Enhancing the horseracing experience across over 300,000 annual events with real-time data feeds and advanced betting solutions.
Sportingtech, a leading gaming provider, has announced a strategic partnership with BetMakers to integrate a comprehensive turnkey horseracing technology solution into its operator platform. This integration aims to expand Sportingtech’s offerings by adding a robust horseracing vertical, leveraging BetMakers’ extensive experience and technology to enhance service delivery to operator partners worldwide. Under the leadership of new CEO Tom Ustunel, Sportingtech is poised to solidify its market position by diversifying its platform and enhancing the overall betting experience for its customers.
Details of the Partnership
The deal with BetMakers marks a significant move for Sportingtech as it seeks to diversify its platform and expand its product offerings. The integration will enable Sportingtech to offer a comprehensive horseracing solution that spans over 300,000 racing events annually, providing operator partners with real-time data feeds and a sophisticated betting experience.
Tommy Molloy, Sportingtech’s Chief Product Officer, expressed his enthusiasm for the partnership, stating, “The integration of BetMakers’ horseracing solution is a significant step forward for Sportingtech as we continue to diversify and enhance our already robust platform’s offering. Horseracing is a globally popular sport, generating over $115 billion in revenue each year, and we are excited to provide our partners with access to this dynamic vertical. This partnership underscores our commitment to delivering best-in-class solutions that meet the evolving needs of our clients and their players.”
Insights from BetMakers
For BetMakers, this partnership represents a further expansion of their reach in the global market, building on their recent activities in the US. BetMakers has been actively expanding its presence, notably through a two-year market access and content agreement with bet365, which enabled the launch of fixed odds horseracing in Colorado and New Jersey.
Joey Carroll, Director of Business Development & Partnerships at BetMakers, commented on the partnership with Sportingtech: “BetMakers is delighted to work with Sportingtech to offer betting on racing from around the globe through their award-winning platform. Our highly flexible embedded solution will deliver fixed odds and tote betting on racing, powered by BetMakers’ best-in-class wagering engines, expert-managed trading services, unmatched global pool commingling capabilities, and enhanced tools for user engagement, including our new racing form and content services from Racelab. We look forward to working closely with Sportingtech to advance the race betting experience they offer through their platforms.”
The Broader Context of the Deal
This partnership comes at a time when both companies are making strategic moves to enhance their market positions. For Sportingtech, the integration with BetMakers is part of a broader strategy under new CEO Tom Ustunel to diversify its offerings and provide its operator partners with a more comprehensive suite of services. By incorporating a robust horseracing solution, Sportingtech is positioning itself to tap into the global horseracing market, which generates over $115 billion in annual revenue.
Meanwhile, BetMakers continues to expand its footprint in the horseracing betting industry, particularly in the US market. The company’s recent agreement with bet365 and the subsequent launch of fixed odds horseracing in Colorado and New Jersey highlight its commitment to growth and innovation in this space. The appointment of Carl Henschke as the new CFO in June further indicates BetMakers’ focus on strengthening its financial and operational capabilities to support its expansion efforts.
Enhancing the Betting Experience
The integration of BetMakers’ technology into Sportingtech’s platform will provide operator partners with access to a wide range of horseracing events and advanced betting solutions. This includes fixed odds and tote betting options, supported by BetMakers’ robust wagering engines and trading services. Additionally, the integration will feature enhanced user engagement tools, including advanced racing forms and content services from Racelab, designed to provide a richer betting experience for customers.
The collaboration between Sportingtech and BetMakers also underscores the growing importance of real-time data and advanced technology in the betting industry. By leveraging BetMakers’ expertise and technology, Sportingtech aims to offer a more dynamic and engaging horseracing betting experience that meets the evolving needs of its clients and their players.
The integration of BetMakers’ horseracing technology solution marks a significant milestone for Sportingtech as it seeks to enhance its platform and expand its product offerings. With over 300,000 racing events covered annually and access to real-time data feeds, Sportingtech is well-positioned to provide its operator partners with a comprehensive horseracing solution that enhances the overall betting experience for customers. As both companies continue to innovate and expand their market presence, this partnership is set to drive further growth and development in the horseracing betting industry.