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Keeneland Launches Its Own ADW Platform

Residents in five states are eligible to use the new system called "Keeneland Select"

Keeneland has launched its own advance deposit wagering system, which is available to residents of Kentucky, Arkansas, Florida, Louisiana, and Ohio.

The Kentucky racetrack said “Keeneland Select,” as it is called, “sets itself apart from other ADWs by earmarking a portion of its proceeds to players in the form of a simple yet lucrative rewards program, and to the industry in the form of higher purses and investment in research and development.”

Keeneland earlier this year announced it planned to launch an ADW service in 2011. The site is supported by the technology platform but will have a Keeneland-style interface, officials said.

“By earmarking a portion of our proceeds for areas such as player development and racing purses, we are continuing the Keeneland philosophy of giving back and doing what is best for the industry,” Keeneland president and chief executive officer Nick Nicholson said.

Keeneland director of simulcasting Jim Goodman and Ed Meyer, formerly of River Downs and Turfway Park, will oversee the ADW system on a day-to-day basis.

“We recognize that there is a large group of players who are underserved, and we think Keeneland Select’s approach will resonate with them,” Goodman said in a statement. “Our rewards program is straightforward. For every $5,000 you wager, $50 goes back into your account. Plus, our best players will have access to special perks, including VIP access during Keeneland’s live meet.”

The percentage of ADW revenue that will be returned to horsemen in the form of purses wasn’t immediately available. Such funds have long been the topic of debate in the horse racing industry.