[Dublin/Melbourne, 9th September 2026] – BetMakers Technology Group, a leading global provider of wagering technology, racing solutions and services, has partnered with Xtremepush, allowing BetMakers to offer a complete CRM, gamification and loyalty solution as part of the premium technology suite it delivers to horse racing and sports betting operators.
This partnership with BetMakers is the first in the Australian market for Xtremepush, who have just launched XpertOS, the agentic, governance-first operating system that is setting a new standard for CRM in the AI era. Under the guidance of Xtremepush’s Head of Regional Sales, Will Hansen, Xtremepush has established a presence in Australia, which is being led on the ground by Account Manager – Team Lead, APAC, Georgina Lott.
BetMakers provides wagering technology, racing solutions, data services and betting content to operators and racing bodies across global markets.
In Australia, BetMakers’ market-leading Apollo platform currently powers more than 40 live wagering brands. Apollo provides operators with a comprehensive wagering technology solution, combining scalable platform infrastructure with BetMakers’ advanced racing products, managed trading capabilities, data services, betting content and fixed-odds and pari-mutuel solutions.
The Xtremepush solution will be made available through the Apollo platform in Australia, further strengthening the technology and engagement capabilities available to BetMakers’ Australian operator partners.
The integration will provide Apollo-powered operators with access to advanced CRM, loyalty, gamification and player-engagement tools, helping them deliver more relevant and personalised customer experiences.
Personalisation at scale will be at their fingertips, layered with the assurance that comes with governance built into the architecture by long-time experts in their field. As BetMakers’ CRM partner of choice, Xtremepush enables BetMakers’ operators to leverage real-time data, AI and gamification to turn visitors into loyal players, while ensuring compliance and building trust through seamless consent management.
This agreement with Xtremepush further reinforces BetMakers’ position as a leading global provider of wagering technology, racing solutions and services, while continuing to enhance the capabilities of its Apollo platform in Australia.
Jake Henson, Chief Executive Officer of BetMakers Technology Group, said:
“Our team came away thoroughly impressed by Xtremepush - by the product, and just as much by the people behind it.
“Building real, lasting partnerships with our suppliers is paramount to us. Integrating Xtremepush into Apollo gives our expanding list of live wagering brands on the platform access to a proven CRM, loyalty and gamification solution.
“Xtremepush’s decision to establish a local presence in Australia also demonstrates a strong commitment to the market. We look forward to working together to deliver greater personalisation, stronger customer engagement and improved player experiences for our Australian operator partners.”
Tommy Kearns, Chief Executive Officer of Xtremepush said:
“It is through partnerships with some of the most well-respected names in global sports betting and gaming, like BetMakers, that we at Xtremepush measure our progress as a category leader in igaming CRM. We look forward to working with BetMakers to ensure their premium technology solutions stay at the top of the game.”
William Hansen, Head of Regional Sales for Xtremepush said:
“BetMakers’ reputation as a premium technology provider in the Australian market is well deserved, and it is very exciting for us that this partnership is the first for Xtremepush in Australia. By establishing a presence here, we can demonstrate our commitment to bringing our first-class CRM and loyalty marketing expertise to one of the largest and most important regulated wagering markets in the world.”
