Picklebet
Picklebet is an Australian licensed online gambling operator offering direct-to-consumer betting on horse and greyhound racing, traditional sports, and esports through its web platform to Australian customers.
- Company typePrivate
- Founded2014
- HeadquartersBrisbane, Australia
- Headcount1–10
- GTM typeB2C
- OfferingServices
What Picklebet does
Picklebet is an Australian licensed gambling operator headquartered in Brisbane that runs a direct-to-consumer online betting platform covering three verticals: horse, greyhound, and harness racing; traditional sports; and esports tournaments. The company was founded in 2014 by Nick Heaney (CEO), Damon Oudejans (COO), and Jordan Oudejans (CCO), and distributes its product exclusively through its own web platform to Australian customers under local gambling licensing. The underlying technology is a standard online bookmaking platform rather than a custom ML-driven trading engine; customer engagement is operationalized through Braze, a third-party customer engagement platform, supporting SMS marketing, segmentation, and campaign automation — an integration Picklebet cites as driving a 116% session increase.
The business model is transaction-fee based: Picklebet earns revenue as a spread on bets placed across racing, sports, and esports markets, with no disclosed pricing tiers or subscription products. Pricing details, odds margins, and fee structures are not publicly disclosed and are surfaced to users upon registration. Customer segments are horizontally diversified across the three wagering verticals, with all three marked as primary use-case segments. Capital structure is private and venture-backed: Picklebet closed an AUD $15 million Series A on 28 November 2023 led by Discerning Capital, with participation from DraftKings and Manifest, preceded by earlier seed-stage rounds in 2015 and 2016 from Altor Capital, muru-D, and RCL Accelerator. The company has no disclosed subsidiaries, M&A activity, or international operating licenses, and its geographic footprint is currently limited to Australia despite international investor interest in its license.
Picklebet firmographics
Firmographics- Name
- Picklebet
- Legal name
- Picklebet
- Website
- https://picklebet.com
- Company type
- Private
- Founded year
- 2014
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Picklebet is an Australian licensed online gambling operator offering direct-to-consumer betting on horse and greyhound racing, traditional sports, and esports through its web platform to Australian customers.
- Ownership category
- akta.pro rank
Picklebet industry classification
Industry- Product category
- Online Sports Betting
- NAICS
- Gambling Industries (7132)
- akta.pro primary industry
- Sportsbooks (Online & Mobile Operators) (MPAEACAA)
Keywords
Where Picklebet is headquartered
LocationHeadquarters
- HQ city
- Brisbane
- HQ country
- Australia
- HQ region
- Oceania
Markets served
Picklebet business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Technology or R&D, Marketing or Sales, Operations, Personnel, Others
Revenue model
- Betting Transaction Fees: Picklebet generates revenue through betting transaction fees as a licensed gambling operator in Australia, offering odds on racing, sports, and esports events.
Go-to-market motion1 record
Distribution channels1 record
Marketing channels1 record
Picklebet product offering
Product offeringCore offering
Picklebet is an Australian licensed online gambling operator that offers a unified wagering platform covering three verticals: horse, greyhound, and harness racing betting; traditional sports betting across major leagues and competitions; and esports betting on competitive gaming tournaments. Customers place bets directly through the company's web-based platform under Australian gambling regulation, accessing odds and markets across all three categories from a single account.
Product overview
Picklebet is an Australian licensed gambling operator offering a unified betting platform. The platform comprises three core betting verticals: Racing Betting (horse racing, greyhound racing), Sports Betting (traditional sporting events), and Esports Betting (competitive gaming tournaments). These products operate under a single platform providing odds and betting markets across racing, sports, and esports categories.
Differentiator
Problem solved
Functional benefit
Products and services
- Racing Betting Betting on horse racing, greyhound racing, and other racing events offered to individual Australian bettors through Picklebet's licensed online platform.
- Sports Betting Betting on traditional sporting events including various leagues and competitions offered to individual Australian bettors through Picklebet's licensed online platform.
- Esports Betting Betting on competitive esports tournaments and matches offered to individual Australian bettors through Picklebet's licensed online platform.
Quantifiable outcome
- 116% session increase through SMS marketing campaigns
Companies that use Picklebet
Customer profileNamed customers1 record
Segments4 records
Ideal customer profiles3 records
Picklebet technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Picklebet partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- BrazecoreBraze is a customer engagement platform that Picklebet uses for SMS marketing campaigns. The integration enables Picklebet to execute cross-channel customer engagement strategies including subscriber list-building, segmentation, personalization, campaign automation, and cross-channel orchestration, resulting in measurable outcomes such as 116% session increase.
Scale indicators1 record
Recent moves4 records
Expansion highlights4 records
Picklebet competitors and assessment
Company assessmentBroad incumbents
- Bet365: Global online sportsbook with a major Australian presence. Competes head-to-head on racing and sports markets and dwarfs Picklebet on product breadth, live in-play features, and marketing spend.
- DraftKings: US-headquartered online sportsbook and DFS operator. Both a Series A investor in Picklebet and a global strategic competitor pursuing international expansion into similar regulated markets.
- Betway: Global online sportsbook with an established esports sponsorship and product portfolio. Comparable to Picklebet on the combined sports + esports offering, though operating across many more jurisdictions.
Direct peers
- Sportsbet: Australia's largest online sportsbook, owned by Flutter Entertainment. Directly competes with Picklebet across racing, sports, and increasingly esports betting under the same Australian regulatory framework and similar target customer base.
- Tabcorp (TAB): Incumbent Australian wagering operator with deep retail and online racing coverage. Directly comparable on the racing core, with significantly greater scale, brand recognition, and government-licensed footprint.
- Betfair Australia: Australian arm of Flutter's betting exchange. Competes on the same racing and sports markets, with a different exchange-based model but identical licensed Australian customer base.
- Ladbrokes Australia (Entain): Australian online sportsbook owned by Entain. Competes directly across racing, sports, and same-game-multi markets with significantly larger marketing budgets and broader product features.
- Pinnacle: Global online sportsbook with a strong reputation in esports betting and sharp odds. Comparable to Picklebet on the esports vertical and on a direct-to-consumer online model, though operating at much greater scale.
- Neds: Australian online sportsbook (Entain group) targeting racing and sports customers with similar digital-first positioning. Direct competitor in the same Australian licensed market with overlapping customer segments.
Emerging players
- Unikrn: Esports-focused betting and entertainment platform. Most directly comparable to Picklebet on the esports wagering vertical, with similar challenger positioning in a fast-growing but competitive category.
Market position
Weaknesses5 records
Competitive moat3 records
Key risks5 records
Key highlights6 records
Customer concentration
Picklebet social profiles
Digital presencePicklebet financial estimates
Financial estimateRevenue estimate
Valuation estimate
Picklebet leadership team
Management profileNumber of profiles
Profiles3 records
Picklebet funding detail
Funding detailFunding overview
Funding rounds4 records
Investors6 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Picklebet 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 Picklebet
What does Picklebet do?
Picklebet is an Australian licensed online gambling operator that offers a unified wagering platform covering three verticals: horse, greyhound, and harness racing betting; traditional sports betting across major leagues and competitions; and esports betting on competitive gaming tournaments. Customers place bets directly through the company's web-based platform under Australian gambling regulation, accessing odds and markets across all three categories from a single account.
Is Picklebet a public or private company?
Picklebet is a private company. It is classified as venture growth investor backed and is currently operating.
When was Picklebet founded?
Picklebet was founded in 2014. It employs 1 to 10 people.
Where is Picklebet based?
Picklebet is headquartered in Brisbane, Australia, in the Oceania region.
How does Picklebet make money?
One revenue line is on record: betting Transaction Fees.
Who are Picklebet's main competitors?
Broad incumbents on record are Bet365, DraftKings and Betway. Direct peers are Sportsbet, Tabcorp (TAB), Betfair Australia, Ladbrokes Australia (Entain), Pinnacle and Neds. Unikrn is listed as an emerging player.
Does Picklebet have an API?
No public API is recorded for Picklebet.
What industry is Picklebet in?
Picklebet's product category is Online Sports Betting. Its primary akta.pro industry code is MPAEACAA, Sportsbooks (Online & Mobile Operators). Its NAICS code is 7132.