BetMakers to launch Pari-mutuel horse racing powered reveal games product
- BetMakers Technology Group Signs Content Deal and Pari-Mutuel Partnership with Drayton International
- Horse racing reveal product utilising full suite of BetMakers tote technology and GTX digital platform
- Access point for major games to enter market of horse racing
- Strong pipeline of partners with multiple contracts signed and/or agreed
Agreement covers games content supply from Drayton's five studios including Boomerang, and a strategic partnership with aggregator ARC to deliver pari-mutuel powered products to the racing industry
MELBOURNE, AUSTRALIA - BetMakers Technology Group (ASX: BET), the global pari-mutuel and racing technology company, today announces it has entered into an agreement with Drayton International, a diversified gaming technology and content platform, for the supply of content from Drayton's five studios, including flagship studio Boomerang Studios. Simultaneously, BetMakers has formed a strategic partnership with Drayton's content aggregation platform ARC for delivery of the suite of pari-mutuel powered products to the global gaming industry with a particular focus on the US market for launch.
The content supply agreement will provide BetMakers' operator partners with access to Drayton's portfolio of content titles, powered by Global Tote’s GTX technology creating a new revenue stream for the racing industry and broadening the wagering product mix available to racing operators seeking to diversify their digital offering.
The ARC partnership is centred on the delivery of pari-mutuel powered games, a product category that leverages BetMakers' industry-leading GTX API and Global Tote infrastructure to bring a uniquely racing-driven mechanic to reveal games content. BetMakers and Drayton have worked collaboratively to integrate Drayton's studio capabilities with BetMakers' pari-mutuel technology, resulting in a distinctive and innovative product set for the market.
The product is currently undergoing user-acceptance testing and is anticipated to be ready for production in 2026. As part of the go-to market strategy the product will be made available to existing GTX platform customers as well as external operators within the US market.
The announcement comes as Drayton International is subject to a binding acquisition by Bragg Gaming Group (NASDAQ: BRAG; TSX: BRAG), a leading content and platform technology solutions provider. Bragg announced the transaction in May 2026, with closing expected in Q3 2026, subject to applicable gaming regulatory approvals. Upon completion, Bragg will hold contractual rights providing a path to full ownership of all five of Drayton's portfolio studios. BetMakers notes that the proposed acquisition, if completed, will substantially increase the distribution reach of pari-mutuel powered products through Bragg's established operator network in the US and Europe.
Commenting on the deal, Jake Henson, CEO of BetMakers Technology Group, said:
“The potential of a new revenue stream and mix of customers to the racing industry is an exciting and important one, that BetMakers has put a lot of time into. We are committed to ensuring the product and broader opportunity of pari-mutuel powered games operates within the right framework that ensures racing industry stakeholders are rewarded.”
Speaking specifically on the partnership with Drayton International, Mr. Henson added:
“The Drayton team have been instrumental in working closely with our GTX API to build out a truly unique and innovative offering for the industry. We are excited about the finalisation of their transaction with Bragg Gaming Group that will substantially increase the potential distribution of the pari-mutuel powered products.”
Scott Dawson, CEO of Drayton International, said:
“Partnering with BetMakers, whose tote technology powers some of the world's leading wagering operations, and our premier game studio partners, ARC and BetMakers are bringing a new generation of ADW content to the U.S. market. By delivering a more intuitive and engaging player experience, we believe we are setting a new benchmark for the category and unlocking significant growth opportunities for operators and industry alike."
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About BetMakers Technology Group
BetMakers Technology Group (ASX: BET) is a global leader in racing and wagering technology solutions. Through its modern platform ecosystem and API-first approach, BetMakers empowers operators, bookmakers, and content providers worldwide with scalable, reliable access to global racing content, fixed-odds pricing, tote services, trading tools, and data solutions.
With a presence in regulated markets across North America, Europe, Africa, Asia and Australia, BetMakers is committed to innovation, integrity and delivering sustainable value for partners and stakeholders. Its suite of products and services enables commercial differentiation, enhanced customer engagement and operational efficiency for customers of all sizes.
About Drayton International
Drayton International https://draytoninternational.com/ is a diversified gaming technology and content platform operating five studios, including Boomerang Studios, and the ARC content aggregation platform.
Drayton is in the process of being acquired by Bragg Gaming Group (NASDAQ: BRAG;TSX: BRAG), subject to regulatory approval and customary closing conditions expected in Q3 2026.