Spotlight Sports Group strikes multi-year Smart View deal with BetMakers

Spotlight Sports Group (SSG) has announced a multi-year partnership with global racing technology provider BetMakers, under which BetMakers will distribute SSG’s Smart View product to its network of racing operators via the BetMakers CoreAPI.

The arrangement allows BetMakers’ sportsbook customers to integrate Smart View directly into their existing racing offerings. Key elements of the integration have already been completed, with the product now live and available to BetMakers’ global customer base.

What is Smart View

Smart View is designed to modernise the traditional racecard, presenting racing data in a simplified, more accessible format aimed at broadening the sport’s appeal. SSG says the product draws inspiration from sports video games such as FIFA and Football Manager, and is built on the Racing Post database, with data dynamically updated to reflect live track conditions and refined using data science and expert input.

Market reach

Through the partnership, Smart View will be available across several key racing markets, including the United States, the UK and Ireland, France, South Africa, the UAE, Australia and New Zealand.

Executive comment

Sam Houlding, Managing Director B2B at Spotlight Sports Group, said the company was pleased to partner with a leading global racing technology provider to extend Smart View’s reach, noting that the ability to deliver the product across major racing territories was a significant factor behind the agreement.

Joey Carroll, Director of Business Development and Partnerships APAC at BetMakers, said the product would give BetMakers’ digital customers access to a new offering with strong design and underlying data, and expressed hope that it would help attract new audiences to racing and increase turnover for partners globally.

Spotlight Sports Group is a media and technology company focused on sports betting content and data, operating brands including Racing Post, Pickswise, myracing and Free Super Tips, alongside its B2B division and Superfeed product. BetMakers Technology Group, listed on the ASX, is a B2B wagering technology and services provider supporting licensed betting operators in more than 30 countries, headquartered in Melbourne with offices in Australia, the UK, Ireland, the USA and Asia.