PA Betting Services and BetMakers join forces to unveil groundbreaking racing platform – The AdVantage Platform.

Leading innovators in the world of horseracing, PA Betting Services and BetMakers Technology Group (“BetMakers”), proudly announce the launch of their new revolutionary platform (The AdVantage Platform), the most comprehensive solution designed to revolutionise the racing experience. The cutting-edge AdVantage Platform seamlessly integrates data, content, trading, streaming and editorial to create an unparalleled global experience.  

The new AdVantage Platform addresses the complexity of the racing industry, streamlining the process and providing a unified platform for global racing. PA Betting Services and BetMakers have leveraged their combined expertise to develop a user-friendly all-in-one solution to cater for the needs of all horseracing punters.

The key features of the AdVantage Platform include:

Data Integration: Full data access to global racing from all key territories with relevant licences.

Trading and Managed Services: A fully outsourced risk and trading solution can deliver a complete and customisable racebook with fixed odds, managed trading, and pari-mutuel features very quickly, supporting sportsbooks on up to 6,000 races per week.

Editorial, Content and Tipping Hub: Enjoy an immersive experience with content to support all global racing territories, including branded premium tipping.

Live Streaming: Watch live low latency global racing through our integrated streaming player.

Rapid Sportsbook Integration: The embedded AdVantage racebook solution will seamlessly fit into existing player account management and sportsbook platform architecture, enabling operators to get to market fast and maintain a market leading offering, with PA Betting Services and BetMakers taking care of upstream integrations and pricing.

BetMakers and PA Betting Services believe this platform will not only simplify the experience, but the fully integrated white-label platform comes with the full user journey and racecard styling that enhances the user experience whilst accepting and settling all wagers.

Speaking about the collaboration, Jake Henson, CEO of BetMakers, said, “BetMakers are proud to partner with PA Betting Services, a world-class organisation whose services are widely recognised as market leading, to bring this revolutionary platform to the market. The AdVantage Platform brings together the strengths of both businesses while simultaneously offering rights-holders and racetracks a new turn-key path to more operators and more regulated markets”.

Eugene Delaney, Director at PA Betting Services, said: “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 will be showcased at ICE in February by PA Betting Services (Stand S1-221) and BetMakers.


Notes to Editors

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About PA Betting Services

PA Betting Services is a leading supplier of data and content for the betting industry. With a legacy of serving the racing and betting industry that stretches back over 60 years, its services are underpinned by its unrivalled horse and greyhound racing coverage and its reputation for speed and accuracy.

It is part of the PA Media Group, which comprises a diverse portfolio of specialist media companies, spanning news and information, technology and communications services.

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About BetMakers

BetMakers Technology Group creates technology and service solutions that simplify betting at critical points along the wagering lifecycle, unlocking new revenue streams, expanding markets, and enhancing the user experience. A leading international provider of wagering technology, data, content, and service solutions, BetMakers provides licensed bookmakers, pari-mutuel wagering operators, and racing bodies in over thirty countries with the tools to power growth through its Global Betting Services and Global Tote business lines.

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