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US – PariMAX Holdings renews deals with Alabama racetracks

By - 9 March 2022

PariMAX Holdings, a core division of leading North American technology provider 1/ST TECHNOLOGY, has renewed its long-term agreements with Birmingham Race Course and VictoryLand in Alabama.

The strategic partnership sees all parties put their collective shoulders to the wheel around PariMAX’s renowned Totalisator (“tote”) platform and its Historical Horse Racing (HHR) pari-mutuel wagering terminals for patrons at these historic racing venues. The new deal continues a rich heritage of successful collaboration which has been in force since 2018, improving fan engagement and returning value to horse racing stakeholders in an increasingly competitive wagering and entertainment landscape.

In the past four years, Birmingham and VictoryLand have become increasingly popular with audiences for their historical racing terminals, as well as traditional live and simulcast wagering solutions. Customers can choose to play on terminals which draw from a deep well of historical racing data, statistics and archive video footage to produce pre-recorded races in a format appealing to gaming-oriented consumers while corresponding with the fair and familiar pari-mutuel betting model.

Considering the unique challenges of the pandemic and its challenging economic ripple effect, HHR’s rapid-fire on-demand betting opportunities have been pivotal to maintaining local employment .  Accordingly, pari-mutuel HHR gaming terminals have bolstered the status of these two local venues as attractive retail and entertainment destinations.

PariMAX HHR games distinctively utilize an actual production totalisator system via their 1/ST TECHNOLOGY sister company AmTote, the industry’s leading totalisator and pari-mutuel wagering company. Today’s state-of-the-art platform is the same one that hosts the vast majority of pari-mutuel wagering on live horse racing in North America. This natural synergy allows PariMAX to authentically build HHR games that are 100% pari-mutuel, running off the same bet types and regulatory rules as those used in live horse racing today. Nor are there any deviations in underlying odds, payout, breakage or commingled pools settlement calculations, tracking what exists in live racing pari-mutuel models today, and thereby delivering unparalleled authenticity, familiarity and trust among regular racing fans. 

Keith Johnson, Chief Revenue Officer at 1/ST TECHNOLOGY, said: “Having pioneered Historical Horse Racing in the great State of Alabama together, the team at PariMAX is proud and excited to continue our successful long-term relationship with Birmingham Race Course and VictoryLand as the provider of Historical Horse Racing pari-mutuel games to their continued growing patronage in Alabama.”

“Uniquely, PariMAX also pays back a percentage to each host racetrack for every single wager placed, using each respective track’s historical races. This is akin to the simulcast live horse racing host fee structures, in addition to paying horse racing industry stakeholders for the requisite historical race information data.”

Dr. Lewis Benefield, Chief Operating Officer at Birmingham Race Course, added“PariMAX has been a great partner in our Historical Horse Racing endeavours and with us from the very outset, providing great products for our patrons that have helped us sustain and grow our local businesses and jobs. We look forward to continuing that success with PariMAX for years to come.”

1/ST TECHNOLOGY’s world-class products, spearheaded by divisions such as PariMAX, rank among the most trusted names across gaming, technology, horse and greyhound racing. AmTote’s technology and services already play host to the majority of racetrack operators in North America – and are currently in operation at Santa Anita Park, Gulfstream Park, Saratoga Race Course, Belmont Park, Aqueduct and Woodbine, alongside many others, processing more than $18 billion in pari-mutuel and fixed-odds wagering around the world each year.

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