BetMakers Technology Group, a provider of data, analytics, and content to the horse racing industry, signed a contract with Penn National Gaming to distribute the real-money casino operator’s racing data and content for use in fixed odds, booked bets, and exchange wagering services outside the United States and Canada.

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Include Information from Penn-Affiliated Racetracks

The arrangement with Penn National Gaming allows BetMakers Technology Group to provide Penn’s racing material from approximately 900 racing events held annually at Penn-affiliated US racetracks to its partner network of licensed operators, except those in the United States and Canada. 

Beginning on June 1, 2022, Penn will receive a minimum guarantee payment under the revenue-sharing agreement until the contract ends on December 31, 2025. 

With the addition of Penn’s material, BetMakers will distribute content from over 1,400 racing events in the United States to its global racing network covering 30 nations while providing an added income stream for racing event rights holders.

Developing the International Racing Network

BetMakers added Century Casinos to its portfolio of racing content partners in February after signing a deal for material from Century’s Canadian subsidiaries Century Downs Racetrack and Casino (CDR) and Century Mile Racetrack and Casino (CMR), who operate Canadian racetracks. 

The arrangement enables BetMakers to distribute racing material through its Global Racing Network to licensed sports betting operators, including in areas such as Australia and Asia where Century Casinos does not currently have a presence. 

BetMakers started fixed odds and pari-mutuel wagering at New Jersey’s Monmouth Park in May, in conjunction with the New Jersey Thoroughbred Horseman Association and Darby Development. 

BetMakers installed self-service betting terminals at the racecourse in accordance with the conditions of the deal, allowing horse racing spectators and bettors to place fixed odds and pari-mutuel wagers on racetrack events. 

BetMakers partnered with NorskRikstoto, Norway’s only horse racing operator, to replace the operator’s pari-mutuel wagering system with its Global Tote solution and assist NorskRisktoto in enhancing its appeal in the “liberalized market.”

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