BetMakers and PA Betting Services launch The AdVantage Plaform

BetMakers has entered into an agreement with PA Betting Services to launch a new broadcast streaming and wagering platform.

The five-year partnership will see the two companies launch The AdVantage Platform, a new venture bringing together BetMakers’ wagering technology with PA Betting Service’s content solutions.

The AdVantage Platform will be promoted and offered as a B2B product for wagering operators in international jurisdictions, including more than 200 wagering customers of PA Betting Services.

“BetMakers and PA Betting Services are both leading innovators in the world of horse racing, so we are delighted to have partnered to launch this new and revolutionary platform,” said BetMakers CEO Jake Henson. “PA Betting Services is a world-class organisation whose services are widely recognised as market leading, and BetMakers sees a tactical market position to bring its technology and trading solutions to the partnership.

“The AdVantage Platform brings together the strengths of both businesses while simultaneously offering rights-holders and race tracks a new turn-key path to more operators and more regulated markets. Importantly, this is a culmination of the work that has gone into our NextGen technology and leveraging the integrations of our global business units and assets.

“We are also excited about the opportunity for our Global Tote customers and partners to be able to reach a new audience of mobile and digital first sportsbook punters.”

Eugene Delaney, director at PA Betting Services, added: “We see this as a great opportunity for not only our existing clients but also new entrants, as it offers a best-in-class, always-on approach that is fast and easy to implement, removing all the complexity usually associated with racing.

“We are very excited to bring this to market, fully white labelled with trading and risk management, content, editorial & tipping, that has the flexibility in an evolving marketplace.”

The AdVantage Platform is expected to go live with its first customers during the second quarter of 2024.

Shares in BetMakers Technology Group Ltd (ASX:BET) closed at AUD$0.10 per share in Sydney earlier Thursday.