BetMakers Technology Group has secured a favorable three-year content distribution agreement with Penn Entertainment, alongside strong digital customer growth that signals robust momentum for FY26 and beyond.
- New three-year content distribution deal with Penn Entertainment starting January 2026
- Lower minimum annual fee and improved revenue terms expected to lift EBITDA by A$1.2 million per year
- Eight new digital customers launched in Q2 FY26, with eight more scheduled for the remainder of the year
- Advancement of Monmouthbets digital tote wagering platform in the US market
- Strong global pipeline of digital wagering opportunities supports future growth
Renewed Partnership with Penn Entertainment
BetMakers Technology Group has announced a renewed three-year agreement with Penn Entertainment, extending their partnership that began in 2022. This new contract, effective from January 2026, includes a mutual one-year extension option and features more favorable commercial terms for BetMakers, including a reduced minimum annual fee of US$2.5 million plus promotional spend. The deal ensures BetMakers remains the exclusive international distributor of Penn’s racing content across fixed odds, derivative bets, and exchange wagering, while also expanding gateway access for international Tote customers and exclusivity around B-pools.
Digital Momentum Driving Growth
BetMakers continues to build on its digital momentum, having launched eight new Apollo customers in the second quarter of FY26, with another eight scheduled to go live before the fiscal year ends. This steady adoption of BetMakers’ digital wagering products highlights the company’s growing footprint in both domestic and international markets. The strong pipeline of additional digital opportunities globally further underscores the company’s growth potential.
Monmouthbets Platform Expansion
Adding to its growth story, BetMakers is progressing towards the full-scale commercial launch of the Monmouthbets digital tote wagering platform, developed in partnership with Darby Development, operators of Monmouth Park. Licensed by the Oregon Racing Commission, Monmouthbets will serve eligible customers across multiple US states, leveraging BetMakers’ GTX technology. This platform is expected to contribute positively to revenue streams and enhance BetMakers’ presence in the lucrative US wagering market.
Financial Impact and Outlook
The combination of the revised Penn Entertainment agreement and improved revenue generation from content distribution is projected to increase BetMakers’ EBITDA by approximately A$1.2 million annually over the contract term. This uplift reflects both the lower minimum guarantee and the revenue share arrangement that rewards performance above the minimum threshold. With revenue from Penn content in FY25 already exceeding the new minimum guarantee, the revised terms are expected to enhance BetMakers’ gross margin and profitability.
Strategic Implications
BetMakers CEO Jake Henson emphasized the importance of the partnership with Penn Entertainment, highlighting the mutual benefits of expanding international content distribution. Penn’s Vice President of Racing, Chris McErlean, echoed this sentiment, praising BetMakers’ global reach and expertise. Together, these developments position BetMakers for sustained revenue growth and an improving EBITDA trajectory through the second half of FY26 and into FY27, reinforcing its status as a leading global provider of wagering technology and services.
Bottom Line?
BetMakers’ strengthened partnership with Penn and digital expansion set the stage for sustained growth and improved profitability.
Questions in the middle?
- How will BetMakers manage risks related to content delivery continuity from Penn Entertainment?
- What are the prospects for further digital customer acquisitions beyond the current pipeline?
- How significant will the Monmouthbets platform be in driving US market revenue growth?