KingMakers
KingMakers operates BetKing, a leading African sports betting and digital entertainment platform distributed via online and agency channels, serving sports fans and empowering independent agent partners across the continent.
- Company typePrivate
- Founded2018
- HeadquartersLondon, United Kingdom
- Headcount501–1,000
- GTM typeB2C
- OfferingServices
What KingMakers does
KingMakers is a sports betting and digital entertainment platform company headquartered in Lagos, Nigeria, operating across Africa through its flagship brand BetKing. Founded in 2018 and operating under the legal entity AGV Holdings Limited, the company combines proprietary technology with a dual-channel distribution architecture: a self-serve online platform enabling direct consumer access to sports wagering and gaming, and an agency/agent network through which individuals operate independent betting businesses embedded in local communities. This model explicitly couples consumer-facing product distribution with community-level entrepreneurship.
The company generates revenue through transaction fees on sports betting and gaming activity on the BetKing platform. Its customer base consists of African sports fans seeking wagering and digital entertainment experiences, together with a secondary segment of agent-network partners running businesses within the ecosystem. KingMakers claims market-leading position across Africa and reports no public listing; it has raised approximately $365 million from MultiChoice across 2020 and 2021, and engages with integrity bodies (IBIA, CONMEBOL) and holds industry recognition including Best Responsible Gaming Platform Brand of the Year and an AI Innovation in Betting, Gaming & Entertainment Award.
Operationally, KingMakers maintains an employer-brand-led presence across Facebook, Twitter, Instagram, YouTube, and LinkedIn, and uses a Workable-hosted careers funnel. The firm is privately held with 501–1,000 employees and no disclosed parent entity, board composition, or institutional cap-table detail beyond MultiChoice's funding role.
KingMakers firmographics
Firmographics- Name
- KingMakers
- Legal name
- AGV Holdings Limited
- Website
- https://kingmakers.com
- Company type
- Private
- Founded year
- 2018
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Short description
- KingMakers operates BetKing, a leading African sports betting and digital entertainment platform distributed via online and agency channels, serving sports fans and empowering independent agent partners across the continent.
- Ownership category
- akta.pro rank
KingMakers industry classification
Industry- Product category
- Sports Betting and Gaming
- NAICS
- Gambling Industries (7132), Other Gambling Industries (713290), Other Gambling Industries (71329)
- SIC
- Services-Amusement & Recreation Services (7900)
- akta.pro industry
- Sportsbooks (Online & Mobile Operators)Retail Sportsbooks (On-Premise, Kiosks & In-Venue)Sportsbook Retail Technology (Terminals, POS, Self-Service Betting)
Keywords
Where KingMakers is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Markets served
KingMakers business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Technology or R&D, Marketing or Sales, Personnel, Operations, Infrastructure
Revenue model
- Sports Betting and Gaming: KingMakers operates as a leading sports betting and gaming company across Africa through its flagship brand BetKing, generating revenue from sports wagering and gaming entertainment products.
Go-to-market motion2 records
Distribution channels2 records
Marketing channels5 records
KingMakers product offering
Product offeringCore offering
KingMakers operates a sports betting and digital entertainment platform under its flagship BetKing brand across African markets. Customers place wagers on sporting events through both a proprietary online/mobile platform and a physical agent network. The company monetizes activity through commissions/service fees on bets placed and ancillary digital entertainment offerings.
Product overview
KingMakers operates as a platform-plus-channels architecture consisting of its flagship brand BetKing (sports betting and gaming), delivered through online platforms and an agency/retail network. The company serves African sports fans and digital entertainment consumers, enabling individuals to participate in the agent network while providing online and offline 24/7 access to sports and gaming content.
Differentiator
Problem solved
Functional benefit
Brands
- BetKing: Flagship sports betting and gaming brand of KingMakers, operating across Africa with focus on responsible gaming and digital entertainment experiences
Products and services
- BetKing Online Sports Betting Flagship consumer-facing sports betting service delivered through a proprietary web platform and mobile app, allowing users across African markets to place wagers on sporting events. Targeted at individual sports fans seeking convenient digital wagering.
- BetKing Mobile Betting App Mobile application extension of the BetKing sports betting platform, enabling consumers to place bets, deposit, withdraw, and manage their accounts from smartphones. Targeted at mobile-first African consumers.
- BetKing Agent / Agency Betting Service Physical retail agent-based channel of the BetKing platform, allowing individuals to place bets through local agents powered by KingMakers' proprietary agency technology. Extends service to consumers with limited direct digital access and is a key differentiator versus online-only operators.
- Digital Entertainment Services Ancillary digital entertainment offerings bundled within the BetKing ecosystem beyond core sports betting, expanding engagement and monetization opportunities for end consumers.
Quantifiable outcome
- Earned dual industry accolades: Best Responsible Gaming Platform Brand of the Year and AI Innovation in Betting, Gaming & Entertainment Award
Companies that use KingMakers
Customer profileSegments2 records
Ideal customer profiles1 record
KingMakers technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
KingMakers partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core.
- IBIA (International Betting Integrity Association)coreKingMakers/BetKing participates in integrity frameworks alongside IBIA, operators, regulators, and sports bodies. The collaboration focuses on data-led approaches strengthening betting ecosystems, with shared reporting structures supporting sustainable expansion of regulated sports betting in emerging markets like Brazil and Nigeria.
- CONMEBOLcoreKingMakers/BetKing participates in integrity discussions with CONMEBOL, examining frameworks that have evolved over two decades of cooperation between betting operators and sports organizations. The partnership supports trust-building and education in emerging markets.
Scale indicators2 records
Recent moves6 records
Expansion highlights5 records
KingMakers competitors and assessment
Company assessmentDirect peers
- SportyBet (Sporty Group): One of the largest sports betting operators in Africa, with particularly strong presence in Nigeria and Kenya. Directly comparable to BetKing as an online and mobile sportsbook serving African sports fans with a similar football-led product focus.
- Betway (Super Group): Global online sportsbook and casino operator with significant African operations including Nigeria, South Africa, and Kenya. Comparable to KingMakers as a multi-market online sportsbook targeting African consumers with broad sports coverage.
- 1xBet: International online sportsbook with heavy marketing presence across African markets including Nigeria. Competes with BetKing on similar product (pre-match and live sports betting) and similar customer segment.
- Premier Bet: Pan-African sports betting operator active in Nigeria, Senegal, Cameroon, and other markets. Directly comparable to KingMakers as an online and retail sportsbook focused exclusively on African markets.
- Mozzartbet: Serbia-based online sportsbook and casino operator with significant operations in African markets including Kenya, Nigeria, and Tanzania. Comparable as an Africa-focused online sportsbook targeting similar football-betting customers.
Regional players
- Hollywoodbets: South Africa-headquartered sportsbook and casino operator with growing presence across southern Africa. Comparable sports betting product and retail-style distribution model, though primarily focused on the South African market.
Broad incumbents
- Flutter Entertainment: Global online betting and gaming group (Betfair, Paddy Power, FanDuel, PokerStars) with growing Africa exposure via brands such as Betfair and Jojobet. Comparable as a sportsbook operator, though much broader in scope and not Africa-specialized.
- Entain: Global digital gambling group (Bet365 joint venture, Ladbrokes, Coral, bwin) with Africa-facing operations. Comparable as a sportsbook operator, but as a broad incumbent with much wider geographic and product footprint than KingMakers.
- Bet365: One of the world's largest online sportsbooks with selective Africa exposure. Comparable as an online sportsbook competitor for the same end customer, though operating globally rather than Africa-focused.
Others
- SuperSport (MultiChoice): Pan-African sports broadcaster owned by MultiChoice, KingMakers' anchor investor. Not a direct competitor but a closely related ecosystem participant whose sports content rights and audience overlap materially with BetKing's customer base.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
KingMakers social profiles
Digital presenceKingMakers financial estimates
Financial estimateRevenue estimate
Valuation estimate
KingMakers leadership team
Management profileNumber of profiles
Profiles1 record
KingMakers funding detail
Funding detailFunding overview
Funding rounds2 records
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
KingMakers M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about KingMakers
What does KingMakers do?
KingMakers operates a sports betting and digital entertainment platform under its flagship BetKing brand across African markets. Customers place wagers on sporting events through both a proprietary online/mobile platform and a physical agent network. The company monetizes activity through commissions/service fees on bets placed and ancillary digital entertainment offerings.
Is KingMakers a public or private company?
KingMakers is a private company. It is classified as venture growth investor backed and is currently operating.
When was KingMakers founded?
KingMakers was founded in 2018. It employs 501 to 1,000 people.
Where is KingMakers based?
KingMakers is headquartered in London, United Kingdom, in the Europe region.
How does KingMakers make money?
One revenue line is on record: sports Betting and Gaming.
Who are KingMakers's main competitors?
Direct peers on record are SportyBet (Sporty Group), Betway (Super Group), 1xBet, Premier Bet and Mozzartbet. Hollywoodbets is listed as a regional player. Broad incumbents are Flutter Entertainment, Entain and Bet365. SuperSport (MultiChoice) is listed as an others.
Does KingMakers have an API?
No public API is recorded for KingMakers.
What industry is KingMakers in?
KingMakers's product category is Sports Betting and Gaming. Its primary akta.pro industry code is MPAEACAA, Sportsbooks (Online & Mobile Operators), with a secondary code of MPAEACAB, Retail Sportsbooks (On-Premise, Kiosks & In-Venue). Its NAICS code is 7132 and its SIC code is 7900.