Dynamic Odds launches new price product in Victoria

Dynamic Odds has introduced a new pricing system to be displayed at racecourses across the Australian state of Victoria and via its app.

The VBA Price system has been developed as part of Dynamic Odds' owner BetMakers Technology Group’s partnership with Racing Victoria (RV) and the Victorian Bookmakers Association (VBA).

On-course screens at metropolitan tracks Flemington, Caulfield, The Valley and Sandown will display the VBA Price, which will be calculated by taking an average from a sample of the on-course rails bookmakers.

The initiative has been developed to further promote the markets being offered by on-course bookmakers at Victorian metropolitan meetings.

“We are very pleased to offer real-time wagering markets from our on-course operators alongside our existing off-course price display infrastructure,” said Aaron Morrison, Racing Victoria’s chief financial officer.

“This will give patrons on course and via the DynamicOdds platform the chance to source the best price available on a particular runner.

“This project, along with the core Official Price Network, Barrier Technology and Proprietary Integrity Platform have been made possible due to the technical agility and expertise of the team at BetMakers.”

After a recent trial period, the Victorian Official Price scheme has now commenced operations. It is expected the service will expand into feature country and provincial meetings in 2020.

BetMakers shifted its focus from B2C to B2B in 2018 after selling its TopBetta and MadBookie brands to cryptocurrency-focused sports betting start-up PlayUp. Since then it has partnered with William Hill, Kindred Group and Betgenius.