BETBY
BETBY is a Malta-based B2B sportsbook software provider licensing an AI-powered platform covering 125+ sports and 50+ esports disciplines to licensed iGaming operators globally, with proprietary esports content and AI-driven risk and personalization tools.
- Company typePrivate
- Founded2018
- HeadquartersBirkirkara, Malta
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What BETBY does
BETBY is a Malta-based B2B sportsbook software provider, operating under the legal entity EARLYBIRD LTD and licensed by the Malta Gaming Authority (MGA/B2B/780/2020). Founded in 2018, the company delivers a modular sports betting platform to licensed iGaming operators globally, covering 210,000+ events per month across 125+ sports with 3,000+ betting markets. Its product portfolio includes the core BETBY Sportsbook, the proprietary Betby.Games esports feed (150,000+ monthly events, 35+ titles, localized formats such as eKabaddi and eVaquejada), Virtual Sports, an Esports module, and a dedicated AI Labs toolkit covering personalization, churn prediction, LTV modeling, anomaly detection, and announced LLM-based assistants. Recent additions include BETBY Predictions (a fixed-odds prediction markets product) and Stories, a mobile-first promotional feature.
The business model is B2B software licensing with quote-based, customized multi-year contracts. Revenue is generated by licensing the sportsbook platform, esports feed, virtual sports, and AI modules to operators via single API integration, with deployment typically completed within days of contract signing. BETBY sells through direct enterprise field sales, supplemented by regional directors and channel partners across Latin America (Vibra Gaming), Asia (Broadway Platform, Satoshi Gaming Group), and the crypto-native segment (BC.GAME). Customer segments are split across general licensed iGaming operators and regional sub-segments targeting Asia-Pacific and Latin America, with hyper-localized content tailored to each market. The company maintains offices in Birkirkara and Sliema (Malta), Riga (Latvia — primary operational hub), Budva (Montenegro), and Barcelona (Spain), and has secured dedicated regulatory licensing in Brazil and Peru to support LatAm expansion.
BETBY firmographics
Firmographics- Name
- BETBY
- Legal name
- EARLYBIRD LTD
- Website
- https://betby.com
- Company type
- Private
- Founded year
- 2018
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- BETBY is a Malta-based B2B sportsbook software provider licensing an AI-powered platform covering 125+ sports and 50+ esports disciplines to licensed iGaming operators globally, with proprietary esports content and AI-driven risk and personalization tools.
- Ownership category
- akta.pro rank
BETBY industry classification
Industry- Product category
- Sports Betting Software
- NAICS
- Gambling Industries (7132)
- SIC
- Services-Racing, Including Track Operation (7948)
- akta.pro primary industry
- Sportsbooks (Online & Mobile Operators) (MPAEACAA)
- akta.pro secondary industry
- Odds, Trading & Risk Management Services (MPAEACAD)
Keywords
Where BETBY is headquartered
LocationHeadquarters
- HQ city
- Birkirkara
- HQ country
- Malta
- HQ region
- Europe
Offices5 records
Markets served
BETBY business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure
Revenue model
- B2B Sportsbook Software Licensing: BETBY operates as a B2B sportsbook solution provider, licensing its complete sportsbook platform, virtual sports, esports content, and AI tools to iGaming operators. Revenue is generated through licensing agreements with licensed operators globally.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | B2B sportsbook solution with customized licensing arrangements |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels7 records
BETBY product offering
Product offeringCore offering
BETBY provides a complete B2B sportsbook platform covering 210,000+ monthly events across 125+ sports with 3,000+ betting markets, including risk management, trading, client segmentation and reporting. It is complemented by proprietary esports content (Betby.Games), 24/7 virtual sports, AI Labs (predictive analytics, churn/LTV modeling, risk automation) and BETBY Predictions, a fixed-odds prediction markets product. Operators integrate the platform via a single API within days, with customizable frontend and back-office and multi-year licensing arrangements.
Product overview
BETBY is a Tier 1 B2B sportsbook provider offering a modular platform architecture centered on its core Sportsbook solution complemented by specialized add-on modules and features. The platform comprises: BETBY Sportsbook (the core unified sportsbook covering 125+ sports with 3,000+ markets), Betby.Games (proprietary AI-powered esports feed with 35+ titles), Virtual Sports (24/7 simulated sports events), Esports (live esports betting), AI Labs (AI-driven analytics, risk management, and personalization toolkit), BETBY Predictions (fixed-odds prediction markets), Stories (mobile-first promotional cards), Player Cards (player statistics display), and Bet Builder/Cashout (betting features). The architecture enables operators to choose full integration or module-based deployments, with AI Labs providing cross-cutting intelligence across all products.
Differentiator
Problem solved
Functional benefit
Brands
- Betby.Games: AI-powered esports feed providing 150,000+ monthly events with 5,000+ live events daily and 250+ unique markets. Covers titles including E-Soccer, E-Tennis, E-Basketball, E-Baseball, E-Fighting, E-Cricket, Rocket League, and CS:GO.
- AI Labs
- BETBY Predictions
- Stories
Products and services
- BETBY Sportsbook Comprehensive B2B sportsbook platform providing over 210,000 events monthly across 125+ sports with 3,000+ betting markets. Includes risk management, trading, client segmentation and reporting, with ML and AI personalization, customizable designs, 30+ language support, three layouts, and interactive widgets. Delivered to licensed iGaming operators via a single API.
- Betby.Games Proprietary AI-powered esports feed offering 150,000+ events monthly with 5,000+ live events daily and 250+ unique markets. Covers 35+ esports and virtual sports titles including eSoccer, eTennis, eBasketball, eBaseball, eFighting, eCricket, Rocket League and CS:GO, with localized formats such as eKabaddi and eVaquejada. Delivered via full integration, module or odds feed for iGaming operators.
- BETBY Virtual Sports 24/7 virtual sports betting solution featuring hyper-real events and tournaments based on real sports, including 5,000+ soccer events daily, 3,000+ basketball events daily, and 1,500+ other live events daily. Designed for iGaming operators with user-friendly customizations for different markets worldwide.
- BETBY Esports Comprehensive real-money esports betting solution covering AAA titles including Counter-Strike (750+ events), DOTA 2 (400+ events), League of Legends (500+ events), FIFA (1,000+ events), Valorant, Call of Duty, Rainbow Six, Overwatch, StarCraft 2, Rocket League and Warcraft 3, plus mobile esports titles and sports simulators. Delivered to operators as a B2B product.
- AI Labs AI-powered sportsbook toolkit offering predictive analytics (claimed 82% increase in picks accuracy, 40% projected bet increase, 140% projected turnover increase), risk management automation (claimed 99% increase in suspicious activity detection, liability monitoring, automatic profiling) and marketing tools (churn prediction, LTV prediction, player segmentation). Personalization features include Combo Assist, Personalized Combo, Bet Swipe and Top Matches. Includes LLM chatbot assistants for back-office and player interactions.
- BETBY Predictions Industry-first fixed-odds prediction markets solution enabling operators to capitalize on trending topics and engage new audiences beyond traditional sports betting, expanding content opportunities within a licensed sportsbook environment.
Quantifiable outcome
- 472% year-on-year GGR increase in H1 2025
- +7 more outcomes
Companies that use BETBY
Customer profileNamed customers4 records
Segments3 records
Ideal customer profiles3 records
BETBY technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability8 records
Feature8 records
BETBY partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core.
- BC.GAMEcoreBETBY joined BC.GAME's BC Engine Nodes network as an Engine Node partner. BETBY contributes a share of platform-generated profits to the $BC rewards pool, supporting the expansion of BC Engine model which automatically allocates $BC earned from casino wagering into staking and reward distribution.
- BC.GAMEcoreFollowing BETBY's integration, $BC token recorded a 2.5% increase over 24 hours and Stakers Have Earned figure reached $2.58 million. BC Engine launched in April 2026 aims to expand token utility and long-term player participation.
- Vibra GamingcoreStrategic partnership delivering BETBY's full sportsbook solution covering 500,000+ monthly events with AI-powered tools and proprietary esports feed Betby.Games. Integration enables single API implementation without significant development overhead. Key element includes hyper-localized esports titles (eVaquejada, eFootVolley) designed for Latin American audiences.
- Broadway PlatformcorePartnership to supply sportsbook solution, Betby Games esports feed, and AI Labs tools across Broadway's portfolio of over 30 online brands. Provides access to 500,000+ monthly events, 8,000 betting markets, and coverage across 125+ sports and 50 esports disciplines.
Scale indicators16 records
Recent moves2 records
Expansion highlights6 records
BETBY competitors and assessment
Company assessmentDirect peers
- Kambi Group: Kambi is a publicly listed B2B sportsbook platform provider offering odds, trading, risk management and a modular sportsbook solution to licensed operators globally — the closest pure-play competitor to BETBY's core sportsbook + esports + AI positioning.
- EveryMatrix: EveryMatrix provides a full-stack B2B iGaming platform including an OddsMatrix sportsbook solution with odds feed, trading, risk and casino, directly competing with BETBY for tier-1 operator deals.
- BetConstruct: BetConstruct offers turnkey and API-driven sportsbook and iGaming platforms with proprietary odds, risk management and esports/virtuals feeds, overlapping heavily with BETBY's modular B2B sportsbook offering.
- SOFTSWISS: SOFTSWISS delivers a B2B iGaming platform with sportsbook, casino and turnkey solutions, including odds feed and risk tools, targeting licensed operators in regulated markets similar to BETBY's customer base.
- Pragmatic Solutions: Pragmatic Solutions provides a B2B iGaming platform with sportsbook, casino, payments and CRM, positioned as a modular platform for licensed operators — directly comparable to BETBY's modular architecture.
- Altenar: Altenar is a B2B sportsbook software provider offering odds feed, trading, risk and a customizable sportsbook front-end to operators in regulated markets, closely mirroring BETBY's core sportsbook proposition.
- Digitain: Digitain supplies B2B sportsbook and iGaming platform technology including odds, trading, risk, virtual sports and esports, serving licensed operators across multiple regulated geographies similar to BETBY.
Broad incumbents
- Sportradar: Sportradar is a publicly listed sports data and technology company offering odds, trading, risk, and content services to sportsbook operators — a larger, broader incumbent with adjacent (rather than identical) sportsbook platform offering vs. BETBY.
- Genius Sports: Genius Sports is a publicly listed sports data and technology firm providing odds feeds, trading, content and media services to sportsbook operators, competing with BETBY in the data/odds layer but with a broader portfolio.
- Light & Wonder (OpenBet): Light & Wonder's OpenBet division provides B2B sportsbook platform technology, odds and trading services to large regulated operators — a tier-1 incumbent with a wider product portfolio that competes with BETBY for enterprise sportsbook deals.
Market position
Strengths5 records
Competitive moat5 records
Key risks1 record
Key highlights7 records
Customer concentration
BETBY social profiles
Digital presenceBETBY compliance and trust
Trust signalCompliance1 record
BETBY financial estimates
Financial estimateRevenue estimate
Valuation estimate
BETBY leadership team
Management profileNumber of profiles
Profiles13 records
BETBY funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
BETBY 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 BETBY
What does BETBY do?
BETBY provides a complete B2B sportsbook platform covering 210,000+ monthly events across 125+ sports with 3,000+ betting markets, including risk management, trading, client segmentation and reporting. It is complemented by proprietary esports content (Betby.Games), 24/7 virtual sports, AI Labs (predictive analytics, churn/LTV modeling, risk automation) and BETBY Predictions, a fixed-odds prediction markets product. Operators integrate the platform via a single API within days, with customizable frontend and back-office and multi-year licensing arrangements.
Is BETBY a public or private company?
BETBY is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was BETBY founded?
BETBY was founded in 2018. It employs 11 to 50 people.
Where is BETBY based?
BETBY is headquartered in Birkirkara, Malta, in the Europe region.
How does BETBY make money?
One revenue line is on record: B2B Sportsbook Software Licensing.
Who are BETBY's main competitors?
Direct peers on record are Kambi Group, EveryMatrix, BetConstruct, SOFTSWISS, Pragmatic Solutions, Altenar and Digitain. Broad incumbents are Sportradar, Genius Sports and Light & Wonder (OpenBet).
Does BETBY have an API?
Yes. BETBY provides API integration capabilities allowing operators to integrate its sportsbook solution. The platform offers multiple integration pathways: full integration of the BETBY sportsbook with cutting-edge back-office, efficient reporting and risk management; BETBY.GAMES MODULE for accessing full sports and features offering including freebets, combo-bets, cashouts, statistics, customizable frontend and risk management; ESPORTS MODULE for integrating esports alongside Betby.Games; and Odds feed integration allowing operators to use their own frontend and risk management while receiving BETBY's odds. The intelligent back-end system enables products to be integrated within days of signing a contract. BETBY's products support over 500,000 monthly events via single API integration. Developer documentation is at help.betby.com.
What industry is BETBY in?
BETBY's product category is Sports Betting Software. Its primary akta.pro industry code is MPAEACAA, Sportsbooks (Online & Mobile Operators), with a secondary code of MPAEACAD, Odds, Trading & Risk Management Services. Its NAICS code is 7132 and its SIC code is 7948.