BetMakers to enhance Betgenius’ racing content

BetMakers could provide its racing data and pricing services to as many as 150 more operators around the world after partnering technology and data solutions provider Betgenius, the sports betting subsidiary of Genius Sports.

The Australia-headquartered supplier – formerly B2C brand TopBetta – will deliver proprietary fixed pricing and data from 250,000 races per year to Betgenius’ clients. BetMakers covers racing from the UK and Ireland, Asia, Australasia, and North and South America.

The two-year deal began earlier this month, with three of Betgenius’ tier one bookmaker customers already live with the product.

Todd Buckingham, BetMakers’ chief executive, said: “Betgenius is a worldwide leader in providing B2B solutions to wagering operators for their sports offering. We are delighted they have chosen BetMakers for their racing solution to offer their clients.

“This deal allows us to accelerate our racing product and pricing into a range of wagering operators globally and we believe it gives Betgenius clients the best horse racing product in the market, to sit alongside their already established sports services.”

Betgenius said the deal, which is through BetMakers’ wholly owned subsidiary Global Betting Services (GBS), will enhance its clients’ racing offerings.

BetMakers said GBS – which it acquired last year – will earn a fee based on gross revenue earned by Betgenius under each contract it enters into with its customers for the supply of its racing data.

Matt Stephenson, global partnerships director at Betgenius, said: “We are always striving to give our partners simple access to high quality content that will drive their turnover and margin, and this deal with BetMakers does exactly that.”

The deal is the latest in an eventful year for BetMakers since it switched its focus from B2C to B2B and acquired GBS and live data solutions supplier Dynamic Odds. In the last 12 months it has attracted blue chip partners including William Hill and Kindred Group.