BetMakers Signs Five-Year Contract to Deliver CrownBet’s Apollo Platform
BetMakers Technology Group has inked a pivotal five-year exclusive agreement with Betfair Australia to provide the full wagering technology stack for CrownBet's launch, marking a major milestone for its Apollo platform.
- Exclusive five-year technology and services agreement with Betfair
- BetMakers to deliver fully customised Apollo wagering platform and services
- Partnership establishes strategic Tier-1 relationship with Crown Resorts
- Hybrid fixed fee and revenue share commercial model aligned with CrownBet's success
- CrownBet launch targeted for Q1 2026 with platform activation underway
A Landmark Partnership in Australian Wagering
BetMakers Technology Group (ASX – BET) has announced a significant commercial breakthrough by signing an exclusive five-year agreement with Betfair Australia to power the launch of CrownBet, a premium wagering brand. This deal positions BetMakers as the sole technology provider, delivering a comprehensive end-to-end wagering solution that includes its Apollo platform, trading and risk management services, and content engine.
The partnership is notable not only for its scale but also for its strategic alignment with Betfair, a leading player in peer-to-peer wagering, and Crown Resorts, one of Australia's most prominent entertainment groups. The agreement underscores BetMakers’ ambition to cement its Apollo platform as a Tier-1 solution in the competitive Australian betting market.
Technology and Commercial Model
BetMakers will provide a fully customised deployment of its Apollo wagering platform tailored specifically for CrownBet. This includes sophisticated trading and risk services designed to deliver a seamless and market-leading betting experience. The commercial terms blend fixed fees with a revenue share component, aligning BetMakers’ financial success with CrownBet’s long-term performance and growth.
According to Martin Tripp, BetMakers’ COO, the deal validates the scalability and commercial flexibility of the Apollo platform, while Amy Zavros, CEO of Betfair, highlighted the rigorous selection process that led to BetMakers being chosen as the technology partner. The collaboration aims to complement Betfair’s existing betting exchange by introducing a fixed odds product under the CrownBet brand, expanding customer choice and innovation.
Looking Ahead to Launch and Market Impact
CrownBet is targeting a launch in the first quarter of 2026, with platform activation and compliance work already underway. This timeline sets the stage for a potentially disruptive entrant in the Australian wagering landscape, leveraging BetMakers’ technology and Betfair’s market presence.
While the agreement includes standard termination clauses allowing Betfair to exit after 12 months with six months’ notice, the partnership represents a strong vote of confidence in BetMakers’ technology and strategic direction. It also signals a growing trend of vertically integrated B2B wagering solutions gaining traction among Tier-1 operators.
Bottom Line?
BetMakers’ exclusive deal to power CrownBet could redefine wagering technology partnerships in Australia, but execution and market reception will be critical.
Questions in the middle?
- How will BetMakers manage operational risks given the termination clause allowing Betfair to exit after 12 months?
- What impact will CrownBet’s launch have on the competitive dynamics of the Australian wagering market?
- How scalable is the Apollo platform for potential future Tier-1 partnerships beyond Australia?
