Delasport and BetMakers Deploy New Horse Racing Solution in the UK

Horse racing has always been a cultural cornerstone of the betting industry, particularly in the United Kingdom. However, as the digital age progressed, the sport found itself at a crossroads. While football betting surged ahead with innovative technology and massive marketing budgets, horse racing often struggled with legacy systems and an aging demographic. Delasport has now taken a significant step to bridge this gap by launching a fully integrated horse racing product in the UK, developed in partnership with BetMakers Technology Group.

This new solution has already gone live with several sportsbook brands targeting the British market. The core philosophy behind the project is to treat horse racing as a top-tier betting vertical rather than a niche add-on. By integrating the racing product natively into the existing sportsbook ecosystem, Delasport ensures that players can enjoy a frictionless experience. This means bettors no longer need to navigate through separate account flows or deal with multiple wallets, a common pain point that has historically hindered growth in this segment.

Numbers and facts

The financial weight of horse racing in Britain remains substantial despite the rise of other sports. According to figures from the UK Gambling Commission, horse race betting turnover reached £10.04 billion for the year ending March 2022. This puts it neck-and-neck with football, which saw £10.38 billion in wagers during the same period. In terms of gross win (yield), horse racing actually outperformed its rivals, generating £768.5 million and securing its spot as Britain’s second most popular betting sport. Yet, the participation rates tell a different story. In 2016, 4.6 percent of respondents had placed a horse racing bet in the previous four weeks; by March 2023, that number had dipped to 3.5 percent.

To address this decline, Delasport has focused on consistency and user engagement. CEO Oren Cohen Shwartz highlighted the commitment to a unified platform:

"Delasport invested significant resources to build racing natively into its sportsbook because we believe the player experience should remain consistent across every sport. The same wallet, unified bet slip, account flow, personalization engine, and engagement tools are available throughout the sportsbook." - Oren Cohen Shwartz, CEO of Delasport

Background

The global betting landscape is shifting. Data from H2 Gambling Capital projects that horse racing will hold a 14.4 percent share of the global online Gross Gaming Revenue (GGR) in 2023, while general sports betting accounts for a much larger 38.8 percent. The challenge for many operators is how to maintain interest beyond major festivals like Royal Ascot or the Grand National. Delasport’s partnership with BetMakers seeks to solve this by providing a streamlined, modern environment that appeals to a younger, more tech-savvy audience.

BetMakers provides the essential racing data and technological backbone for the service. Martin Tripp, Chief Operating Officer at BetMakers, commented on the synergy between the two companies:

"BetMakers is focused on delivering racing technology, data, and services that help operators unlock the full potential of racing. Partnering with Delasport allows our racing capabilities to be delivered through a modern sportsbook environment." - Martin Tripp, COO of BetMakers

Why it matters for German players

For bettors in Germany, the regulatory framework under the State Treaty on Gambling 2021 (GlüStV 2021) creates a unique environment. While the UK market focuses on seamless vertical integration, German operators must strictly adhere to limits such as the €1,000 monthly deposit cap, tracked via the LUGAS system. Although horse racing is often regulated via specific state laws, the general principles of player protection and the use of the OASIS exclusion database apply. The type of innovation seen with Delasport could eventually influence German-licensed books, but only if it remains compliant with local restrictions, including the separation of different gaming categories to prevent addictive behavior.

What it means for GGL-licensed casinos

Operators holding a license from the Gemeinsame Glücksspielbehörde der Länder (GGL) can learn from this UK launch. The emphasis on reducing friction and improving the player experience is universal. However, German providers must navigate a stricter landscape where cross-selling between casino and betting is heavily restricted. The success of Delasport’s native integration suggests that investing in robust, flexible IT infrastructure is vital for long-term sustainability. For German GGL-licensed sites, this means ensuring that any new sports betting features are correctly reported to LUGAS while maintaining the transparency required by German law.