BetMakers pens distribution deal with Racing Victoria’s media business


Betting technology and data business BetMakers has entered into a digital distribution agreement with Racing Victoria’s media business, the Victorian Thoroughbred Racing IMB (VTRIMB).

As part of the deal, BetMakers will embed a feed featuring Victoria horse races into the BetMakers platform and streaming solutions it provides to betting companies.

“BetMakers is delighted to reach agreement with VTRIMB as a distribution partner for Racing.com’s live horse racing vision,” said BetMakers CEO Todd Buckingham. “Making this top-quality content available to more consumers will drive increased interest and wagering in Victorian horse racing.

“The content will also continue to bridge the product gap for BetMakers’ platform customers and is the first of many exciting updates we will roll out in this space.”

The agreement will also see the BetMakers providing content to up to 25 new distribution partners in the Australian online betting market.  

“BetMakers is committed to working with racing bodies and rights holders to broaden distribution and reach more customers,” Buckingham added. “This type of integration and partnership with VTRIMB enables us to deliver value to our customers and benefit rights holders, so it’s a fantastic example of a win-win for all parties.”

VTRIMB CEO Peter Campbell said BetMakers’ platform was an important avenue for bringing Victoria horse racing to a wider audience.

“The Victorian racing industry is committed to ensuring the broadest possible distribution and reach of live Victorian horse racing content for the benefit of consumers nationally,” said Peter Campbell. “BetMakers’ distribution platform is an important route to market for us within a landscape that has evolved rapidly.”

“We are delighted to be working with a company that is dedicated to delivering great technology outcomes for consumers and offering our live racing coverage to an increased and engaged audience.”

In March, Racing Victoria announced that Andrew Jones would be taking over as the company’s new CEO. At the time, Jones said that he would work with stakeholders to improve the popularity of racing in Victoria.

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