BetMakers and Kambi have finalised an agreement aimed at enhancing the racing offerings within Kambi's sportsbook.

The collaboration sees BetMakers provide its Price Manager fixed odds platform and global racing data services to Kambi's sportsbook through its Global Betting Services division.

The agreement involves the integration of BetMakers' Price Manager fixed odds solution, which encompasses price management capabilities, automated trading strategies and a proprietary rating and pricing model, into Kambi's existing racing product and pricing capabilities. This integration is expected to deliver an improved racing experience for Kambi's partners and bettors, particularly those in the UK and Ireland markets.

Additionally, BetMakers will supply Kambi with data services sourced from various rights holders and content providers. 

Jamie McKittrick, Kambi SVP of Commercial Operations, said: “As Kambi serves an ever-bigger segment of the UK and Ireland market, it was important for us to have a premium racing product. The range and depth of BetMakers coverage, combined with their heritage of serving tier one operators, made them a natural choice to enable Kambi to elevate its racing offering for both partners and bettors alike.”

BetMakers CEO Jake Henson added: "BetMakers is thrilled to announce this important agreement with Kambi, a significant milestone in the delivery of our Price Manager fixed odds solution into new markets with global partners. Kambi’s selection of Price Manager underscores the strength and advancement of the BetMakers solution. We anticipate our close collaboration with Kambi will drive further innovation and deliver leading-edge betting products for Kambi's customers.”

This partnership builds on BetMakers' acquisition of assets from Racelab Global, completed on 11 April 2024. The acquisition included ProForm and Odds Engine, with the aim of enhancing BetMakers' technology capabilities.