BetMakers Technology

Business Model

BetMakers Technology Group is a B2B wagering-technology provider whose main business is supplying the infrastructure that licensed betting operators use to run fixed-odds and pool betting products. Rather than holding consumer-facing betting licences or taking its own sporting risk, the company earns revenue through platform licensing, data distribution fees, and managed trading services. This places it in the same infrastructure layer as other wagering technology suppliers, but with a particularly strong focus on horse racing.

History and Growth

BetMakers was founded in Sydney in 2012 by Todd Buckingham, who remains CEO. The business grew from a racing-data and fixed-odds pricing specialist into a broader platform provider, and in 2021 significantly expanded internationally by acquiring Sportech's racing and digital business. That acquisition strengthened BetMakers' tote and pooled betting technology and gave it a larger presence in UK and European racing markets. The company listed on the Australian Securities Exchange under the ticker BET and built a global footprint across Australia, North America, and Europe.

Core Products and Services

The flagship BetMakers Platform is a modular wagering system covering pre-match and in-play pricing, automated trading, risk management, settlement, player account management, and API-based distribution. It is designed to let operators launch or upgrade sportsbook and racing products without building back-end systems in-house. The Global Racing Network (GRN) is BetMakers' racing distribution network, consolidating racing content, markets, and pricing and making them available to licensed operators across multiple jurisdictions. GRN is particularly valuable for racing operators because it spreads the burden of pricing and trading large volumes of races across a shared network.

BetMakers also sells wagering data, including racecards, form, odds, results, and historical data, delivered through APIs and feeds. Its managed trading services allow operators to outsource pricing and risk decisions to BetMakers' trading desk. White-label and turnkey solutions complete the portfolio, enabling brands to launch betting services under their own names using BetMakers' technology.

Market Position and Regulation

BetMakers operates in the B2B betting-supply chain rather than as an operator, so its regulatory footprint is primarily defined by the licensed end-markets it serves and by racing-body approvals for data and distribution. Its data and GRN network depend on rights agreements with racing bodies and on compliance with local gambling rules in markets such as Australia, the UK and Europe, and North America. The company's position is closest to that of a platform and data supplier whose customers are the regulated bookmakers and racing organisations.

Strategic Shift: Tabcorp Transaction

In the transaction covered by iGamingBusiness, Tabcorp agreed to acquire BetMakers' Global Racing Network, its sports and racing data business, and its betting-licensing operations for around A$267m. The deal represents a major strategic shift: BetMakers will be left more narrowly focused on platform technology and managed trading services rather than the broader racing-data distribution business. After completion, the continuing company is expected to be smaller and more tightly oriented around its modular platform and outsourced trading offering.