We are true betting specialists with an unrivalled knowledge of the industry and provide extensive bookmaking and gaming content and services. Our expertise encompasses sportsbook, casino, poker, bingo, lottery, virtual and eSports. Strong, relevant and original content linked to betting markets is so important for many reasons including improving visibility through search results, educating punters, outlining betting opportunities and engaging with bettors in-play.

We have enjoyed particular success with our betting news, sports analysis, football commentary, live horse racing radio, preview videos, link building, online PR, social networking, affiliate recruitment and mobile solutions.

  Audio Commentary

Our successful commentary services have grown alongside the demands from customers for more engaging in-play content.

We stream to mobile and desktop and the service is simple to integrate. There are no set-up costs and services can be established very quickly as we can simply provide a URL to a branded pop-up player.

Mobile traffic now dominates and we know customers listen in many environments, including in cars, on trains and when out and about generally. This is in addition to more traditional desktop streaming at work and home.

Live Horse Racing

We are the official distributors of live commentary for all UK and Ireland racetracks, providing a compelling service for punters. We cover each race at every single meeting, with previews and results looped between races.

Racing commentary radio services are very popular and tend to be listened to by regular punters who want the latest information and the ability to experience the thrill of a race they are betting on.


We provide audio commentary on hundreds of games each season, including ALL 380 Premier League matches.

Our compelling studio-based commentary enhances the betting experience and encourages people to remain on your site and consider in-play betting options.

The ability to follow a match of choice is true on-demand listening and provides great engagement for punters who are looking to experience the thrills and spills of a match they are betting on.

Football Live Score Radio

A fast-moving and compelling live radio show featuring match previews, score updates and reports as well as major breaking news.

Football Live covers the main European Leagues (in England, Spain, Italy, Germany, France, Holland and Portugal) plus international matches, broadcasting every Saturday and Sunday during the football season.

Greyhound Commentary

Official daily BAGS commentary, previews and analysis covering all meetings every day.


Expert ball-by-ball descriptive commentary and expert analysis covering all England internationals plus selected others including all matches in major international tournaments. Our service is delivered by knowledgeable broadcasters who are steeped in cricket.


We are experts at creating compelling previews and betting news articles. News informs and we understand how to turn engaging content into betting intent.

Topical articles should provoke opinion but also carry authority. The editorial must be unique so that it capitalises on all inherent SEO value as well as promoting markets and betting opportunities in a meaningful way. It should also be compelling enough to be shared among users.

Similarly previews should be well-researched whilst the latest odds and prices can have direct relevance alongside team news, analysis and tactics if used properly.


ICS has developed a comprehensive horse racing analysis website Beforetheoff (BTO) which is superior to anything else on the market. BTO is designed to represent complex data analysis in an easy-to-understand visual format.

BTO offers valuable information and premium analysis with easy-to-understand racecards for all races in the UK and Ireland. These have been specially designed to provide significant pointers to each horse’s chances in an uncomplicated format. Using sophisticated statistical techniques presented in a graphical form, the analysis provides clear identification of well-handicapped horses and those with faster than class speed ratings plus many other key pointers and positive/negative identifiers.

We are able to target the analysis to appeal both to the occasional punter and the racing expert. The opportunities for bookmakers include the supply of engaging graphics, banners, white-labelling, comments, verdicts and tips.



In-Play Match Coverage

After a successful trial at the European Championships, we have developed a unique and exciting live TV analysis show during games. Our presenters watch the games live and offer trading advice and suggest betting strategies based on stats and predictive outcomes as the action unfolds.


Bespoke discussion and analysis of individual matches, races or events. Our green-screen studio facilities allow us to produce eye-catching previews including key stats graphics and team news. Previews can be tailored to suit with any presentation style available.

Football Live TV

Our knowledgeable presenters host a compelling live match report show covering all the goals and incidents as they happen. Our anchor presenters are supported by a large team of reporters who provide enhanced updates on individual matches for a show with bags of personality.

Race Previews

Daily racing analysis of around 2-3 minutes in length. These can be embedded into digital racecards or betting markets, while they can also be developed for a YouTube channel or shared among affiliates.



Bookmaking and gaming is highly specialised and notoriously difficult to deliver well to an international audience. We offer translation services using knowledgeable journalists who understand betting and can tailor terms for a local audience.

These services cover sportsbook, poker, casino, bingo and lottery as well as virtual games. We can translate front and back-end content as well as any marketing or social media entries. Our teams are familiar with all betting terminology and so can translate odds markets, rules and terms and conditions as well as desktop and mobile websites. First impressions matter and if a site lacks authority and credibility through poor translation, punters in that territory are unlikely to engage with it and trust its services.

In addition to this, we can provide news and creative content across all territories too, tailored to individual markets. For example, cricket is hugely popular in the UK whereas ice hockey is a bigger deal in Russia.

We have a track record of delivering in bulk, cost-effectively and accurately, across more than 60 languages.



The days of accessing commentary and placing bets via telephone are back with a vengeance.

Now that so much internet browsing is done on a mobile, a highlighted telephone number is now simply a click to dial affair. This means a customer no longer needs to make a note of a number and use a landline as they can simply click the number and it automatically dials as they are browsing.

If relevant numbers can be properly integrated into sports apps or a mobile website, you could see some really strong caller usage and revenue.

The service is free to set up and we operate on a revenue share basis. This means all the content is free plus you will earn revenue from the number.

Other things we offer:

  • Unique live match centre with betting outcome predictions for hundreds of leagues
  • Infographics and dynamic banners
  • Mobile video text score service with integrated betting
  • Digital marketing and link building
  • Social content and engagement
  • Affiliate network with thousands of sites
  • eSports previews and blogs
  • Exclusive content and creative ideas to support sponsorship