bet365 and BetMakers Ink 2-Year Fixed Odds Horse Racing Deal

Horse race betting supplier with an ambitious vision and a global footprint BetMakers has inked a two-year content and market deal with 2000-founded leading global betting brand bet365. 

Colorado and New Jersey, Part of the Deal

According to the agreement, bet365 will offer fixed odds wagering on thoroughbred horseracing to New Jersey-located bettors while distributing BetMakers’ harness and thoroughbred racing content to sports aficionados in Colorado and New Jersey.

This will attract a series of fees. Namely, bet365 will pay BetMakers a market access fee determined as a percentage of all fixed odds wagers placed on thoroughbred racing events in New Jersey. 

Plus, a content fee will also be determined based on fixed odds bets placed on BetMakers’ racing content in both states.

The new deal enables bet365 to ask for approval from BetMakers to provide fixed odds wagering on third-party global thoroughbred racing content to customers in New Jersey while making sure BetMakers will receive the market access fee on all thoroughbred racing content in the Garden State.

The Opportunity, “Significant in the Long Term”

According to BetMakers’ chief executive officer, Jake Henson, the US sports betting market “is starting to mature” with operators’ interest in horse racing “as a product” expected “to become even stronger.”

Henson also took the opportunity to speak about the “high frequency of horseracing” that is able to generate “high engagement and high margin returns” for operators. 

The CEO added “the opportunity for both BetMakers and the racing industry more broadly to be significant in the long term.” 

In April, BetMakers signed a partnership agreement with Kambi, allowing the integration of the former’s Price Manager fixed odds platform and global racing data services into the latter’s sportsbook as a means of improving racing offerings in the UK and Ireland. 

Earlier this year, BetMakers also acquired a series of assets from Racelab Global. The list included ProForm and Odds Engine, which the group plans to use for technology enhancement purposes. 

In May 2023, the leading technology, data, integrity, and service partner to the international racing industry announced the launch of MonmouthBets, the pioneering legal and regulated mobile app available that provides fixed odds horse racing wagering in the US. 

In April 2024, bet365 and the world’s largest online gaming software supplier traded on the London Stock Exchange Main Market, Playtech, announced the official launch of Super Mega Ultra, a new live game show available in Ontario, in the UK, and Mexico.