BetMakers Strengthens its Ties with Australian Horse Racing Industry

Australian company BetMakers Technology Group has demonstrated its relentless drive for innovation with two major announcements this month.

They have entered into a new partnership with Total Performance Data (TPD) for in-running horse racing odds, and also became one of five authorised wholesalers of official racing data under Racing Australia’s new national distribution framework.

BetMakers is dedicated to delivering world-class racing technology that improves engagement numbers, makes compliance easy and offers rich products for betting operators worldwide.

Bringing In-Run Betting to the Fore

BetMakers recently launched a new partnership with live horse racing data experts TPD. 

They will distribute real-time, in-the-run odds thanks to TPD’s live tracking and timing data across its platform and operator network.

This partnership will generate exciting in-running betting products for some of the most prominent horse racing jurisdictions, including the United Kingdom (UK) and the United States (US).

Victorian metropolitan racing in Australia, one of BetMakers’ most important markets, will also benefit immensely from the collaboration.

These new in-run odds are available via their CoreAPI and managed trading services. With this tool, Australian betting apps can give their customers a more interactive experience. 

In traditional fixed-odds racing, punters select their odds before the stalls open. However, with in-run betting, they can play until the race is over.

BetMakers’ Director of Business Development and Partnerships, Joey Carroll, believes this partnership adds massive value to the wagering ecosystem. 

“Adding more quality racing products, such as this partnership with TPD, to the BetMakers network is a win for the industry and our global customer base,” Carroll said.

“We are proud to deliver new, engaging ways for customers to interact with racing, and this collaboration enables our partners to offer a cutting-edge in-run product that meets the evolving expectations of today’s punters.”

TPD is a renowned player in the wagering industry. The UK-based firm is present in over 12 countries and across 100 racetracks. 

They deliver precise GPS-based tracking, live performance data and unbeatable insights into the game, consequently driving a new wave of betting products and race analytics.

This partnership is ideal for operators who want to differentiate themselves from the pack. With in-running odds gaining traction, especially among younger bettors, this link-up gives them an edge.

New Role in National Racing Data Distribution

BetMakers have also become one of only five authorised wholesalers of Australian Thoroughbred Racing Materials under Racing Australia’s new national data distribution framework.

The framework launches on July 1, 2025 and is massive news for the Australian betting scene. 

Racing Australia has been pushing to raise the standards and streamline data distribution licensing to third parties, including betting operators, media houses and digital platforms. 

Under this framework, BetMakers can give its partners access to official materials. Everything from nominations to acceptances, trials, results and forms is available through its CoreAPI and trading APIs.

BetMakers garnered attention by integrating official Racing Australia data with proprietary products.

For example, their Punting Form delivers improved performance metrics and shows historical data. There is also Racelab and Racelab Live, offering predictive modelling and real-time race analysis.

Turnkey embedded platforms such as Racebook+ and Apollo allow partners to deliver world-class betting experiences.

Having all these tools gives BetMakers the ability to do more than provide access to racing data. They can deliver an all-encompassing racing solution.

Betting platforms can employ the data to offer more customer-oriented products and manage risks better. They can also respond more robustly to events during the race.

The Racing Australia agreement only strengthens BetMakers’ reputation as one of the most revered companies in racing tech and data distribution. 

Clients know that BetMakers provides a route to compliance, rich content and scalability, which is essential to stay competitive in this new era of regulation. 

The company will play a key role in this new national distribution framework, helping to reduce issues with accessing racing data while simplifying processes as partners onboard and deploy solutions.