BetMakers Technology Group

What BetMakers Technology Group does

BetMakers Technology Group (ASX: BET) is a Melbourne-headquartered B2B wagering technology provider serving licensed betting operators, sportsbooks, racetracks, tote operators, ADWs, and lotteries globally. Founded in 2007, the company employs 300-330 staff across Australia, the United States, the United Kingdom/Ireland, and Sri Lanka, and reports 200+ customers, 45+ regulatory licenses, and a footprint across 30+ countries on six continents. Its core differentiation is a full-stack technology ecosystem combining proprietary tote infrastructure, fixed odds pricing engines, data products, and front-end platforms, marketed to enterprise operators under multi-year licensing, subscription, managed services, and revenue-share arrangements.

The product architecture centers on the Quantum Tote Engine — described as the world's most deployed pari-mutuel engine, processing 4,000+ transactions per second and supporting 1,400+ meetings per week — and the RaceOdds pricing engine covering 335,000+ annual races across thoroughbred, harness, and greyhound codes. Layered on top are the GTX Digital unified tote/fixed odds platform, the Apollo full-stack platform (used in the 5-year exclusive CrownBet deal), RaceBook+ (embedded racebook), BetLine retail terminals, and data products including RaceLab (racing intelligence with predictive indicators) and Punting Form (professional analytics with sectional times, acquired in October 2022). The company operates through two divisions: Global Tote (pari-mutuel solutions via Quantum and GTX) and Global Betting Services (fixed odds and platform solutions). API-first integration via CoreAPI/GraphQL allows operators to embed pricing, data, and trading into existing tech stacks, and ISO 27001 certification supports enterprise security requirements.

BetMakers generates revenue through a diversified mix: technology platform licensing and subscriptions (Apollo, GTX, RaceOdds, RaceBook+), managed trading services (24/7 outsourced pricing with 40+ expert traders), data and analytics product sales, tote transaction processing, fixed odds services, content/data licensing, and hardware sales. Named enterprise customers include Sportsbet, evoke plc (William Hill/888/Mr Green), Hollywoodbets, Crown Resorts/CrownBet, Stake.com, PointsBet, bet365, Penn Entertainment, Dabble, and Monmouth Park. H1 FY2026 results showed revenue of AUD 46.1 million (+13.8% YoY), adjusted EBITDA of AUD 6.0 million (a swing from a AUD 1.3 million loss), and gross margin of 66.5%, alongside a funding round from Tekkorp Capital and the LVDC acquisition to enter the Nevada pari-mutuel market.

Name

BetMakers Technology Group

Legal name

BetMakers Technology Group Ltd

Website

https://betmakers.com

Company type

Public

Founded year

2007

Operating status

Operating

Headcount range

251–500 employees

Short description

BetMakers Technology Group (ASX: BET) is a Melbourne-based B2B wagering technology provider serving 200+ licensed betting operators globally with Quantum-powered pari-mutuel tote systems, RaceOdds fixed odds pricing, data analytics, and full-stack platforms across 30+ countries.

Ownership category

akta.pro rank

Product category

Wagering and Racing Technology Software

NAICS

Gambling Industries (7132), Other Gambling Industries (713290)

SIC

Services-Racing, Including Track Operation (7948)

akta.pro primary industry

Sportsbook Trading, Odds & Feed Providers (MPAEAKAB)

akta.pro secondary industries

Sportsbook Retail Technology (Terminals, POS, Self-Service Betting) (MPAEACAN), Peer-to-Peer Sports Betting Exchanges (MPAEAIAA), Sportsbook & Race Book Hardware (Betting Terminals, Display Walls, Tote Terminals) (MPAEANAH), Gaming Peripherals & Player Interface Hardware (Bill/Ticket Validators, Printers, Touchscreens) (MPAEANAE)

Keywords

• Racing wagering technology
• Tote betting platforms
• Fixed odds solutions
• Racing data analytics
• B2B betting software

Headquarters

HQ city

Broadmeadows

HQ country

Australia

HQ region

Oceania

Offices5 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Technology Platform Licensing & Subscription: Licensing of proprietary wagering technology platforms (Apollo, GTX, RaceOdds, RaceBook+) to betting operators under subscription or fixed-fee arrangements. Hybrid fixed-fee and revenue-share models documented (e.g., CrownBet 5-year exclusive deal).
2. Managed Trading Services: 24/7 pricing, trading, and risk management services outsourced to operators. Revenue generated through service fees for expert support and trading infrastructure.
3. Data & Analytics Products: Sale of racing data, analytics tools, and informatics products including RaceLab, Punting Form, and official racing materials to operators and punters.
4. Tote Services: Pari-mutuel wagering technology and processing services powered by Quantum™ engine. Revenue from tote pool processing and transaction fees.
5. Fixed Odds Services: Fixed odds betting solutions including pricing, risk management, and content delivery. Revenue from pricing services and risk management fees.
6. Content & Data Licensing: Distribution of racing content, form data, and official racing materials through official data wholesaler arrangements (e.g., Racing Australia appointment).
7. Hardware Sales & Terminal Services: Sale and service of BetLine retail betting terminals to racetracks and betting venues.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels6 records

Core offering

BetMakers is a B2B wagering technology provider that designs, licenses, and operates end-to-end racing betting platforms for licensed operators worldwide. Its offering spans the Quantum™ tote engine for pari-mutuel wagering, the GTX/Apollo platforms for fixed odds and unified tote-plus-fixed odds betting, RaceOdds and RaceOdds+ for pricing and managed trading, RaceBook+ as an embedded racebook front-end, BetLine retail terminals, and RaceLab/Punting Form data and analytics products. Customers are licensed bookmakers, sportsbooks, racetracks, tote operators, lotteries, and gaming operators who license or white-label BetMakers technology under multi-year enterprise contracts.

Product overview

BetMakers Technology Group operates a platform-plus-modules architecture delivering comprehensive B2B wagering technology and services for racing operators globally. The core platform ecosystem combines the Quantum Tote Engine (underlying pari-mutuel infrastructure), GTX Tote (modern tote system), and GTX Digital (unified tote and fixed odds platform). On top of this infrastructure, BetMakers offers RaceOdds as the foundational data and pricing service for 335,000+ annual races, with RaceOdds+ adding Managed Trading Services for full-service risk management. The product suite includes Apollo (next-gen Australian wagering platform), RaceBook+ (embedded racebook), and BetLine Terminals (retail hardware). Data and informatics products include RaceLab (B2B racing intelligence with predictive indicators) and Punting Form (professional analytics with sectional times). The company operates through Global Tote (pari-mutuel solutions) and Global Betting Services (fixed odds and platform solutions) divisions.

Differentiator

Problem solved

Functional benefit

Brands

• Global Tote: Division providing advanced pari-mutuel wagering technology and services powered by Quantum Tote Engine
• Global Betting Services
• RaceOdds
• RaceOdds+
• RaceBook+
• Apollo
• GTX Digital
• GTX Tote
• BetLine
• Racelab
• Punting Form
• Monmouthbets

Products and services

• Quantum Tote Engine The world's most deployed and scalable pari-mutuel wagering engine supporting over 1,400 meetings per week with 4,000+ transactions per second. It includes extensive bet types and global commingling capabilities with Hong Kong, PMU, ATG, and World Pools, and is the underlying platform for licensed tote operators and racetracks worldwide.
• GTX Tote High-performance tote system powered by the Quantum engine, delivering unmatched reliability, pool variety, and commingling capabilities. Built on AWS with failover, GraphQL APIs, and live race data for licensed racing operators and tote operators.
• GTX Digital Next-generation tote platform that unifies pari-mutuel and fixed odds wagering in a single omnichannel system, delivering fast, immersive betting experiences across web, mobile, and in-venue channels for licensed operators.
• RaceOdds High-performance data and pricing service enabling event creation, dynamic pricing, racefield access, and result management for over 335,000 races per year across thoroughbred, harness, and greyhound racing. Formerly known as Price Manager.
• RaceOdds+ Full-service risk, odds, and operations solution that combines RaceOdds capabilities with BetMakers' Managed Trading Services, including 24/7 expert support via global trading teams. Built for operators needing outsourced pricing and risk oversight.
• Managed Trading Services (MTS) Outsourced 24/7 pricing, trading, and risk management service staffed by 40+ expert traders across Australia and the UK — the industry's largest dedicated racing trading team — combining automation with human oversight to improve margin control for licensed operators.
• RaceBook+ Turnkey embedded racebook solution providing full lifecycle management from form to settlement, including frontend UI/UX, data feeds, trading, and ongoing product development. Built on RaceOdds and RaceOdds+ for licensed operators launching or upgrading a racing sportsbook.
• Apollo Wagering Platform Next-generation full-stack betting platform built for the Australian market, combining fixed odds and tote betting with customer account tools, compliance controls, payments, risk management, and a customisable frontend. Pre-approved by all major Australian licensing bodies.
• BetLine Terminals Retail terminal series including self-service kiosks, dual-mode teller stations, and portable units with touchscreen UI, dual wagering (tote and fixed odds) support, multi-currency capability, and enterprise-grade security, for racetracks, OTBs, and betting venues.
• RaceLab Global racing intelligence engine powering real-time ratings, runner insights, predictive indicators, speed maps, sectional times, and performance factors across hundreds of thousands of races, designed for B2B integration via API and pre-integrated into RaceBook+, RaceOdds+, Apollo, and GTX Digital.
• Punting Form Analytics platform for professional punters providing industry-leading sectional times, historical form data across every split of a race, custom pace maps, and raw data access (CSV/JSON) for model building and strategy testing.
• Monmouthbets Digital Wagering Platform Digital wagering platform for Monmouth Park in New Jersey launched on Global Tote's GTX platform, providing a national pari-mutuel wagering experience for US racing customers.
• Pari-Mutuel Horse Racing Reveal Games New pari-mutuel horse racing powered reveal games product built with Drayton International using BetMakers' full tote technology stack and GTX Digital platform, providing an entry point for major games studios to participate in the horse racing market.

Quantifiable outcome

• H1 FY2026 revenue of AUD 46.1 million, up 13.8% year-over-year
• +3 more outcomes

Named customers11 records

Segments6 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

AI capability3 records

Feature12 records

Partnerships

25 partnerships are on record, tiered strategic and core.

• Drayton InternationalstrategicStrategic or Co-development Partner · 17 June 2026Content deal and pari-mutuel partnership with Drayton's five studios including Boomerang Studios. Strategic partnership with ARC content aggregation platform for pari-mutuel powered games. Product anticipated to be ready for production in 2026 with focus on US market.
• ARC (Content Aggregation Platform)strategicTechnology or Integration · 17 June 2026Strategic partnership with ARC for delivery of pari-mutuel powered products to global gaming industry with focus on US market. Part of Drayton International ecosystem.
• evoke plc (William Hill, 888)coreTechnology or Integration · 15 June 2026Long-term extension of RaceOdds partnership (formerly Price Manager). Evoke brands will continue to utilize automated racing pricing, trading and risk management across key racing markets globally. Reflects confidence in BetMakers' racing technology for enterprise-scale operators.
• PointsBetcoreTechnology or Integration · 25 March 2026Renewed Price Manager agreement extending long-standing partnership. PointsBet utilizes automated horse racing pricing and trading across its wagering platform. Includes Race Day Control services and rightsholder content delivery.
• Stake.comcoreTechnology or Integration · 1 March 20263-year RaceOdds+ contract for global racing expansion. Major commercial agreement supporting Stake's racing product deployment using BetMakers' managed trading services and pricing technology.
• ColossusstrategicChannel Partner/ Reseller/ Distributor · 8 January 2026Partnership to distribute sports and daily fantasy pools across BetMakers' global platform network.
• Monmouth ParkstrategicTechnology or Integration · 19 December 2025Launch of Monmouthbets digital wagering platform for Monmouth Park in New Jersey utilizing Global Tote's GTX platform. National Wagering Platform powered by new GTX Digital.
• LVDC (Las Vegas Dissemination Company)coreStrategic or Co-development Partner · 17 December 2025Asset acquisition of Las Vegas Dissemination Company for Nevada pari-mutuel wagering market access. Provides access to major US casino operators including Caesars, MGM Resorts, Wynn, Sands, and SouthPoint. Deal expected to close in first half 2026 subject to regulatory approvals.
• Kiron InteractivestrategicTechnology or Integration · 10 December 2025Launch of virtual racing through BetMakers API, expanding product offering to include simulated racing content alongside live racing.
• Crown Resorts (CrownBet)coreTechnology or Integration · 4 December 20255-year exclusive technology and services agreement for Apollo wagering platform launch in early 2026. BetMakers serves as exclusive technology provider for Crown subsidiary Betfair Australia. Hybrid fixed-fee and revenue-share model described as most significant commercial transaction for the Apollo platform to date.
• Penn EntertainmentstrategicChannel Partner/ Reseller/ Distributor · 3 December 2025Expanded international distribution agreement with Penn Entertainment racetracks for BetMakers wagering technology deployment across US racing operations.
• SIS (Sports Information Services)strategicTechnology or Integration · 31 October 2025Strengthened global racing partnership for expanded content distribution and racing data services.
• BetsystrategicTechnology or Integration · 17 October 2025Partnership to power new era of racing coverage through BetMakers' data and content services.
• SportradarstrategicTechnology or Integration · 18 September 2025Partnership with Podium to supply global racing for Sportradar's ORAKO solution, expanding BetMakers content distribution through Sportradar's operator network.
• The Booki Group (PonyBet)strategicTechnology or Integration · 28 July 2025Strategic partnership with The Booki Group leveraging Apollo platform to deliver personalised wagering experiences. PonyBet currently live and trading, with plans for multiple new betting brands.
• Racing AustraliacoreChannel Partner/ Reseller/ Distributor · 20 June 2025Appointment as one of five authorised wholesalers of Australian Thoroughbred Racing Materials under Racing Australia's new national distribution framework. Access to nominations, acceptances, trials, results and form via BetMakers CoreAPI.
• Nicosia Race Club (Cyprus)strategicTechnology or Integration · 18 June 202510-year renewal and expansion with Nicosia Race Club, exclusive horse racing betting operator in Cyprus. Upgrade to Quantum™ software and new digital betting channel via GTX.
• Total Performance Data (TPD)strategicTechnology or Integration · 11 June 2025Distribution partnership for real-time in-run horse racing odds. TPD's data available via BetMakers CoreAPI and managed trading services covering UK, US, and Victorian racing.
• Spotlight Sports GroupstrategicTechnology or Integration · 2 April 2025Smart View product available to BetMakers customers through partnership with Spotlight Sports Group, enhancing racing content and form visualization.
• DabblestrategicTechnology or Integration · 11 February 2025Expanded partnership including Price Manager technology for Australian and UK markets, plus Racelab form product. Dabble preparing UK market launch leveraging BetMakers technology for international expansion.
• bet365coreTechnology or Integration · 8 January 2025Fixed odds betting on horse racing launch in New Jersey and Colorado. bet365 becomes first sportsbook and igaming operator to offer fixed odds horse racing betting in New Jersey. Market access agreement through BetMakers.
• SportingtechstrategicTechnology or Integration · 22 August 2024Strategic partnership integrating BetMakers' horse racing solution into Sportingtech's platform. Allows Sportingtech operators to access over 300,000 racing events per year.
• SportsbetcoreTechnology or IntegrationLong-term pricing and data partnership extension. Sportsbet extends partnership to bring excitement to life to more than 2.2 million Australian customers. Multi-year agreement for RaceOdds and data services.
• Bragg Gaming GroupstrategicStrategic or Co-development PartnerDrayton International subject to binding acquisition by Bragg Gaming Group. Upon completion, substantially increases distribution reach of pari-mutuel powered products through Bragg's operator network in US and Europe.
• HollywoodbetscoreTechnology or IntegrationRaceOdds solution enabling 335,000+ races annually across thoroughbred, harness, and greyhound racing for South African operations.

Scale indicators14 records

Recent moves8 records

Expansion highlights7 records

Emerging players

• Inspired Entertainment: Provider of virtual sports and gaming content, including virtual horse racing. Comparable as a virtual racing content supplier via the Kiron Interactive partnership that distributes virtual racing through BetMakers' API.
• Bragg Gaming Group: iGaming content and platform provider in active M&A discussions to acquire Drayton International (BetMakers' pari-mutuel games partner). Relevant as a distribution channel for BetMakers' pari-mutuel-powered reveal games product into US and European operator networks.

Broad incumbents

• Sportradar: Global sports data and technology giant with comprehensive content, odds, and trading services. Overlaps with BetMakers in racing data, odds feeds, and trading; also a channel partner via the ORAKO distribution agreement. Much larger and more diversified.
• Genius Sports: Sports data, trading, and technology provider serving sportsbooks and media companies worldwide. Overlaps with BetMakers in racing content, pricing, and trading services, with materially broader scale and a stronger balance sheet.
• Light & Wonder (OpenBet): Owns OpenBet, one of the world's largest sportsbook platforms, originally acquired by Matt Davey while CEO of NYX Gaming. Competes directly with BetMakers' platform and trading offerings at the largest global operators.

Direct peers

• Sportingtech: Multi-vertical sportsbook and platform provider integrating third-party racing content for operators. Comparable to BetMakers' RaceBook+ and RaceOdds offerings; an existing channel partner under the 2024 strategic agreement.
• Kambi Group: Pure-play B2B sportsbook technology provider supplying turnkey platforms, pricing, and risk management to licensed operators globally. Directly comparable to BetMakers' fixed-odds and platform offering (Apollo, RaceBook+, GTX Digital) for the same enterprise operator customer base.
• Amelco: Sportsbook and trading platform provider supplying pricing, risk, and platform technology to licensed operators. Comparable in product scope to BetMakers' fixed-odds platform and managed trading services for mid-to-large operators.
• SIS (Sports Information Services): Racing and sports content provider distributing live pictures, data, and odds globally. Directly comparable to BetMakers' racing content distribution and data services; an existing BetMakers channel partner as of 2025.

Others

• Sportech: Former racing technology and tote operator whose Tote and Digital Business was acquired by BetMakers in 2021. Now an ecosystem participant rather than a competitor; included for completeness as the historical antecedent of BetMakers' Global Tote division.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/thebetmakers
• Facebookfacebook.com/TheBetMakers

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Subsidiaries4 records

Funding overview

Funding rounds3 records

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A5 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about BetMakers Technology Group