Betfair Australia Taps BetMakers to Power Return of CrownBet
Betfair Australia has chosen BetMakers Technology Group as the sole technology provider for its relaunch of CrownBet.
The five-year deal will use BetMakers’ end-to-end Apollo platform for the country’s new premium sportsbook, adding another major deployment for the system.
CrownBet is targeting the launch in the first quarter of 2026, pending platform deployment and regulatory work. The move brings the familiar name back to the Australian market after eight years of absence following its previous ownership structure and closure.
The Exclusive Deal Ahead of CrownBet’s Return
Under the agreement, BetMakers will deploy a fully customized version of its Apollo wagering platform. The stack includes risk management and trading services as well as the content engine that will run the sportsbook.
BetMakers has said its systems will serve as the operational backbone of CrownBet from day one. The arrangement is structured as a Tier 1 strategic partnership with Betfair Australia, which sits within the Crown Resorts group.
The deal’s commercial terms combine fixed fees with a revenue share model. The structure is created to build recurring revenue for BetMakers while tying returns to CrownBet’s long-term performance.
Martin Tripp, the COO of BetMakers, commented on how the company views the agreement:
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.
Australia’s Newest Sportsbook
CrownBack is returning to the Australian market after it was folded into a series of mergers and rebrands.
The brand originally launched in 2015 after Crown Resorts bought the BetEasy business in 2014. Following Crown’s exit, the business was rebranded to BetEasy under The Stars Group in 2018.
After Flutter Entertainment acquired The Stars Group in 2020, the original CrownBet entity became defunct.
Betfair itself launched in Britain in 200 and built its reputation as a peer-to-peer betting exchange. Crown Resorts bought full control of its Australian operation in 2014 and now uses it as the vehicle for online wagering activities.
The decision to revive CrownBet forms part of the group’s plan to broaden its wagering offer and develop new revenue streams. The new sportsbook is intended to sit alongside the existing Betfair exchange and target customers who prefer fixed-odds betting.
Betfair Australia is preparing to bring the sportsbook CrownBet back to the market.
BetMakers enters the partnership as a specialized wagering technology and service supplier.
The Melbourne-based company generates most of its revenue from sports betting, providing proprietary solutions for content distribution, odds delivery, and risk management.
Apollo, its wagering platform, underpins the new CrownBet agreement as the core technology stack.
BetMakers designs it for scalability and customization for different operators. The system combines compliance features, risk and trading modules, customer account tools, fixed-odds and tote betting, and content engines in a single, modular platform.
Apollo has been adopted by brands such as The Bookie Group and Mixi’s betM in Australia. BetMakers claims increases of around 35% of active users and 50% monthly bets across operators using the suite.
Amy Zavros, CEO of Betfair Australia, described the selection process for its technology partner:
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.
