SBC News Voice of the Sports Betting Industry
TonyBet has announced that it is integrating BetMakers’ Embedded Racebook Solution into its sportsbook and igaming platform.
In the aim of offering customers an enriched betting experience on horse racing, the turn-key solution will facilitate faster implementation of a racing vertical, deliver ‘expert’ trading and risk management services and create a ‘smoother’ betting process.
Alex Haig, Product Director and Country Manager (EN markets) of TonyBet, said: “At TonyBet, we strive to provide a quality betting and gaming experience for our customers.
“Incorporating BetMakers’ Embedded Racebook Solution is a step in enhancing our platform in a really convenient and quick-to-market way while maintaining a high level of quality and a rewarding customer journey. We are very excited to work with BetMakers on developing a truly global racing product.”
The Estonia-based multinational betting company detailed that with this integration, its customers can access a ‘variety of fixed and pari-mutuel betting options, curated racing content, and streaming’.
“BetMakers is pleased to have been selected to partner with TonyBet,” added Joey Carroll, Director of Business Development and Partnerships at BetMakers.
“Sitting seamlessly within TonyBet’s sportsbook and igaming platform, the Embedded Racebook Solution will contribute positively to their patrons’ wagering experience, offering a full calendar of nearly always-on racing excitement from around the world.
“Horse racing is an important vertical for any successful sportsbook at scale and a vital element of an engaging betting experience.”
In June, BetMakers also signed two new contracts in racing – renewing its existing partnership with Dabble in Australia and partnering with Parx Racing in the US.
“We are glad to not only provide this vertical to TonyBet players, but also to support the continued growth and sustainability of horse racing through our partnership,” Carroll continued on the latest deal.
In recent weeks, BetMakers reported that a succession of new partnerships and continuing of long-term client relationships has driven strong trading performance during Q4 of the 2023 financial year.
At the close of the three month period ending 30 June 2023, the ASX-listed betting technology supplier declared cash flow of $41m, driven by a 5% quarter-on-quarter increase in cash receipts to AU$24.8m ($23.5m).
This meant that the group closed the 2023 financial year (1 July 2022-30 June 2023) with cash receipts from customers of $99.1m, up 6% on $93.1m recorded in full year 2022.
