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BetMakers has signed a two-year market access and content agreement with bet365. Under this agreement, bet365 will offer fixed odds bets on thoroughbred horseracing to customers in New Jersey and distribute BetMakers’ thoroughbred and harness racing content to customers in New Jersey and Colorado.
Bet365 will pay BetMakers a market access fee based on a percentage of all fixed odds bets placed on thoroughbred racing events in New Jersey. Additionally, a content fee will be based on fixed odds bets placed on BetMakers’ racing content in both states.
The agreement allows bet365 to seek approval from BetMakers to offer fixed odds wagering on third-party global thoroughbred racing content to its New Jersey customers, ensuring BetMakers receives the market access fee on all thoroughbred racing content in the state.
Jake Henson, BetMakers CEO, commented: “The sports betting market in the US is starting to mature and the interest from operators in horseracing as a product is expected to become even stronger. The high frequency of horseracing can deliver high engagement and high margin returns to operators. We believe the opportunity for both BetMakers and the racing industry more broadly to be significant in the long term.”
In April 2024, BetMakers partnered with Kambi to integrate its Price Manager fixed odds platform and global racing data services into Kambi’s sportsbook. This integration is designed to improve Kambi’s racing offerings, particularly in the UK and Ireland markets.
Earlier in 2024, BetMakers acquired assets from Racelab Global, including ProForm and Odds Engine, to enhance its technology capabilities. This acquisition aims to improve BetMakers’ services and deliver new betting products.
In April 2024, bet365 and Playtech launched a new live game show, Super Mega Ultra, in the UK, Mexico and Ontario.
