BetMakers brings RaceOdds to Hollywoodbets

BetMakers Technology Group has entered into a commercial agreement with leading South African bookmaker Hollywoodbets, marking a significant advancement in the global horse racing and wagering industry. The partnership aims to elevate Hollywoodbets' racing offering through the integration of BetMakers’ innovative fixed odds solutions, enriched content services, and access to official racing data from a range of rights holders.

This partnership marks another step in BetMakers' strategic global expansion and reinforces its position as a technology and data powerhouse in the racing sector. For Hollywoodbets, the deal represents a leap forward in its ability to offer a more robust and engaging experience to its customers.

What the deal includes: RaceOdds and beyond

The centrepiece of the agreement is the integration of BetMakers’ RaceOdds product into Hollywoodbets’ wagering platform. RaceOdds is a comprehensive fixed odds solution designed to streamline and optimize pricing and trading strategies for racing content. By leveraging BetMakers’ proprietary rating and pricing models, Hollywoodbets can offer dynamic odds across an extensive range of race events.

According to the agreement, Hollywoodbets will gain access to more than 335,000 races per year, spanning the three racing codes: thoroughbred, harness, and greyhound. The consistent availability of content ensures that users can engage with the platform any time, enhancing customer retention and satisfaction.

In addition to RaceOdds, BetMakers will deliver official data services sourced from a variety of international rights holders, ensuring accuracy and reliability. The agreement also includes access to Racelab, a best-in-class content platform designed to enrich the betting experience with in-depth racing information, statistics, and insights.

Strategic importance for Hollywoodbets

Hollywoodbets, a dominant player in the South African betting market and a growing force globally, sees this collaboration as a way to reinforce its leadership in the racing segment. The integration of BetMakers’ technology will allow Hollywoodbets to elevate its fixed odds product offering while ensuring high-quality data and content are seamlessly delivered to customers.

Wayde Dorkin, Head of Product at Hollywoodbets, expressed confidence in the partnership:
“We believe that BetMakers’ RaceOdds solution will take the Hollywoodbets Racing product to even greater heights. The solution allows us to offer over 335,000 races a year to our customers and ensures we have content consistently available across the three codes. This collaboration helps us provide an unparalleled experience to our valued customers.”

The RaceOdds solution not only enhances the front-end customer experience but also equips the Hollywoodbets trading team with advanced tools for managing odds, improving risk management, and ensuring competitiveness in a rapidly evolving market.

BetMakers’ growing international footprint

For BetMakers, this agreement aligns with its broader strategy to extend its influence and services into key global wagering markets. Over the past several years, the Australian-based technology company has steadily grown its presence through a series of high-profile partnerships and acquisitions.

Lucas Hopkins, Head of Commercial at BetMakers, emphasized the significance of this deal:
“BetMakers is very pleased to onboard the market-leading South African bookmaker, Hollywoodbets. As our global reach expands, it’s important to have high-quality partners showcasing our products to the world, and this is a definite case in point. It’s been a pleasure to work with Wayde and the team over the last few months and we look forward to sending them live shortly.”

The collaboration with Hollywoodbets not only demonstrates BetMakers’ ability to cater to different market demands but also showcases the flexibility and scalability of its technology solutions. It is expected to further open the door to new regional opportunities in Africa and beyond.

The rise of fixed odds betting in horse racing

Traditionally dominated by pari-mutuel wagering, the horse racing industry is witnessing a global shift toward fixed odds betting. Fixed odds allow punters to lock in their odds at the time of placing a bet, a format widely popular in sports betting and increasingly seen as a way to modernize and grow the racing audience.

BetMakers has been at the forefront of this transformation, advocating for and enabling fixed odds adoption across multiple jurisdictions. Its RaceOdds platform exemplifies this vision by providing bookmakers with the tools to price markets effectively, offer competitive odds, and manage liabilities in real time.

This deal with Hollywoodbets can be seen as a milestone in the broader fixed odds movement, especially in a racing-centric market like South Africa, where the demand for diverse and engaging betting formats is on the rise.

Enhancing customer experience with data and content

One of the major value propositions of the BetMakers–Hollywoodbets deal lies in the integration of data-rich content. With access to official data and Racelab’s cutting-edge analytics, Hollywoodbets is positioned to offer a more engaging, informative, and immersive user experience.

For example, bettors will be able to make more informed decisions with access to horse form, race previews, statistics, and expert insights — all seamlessly integrated into the betting interface. These tools not only improve customer satisfaction but also support responsible gambling by fostering transparency and better decision-making.

Potential impact on the South African racing ecosystem

South Africa’s horse racing industry has faced challenges in recent years, including declining revenues and competition from other forms of entertainment. Partnerships like this one could play a crucial role in revitalizing the sector by introducing innovation and attracting new demographics.

By embracing fixed odds and high-quality content, Hollywoodbets is helping to modernize how racing is presented and consumed in the region. Moreover, it could inspire other bookmakers and racing stakeholders to pursue similar technology-driven strategies.

A model for future partnerships

The collaboration between BetMakers and Hollywoodbets represents a template for how technology providers and operators can work together to elevate the racing and wagering experience. It underscores the importance of flexible, scalable, and data-rich solutions in today’s competitive betting environment.

With the global gambling industry continuing to evolve — and as regulatory frameworks increasingly demand transparency, efficiency, and customer-focused innovation — such partnerships will likely become more commonplace.

Looking ahead: What’s next for BetMakers and Hollywoodbets?

As the implementation phase of this agreement progresses, both companies are expected to invest in further enhancements to the platform. This could include expanding the number of racing jurisdictions covered, introducing personalized betting experiences, or incorporating artificial intelligence to drive pricing and recommendations.

For BetMakers, this partnership is another notch in its belt as it looks to establish itself as a global leader in racing data and technology. For Hollywoodbets, it is a calculated step toward offering world-class racing content while staying competitive in an increasingly digital and on-demand landscape.

Conclusion

The partnership between BetMakers Technology Group and Hollywoodbets represents a pivotal advancement in the evolution of fixed odds wagering within the global horse racing industry. By combining BetMakers’ cutting-edge RaceOdds solution, official data services, and Racelab content with Hollywoodbets’ established presence in the South African market, the collaboration is poised to deliver a vastly improved betting experience to racing enthusiasts.

This agreement not only reinforces BetMakers' international expansion strategy but also signals a shift in how racing is consumed and monetized—through innovation, scalability, and customer-centric technology. For Hollywoodbets, it provides a powerful competitive edge and the opportunity to lead the fixed odds transformation in Africa.

As fixed odds betting continues to gain momentum across major markets, the alliance sets a precedent for future collaborations between technology providers and betting operators. It showcases the growing importance of data-driven strategies, diverse content offerings, and adaptable wagering platforms in meeting the evolving expectations of modern bettors.

With implementation underway and more developments anticipated, the BetMakers–Hollywoodbets partnership may well become a benchmark for digital innovation in the racing and wagering ecosystem—both in South Africa and around the world.

FAQs

What is the RaceOdds product offered by BetMakers?
RaceOdds is a comprehensive fixed odds wagering solution that combines pricing management, automated trading, and proprietary algorithms to deliver over 335,000 races annually across thoroughbred, harness, and greyhound codes.

Why did Hollywoodbets choose BetMakers as a partner?
Hollywoodbets chose BetMakers due to its advanced technology, access to official data sources, and ability to provide large-scale racing content through RaceOdds and Racelab.

What is the benefit of fixed odds in racing?
Fixed odds betting allows customers to lock in their odds at the time of bet placement, providing greater certainty and aligning more closely with sports betting formats.

How many races will Hollywoodbets offer annually through this partnership?
Hollywoodbets will be able to offer over 335,000 races per year through the integration of BetMakers’ RaceOdds platform.

What is Racelab and how does it enhance the betting experience?
Racelab is a content platform that delivers in-depth racing information, statistics, and expert insights to enhance the decision-making process for bettors.

How does this partnership impact the South African racing industry?
The partnership brings modern technology and increased content availability to South Africa’s racing industry, potentially revitalizing interest and engagement.

What role does official data play in this partnership?
Official data ensures that odds and results are accurate, credible, and sourced directly from rights holders, enhancing trust and regulatory compliance.

Is this partnership part of BetMakers' global expansion?
Yes, BetMakers has been expanding internationally, and its partnership with Hollywoodbets supports its mission to provide global fixed odds racing solutions.

How does this agreement improve Hollywoodbets' customer offering?
It allows Hollywoodbets to offer a broader range of content, better odds management, and a more engaging, data-rich experience for its customers.

Will there be further developments in this collaboration?
Both parties are likely to explore additional features, expanded content offerings, and further innovations in fixed odds and racing technology in the future.