BetMakers and ATG: Delivering Swedish and Danish Live Vision and Fixed-Odds Data to ANZ Operators
BetMakers Technology Group (ASX: BET) has been officially appointed by AB Trav och Galopp (ATG), Sweden’s national horse racing betting organization, to distribute its live racing content and data across Australia and New Zealand.
The distribution agreement enables BetMakers to expand the international racing options available to sportsbook operators in the region while deepening its own library of premium global sports content.
Differentiated Content Delivery and Streamlined Implementation
Under the terms of the commercial contract, BetMakers will ingest ATG’s live vision signals and racing data to deliver an integrated turn-key solution to its B2B sportsbook clients. The rollout explicitly introduces nominated Swedish and Danish horse racing events to the Southern Hemisphere, a product vertical that satisfies growing operator demand for premium, multi-jurisdictional content to fill out 24/7 wagering calendars.
The technical delivery model ensures that both live vision and matching fixed-odds data fields are transmitted with low latency. This enables betting brands to seamlessly activate these international markets without needing separate technical configurations or disjointed data integrations.
Executive Perspectives on Regional Growth and Expansion
Martin Tripp, Chief Operating Officer of BetMakers Technology Group, commented on the long-term strategic value of bringing Scandinavian racing to the ANZ corridor:
“BetMakers is incredibly proud to be working with ATG. Their racing is among the best in the world, and we’re focused on getting that content live and available to operators across Australia and New Zealand quickly and reliably. This is a partnership we’ve wanted for a long time, and it’s a genuine pleasure to bring ATG’s product to our customers in the region.”
Petter Johansson, International Business Officer at AB Trav och Galopp (ATG), highlighted the expanded international audience generated by the technology partnership:
“We at ATG are incredibly happy to expand our partnership with BetMakers. They help us as a betting company reach more customers with our products and races. We are delighted that we can now together take our Swedish races abroad, primarily to Australia and New Zealand.”
