BetMakers Technology Group has announced an exclusive five-year partnership with Betfair Australia, securing its role as the sole technology provider for the upcoming CrownBet sportsbook. This significant deal, which marks BetMakers’ most important commercial milestone, is set to lay the technological foundation for CrownBet’s reintroduction into the Australian betting market. The CrownBet brand, which was initially dissolved in 2018, will be revived with a fresh fixed-odds offering, targeting a launch in early 2026.

Comprehensive Wagering Solution for CrownBet

Under the agreement, BetMakers will deliver a complete wagering stack for CrownBet. This includes a fully customized version of BetMakers’ Apollo wagering platform, designed to handle both fixed odds and tote betting. In addition to the platform itself, BetMakers will also provide critical support services, including trading and risk management tools, a content engine, and all the core technologies needed for the sportsbook’s operation. The Apollo platform’s customizable frontend is particularly suited to the unique demands of racing sportsbooks, offering a robust solution for both racing and sports betting.

According to BetMakers COO Martin Tripp, this partnership is a key endorsement of their end-to-end B2B strategy. He emphasized that by combining BetMakers’ Apollo platform with Betfair’s industry expertise, the collaboration will ensure a leading wagering experience for Australian customers. The agreement also underscores BetMakers’ commitment to providing vertically integrated solutions to Tier-1 operators across global markets.

The launch of CrownBet is strategically timed for early 2026, coinciding with the start of key Australian sports seasons, including the Australian Football League (AFL) and National Rugby League (NRL) seasons, as well as the Autumn Racing Carnival. This timing will allow CrownBet to tap into the high-volume betting periods and offer a competitive alternative to existing market players. The decision to introduce CrownBet alongside the Betfair betting exchange will give Australian bettors greater choice and value, as the new offering aims to cater to customers seeking fixed-odds betting while continuing to support Betfair’s unique betting exchange model.

Amy Zavros, CEO of Betfair, explained in BetMakers’ press release that the CrownBet platform will be positioned as a premium fixed-odds product in the market. She added, “Betfair is evolving to meet the changing needs of Australian customers by introducing a new fixed odds product under the CrownBet brand and required a technology partner capable of delivering a top-tier product from day one.” Zavros further noted that Betfair aims to enhance the customer experience by diversifying its offerings and providing new opportunities for growth.

Betfair’s Broader Strategic Goals

The decision to revive CrownBet as a fixed-odds sportsbook is part of Betfair’s broader strategy to diversify its offerings and drive further growth in the Australian market. Crown Resorts CEO David Tsai highlighted that this move aligns with Crown’s focus on expanding its entertainment offerings and opening new revenue streams. With Betfair’s leadership and BetMakers’ technology backing, the CrownBet platform will aim to capture a significant share of the Australian sports betting market.

The partnership between BetMakers and Betfair also includes commercial terms designed to align both companies’ interests. A mix of fixed fees and revenue sharing will ensure that BetMakers benefits from CrownBet’s long-term success, creating a sustainable partnership that drives recurring revenue growth. As part of the deal, BetMakers will handle all platform activation and compliance workstreams in preparation for CrownBet’s 2026 debut.

The revival of CrownBet is a pivotal moment for Betfair and its parent company Crown Resorts. By introducing a premium fixed-odds sportsbook, Betfair aims to solidify its position as a market leader, offering bettors a competitive and innovative platform. This partnership with BetMakers positions CrownBet to succeed in an increasingly crowded marketplace, with both companies focused on delivering an exceptional wagering experience for Australian customers.