Racing Post B2B, the business wing of the influential horse racing authority, has launched a South African racing content package, adding to its growing international stable that already includes Hong Kong and the UAE.

The announcement comes a week after the South African government’s Committee on Trade and Industry accepted the National Gambling Amendment Bill, a narrow bill that will focus on “existing governance challenges”.

The Racing Post’s content includes information familiar to those who use a British or Irish race card, including silks, form, comments, verdicts and star ratings. Providing reliable information to customers, leaving them better informed and more knowledgeable on the upcoming races.

The content is available for South African racing now and a number of territories, including USA, France and Australia, will be released in the coming months. All international content can be accessed through one integration of the Racing Post API.

Maximising engagement with customers is key to driving increased betting and larger bet stakes. Racing Post expert content leads to a 41% average increase in dwell time on British and Irish racing. Speaking about the South African content, Racing Post B2B Head of Digital Will Fyler expects international racing to provide similarly impressive results to British and Irish racing content.

Fyler said: ‘’The value of content has never been higher with so many companies operating in such a small space. Our content differentiates bookmakers and retains customers on sites for longer. The international content provides customers who may not have previously bet on racing outside of Britain and Ireland with reliable knowledge and tips from a brand they can trust.’’

AffiliateINSIDER will host an African Affiliate Bootcamp in South Africa in 2019. Get in touch on events@affiliateinsider.com to find out more.