Sports gambling data and content firm SIS is launching a U.S.-based subsidiary, hoping to bridge the gap between horse racing and the rapidly growing North American sports betting industry.

The new unit, called SIS Content Services, will focus largely on fixed-odds gambling—odds that lock the moment the bet is placed. That’s standard for most sports betting but less common in horse racing, which traditionally relies on pari-mutuel betting, where odds aren’t determined until after all the bets are placed.

The difference, as SIS sees it, is a multi-billion dollar opportunity. Some U.S. regulators are warming to the idea of fixed-odds horse racing, and SIS, which is a dominant player in horse racing data globally, believes now is the time to focus on growing its presence in North America.