BetMakers and Betr Extend Partnership to Enhance Racing Solutions

The renewed agreement underscores BetMakers’ commitment to enhancing fixed-odds wagering solutions while supporting over 300,000 races annually across thoroughbred, harness, and greyhound racing codes.

At the core of this partnership is BetMakers' proprietary Price Manager platform, a robust tool designed to optimize pricing, automate trading strategies, and manage extensive race offerings. In addition to this technology, BetMakers will provide Betr with official data services sourced from various rights holders, alongside Racelab content, to enhance the operator’s customer experience across both digital and retail channels.

Bill Richmond, COO of Betr, emphasized the value of the partnership, stating: “BetMakers’ Price Manager platform helps us deliver our market-leading Racing product. The solution allows us to offer over 300,000 races a year to our customers and ensure we have content constantly available across the three codes. This collaboration helps us provide an unparalleled experience to our valued customers.”

Lucas Hopkins, Head of Commercial at BetMakers, echoed the sentiment: “We are very pleased to extend our existing relationship with Betr. The combination of the BlueBet/Betr businesses has created a significant player in the Australian wagering landscape. The extension of this agreement serves as a strong testament to the crucial role our Price Manager solution plays in the world’s largest Racing books.”

This extension aligns with BetMakers’ broader strategy of solidifying its role in the Australian market. Recently, the company renewed its fixed-odds agreement with Racing and Wagering Western Australia (RWWA), supporting the TabTouch platform and its 330 retail agencies. Globally, BetMakers has expanded its reach through collaborations with operators like Delasport, bet365, and Kambi.

By continuing to deliver cutting-edge solutions and access to premium racing content, BetMakers is poised to remain a key player in the wagering industry, helping its partners thrive in a highly competitive market. The ongoing partnership with Betr not only reinforces its capabilities but also highlights its pivotal role in shaping the future of Australian racing and wagering.