BetMakers and ATG Partner to Expand Premium Horse Racing Content Across Australia and New Zealand
Swedish and Danish racing is heading south, and the operator that controls the pipe controls the product.
Melbourne-listed BetMakers Technology Group (ASX: BET) has been appointed by AB Trav och Galopp, Sweden’s national horse racing betting organisation, to distribute ATG’s live racing content and data to wagering operators across Australia and New Zealand. The BetMakers ATG horse racing deal covers fixed-odds betting on nominated Swedish and Danish races along with ATG’s live vision signal, widening the international product available to operators in the region.
What the BetMakers ATG Horse Racing Deal Actually Covers
Read the terms carefully, because the scope matters more than the headline. BetMakers will make ATG’s nominated Swedish and Danish horse racing available for fixed-odds betting, packaged with the live vision feed that lets punters watch what they bet on. That combination, data plus vision, is the part operators care about. A price without pictures is a hard sell in a market where engagement decides who keeps the customer.
Martin Tripp, Chief Operating Officer at BetMakers, framed the appeal in plain terms. Tripp described ATG’s product as some of the finest racing anywhere and said the priority was making it available to operators fast and without disruption, noting it was a tie-up BetMakers had long been chasing.
The read here is straightforward. Reliability is the selling point, not novelty. Any distributor can promise foreign content. Delivering it cleanly, on time, with a stable vision signal, is the harder job, and Tripp is signalling that’s where BetMakers intends to compete.
Why the ATG Content Deal Lands Now
Timing tells the story. From ATG’s side, this is expansion. Petter Johansson, International Business Officer at ATG, said the organisation was happy to grow its partnership with BetMakers and to take Swedish races abroad, primarily to Australia and New Zealand. That word, expand, confirms the two already had a working relationship. This deepens it rather than starting from zero.
For context, ATG was founded in 1974 as the Swedish Horse Racing Totalisator Board, and its profits are reinvested into Swedish horse sport, with responsible gambling central to how it operates. This is a national body with a long institutional history, not an opportunistic content seller. That pedigree is part of what BetMakers is buying.
What the Deal Means for Operators in the Region
Here is the practical benefit for a wagering operator reading this. Australian and New Zealand punters already bet through the night on international racing. Adding credible Nordic content extends the betting calendar into hours when domestic racing is quiet, which is exactly when idle accounts drift to competitors. More quality racing across more time zones is a retention lever, not just a product tick-box.
BetMakers, for its part, adds another premium name to a content library that already spans licensed operators in more than 30 countries. Every exclusive feed it holds is one a rival distributor cannot offer.
Future Outlook for the BetMakers ATG Horse Racing Partnership
The obvious question is what comes next. Johansson’s use of “primarily” when naming Australia and New Zealand leaves the door open. If Nordic racing performs in these markets over the next six to twelve months, the natural move is to widen distribution into other BetMakers territories across the UK, Ireland, the USA and Asia. Watch the go-live timeline and early wagering turnover on ATG races. Those numbers, once they surface, will tell operators whether this is a genuine content edge or simply another line on the fixture list.
The content war in global racing is being fought on catalogue depth. Today, BetMakers just got deeper.
Source: BetMakers Technology Group
