Delasport has launched a native horse-racing product in the UK with BetMakers Technology Group, moving a partnership that had been in integration and development into live deployment with several UK-facing sportsbook brands.
The product sits inside Delasport’s sportsbook front end. Players can use the same wallet, account flow and unified bet slip for racing and other sports, while operators can apply the same branding, personalisation, recommendations, promotions and engagement tools across the wider sportsbook.
According to iGaming Business, the launch comes in a market where sports betting GGY in the UK is about €3 billion, and online horse-racing betting generates roughly €900 million in annual GGR. The report said horse racing remains a core betting vertical there, not a secondary sportsbook add-on.
Delasport chief executive Oren Cohen Shwartz said the company invested significant resources to build racing natively into its sportsbook because it wanted the player experience to remain consistent across every sport. He said the shared wallet, unified bet slip, account flow, personalisation engine and engagement tools are available throughout the sportsbook.
BetMakers chief operating officer Martin Tripp said the partnership allows its racing capabilities to be delivered through a modern sportsbook environment. He said that gives operators a stronger proposition for growing racing while improving the overall player experience.
