GVC Holdings has strengthened its commitment to racing after securing a new global racing partnership with Australia-based BetMakers Technology Group, which will roll out BetMakers’ technology and wagering products rolled out in Australia and other international markets.
Under the terms of the new agreement, BetMakers has confirmed that it will continue to service GVC Australia brands. However, it has now committed to integrating its global racing technology products with GVC’s global brands.
The products that will be integrated are due to include ‘fixed odds and price manager systems, global tote co-mingling engine, live streaming racing channel and custom-built trading platforms.’
Commenting on the agreement, GVC’s Director of Trading Performance and Operations Glynn Carroll said: “We are delighted to announce we have been able to reach an agreement for BetMakers to become GVC’s global racing partner.
“There is no doubt BetMakers is the leading provider of racing technology globally and, given the demonstrated success from our existing relationship in Australia over the past few years, we are very excited about using BetMakers’ products on our other brands in key markets.”
Working alongside one another, BetMakers has stated that it will extend its fixed odds and price manager systems which will encompass Ladbrokes Australia brands, including Neds, Betstar and bookmaker.com.au.
This is due to be complemented by the integration of the BetMakers live streaming racing channel, which will be utilised across each brand’s digital platforms.
BetMakers CEO Todd Buckingham added: “The new global deal with GVC, to be able to drive their racing content in key international markets, is a reinforcement of the power of BetMakers’ technology and products. We’ve had a very successful ongoing relationship with the Ladbrokes Australia team, which has ultimately led to the wider deal with the global GVC group.
“BetMakers is excited to have such a world-leading partner to roll-out our products into global markets as we continue our mission to be the best technology company for both global wagering operators and racing bodies to partner with.”
In the UK, meanwhile, the technology supplier plans to integrate its global racing technology products with Ladbrokes and Coral. The integration, which will begin with a custom-built trading platform, is due to commence immediately with the first product expected to go live during Q4.
GVC Commercial Director Jamie McKittrick commented: “The choice to partner with BetMakers as world leaders in racing and wagering technology was based on the key criteria that our customers expect the best offering in the market and GVC as a business needs innovative, reliable and efficient strategic partners to help deliver to its bottom line.
“We have been impressed with the global reach of BetMakers combined with their technological agility.”
Ladbrokes Australia CEO Dean Shannon concluded: “BetMakers have been a critical part of our technology solutions in Australia, even more so in recent times as the pressure increases on wagering operators in the Australian market to sustain margins.
“Given how we have been able to work with BetMakers’ technology to help grow revenue and manage costs, it makes sense that our parent company plans to replicate and scale the successful partnership BetMakers has with Ladbrokes Australia into other important markets around the world.”