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BetMakers and kwiff eye supercharged racing with partnership extension

BetMakers has secured an extension of its agreement with kwiff, a UK-based betting operator specialising in providing a ‘super-charged’ service.

The company will continue to leverage the ASX-listed B2B betting solution group’s worldwide racing portfolio, covering over 250,000 races from more than 20 countries. 

Additionally, kwiff will also integrate the BetMakers Price Manager System, utilising the solution in tandem with its own proprietary trading technology and risk systems, developed in-house using the bookmaker’s internally built tech stack.

Charles Lee, kwiff CEO, commented: “When we introduced racing we wanted to do it our own way and have an innovative approach to the sport led by our proprietary technology. 

“BetMakers proved to be the perfect partner, their technological approach has worked well with our in-house teams and from launch to current day we have seen racing go from strength to strength within our supercharged sportsbook. I’m delighted to continue our partnership and work with Jake and the BetMakers team.”

From its foundation in Australia, BetMakers has moved to establish a strong position in North America, and more lately Europe. 

Its extension with kwiff marks its second Europe-focused deal this year, following an agreement with 1/ST Content earlier this month, centred on UK and Irish racing markets.

Moving forward, BetMakers and kwiff aim to integrate the latter’s supercharge feature across ‘all types of racing to deliver an unrivalled experience’ to the operator’s customers.

Jake Henson, BetMakers CEO, added: “We are thrilled to extend our partnership with kwiff who have grown their racing product exponentially since launch. Their unique, mobile-first approach brings a new set of customers to the sport of horse racing which we believe is critical to its sustainability. 

“BetMakers are committed to continuing to evolve our best-in-class pricing service to support the kwiff approach while streamlining racing feeds data and connecting kwiff to rights owners and racetracks from around the world.”

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