Self-Serve Livelink Implementation Supports Tabcorp’s Transition to Highly Automated IP-Based Content Aggregation and Distribution at Scale
SOUTHAMPTON, England — March 18, 2025 — Cerberus Tech, a leader in cloud-native IP video contribution and distribution, today announced that Australia’s Tabcorp, one of the world’s largest publicly listed omnichannel betting and entertainment companies, through its media arm, Sky Racing, is transforming its live betting, racing, and sports feed-distribution infrastructure with the Cerberus Tech Livelink cloud orchestration and automation platform. Through a self-service implementation of the Livelink platform, Tabcorp is centralising and automating live content aggregation and distribution for more streamlined, cost-effective management of racing-related video feeds across Australia and beyond.
“Our relationship with Cerberus Tech has been instrumental in helping us build a flexible, cloud-based platform for delivering our content at scale. We’re constantly exploring how we can innovate and improve, and Cerberus matched that same energy, which is important to us,” said Ryan Gray, Manager, Technical Operations, at Tabcorp. “The company’s responsive approach to development and custom requests has allowed us to address specific operational needs quickly, while Livelink’s API-enabled automation will empower us to achieve greater efficiency in managing our workflows.”
With Livelink supporting multiple protocols and automating processes across complex workflows, Tabcorp has established a cloud-hosted, centralised aggregation and distribution point for its feeds globally. Transitioning from traditional fiber infrastructure where possible, Tabcorp now blends both traditional fiber and cloud distribution to benefit from a scalable, transactional model that enables the company to do more with less — managing, monitoring, and optimising an increasing number of global feeds in real time while maintaining efficient resources, lower costs, and reduced complexity. Since going live with Livelink in late 2024, Tabcorp has rapidly moved an array of feeds onto the platform, with significant expansion of its use to continue throughout 2025.
“Tabcorp’s adoption of Livelink underscores the company’s commitment to innovation in content distribution,” said Chris Clarke, Chief Revenue Officer and Co-Founder of Cerberus Tech. “An exceptional partner, Tabcorp is fully embracing Livelink’s large-scale orchestration capabilities to build a robust IP infrastructure. The scale and ambition of this undertaking have led us to further enhance and refine the Livelink platform. Together, we’re setting new standards for operational efficiency in live video distribution.”
The Livelink platform simplifies the delivery of betting, racing, and sports content to multiple international destinations, ensuring that Tabcorp can now reach audiences seamlessly across a wide range of outlets, including social media and third-party channels, without the need to bring feeds back into its facility. Previously, such operations required feeds to be decoded and re-encoded before final delivery. Now, Livelink processes and directs content entirely in the cloud, removing the need for dedicated lines. This streamlined IP-based setup also reduces costs tied to international fiber, a significant benefit for Tabcorp, whose distribution spans Australia and global networks.
In adopting the Cerberus Tech platform, Tabcorp benefits from robust, API-driven orchestration that not only provides end-to-end visibility into usage and performance metrics but also allows the company’s business systems to dynamically manage content based on betting activity, ensuring that viewers see relevant content in real time.
“Cerberus Tech has provided us with the scalability and agility we need to manage our extensive and growing content distribution network,” added Gray. “Livelink’s intuitive orchestration and automation capabilities simplify live IP video delivery while streamlining operations and reducing infrastructure costs. Going forward, this collaboration positions our company to expand the reach of our international betting and broadcast services in a highly efficient and quick manner.”
Further information about Cerberus Tech and the Livelink platform is available at cerberus.tech.
About Cerberus Tech
Cerberus Tech is a leader in live IP video distribution, simplifying broadcast workflows with innovative cloud-native provisioning, orchestration, and automation, enhanced with best-in-class technology integrations. Dedicated to a broadcast-first approach, Cerberus Tech enables sports broadcasters, production companies, and streaming services to transition seamlessly to IP. Whether implemented as a self-serve or managed service, the company’s on-demand Livelink platform allows for flexible management, processing, and distribution of high-quality content across multiple cloud environments. Backed by world-class customer support, these reliable, scalable video distribution services empower customers to address the evolving demands of the modern media business.
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