BetM Completes Full Migration to BetMakers’ Apollo Platform, Betting on Scalability Over In-House Control

In a tech overhaul, BetM has fully transitioned to BetMakers’ Apollo platform, outsourcing its digital core in a calculated move to stay fast — even if it means giving up some control.

In a decisive shift that underscores the growing platformisation of the betting industry, BetM has completed its full migration to BetMakers Technology Group’s Apollo platform, transitioning all core systems to the end-to-end wagering solution. The move sees BetM replacing its legacy infrastructure with a fully managed stack — including BetMakers’ Managed Trading Services (MTS) — as it chases scalability and faster product delivery in Australia’s hyper-competitive sportsbook landscape.

The migration, executed within just six weeks, was finalised in late March 2025, making BetM one of the earliest adopters of Apollo in a full-stack capacity. The overhaul includes core trading, odds management, risk controls, player account systems, UI infrastructure, and all back-office operations.

“We’ve been able to achieve the switch very quickly and we are now ready to provide new and existing customers with an advanced betting solution,” said Ryo Kitamura, CEO of BetM’s parent company, MGB.“We are very excited about the upcoming products available through Apollo and the opportunity to work with the BetMakers team to deliver the best possible results.”

Apollo: BetM’s New Engine Room

Apollo is BetMakers’ next-generation enterprise platform, designed to replace its aging Global Betting Platform (GBP) and compete with the in-house stacks of betting giants. It offers operators modular access to pricing engines, fixed-odds and tote products, account systems, real-time risk tools, and compliance layers — all under one roof.

For BetM, the transition isn’t just technical — it’s strategic. Rather than continuing to maintain or evolve its own infrastructure, BetM is betting that a shared platform can deliver the flexibility and uptime it needs to survive in a market that demands instant product cycles and razor-thin latency.

“I’m incredibly proud of the speed and precision the team has shown,” said Lucas Hopkins, Head of Commercial at BetMakers.“We’re thrilled to get this validation for the hard work and planning that’s gone into building Apollo.”

But it’s not just a win for BetM — it’s a test for BetMakers. Apollo has been in development for years, and BetM is now its highest-profile, fully-migrated client. Any performance issues, missed updates, or service lag could ricochet across the brand — and damage BetMakers’ bid to position Apollo as a global contender in sportsbook tech.

Why Outsourcing Now?

BetM’s pivot comes amid rising operational pressure. The Australian betting market is mature, crowded, and unforgiving. Dominated by household names like Sportsbet (Flutter), Ladbrokes (Entain), and Betr, the space leaves little breathing room for mid-tier operators without scale, speed, or a sharply differentiated product.

Instead of doubling down on internal tech — which often becomes a black hole of cost and complexity — BetM is shifting focus to its front-end experience, marketing engine, and customer retention efforts. Apollo offers a way to outsource the plumbing, while still delivering competitive features through a shared development roadmap.

But that shared roadmap is both a strength and a limitation.

“This model favours cost-efficiency, but the long-term challenge is differentiation,” notes one industry strategist.“If Apollo evolves too slowly or becomes a lowest-common-denominator platform, BetM won’t just be fast — it’ll be fast and forgettable.”

Platformisation’s Trade-Offs

Here’s how BetM’s move fits into the larger trend of infrastructure outsourcing:

Operator	Tech Provider	Level of Outsourcing	Market	Strategic Impact
BetM	BetMakers (Apollo)	Full Stack	Australia	Speed to market, reduced overhead
BlueBet	BetMakers (GBP)	Core Trading	Australia	Legacy platform prior to Apollo shift
PointsBet	Proprietary → Fanatics	Was in-house	AUS & US	Sold U.S. tech stack to Fanatics
Betr	BetCloud	Modular/Partial	Australia	Fast deployment, minimal ownership

Outsourcing infrastructure in the betting world is nothing new — but handing over everything, including real-time pricing, risk, and trading controls, is a far more radical play. While Apollo claims a high degree of configurability and custom skinning, deeper innovation — like building novel bet types or predictive cash-out engines — may still be subject to BetMakers’ update cycles and resource prioritisation.

So far, few challenger brands have successfully built long-term loyalty off outsourced stacks. BetM is gambling that Apollo will be the exception.

What’s Live and What’s Next

BetM’s Apollo-powered platform is already live across desktop and mobile, with performance benchmarks showing faster load speeds, expanded live betting options, and more agile market creation. BetMakers has hinted at upcoming feature releases, including campaign-layer tooling, loyalty modules, and enhanced gamification — all of which BetM is expected to implement over the next quarter.

Internally, BetM is reportedly working on overlaying its own brand voice and content strategy on top of Apollo’s stack — turning platform parity into personality-driven UX. But whether that will be enough to stand out in a market dominated by brand power and betting volume remains to be seen.

For now, BetM’s wager is clear: that outsourcing speed beats building slow. And in a market where milliseconds matter and margins are tightening, that may be the only bet worth taking.