BetMakers Technology Group has extended its agreement with William Hill, further strengthening the Australian betting solutions provider’s connections to the European sector.
The deal will continue to encompass delivery of BetMakers fixed odds solutions, content, and data services to the legacy UK bookmaker, part of the 888 Holdings international gaming group since acquisition in late 2021.
This includes its Price Manager fixed odds solution – incorporating price management and automated trading along with a proprietary rating and pricing model – as well as data services from rights holders and content providers and its own form database.
“BetMakers is very pleased to continue our strong relationship with William Hill,” remarked Joey Carroll, Director of Business Development and Partnerships at BetMakers.
“The extension of this agreement serves as a strong testament to the power and evolution of our Price Manager solution and we are excited about working with William Hill to develop further solutions that ensure their ongoing success in the dynamic world of racing.”
BetMakers has been building up a presence across the Australian, North American and European betting sectors, having signed agreements in the latter with the likes of 1/ST Content – in a deal targeting markets such as the UK – as well as operators TonyBet and kwiff.
The group’s plethora of partnerships have driven positive trading performances, coupled with an extensive cost reduction programme initiated earlier this year and with a roadmap for continuing this strategy into 2024.
Meanwhile, for William Hill the renewed partnerships represents a combining of omnichannel bookmakers ambitions to boost its customer experience, closely following a deal signed with payments provider TrueLayer earlier this week.
Mark Howarth, Director of Racing at William Hill, said: “BetMakers’ Price Manager platform and data services play a crucial role in enhancing William Hill’s offering both online and in retail.
“These services power and reinforce our top-tier Racing Product, spanning across all three codes, both nationally and globally. This collaboration enables us to provide an unparalleled experience to our valued customers.”
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Author: John Sommers
John Sommers is a distinguished figure in the world of gambling expertise, known for his deep knowledge and insightful analysis of the gaming industry. As a seasoned author, he has contributed extensively to the reputable gambling news site, TwinCasinos, focusing on providing valuable insights to English-speaking gamblers worldwide. With a career spanning over a decade, John has honed his expertise in various aspects of gambling, from strategic gameplay to industry trends and regulatory developments. His articles are revered for their blend of comprehensive research, astute observations, and a knack for demystifying complex concepts for both novice and seasoned players. Beyond his writing prowess, John has established himself as a trusted authority, often sought after for his expert commentary on the ever-evolving landscape of the casino and betting industry. His passion for responsible gambling and commitment to ensuring players make informed choices are evident in his work, making him a beacon of integrity in an industry that demands such values. Whether you’re a casual gambler or a dedicated enthusiast, John Sommers’ contributions to TwinCasinos promise to be an invaluable resource for navigating the dynamic world of gambling.
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