GVC Holdings has reiterated its commitment to racing with the signing of a new global racing alliance with the Australian-based BetMakers Technology Group, which will carry out the technology of BetMakers and wagering services introduced in Australia and other international markets.
BetMakers has announced that it will continue to serve GVC Australia products under the terms of the new agreement. Nonetheless, it has now agreed to align its international goods in racing software with the global brands of GVC.
The integrated services must include set odds and price manager systems, global tote co-mingling engine, live streaming racing network and custom trading platforms.
Glynn Carroll, Director of Trading Performance and Operations of GVC, commented on the agreement: “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.”
BetMakers has stated working side by side that it will extend its fixed odds and price manager systems that will include brands from Ladbrokes Australia, including Neds, Betstar and bookmaker.com.au.
The introduction of the BetMakers live streaming racing service, which will be used across the digital platforms of each company, would complement this.
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.”
Furthermore, the engineering provider in the UK is expected to merge with Ladbrokes and Coral its international racing technology products. Integration, beginning with a custom-built trading platform, will start immediately with the first product scheduled to go live during Q4.
Jamie McKittrick, commercial director of GVC, 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.”
Dean Shannon, CEO of Ladbrokes Australia, 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.”