Tabcorp partners with OpenBet’s sportsbook tech to propel growth and enhance user experience

OpenBet, a leading content, platform and service provider to the sports betting industry, has been selected to supply its scalable betting engine and advanced trading system to Australian wagering giant Tabcorp as the Tier-1 operator pursues ambitious growth plans.

OpenBet will integrate a series of online and retail products, including its fixed-odds betting platform and trading system for its world-class content portfolio, to help amplify the offering for Tabcorp’s flagship brand, TAB.

Underpinned by a dedicated excellence team working with TAB for continuous development and innovation, OpenBet’s pioneering technology and services will provide improved agility, scalability and speed-to-market for new and differentiated products that will redefine the TAB user experience. Tabcorp will also benefit from enhanced operational efficiency and streamlined processes through OpenBet’s proven solutions.

As Australia’s largest gaming and betting operator, Tabcorp has a rich history of providing market-leading products to its customers. With more than 3,000 employees, the company continues to grow and aims to further increase its market share over the coming years. 

OpenBet’s expertise in operating within some of the world’s strictest regulated markets was a major factor in Tabcorp’s decision in selecting the company as its latest technology provider. Integrating OpenBet’s globally respected platform and products within Tabcorp’s technology ecosystem comprising of proprietary capabilities across trading, digital experience and data, is a perfect fit for market leading innovation, enhanced operational capability and delivering an unparalleled user experience to Tabcorp’s customers.

This deal strengthens OpenBet’s reputation as a trusted provider to the global sports betting industry. It currently processes almost half of all digital sports bets placed in the Australian market and with this deal will significantly increase that and for the first time bring retail sports betting capability to Australia. Coupled with Tabcorp’s clear progress on accelerating their transformation and innovation, with a focus on agility, product delivery and customer experience, this has the ingredients for a great partnership.

Cathryn Lai, chief commercial officer of OpenBet, said: “Being selected by Tabcorp to augment its user experience is an exciting move for us and further cements our position as a trusted provider of robust, hybrid products that drive growth.

“We’re looking forward to working alongside the TAB team and providing them with tailored products and services that will usher in a new era for its sportsbook offering. We have no doubt that the operator’s customer base will benefit from an enhanced experience through our unbeatable technology and trading services.”

David Beirne, general manager of Trading at Tabcorp, added: “We’re thrilled to be strategically partnering with OpenBet to enable our growth ambitions and beyond. The combined strengths of Tabcorp’s category expertise and internal capabilities and OpenBet’s advanced core creates a market leading relationship that will lead to increased customer engagement, market share and sustainable profitability.

“This partnership will propel Tabcorp’s trading capabilities to the top of the market as it will allow Tabcorp to utilise OpenBet’s cutting-edge technology to deliver a first class digital and retail experience for our customers at pace in exciting and innovative ways.

“This partnership is a significant step forward in modernising and supporting our ambitious plans to deliver the next generation sports betting user journey.”