The overlooked racing vertical in LATAM sportsbooks

In this article, Racing and Sports explores why horse and greyhound racing remain underutilized sportsbook verticals in Latin America despite their continuous betting cycle, stable margins and increasingly simplified integration process.

Across Latin America, sportsbook operators continue to focus product strategies around football, major US sports, and casino. Yet one established betting vertical remains underutilised across much of the region: horse and greyhound racing.

Globally, racing has long been a consistent betting product. The format is simple for customers to understand, events take place throughout the day, and the schedule creates a continuous stream of engagement opportunities. With more than 1,000 races taking place daily across international jurisdictions, racing behaves almost like a live content feed within a sportsbook.

From a commercial perspective, the vertical has historically delivered gross gaming revenue margins in the region of 15%. In markets where operators are looking to diversify revenues while managing operational costs, racing can provide incremental turnover without competing directly with core sportsbook markets.

In the past, one of the barriers to entry was integration. Racing content traditionally required multiple suppliers, specialist traders, and complex operational workflows. For many sportsbooks, particularly those in emerging markets, this created unnecessary friction.

That model has evolved.

Today, racing can be introduced as a fully embedded component within an existing sportsbook environment. Dedicated racing tabs can now be launched without the need to route through a platform provider, allowing operators to integrate the vertical directly within their sportsbook interface.

Racing and Sports works with operators globally to introduce this type of racing product through a single embedded solution. The approach brings together global racecards, multilingual editorial content, official race-day data, and fully managed trading services within one integrated component.

For operators across Latin America, the result is a practical pathway to launching a new betting vertical — one that runs continuously, requires limited operational overhead, and can be brought to market in a matter of weeks.

To learn more about how to launch racing and your sportsbook in Latam, reach out to [email protected]