Launching Horse Racing in Emerging Markets


Unlike other sports where betting is optional, horse racing is naturally linked with wagering. That’s why we’re excited to add a dedicated horse racing tab to our site.


To keep offering top-notch gambling products, we’ve partnered with BetMakers, the leading provider for Australia’s biggest bookmakers. BetMakers is listed on the Australian Stock Exchange (ASX: BET) and aims to expand globally, especially into new, emerging markets across Asia and LATAM.


Working with BetMakers allows us to provide exciting features:

  • Access to over 250,000 races worldwide every day
  • Live streaming coverage with detailed form guides
  • Flexible betting options
  • Innovative tools like Bet Builders and Accumulators


We plan to launch BetMakers in major racing locations, including Japan, Korea, Hong Kong, Thailand, Malaysia, India, Brazil, Mexico, Argentina, Peru, Chile and Canada. Using our existing support for local currencies in lotteries, games, and casinos, we aim to be pioneers in these markets where similar offerings are currently not available.


The growing global betting culture and improved spectator experiences are boosting the horse racing industry. According to Verified Market Research, the global horse racing market is expected to grow at an annual rate of 8.89% from 2024 to 2030, reaching $703.9 billion from $402.3 billion. In Canada, predictions are for a 10% growth in the market in the next 5 years – see

Adding horse racing to our site offers us exciting opportunities:

  • We can be the first to offer BetMakers’ premium product in Asia, LATAM and Canada positioning ourselves as innovators.
  • Horse racing will allow for exciting cross-selling opportunities increasing user engagement and revenue.
  • We’ll achieve our aim of offering the five most widely played products: lottery, games, casino, sports betting and horse racing all on one site, with one login, one password and one account.
  • The online experience will attract a younger, “always-connected” audience, particularly with lottery-style small bets such as Accumulators and Builder Bets that have the potential for big winnings.

Low-cost entry

Our go-to-market strategy involves launching campaigns with e-wallet partners whose customers already use their services for gambling. By leveraging these revenue-sharing partnerships, we can minimise acquisition costs. Subsequently, we aim to collaborate with crypto wallets and VPN providers before targeting other e-gaming affiliates.

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