The Future of Horse Racing

iReality is revolutionizing the sport of horse racing with its unique 4D sensing technology and data evolution.

iReality’s Smart Racetrack is the world’s first intelligent solution for horse racing.

The Smart Racetrack Solution

iReality’s 4D sensing revolutionizes the tracking of horses and jockeys, and the real-time engagement of its followers and enthusiasts.

No transponders, GPS devices, or satellite signals are used – Just real intelligence, now.

Latest news

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

iReality had some exciting things to present at IBC this year. Unfortunately, Covid-19 got in the way for those plans, so instead we are excited to invite you to our November webinar where we will present the latest developments from iReality and the StarController platform. StarController elevates the viewing experience live sports by giving fans […]

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iReality’s mission is to enhance and intensify the horse racing experience for all through our next generation sensing, tracking, mapping, and data augmentation solution

The Smart Racetrack

The experience of horse racing is now ready for the next generation of technology to benefit its enthusiasts and participants, and iReality is leading the way forward. We have created the concept of the ‘Smart Racetrack’ to bridge the gap between the experience of today and the needs of tomorrow, and to dramatically augment it for everyone.

Our Smart Racetrack combines our unique 4D sensing capabilities, our cloud-based software, enhanced intelligence and data, and live and instant replay video to deliver an unmatched race experience.

Our track-side sensors synchronously follow the jockeys and horses, and instantaneously update the race data and racegoer information in real time. iReality’s managed live and instant replay video feed is complemented with our graphical multi-threaded performance data of the horse, jockey, and overall race.

  • Real-time tracking in any weather.
  • Our sensors use our unique ranging and mapping algorithms, and update at over 400,000 times per second, per sensor.
  • Race viewing video streaming captured and displayed in HD with customized race metrics.
  • We support all flat racing, trotting, steeplechasing, and workouts.


iReality’s cloud-based data analysis and intelligent network can capture over 400,000 points of data per second per sensor, and streams the information faster than what is currently possible with video transmission only. This creates an unmatched data and information framework for each moving object, and a significantly improved ability to engage in race decisions.

StarController uses our proprietary algorithms and machine learning to analyze, amplify, and delivers actionable data instantly. Our platform boosts decision-making through highly-accurate sensing metrics computed in a fraction of a millisecond.

  • StarController is patented
  • StarController algorithmically creates new and actionable data from its sensors and legacy data.
  • StarController senses over 400,000 points of data per second, per 4D sensor.
  • StarController creates a data output for tips and greater analysis.
  • StarController is the first and only system to use 4D sensing technology.

Discovery drives excitement. Excitement drives engagement.

Racegoers can now discover a more exciting experience through our use of multi-dimensional use of data and graphics on live broadcasts and instant-replays across devices, providing a uniquely immersive engagement.

Sophisticated information for the sporting world.

iReality’s proprietary sensing platform and enhanced data management solution provides an exclusive complement to the betting world. Our combination of real-time information and an immersive graphical engagement will forever change the professional sporting marketplace.

About Us

iReality’s team brings decades of experience in data development and streaming content to its mission of changing and enhancing sporting experiences and entertainment.

iReality’s team has been building and expanding successful businesses globally, with experience across the EU, US, China, APAC, and the Middle-East and Africa.

iReality works with innovative solutions for creating business value.

Embracing tomorrow’s technology, iReality delivers maximum value through close co-operation with customers, leading to mutually beneficial long-term relationships.

  • Decades of experience
  • Tomorrow’s technology
  • Maximum value
  • Close co-operation
  • Long-term relationships

Bo Klevenstedt


Bo as a serial IT entrepreneur, with over 30 years of experience, have founded hardware, software and streaming companies. Bo has extensive experience in introducing a range of new technologies in the Nordic market.

Robert Wallner


Deep experience founding several profitable forms of media companies in niche sectors. Through his father, Håkan Wallner (Trotting Hall of Fame USA & Sweden), Robert has developed a large international network in the world of horse racing.

Magnus Tuononen

Innovation Director

Magnus have a long time experience from the horse racing and betting industries, developing new betting and sports services (apps & platforms) and leading business development.

Arnold Andersson

Deep Tech Expert

Arnold has over 25 years of experience from ICT areas, including software development, integration, cloud services, cyber security and AI.

Peter Almberg

Chairman of the Board

Peter is a life-long entrepreneur, having founded, grown, and exited multiple companies within a wide range of sectors. Peter is the founder and CEO of Katalysen. Favourite areas are innovation, team building, partnerships, deal making, and he thrives on making things happen in general.

Ulf Börjeson

System Specialist

Ulf has a long experience building companies and running industrial projects with high complexity. He founded and is the primary owner of R2M Group AB, a Stockholm based consulting firm with a 60+ strong team of experts on systems optimization.

Tobias Mathiasen

Venture Partner

Tobias began his career as an analyst at Ireland’s leading tech corporate messaging consultancy, which awoke within him an urge to work closely with young, innovative ventures. He subsequently returned to Asia, where he had previously successfully pursued a degree in Global Business at the Hong Kong University of Science and Technology, to join a boutique investment bank. In this role he connected global firms with Asia-based investors, led a research team, and was a contributing author for Reuters.


Klarabergsgatan 35, Stockholm, Sweden

The headquarter is located in Stockholm, where we have office for Project Management, Customer Success Management and Quality Assurance.