BetMakers teams up with OtherLevels on personalised racing bet prompts
BetMakers Technology Group has partnered with customer engagement specialist OtherLevels to bring behaviour-based bet recommendations to its racing wagering operators worldwide.
BetMakers Technology Group and OtherLevels have entered a partnership to roll out personalised racing bet prompts across BetMakers’ global operator network, the companies announced on 3 September 2025.
The deal builds on an earlier integration of OtherLevels’ technology into BetMakers’ sportsbook. Under the new arrangement, OtherLevels’ Sports and Experience Platforms will combine with BetMakers’ racing content, markets and odds to generate live, contextual bet prompts tailored to individual customer behaviour.
Operators using BetMakers’ racing products, which range from the RaceOdds API data feed to white-label solutions such as Racebook+, Apollo and GTX, will be able to deliver these personalised recommendations to bettors in text, audio and video formats. The aim is to increase engagement, encourage lapsed or out-of-session customers to return, and boost bet frequency among active users.
Executive comment
Joey Carroll, Director of Business Development & Partnerships at BetMakers, said the partnership was designed to lift activation and betting activity across the company’s existing operator base, describing OtherLevels’ content delivery experience as a valuable addition to its racing product suite.
Brendan O’Kane, chief executive of OtherLevels, said the tie-up would allow operators to offer relevant, personalised calls to action that bring customers back into session and support revenue growth, framing the deal as part of a broader strategy to make advanced racing personalisation accessible to any operator.
OtherLevels, headquartered in Australia with offices in Europe and the US, specialises in real-time, multi-channel engagement technology for sports betting, iGaming, casino and lottery operators, using generative AI and machine learning to personalise customer activation at scale across more than 60 languages.
BetMakers, listed on the ASX under the ticker BET, is a global B2B supplier of wagering technology and services spanning the betting life cycle.