggling racing industry.