Giving Racing Customers a Better Price
A racing pricing veteran explains why he moved from Entain to Pythia and how modelling could widen price availability.
Ben, who spent 20 years at Entain and predecessor businesses including Coral, has joined racing pricing supplier Pythia. He said his interest in modelling drew him to a business where racing is the core product, after years in large operator groups where international racing could struggle for priority.
International racing has expanded from core markets such as the US, France and South Africa, creating demand around the clock and prices offered up to 24 hours before races. Ben said much of the industry still prices a significant part of its international portfolio only shortly before the off, leaving room to improve availability and product quality.
At Pythia, he said the aim is to become a reliable provider known for data, feeds and pricing. Automation could remove repetitive manual work so traders can focus on decisions, but human oversight and accountability remain necessary. He also expects in-play racing to grow, though short Flat races limit how much time customers have to react.
