In a strategic move that underscores the evolving landscape of horse race betting, BetMakers has inked a two-year content and market deal with the globally recognized betting giant, bet365. The partnership is set to bring fixed odds wagering on thoroughbred horseracing to bettors in New Jersey. In addition, BetMakers will distribute its harness and thoroughbred racing content to sports enthusiasts in both New Jersey and Colorado. This collaboration aims to attract a series of fees for BetMakers, including a market access fee calculated as a percentage of all fixed odds wagers placed on thoroughbred racing in New Jersey.
BetMakers CEO, Jake Henson, emphasizes the increasing maturity of the US sports betting market, predicting a stronger interest in horse racing as a product among operators. With the high frequency of horseracing events providing significant engagement and high-margin returns, Henson believes that the opportunity for both BetMakers and the broader racing industry is promising for the long term. This optimistic outlook is further bolstered by BetMakers’ recent strategic moves, including a partnership with Kambi to enhance racing offerings in the UK and Ireland and the acquisition of key assets from Racelab Global. Through these initiatives, BetMakers continues to solidify its position as
The new deal also opens the door for bet365 to seek approval from BetMakers to provide fixed odds wagering on third-party global thoroughbred racing content to New Jersey customers. This approach ensures that BetMakers will receive the market access fee on all thoroughbred racing content within the state, thus providing an additional revenue stream while broadening the scope of content available to bettors. Henson’s comments spotlight the high engagement levels and lucrative margin returns horseracing offers, reiterating its essential role within the broader sports betting domain.
Furthermore, BetMakers’ commitment to technological advancement is highlighted by their partnership with Kambi. This alliance integrates BetMakers’ Price Manager fixed odds platform and global racing data services with Kambi’s sportsbook, enhancing racing offerings in the UK and Ireland. This partnership not only improves the user experience but also sets a precedent for future collaborations aimed at expanding racing content accessibility.
Earlier this year, in a strategic acquisition spree, BetMakers secured various assets from Racelab Global, including ProForm and Odds Engine, intending to utilize these tools for advancing their technology infrastructure. Such bold moves signal BetMakers’ dedication to staying at the forefront of technological innovation in the horse racing betting industry, ensuring that they continually enhance their service
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