BetMakers (ASX: BET) seals five-year exclusive deal to power CrownBet relaunch with Betfair Australia

BetMakers Technology Group Ltd (ASX: BET) has signed a major five-year agreement with Betfair Australia to serve as the sole technology and services provider behind the launch of CrownBet, a premium fixed-odds wagering brand set to debut in early 2026. The exclusive contract will see BetMakers deliver a full wagering stack powered by its proprietary Apollo platform, solidifying its position as a Tier-1 B2B technology partner in the competitive Australian betting landscape.

The announcement marks a significant inflection point for the Australian wagering technology firm, which will be tasked with powering the entire CrownBet offering from platform to product. The deal structure includes a combination of fixed fees and revenue sharing, aligning BetMakers’ commercial interests directly with the long-term success of CrownBet. Platform integration and compliance workstreams are already underway, with the official launch targeted for the first quarter of calendar year 2026.

Why Betfair chose BetMakers to deliver a turnkey launch for CrownBet

The partnership between Betfair Australia and BetMakers Technology Group Ltd follows a rigorous selection process, during which Betfair evaluated multiple potential vendors for the relaunch of a fixed-odds offering under the CrownBet brand. The initiative reflects a strategic evolution in Betfair’s product portfolio, which has historically focused on exchange-based wagering. As Betfair looks to broaden its offering to meet changing consumer expectations, the relaunch of CrownBet represents an attempt to re-enter the fixed-odds market at scale.

According to Betfair Australia chief executive Amy Zavros, the company needed a technology partner capable of building a top-tier wagering platform from day one. She stated that after a comprehensive request-for-information and evaluation process, BetMakers emerged as the clear choice, citing the strength of its Apollo technology suite, its capabilities in trading and risk services, and its ability to support enterprise-grade scale. Zavros also highlighted that the CrownBet platform is being designed to complement the existing Betfair exchange product, giving customers more options for value, choice and innovation.

BetMakers chief operating officer Martin Tripp described the agreement as a major endorsement of the company’s vertically integrated B2B strategy and a breakthrough commercial milestone for its Apollo product line. He said the partnership demonstrates the scalability and performance of the platform, and positions BetMakers as the technology and operational backbone of a highly visible Tier-1 launch.

What the CrownBet deal reveals about BetMakers’ B2B platform ambitions

BetMakers Technology Group Ltd is positioning its Apollo platform as a full-spectrum wagering solution for large-scale operators, combining backend flexibility, trading infrastructure and content engines into a single modular stack. The deal with Betfair Australia gives BetMakers a high-profile domestic reference client and validates the product’s viability as a foundation for premium sportsbook offerings.

Under the terms of the contract, BetMakers will deliver a fully customised deployment of the Apollo wagering platform, integrated with its trading and risk management tools, proprietary content engine, and operational platform services. The solution is expected to be tailored to CrownBet’s brand vision while maintaining regulatory compliance and performance benchmarks required in Australia’s highly competitive and tightly regulated wagering market.

For BetMakers, the agreement establishes not only a critical client win, but also strategic alignment with Crown Resorts, the parent company of Betfair Australia. Crown Resorts is among Australia’s most prominent entertainment and gaming conglomerates, and the partnership offers BetMakers potential leverage for additional opportunities within the broader Crown digital ecosystem.

The agreement includes standard contractual provisions, including termination rights. Notably, Betfair retains the option to terminate the agreement for convenience, but only after the first year of operation, provided it gives at least six months’ written notice. This clause underscores the importance of successful execution in the platform’s first year, both operationally and commercially.

How CrownBet fits into Betfair’s strategy to diversify its wagering offerings

Betfair Australia operates the only licensed betting exchange in the country and is known for its focus on peer-to-peer wagering, transparency and responsible gambling. While that model has served a specific segment of the market well, fixed-odds betting remains the dominant form of wagering among mainstream Australian consumers, particularly in racing and sports. The CrownBet launch represents Betfair’s re-entry into this segment with a modern, scalable product.

The decision to resurrect the CrownBet brand comes with a degree of name recognition and legacy, despite the brand being dormant since its earlier incarnation. Betfair’s intention is to run CrownBet as a standalone fixed-odds sportsbook while maintaining its exchange product under the Betfair identity. This dual-track strategy will allow the operator to serve both seasoned exchange users and traditional sportsbook punters.

The launch is seen as a strategic bet on customer acquisition and product differentiation in an industry increasingly dominated by global operators and consolidated platforms. BetMakers’ role in this vision is central, as the technology partner responsible for delivering a market-ready platform with the flexibility to innovate quickly, scale securely, and operate compliantly within Australia’s wagering framework.

What CrownBet’s Q1 2026 launch could mean for investor sentiment

The partnership is already influencing investor sentiment around BetMakers Technology Group Ltd. As of the most recent market data dated 4 December 2025, BetMakers shares closed at AUD 0.188, up 7.14 percent for the day. The stock has posted a one-year return of 78.57 percent, outperforming broader benchmarks within the consumer cyclical sector.

The trading volume on the day of the announcement exceeded 2.9 million shares, reflecting renewed interest among retail and institutional investors. The company’s current market capitalisation stands at approximately AUD 209.74 million, with 1.12 billion ordinary shares issued. While the firm carries a price-to-earnings ratio of zero and no dividend yield at present, the revenue-share component of the Betfair deal is expected to enhance recurring revenues over time.

On the ASX, BetMakers ranks 64th among 155 firms in its sector and holds a broader market rank of 796 out of 2,315 companies. These rankings may climb further if the CrownBet platform launches successfully and begins to demonstrate early signs of customer traction and operating scale.

What institutional investors and analysts will be watching in the months ahead

For institutional stakeholders, the key question will be whether BetMakers can execute the CrownBet rollout within the stipulated timeframe and deliver a high-performance platform that meets both regulatory and customer expectations. Execution risk will be front and center, particularly given the Tier-1 visibility and public market pressure surrounding the launch.

In addition to watching for platform activation milestones, analysts are expected to track the evolution of BetMakers’ revenue base, looking for signs of improvement in gross margin, customer retention and recurring revenue contribution from the CrownBet deployment. As Apollo becomes more embedded in the CrownBet operation, investors will also assess whether BetMakers can replicate the model for other Tier-1 opportunities in international markets.

Strategically, the CrownBet rollout may serve as a catalyst for BetMakers to deepen its reach in the Australian domestic market, where competition is intensifying but where legacy platforms are under pressure to modernise. The vertically integrated nature of BetMakers’ offering could become increasingly attractive to operators seeking a compliant, full-service solution that does not require piecemeal vendor management.

What this means for BetMakers’ roadmap beyond Australia

The successful execution of the CrownBet deal will likely become a benchmark case for BetMakers Technology Group Ltd as it continues to pursue expansion into international markets, particularly in Europe and North America. The wagering technology market is seeing increasing demand for end-to-end, modular platforms that can adapt to regional regulatory frameworks, and the CrownBet deployment will serve as a live demonstration of the Apollo platform’s capability under operational conditions.

Should the platform demonstrate stability, scalability and user satisfaction, BetMakers could see additional inbound interest from global sportsbooks and regional operators seeking to overhaul their technology infrastructure. The hybrid commercial model, combining fixed fees with upside participation via revenue share, also sets a precedent for how the firm might structure future contracts in new markets.

The deal therefore strengthens BetMakers’ commercial narrative at a critical time in the evolution of digital wagering infrastructure. With regulatory environments tightening and customer expectations rising, the ability to deliver a unified, adaptable and compliant technology stack is becoming a key differentiator.

What are the key takeaways from BetMakers’ CrownBet agreement with Betfair Australia?

• BetMakers Technology Group Ltd (ASX: BET) has signed an exclusive five-year deal with Betfair Australia to serve as the sole technology provider for the relaunch of CrownBet, a new fixed-odds wagering brand under Crown Resorts.

• The agreement includes a full deployment of BetMakers’ Apollo wagering platform, trading and risk management solutions, and a proprietary content engine—all tailored to power the CrownBet product from launch.

• The commercial structure features a hybrid model of fixed fees and revenue share, designed to expand recurring revenue for BetMakers and align long-term interests with CrownBet’s success.

• CrownBet is scheduled to launch in Q1 calendar year 2026, with platform activation and compliance integration already underway.

• Betfair selected BetMakers after a competitive RFI process, citing the scalability and readiness of the Apollo platform to deliver from day one.

• The deal represents the most significant commercial milestone for the Apollo suite and validates BetMakers’ vertically integrated B2B wagering strategy.

• CrownBet is being positioned as a complementary product to Betfair’s existing exchange platform, aimed at offering Australian punters more choice and greater innovation.

• BetMakers stock rose 7.14 percent following the announcement and is up over 78 percent year-on-year, reflecting strong investor sentiment around the deal.

• Institutional analysts are closely monitoring execution risk, early user traction, and revenue growth from the CrownBet deployment to evaluate BetMakers’ roadmap viability.

• The partnership with Betfair Australia and Crown Resorts positions BetMakers for broader Tier-1 opportunities domestically and internationally, with Apollo now established as a live-market platform at enterprise scale.