Media giant News Corp Australia has placed a bet on racing affiliate website Punters.com.au in order to tap into the country’s AU$6 billion (US$4.53 billion) racing industry.

Herald Sun reported that News Corp has acquired the digital-media focused racing publisher for an undisclosed sum. According to News Corp. Australasia executive chairman Michael Miller, the purchase of Punters.com.au will enable them to reach out to a new generation of racegoers and punters.

“Punters.com.au is already the country’s leading digital form guide with a rich content offering and hosting an active social community. This partnership with Punters.com.au will allow us to take its tools, tips and news to a wider audience,” Miller said, according to the news website.

Dubbed as “the digital Racing Post of Australia, Punters.com.au has monthly average of more than 375,000 visitors and is expected to generate revenues of £3.4m in 2016 with a profit margin of almost 55%. The site also boasts several feathers in its cap, including the Affiliate of the Year at the EGR Australia Awards.