- bet365 has launched fixed odds horse racing in Colorado and New Jersey.
- The sportsbook has partnered with BetMakers Technology to facilitate the fixed odds offering.
- Colorado and New Jersey are among the only bright spots in an increasingly dismal US sports betting market.
bet365 has expanded its fixed-odds horse race betting services to Colorado and New Jersey through a strategic partnership with BetMakers Technology. This new rollout includes thoroughbred horse racing in New Jersey and harness racing in Colorado, complementing bet365’s existing thoroughbred racing offerings in Colorado.
Under the terms of the partnership, bet365 will pay BetMakers a fee based on a percentage of all fixed-odds bets placed in New Jersey, along with a content fee tied to the number of fixed-odds bets placed in both New Jersey and Colorado. This agreement marks a significant step for both companies in the evolving U.S. sports betting market.
Jake Henson, CEO of BetMakers, is excited to be working with bet365.
“We are very excited to be launching fixed-odds betting on thoroughbreds in partnership with a leading sportsbook in the U.S. This is a significant milestone for BetMakers and aligns with our strategy for fixed-odds betting on thoroughbreds in the U.S.”
Henson emphasized the maturation of the U.S. sports betting market and the increasing interest from operators in horse racing. He noted that the high frequency of horse racing can deliver high engagement and high-margin returns to operators, highlighting the long-term potential for both BetMakers and the broader racing industry.
Henson spoke further on the partnership:
“We are always actively working with rights holders to deliver opportunities for sustainable industry returns and open new opportunities in expanding growth markets,This opportunity in the U.S. ticks both of those boxes, and we look forward to helping our partners build out a global race book.”
“We are very excited to be launching fixed-odds betting on thoroughbreds in partnership with a leading sportsbook in the U.S. This is a significant milestone for BetMakers and aligns with our strategy for fixed-odds betting on thoroughbreds in the U.S.”
The U.S. sports betting market has seen rapid growth and increased sophistication, with horse racing emerging as a key product of interest. The partnership between bet365 and BetMakers is poised to leverage this trend, providing operators with high-engagement content and the potential for substantial returns.
