BetMakers Technology Group and Podium have announced a partnership with Sportradar, agreeing to integrate the AdVantage Platform, a cutting-edge racing wagering solution, into the sports technology company’s multi-award-winning ORAKO sportsbook offering.
The AdVantage Platform, powered by BetMakers’ advanced trading and Apollo platform technology and Podium’s market-leading data content and FLEXHUB race engagement tools, provides Sportradar’s ORAKO clients with access to a full suite of horse and greyhound racing events from around the world.
Operators using the ORAKO solution can embed the AdVantage Platform into their sportsbook and receive a full-service racebook, including managed risk, fixed odds and derivatives, comprehensive tote pool access, form, branded insights, tips, streaming, and granular reporting.
Podium will continue to facilitate official content licensing, working with rightsholders to ensure control and visibility over data usage. Podium’s FLEXHUB tools, designed to enhance racing accessibility for recreational bettors, will launch on the AdVantage Platform in H1 CY25. The first ORAKO customers are expected to go live with the solution in Q2 CY25.
ORAKO is Sportradar’s customisable, high performance and feature rich player account management (PAM) and sports betting solution that provides a single point of access to Sportradar’s award winning portfolio of betting products and services.
Jake Henson, CEO at BetMakers: “We are thrilled to announce our partnership with Sportradar, the world’s leading sports technology company. This collaboration not only underscores the strength of our team and products but also creates significant opportunities to enhance the global reach of racing. Sportradar’s swift integration of our product demonstrates their strong commitment to the racing industry, rights holders, and industry partners alike. Together, we look forward to driving innovation and growth, delivering greater value to all stakeholders, and expanding the global presence of racing.”
Josh Sparke, (Incoming) Podium Managing Director: “At Podium, we are committed to revolutionising the racing wagering experience, and our AdVantage collaboration with Sportradar is a testament to that mission. This partnership underscores Podium’s role as a trusted steward of official racing data. It ensures that rightsholders retain visibility and control while expanding their reach to new markets. We look forward to working alongside Sportradar and BetMakers to drive sustained innovation, unlock new operator growth opportunities, and deliver an unparalleled experience for racing enthusiasts worldwide”.
Jacob Lopez Curciel, SVP, Managed Sportsbook Services at Sportradar said: “Racing is the second largest bet on sport in the world by handle and through this collaboration successfully crafted with Podium and BetMakers, Sportradar is providing its clients with a plug-and-play product to engage their customers onto a great racing betting experience.”
