BetMakers and bet365: Introduction of Fixed Odds Racing in New Jersey and Colorado
Date: 2024-06-03 Author: Alex Crawford Categories: SPORTS BETTING
BetMakers and bet365 have teamed up to introduce fixed odds betting on horse racing in New Jersey and Colorado. This move marks a significant expansion of options for players and strengthens the position of both companies in the American gambling market.
Two Year Partnership Agreement
As part of a two-year market access and content agreement, bet365 will offer its customers fixed odds betting on Thoroughbred racing in New Jersey. In addition, bet365 will distribute Thoroughbred and harness racing content to its customers in New Jersey and Colorado using content provided by BetMakers.
Bet365 will pay BetMakers a market access fee which will be based on a percentage of all fixed odds bets placed on New Jersey horse racing. There will also be a content fee based on fixed odds bets placed on BetMakers racing content in both states.
Expanding Content and Features
The agreement allows bet365 to receive approval from BetMakers to offer fixed odds betting to its New Jersey customers on global Thoroughbred racing content, thereby ensuring that BetMakers receives a market access fee for all relevant content.
BetMakers CEO, Jake Henson, said: “The US sports betting market is beginning to mature and operator interest in horse racing as a product is expected to grow even stronger. High frequency of racing events can lead to high engagement and high profits for operators. We believe this opportunity for both BetMakers and the racing industry as a whole will be significant in the long term.”
Partnership Agreements and Acquisitions
In April 2024, BetMakers partnered with Kambi to integrate its Price Manager fixed odds platform and global horse racing data services into Kambi's sportsbook. This integration aims to enhance Kambi's racing offering, particularly in the UK and Irish markets.
Previously in 2024, BetMakers acquired the assets of Racelab Global, including ProForm and Odds Engine, to expand its technology capabilities. This acquisition aims to improve BetMakers' services and provide new betting products.
In April 2024, bet365 and Playtech launched new gaming show Super Mega Ultra in the UK, Mexico and Ontario, demonstrating their commitment to innovation and expansion of their gaming content internationally.
