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Phumelela helps launch fixed-odds betting channel Racing World

By SuperUser Account

The new satellite channel, named Racing World, will offer fixed odds betting on British and Irish racing (Jumps and Flat), South African racing (Flat) and Kiron’s virtual horseracing products.

The Racing World channel has recently launched, initially with Kings Sports Betting in Uganda, with plans to grow the channel’s reach via new operators in east and west Africa over the coming months.

Betting on the channel will be supplied either through a white-label service, using the Press Association feed and integrated with each operator’s proprietary or third party betting platform, or via a dedicated race book solution supplied in collaboration with UK-based bet platform provider A Bet A.

Richard Brooke, chairman of GBI Racing, which is responsible for the distribution of Great British and Irish racing into overseas betting outlets, said: “Great British and Irish racing is widely regarded as the best in the world and its unique history, levels of integrity and range of product make it a compelling offering for the wagering audience. We are delighted to be working with Kiron Interactive and Phumelela Gaming and Leisure Limited in ensuring Racing World is a success across Africa.”

John Stuart, international sales director for Phumelela Gaming and Leisure Limited, said: “This agreement is a real step forward for betting on racing in Africa. Enhancing the racing package that we are able to offer our African clients with Kiron Interactive and British and Irish racing is a priority for us.”

Steven Spartinos, CEO of Kiron Interactive, said: “We are always assessing new opportunities to expand our global reach, and this partnership represents a major milestone for us.”


Kiron Interactive, established in 2001, is a leading supplier of virtual games and gaming systems to the global gaming industry. Kiron’s virtual gaming products have been successfully deployed across a number of distribution platforms including the internet, mobile, satellite broadcast, and WAN/LAN networked environments and gaming machines. Using the latest animation and proven gaming systems, Kiron’s solutions have grown to be the leaders in their field.

Phumelela Gaming & Leisure was formed in 1997, and later listed on the Johannesburg Stock Exchange in June 2002. Phumelela Gaming and Leisure Limited operates horseracing in eight of South Africa’s nine provinces and is the country’s leading horseracing and sports betting company, offering both pools and fixed-odds wagering. Phumelela Gaming & Leisure owns the domestic and international broadcast and information rights to South African horseracing and sets fixtures for all South African racecourses. Phumelela Gaming & Leisure can distribute South African racing to almost any part of the world and currently has commercial relationships with more than 43 international jurisdictions across six continents. The live television picture of South African racing is exported to Phumelela’s international clients as an encrypted, live audio visual signal. –