BetMakers is expanding its U.S. footprint through the acquisition of Las Vegas Dissemination Company, a Nevada wagering supplier with long-standing ties to casino groups, in what is seen as a major coup in an underdeveloped market.
LVDC has operated as one of Nevada’s core tote service providers for decades, providing the infrastructure that links casinos to national racing pools, while acting as a technical gateway for any supplier wanting to route racing content into the state.
The deal will help drive growth for both businesses, according to BetMakers, which anticipates LVDC to make $4.5 million in revenue in its first year post-acquisition.
In a statement announcing the agreement, BetMakers CEO Jake Henson said: “Nevada is one of the most recognizable wagering markets in the world, yet digital adoption of horse racing is still in its infancy, so it represents one of the largest blue-sky opportunities in the US market.
“LVDC provides not only market access, but access at scale through the most respected casino groups in the country. These include Caesars Entertainment, MGM Resorts, Wynn, Sands and SouthPoint. This acquisition gives BetMakers a launchpad to bring world-class digital wagering experiences to Nevada customers and accelerate our US growth strategy.”
Nevada’s digital racing market has lagged behind other racing states because its framework was built around retail sportsbooks and older on-premise technologies, an infrastructure gap BetMakers is attempting to bridge.
Betmakers adding to US portfolio
As part of its wider U.S. expansion strategy, BetMakers also extended its content distribution agreement with Penn Entertainment through a new three-year term. Henson said in a statement: “Penn Entertainment is a valued and important customer for BetMakers. We are delighted to continue working with them on their international content distribution to deliver returns to their horse racing stakeholders and bring their quality racing content to a wider audience.”
The company, which was founded in 2013, had a busy year as it aims to capitalise on loosening legal sports betting restrictions in the U.S. Back in June 2025, they announced a new partnership with Total Performance Data(TPD), which will provide dynamic, in-the-run horse racing odds to operators via BetMakers’ platforms.
In April 2025, they closed on a deal with sports betting, horse racing, and fantasy sports content producer Spotlights Sports Group. In revealing the deal, Joey Carroll, director of business development and partnerships APAC at BetMakers, revealed the focus was on improving the overall product to its digital customers.
He said: “Not only does it have an excellent UI/UX, but it is underpinned by strong data and is receiving positive feedback from punters within the marketplace. We can’t wait to see the impact it has on attracting a new audience to racing and ultimately increasing turnover for our partners globally.”
Why Australia still anchors the BetMaker’s technology roadmap
Despite its U.S. push, BetMakers is still reinforcing its position in Australia, which remains a core market and testing ground for its wagering technology. A key part of that effort is a new agreement with Betfair Australia’s CrownBet brand, which will use BetMakers’ full wagering stack ahead of its planned 2026 launch. That includes its wagering platform, trading and risk management software, content engine and core platform technology.
Announcing the partnership, BetMakers hailed it as the most “significant commercial milestone yet”. Chief Operating Officer Martin Tripp said: “By combining our Apollo platform with deep industry expertise and talent within Betfair, we are confident we can deliver a market-leading wagering experience and help to position CrownBet as a formidable player in the Australian market.”
Amy Zavros, CEO of Betfair, said of the acquisition: “Betfair is evolving to meet the changing needs of Australian customers by introducing a new fixed odds product under the CrownBet brand and requiring a technology partner capable of delivering a top-tier product from day one.”
Key gambling reform in Australia has minimal impact
Meanwhile, a flagship policy on consumer protection introduced by the Anthony Albanese-led government in 2024 has not had the desired effect, according to a study by the e61 Institute, a not-for-profit, non-partisan economic research body.
A ban on using credit cards in Australia is not deterring gamblers, the research found, with most patrons swapping their form of payment to transaction accounts. Co-author of the report, Adit Maitra, said: “It’s not super clear that [the ban] has restricted borrowing to gamble in any sense.”
Other recent reforms, such as requiring operators to send customers a monthly statement outlining their habits, have also been received with limited success. The Northern Territory Racing and Wagering Commission (NTRWC) fined Sportsbet $313,140 in November for not sending statements to thousands of customers over an 18-month period.
It could lead to a further clampdown on the sports betting regulatory landscape in Australia, with an estimated 400,000 of its citizens believed to be “high risk” gamblers, according to government research.
Lauren Levin, a gambling expert and consumer advocate, told the Guardian newspaper: “This government does a lot of bragging about everything it has done for gambling consumer protection, but those measures were only ever designed to be first steps,” adding more needed to be done.
References
- iGaming Business: https://igamingbusiness.com/strategy/ma/betmakers-expand-us-presence-lvdc-acquisition/
- iGaming Business: https://igamingbusiness.com/company-news/spotlights-sports-group-announces-multi-year-partnership-with-betmakers-for-smart-view-products/
- World Casino News: https://news.worldcasinodirectory.com/betmakers-to-power-betfairs-crownbet-launch-with-exclusive-technology-deal-120827
- The Guardian: https://www.theguardian.com/australia-news/2025/dec/02/australia-gambling-reform-card-payment-least-impact
