The BetMakers signs deal to offer its global racing solution to Unibet

The BetMakers ASX TBH global horse racing solution Unibet
The agreement covers Unibet Australia and all of Unibet’s proprietary racing locations including Unibet UK.

Supplier of racing data and analytics The BetMakers (ASX: TBH) has signed a deal with Unibet to provide its “unparalleled” global racing solution for its operations in around 13 countries.

The deal was signed with Unibet’s parent company Kindred Group – considered as one of the largest global operators in betting.

“To onboard another truly Global operator such as Kindred Group, highlights the offering that is delivered by The BetMakers. We have previously stated that we believe The BetMakers racing offering is unparalleled which would be apparent to all now with the onboarding of some of the world’s leading operators for their racing,” said Todd Buckingham, CEO of The BetMakers.

The deal covers a series of countries including Australia and the UK with Unibet expected to deploy the system in around 13 countries globally.

Via its subsidiary Global Betting Services (GBS), BetMakers has been tasked with providing Unibet with “key offerings from its global products and services suite” including Premium Price Manager, a feature that will allow Unibet to automatically price multiple concurrent racing events simultaneously without the need to increase resources, such as traders and IT staff.

The feature is also capable of conducting transactions in real-time, thereby enabling its business-to-business customers to increase the level of trading volumes they can process.

Furthermore, BetMakers said it will provide Unibet with an offering called Racing Data Delivery Services, which combines data feeds from numerous jurisdictions into a single, manageable solution, enabling Unibet to expand the number of events it can offer to its customers.

Another feature offered by BetMakers as part of its technology suite is Tote access, allowing Unibet to offer a choice of wagering products in addition to its fixed odds racing solutions.

“With Global Betting Services being long-term partners to our Australian business, we quickly saw the value in including the expansive GBS provision to supply our global proprietary racing platform, localising this content across all of our key territories,” said Ben Colley, Head of Global Racing for Kindred Group.

“Outside of the obvious benefits of aggregating what we see as key feed requirements with ancillary, complementary racing services, we also enjoy the benefit of a Global Tote connection and expanded International racing content from The BetMakers,” said Mr Colley.

BetEasy extension

In addition to the deal with Unibet announced today, BetMakers has extended and upgraded its agreement with Australian wagering operator BetEasy for a further 3 years.

Choosing to keep the commercial terms of its extension confidential, BetMakers claims its agreement continues to push the company to its forecasted “cash flow positive 2019 goal”.

According to BetMakers CEO Todd Buckingham, “the contact extensions from BetEasy as well as the previously announced deal with William Hill Global show the importance of The BetMakers offering to wagering operators globally.”

George is an award-winning market analyst who has authored articles and editorial opinion pieces for multiple publications around the world. He has written about a wide variety of topics including financial markets, stocks, trading, politics and economics.