Our software platform StarController
Horse Racing intensified with Creative

Providing the next generation sensing, tracking, timing and data augmentation solution for horse racing. We imagine more data and new digital assets are important to enhanced digitization of Racing.

Embrace the future with our Hybrid Cloud solution for real-time generation of racing data, and creation of highly interactive applications for dedicated fans and attract new ones

We Digitize Racing.

Horse Racing

Our purpose

We unlock new business value for our clients via innovative cloud solutions.

iReality’s team brings together decades of experience in data development and digital content streaming. This has allowed us to develop patented solutions to the challenges of generating big data for the next generation of digital applications.


The patented StarController platform is the culmination of five years of research & development.

The modular and cloud-based StarController platform consolidates and synchronises data from multiple diverse sources, such as video cameras and LiDAR. It also makes it easy to configure and monitor sensors, save and distribute data, and to generate highly interactive content.


Generating next generation sporting experiences for Horse Racing.

The StarController platform is currently enhancing and intensifying the horse racing experience for all in collaboration with Svensk Galopp. The full system is operating at Bro Park racetrack, capturing race data, generating new insightful race graphics and statistics, and creating new revenue opportunities for the client.


New revolutionary mobile solution for tracking and sensing of horse racing

Wednesday December 21, 2022

Next generation Real time Tracking System for Horse Racing launched at Bro Park racetrack, Sweden

Wednesday May 18, 2022

DataArt Partners with iReality to Create Real-Time Tracking System for Horse Racing

Thursday April 21, 2022

iReality to provide sensing and tracking data platform for the Swedish Horseracing Authority

Tuesday, 5th, April, 2022

How does iReality create next generation sports data?

Wednesday 30th, March, 2022

StarController and Machine Learning

Tuesday, 23 February, 2021

Bro Park the Smart Racetrack

Thursday, 19 November, 2020

Invite to Webinar: Our International Broadcasting Convention (IBC) Showcase

Tuesday, 13 October, 2020

iReality Innovation Recognized by Leading Football Organizations

Wednesday, 7 October, 2020

StarController supports visual sensors from Axis Communications

Wednesday, 10 June, 2020

Systems specialist and veteran entrepreneur joins iReality

Thursday, 9 April, 2020

Deep tech advisor joins iReality

Thursday, 19 March, 2020

iReality AB announces successful seed funding

Tuesday, 25 February, 2020

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