Delasport, a global, award-winning B2B supplier of sportsbook, casino, PAM, and managed services solutions, has launched its fully integrated horse racing product, now live with several UK-facing sportsbook brands, in partnership with BetMakers Technology Group, a leading provider of racing wagering technology, data, and services, to enhance its horse racing offering for sportsbook operators.
The launch marks the next stage of the partnership previously announced by the two companies, moving from integration and development to live deployment. Delasport has integrated BetMakers’ racing capabilities directly into its sportsbook ecosystem, enabling operators to offer horse racing as a native part of the sportsbook experience.
The UK is one of the world’s largest and most mature regulated betting markets, where sportsbooks are increasingly becoming an essential product for operators. Sports betting GGY in the UK is approximately €3 billion.
Horse racing is particularly important in the UK, where it is a core betting vertical rather than a secondary sportsbook category. Online horse racing betting in the UK represents approximately €900 million in annual GGR. For many players, the quality of the racing product is an important factor when choosing where to bet.
Delasport’s horse racing product is embedded within the sportsbook front end. Players can access racing through the same wallet, account flow, and unified bet slip used for football and other sports, creating a smooth and familiar betting journey.
Delasport made a significant investment in product development and technology to integrate BetMakers’ racing capabilities natively into its sportsbook architecture.
This native approach improves players’ betting experience, gives operators greater control over the player journey, and creates stronger opportunities to cross-sell players between horse racing, football, cricket, and other sports.
Operators can also apply the same branding, personalization, recommendations, promotions, engagement tools, and account experience across racing and the wider sportsbook. This creates a more consistent product while allowing racing to feel like an integral part of the sportsbook.
The product is already live with several UK-facing brands and has delivered strong early performance, demonstrating the strength of the combined offering.
BetMakers brings extensive global racing expertise to the partnership, including fixed-odds services, racing data, pricing, trading tools, and wagering technology. By combining these capabilities with Delasport’s sportsbook platform, operators can offer a more complete racing proposition while maintaining a unified betting experience across sports and racing.
“Horse racing remains one of the most important betting verticals in regulated markets, especially in the UK, South Africa, and other racing-led jurisdictions,” said Oren Cohen Shwartz, CEO of Delasport. Delasport invested significant resources to build racing natively into its sportsbook because we believe the player experience should remain consistent across every sport. The same wallet, unified bet slip, account flow, personalization engine, and engagement tools are available throughout the sportsbook.
“Together with BetMakers, we are delivering a powerful horse racing product that reduces friction, improves cross-selling opportunities, and gives operators greater control over the player experience and sportsbook performance.”
“BetMakers is focused on delivering racing technology, data, and services that help operators unlock the full potential of racing,” said Martin Tripp, COO of BetMakers]. “Partnering with Delasport allows our racing capabilities to be delivered through a modern sportsbook environment, creating a strong proposition for operators that want to grow racing while improving the overall player experience.”
The successful launch further strengthens Delasport’s position as a modern sportsbook provider for regulated markets, offering operators advanced personalization, trading, risk management, player engagement tools, and a fully embedded horse racing experience.
By bringing racing into the main sportsbook journey, Delasport and BetMakers help operators deliver a more intuitive betting experience, improve engagement, strengthen cross-selling and retention, and build a stronger product proposition in competitive markets.
