BetMakers Signs Deal for Penn National’s Racing Content

Supplier of data, analytics and content to the horse racing industry BetMakers Technology Group signed a deal with Penn National Gaming to distribute the casino operator’s racing data and content for use in fixed odds, booked bets and exchange wagering services outside of the US and Canada.

Add Content from Penn-Affiliated Racetracks

The agreement with Penn National Gaming grants BetMakers Technology Group the rights to distribute Penn’s racing content from over 900 racing events taking place every year at Penn-affiliated US racetracks to its partner network of licensed operators, excluding those operating in the US and Canada.

“We are delighted to offer Penn’s first-rate content to a global audience and increase the awareness of the valuable content US racetracks have to offer.”

Kerry Gatten, Partnership Manager, BetMakers Technology Group

Set to commence from June 1, 2022, the contract will provide a minimum guarantee payment to Penn under the agreed revenue share scheme until it expires on December 31, 2025.

“It is exciting that we get to deliver Penn’s extensive racing content into our network of operators globally,” Gatten concluded.

With the addition of Penn’s content, BetMakers will distribute content from more than 1,400 racing events in the US to its global racing network spanning more than 30 countries worldwide while ensuring an incremental revenue stream to racing events right holders.

Expanding the Global Racing Network

In February, BetMakers added to its portfolio of racing content partners Century Casinos after the parties signed an agreement for content from Century’s Canadian subsidiaries Century Downs Racetrack and Casino (CDR) and Century Mile Racetrack and Casino (CMR) operating racetracks in Canada.

The agreement empowered BetMakers to deliver racing content via its Global Racing Network to licensed sports betting operators, including on markets like Australia and Asia where Century Casinos has no presence to date.

In May, BetMakers launched fixed odds and pari-mutuel wagering at Monmouth Park in New Jersey via an agreement with the New Jersey Thoroughbred Horseman Association and Darby Development.

Under the terms of the agreement, BetMakers deployed self-service betting terminals at the racetrack to allow horse racing fans and bettors to enjoy fixed odds and pari-mutuel bets on events at the racetrack.

BetMakers also teamed with Norway’s sole horse racing operator, NorskRikstoto, to replace the operator’s pari-mutuel wagering system with its Global Tote solution and help NorskRisktoto improve its lure in the “liberalized market.”