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A new chapter in South African horse racing has begun as BetMakers Technology Group partners with Hollywoodbets to bring fixed-odds wagering to the forefront. The move is a significant development for the region’s betting ecosystem, offering a modernised, engaging experience to punters and introducing global betting standards to one of Africa’s most passionate horse racing markets.
For decades, horse racing in South Africa has largely relied on the traditional pari-mutuel betting model. Now, through this landmark partnership, Hollywoodbets will integrate BetMakers’ fixed-odds racing platform into its offering. This gives South African bettors the opportunity to lock in their odds at the time of placing their bets, a format that has proven highly successful in other international markets.
By merging BetMakers’ advanced technology with Hollywoodbets’ market reach and operational expertise, the partnership is positioned to redefine how horse racing is experienced in the region. Customers will be presented with a broader array of betting options, increasing accessibility and appeal for both seasoned bettors and newcomers.
BetMakers’ CEO, Jake Henson, described the agreement as a major milestone, stating that it aligns with the company’s mission to expand fixed-odds horse racing globally. He emphasised the potential in South Africa, citing it as a strong and growing market for innovation in racing products.
“This partnership underlines our commitment to delivering modern betting experiences in emerging markets,” Henson noted. “Hollywoodbets is an ideal partner given their position as a leading operator in South Africa and their ongoing investment in racing.”
Hollywoodbets, with its nationwide presence and loyal customer base, has long been a supporter of horse racing. By introducing fixed-odds products, it reinforces its commitment to offering cutting-edge, player-focused solutions that enhance the overall experience.
Wayde Dorkin, Head of Product at Hollywoodbets, highlighted the strategic importance of this launch. “We’re continually looking for ways to improve our offering and provide what our customers are asking for,” he said. “Fixed-odds betting on horse racing is an exciting addition to our portfolio that will resonate with our audience and set new standards in South African betting.”
The decision to roll out fixed-odds betting is also based on clear consumer trends. Bettors are increasingly seeking instant value and transparency in pricing—two pillars that fixed-odds wagering supports. The ability to know the exact potential return at the moment of placing a bet brings clarity and appeal to both casual and serious punters.
The collaboration could spark a revitalisation of horse racing interest in the region. While the sport remains deeply ingrained in South African culture, modernisation efforts such as this are key to attracting younger demographics and maintaining long-term engagement.
With the technical backing of BetMakers and the extensive reach of Hollywoodbets, this partnership sets the foundation for a scalable model. It not only provides immediate benefits to South African racing fans but could serve as a template for broader rollouts across the continent in the future.
Sources: Gambling Insider, European Gaming
