BetMakers Technology Group has agreed an exclusive deal with Betfair Australia to re-launch the CrownBet brand in Australia.
The five-year agreement sees BetMakers become the sole technology provider for CrownBet, supplying its complete end-to-end solution, including a fully customised deployment of the Apollo wagering platform.
The deal marks the most significant commercial milestone for the company’s Apollo products and establishes a Tier-1 strategic partnership with Betfair Australia and its parent company, Crown Resorts.
The commercial terms include a hybrid of fixed fees and revenue share, designed to expand recurring revenue and align BetMakers’ with the long-term success of CrownBet.
“This partnership is a major endorsement of our end-to-end B2B strategy and a milestone for the Apollo platform,” said BetMakers chief operating officer Martin Tripp. “To be selected by Betfair to power the return of CrownBet demonstrates the scalability, performance and commercial flexibility of our technology stack.
“By combining our Apollo platform with deep industry expertise and talent within Betfair, we are confident we can deliver a market-leading wagering experience and help to position CrownBet as a formidable player in the Australian market.”
CrownBet is targeting launch in the first quarter of 2026, with platform activation and compliance workstreams already underway.
“Betfair is evolving to meet the changing needs of Australian customers by introducing a new fixed odds product under the CrownBet brand and required a technology partner capable of delivering a top tier product from day one,” said Betfair Australia CEO Amy Zavros. “Following a rigorous RFI and evaluation process, BetMakers was the clear choice.
“Their technology, trading and services capability provides the foundation we need to bring CrownBet to market at the intended scale and complement our Betfair betting exchange, giving customers greater choice, value and innovation.”
Previously owned by The Stars Group (now part of Flutter Entertainment), CrownBet was rebranded as BetEasy in 2018 after acquiring the Australian arm of William Hill. In 2020, BetEasy was merged into Sportsbet (also owned by Flutter).
Shares in BetMakers Technology Group Ltd (ASX:BET) gained 5.71 per cent to close at A$0.19 per share in Sydney Thursday following the announcement.