BetMakers Technology Group has been appointed by AB Trav och Galopp (ATG) to distribute selected Swedish and Danish horseracing content to wagering operators across Australia and New Zealand.
The agreement gives operators access to ATG’s live racing content, betting data and vision signal for fixed-odds betting.
ATG is Sweden’s national horseracing betting organisation and is owned by the Swedish trotting and thoroughbred racing associations. Its model links wagering revenue to the funding of Swedish racing, with profits reinvested into the sport.
The deal gives ATG a new route into two racing-led wagering markets where operators rely on a mix of domestic, regional and international racing content to fill betting schedules.
For BetMakers, the agreement adds another international racing product to its B2B distribution network. The Melbourne-based supplier provides wagering technology, racing data, managed trading services and content distribution to licensed operators across multiple jurisdictions.
The timing also fits BetMakers’ broader focus on racing infrastructure. In June, it announced plans for a pari-mutuel horseracing reveal games product, while earlier in the year it completed the acquisition of LVDC, giving it full ownership of Nevada’s only licensed pari-mutuel wagering and racetrack simulcasting hub.
BetMakers Technology Group COO, Martin Tripp, said: “We’re focused on getting that content live and available to operators across Australia and New Zealand quickly and reliably.”
ATG International Business Officer, Petter Johansson, said: “They help us as a betting company reach more customers with our products and races.”
The arrangement comes as racing suppliers and rights holders continue to seek wider international distribution for live content, particularly in markets where fixed-odds betting remains central to racing turnover.
For operators, imported racing content can help extend daily betting windows beyond domestic race meetings, while also giving rightsholders additional commercial channels outside their home markets.
BetMakers was previously linked with wider consolidation in the Australian wagering technology sector. In February, it confirmed preliminary takeover discussions with Tabcorp had taken place, though no formal offer was made and talks ended without a transaction proceeding.
ATG was founded in 1974 to support the long-term financial stability of Swedish trotting and thoroughbred racing
