BetMakers Technology Group

BetMakers Technology Group is a global B2B provider of software, data, and service solutions for the international horse racing and betting markets. Headquartered in Australia and listed on the Australian Securities Exchange (ASX:BET), the company serves licensed bookmakers, pari-mutuel (tote) wagering operators, and racing bodies in over 30 countries. Its business model focuses on providing the technology that powers betting, unlocking new revenue streams and expanding markets for its clients. The company generates revenue through fees based on a percentage of bets placed using its technology, as well as through managed services and data distribution.

The company was incorporated in 2013 and was formerly known as TopBetta Holding. A key figure in its history is Todd Buckingham, who founded TopBetta in 2010 and served as CEO of BetMakers until January 2023, when he transitioned to the role of Chief Growth Officer to focus on international expansion. Jake Henson, the former COO, took over as CEO. Buckingham has an extensive background in the sports and wagering industry, having also founded the racing information service 12Follow in 2009.

BetMakers operates through three main divisions: Global Betting Services (GBS), Global Tote, and Global Racing Network. The Global Betting Services division provides B2B platform development, fixed-odds pricing, managed trading services, and data analytics for bookmakers. The Global Tote division offers the Quantum™ Tote Engine, a widely deployed pari-mutuel betting system, alongside international pool commingling, wagering terminals, and operational support. This technology is central to initiatives like the World Pool, which combines wagers from various global outlets to create larger, more attractive betting pools. The Global Racing Network assists rights holders and racing bodies with content production, integrity services, and distribution.

The company's solutions include white-label betting platforms, real-time configurable odds for hundreds of thousands of races annually, risk management services, and advanced data tools. BetMakers has expanded its offerings through strategic acquisitions, including RACELAB for enhanced form and statistics tools and Sportech's racing and digital assets, which significantly grew its global footprint. The company holds over 45 wagering and gaming licenses globally and serves major clients like UK Tote Group, Bet365, and Penn National Gaming.

Keywords: wagering technology, B2B betting solutions, horse racing data, pari-mutuel wagering, tote systems, fixed odds pricing, managed trading services, bookmaker solutions, racing content distribution, global betting services, Quantum Tote Engine, sports betting software, racing analytics, commingling, international racing, betting platforms, wagering lifecycle, risk management, data distribution, wagering operators, rights management, integrity services