Under the terms of the five-year deal, BetMakers will be the exclusive technology provider for Crown subsidiary Betfair Australia, which licenses its exchange product from Flutter-owned Betfair but is fully owned by Crown.
It follows a significant compliance scandal for Crown Resorts over previous years, in the aftermath of which it was purchased by Blackstone for A$8.9bn (€5.04bn).
This is the second time Crown has operated a brand called CrownBet, having previously sold its majority stake in a business with the same name for A$150m in 2017, which is now defunct after a rebrand and merger with Sportsbet.
BetMakers COO Martin Tripp said: “This partnership is a major endorsement of our end-to-end B2B strategy and a milestone for the Apollo platform. To be selected by Betfair to power the return of CrownBet demonstrates the scalability, performance and commercial flexibility of our technology stack.
“By combining our Apollo platform with deep industry expertise and talent within Betfair, we are confident we can deliver a market-leading wagering experience and help to position CrownBet as a formidable player in the Australian market.”
BetMakers to supply Apollo platform
Under the agreement, BetMakers will supply its complete end-to-end solution, including a fully customised deployment of the Apollo wagering platform, trading and risk services, a content engine and the core Apollo technology.
The Jake Henson-led business hailed the deal as the most significant commercial transaction yet for the Apollo platform and highlighted it as a tier-1 strategic partnership.
Commercial terms reportedly include a hybrid of fixed fees and revenue share, designed to expand recurring revenue and align BetMakers with the long-term success of CrownBet.
Amy Zavros, CEO of Crown’s Betfair, added: “Betfair is evolving to meet the changing needs of Australian customers by introducing a new fixed odds product under the CrownBet brand and required a technology partner capable of delivering a top tier product from day one.
“Following a rigorous RFI and evaluation process, BetMakers was the clear choice. Their technology, trading and services capability provides the foundation we need to bring CrownBet to market at the intended scale and complement our Betfair betting exchange, giving customers greater choice, value and innovation. The launch of CrownBet is targeted for early 2026.”
Dingnews.com 08/12/2025