UK pool betting operator the Tote has expanded its portfolio ahead of its relaunch by resurrecting one of its most popular games through a new partnership with free-to-play content specialist SportCaller.The £250,000+ Tote Ten to Follow will offer racing fans a fantasy sports-style game designed to maximise the user experience and engage players throughout the course of the National Hunt season.
The Tote said the game, which is based on one of its most popular offerings in the past, will be a key component in its future plans as it rolls out fresh branding and a new website.
The announcement comes just weeks after UK Tote Group, the consortium of racecourse owners formerly known as Alizeti, completed its acquisition of the iconic UK pool betting operator from Betfred.
Jamie Hart, product director at the UK Tote Group, said: “The popularity of the Tote Ten to Follow was an important chapter in the Tote’s history which is why we were so keen to bring it back. However, we wanted to do this in a modern digital format which would appeal to racing’s loyal fanbase, while also attracting new players to the game to follow the action throughout the National Hunt season.
“SportCaller’s proven success in the emerging free-to-play vertical, coupled to their longstanding passion for racing, made them the only viable partner for this relaunch. Their flexibility and speed of integration did not disappoint. It’s a partnership which we’ll continue to grow while we continue our plans to rejuvenate the Tote.”Tote Ten to Follow is a competition which asks players to assemble a single stable of 10 horses, or build a collection of permed stables. Each player receives one free entry into a smaller jackpot pool, whilst entries into the mega jackpot game will cost £5 per stable.
Added functionality features a suite of intuitive tools which permit players to opt in to be notified as to where and when each of their selections is racing, alongside a comprehensive history of results from races in which their horses ran and any points accrued for every race.
SportCaller originated the first FTP horse racing jackpot game with Sky Bet and Channel 4 Racing in 2014 and has since gone on to develop games servicing football, golf, UFC and US sports.
SportCaller managing director Cillian Barry said: “It’s exciting to rekindle our first love on the Tote Ten to Follow to deliver the next generation in horse racing FTP.
“It’s a genuine honour for the Tote to have entrusted us with one of the jewels in their racing crown, and we’ve done our utmost to upgrade this timeless classic for contemporary audiences. We can’t wait to see players’ reactions as we continue to drive retention across all operator platforms, boosting the UX on a sport whose powers of retention and customer fidelity surpass most others.”
The reintroduction of Tote Ten to Follow was announced in October when the new owners outlined a strategy to both modernise and revitalise the 90-year old British institution.
As well as launching a new Tote website, the UK Tote Group team said it has opened talks over extending partnerships to sell Tote products through retail and digital outlets, as well as with overseas pool betting operators.
