What Pretty Technical does

Pretty Technical is a private, UK-incorporated (England and Wales, Company No. 12467431) technology company that designs, develops, and operates enterprise-grade platforms for the iGaming industry. Founded in July 2020 and headquartered in Utrecht, Netherlands with operations centred on Woodbridge, United Kingdom, the company serves real-money, sweepstakes, free-to-play, and crypto iGaming operators through a product ecosystem comprising Mikado (a modern PAM platform covering player accounts, wallets, payments, KYC, and multi-currency support), Hiro (a casino aggregation platform with Hiro Insight AI and RTP tracking), Domino (territory-specific regulatory reporting supporting CDB, LUGA, and SICS standards), Sportsbook (a production-ready multi-tenant sportsbook), and a customisable React-based Front End. The platform is built on modern cloud-native infrastructure using Go, Node.js, and React, with 99.99% uptime across live deployments and integrations to any stack in under one day.

The company monetises through a code-sale licensing model that transfers source code ownership to operators, supplemented by augmented-team delivery, managed services, white-label options for sweepstakes, and bespoke consulting — typically structured as multi-year enterprise contracts. Go-to-market is direct enterprise field sales, initiated through a two-week Project Zero assessment that delivers a working prototype before long-term commitment, supported by a partner referral program with iGaming-adjacent vendors including BetComply, CoinPayments, Flows, GambleID, GiG, Partis, Paysecure, Rokker, and Xtremepush. As of 2025–2026, Pretty Technical serves 60+ brands globally, is licensed and regulated in Great Britain by the UKGC under account 66478, and has shifted from a products-first to a services-first AI technical partner model positioning AI strategy, intelligent automation, predictive analytics, and custom AI tooling as core deliverables rather than add-ons.

Name

Pretty Technical

Legal name

Pretty Technical Limited

Website

https://prettytechnical.io

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

11–50 employees

Short description

Pretty Technical is a UK-incorporated AI-native technology partner that designs, develops, and operates enterprise iGaming platforms — PAM, casino aggregation, sportsbook, compliance, and front end — selling source code ownership plus augmented teams to operators globally under multi-year enterprise contracts.

Ownership category

akta.pro rank

Product category

iGaming Platform Software

NAICS

Software Publishers (51321), Custom Computer Programming Services (541511), Computer Systems Design Services (541512), Gambling Industries (7132)

SIC

Services-Computer Programming Services (7371), Services-Computer Integrated Systems Design (7373)

akta.pro primary industry

iGaming Platform Providers (Turnkey/Casino & Sportsbook Platforms) (MPAEAKAA)

akta.pro secondary industries

Player Account Management (PAM), CRM & Loyalty Platforms (MPAEAKAF), Sportsbook Platform & PAM Providers (B2B) (MPAEACAC), Data Platforms, BI/Reporting & Player Analytics (CDP/Attribution) (MPAEAKAI)

Keywords

• IGaming platform software
• Player account management
• Casino content aggregation
• Regulatory reporting solutions
• Sportsbook technology platform

Headquarters

HQ city

Utrecht

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Code-Sale Model: Primary revenue model where operators purchase source code ownership of platforms (Mikado, Hiro, Domino, Sportsbook). Customers own everything built for them, gaining full control of roadmap, integrations and data. This is the core differentiator - no lock-in.
2. Augmented Teams: Delivery teams provided alongside platforms for configuration, launch, and ongoing roadmap execution. Teams bring iGaming expertise, defined ways of working, and methodology shaped by years in live environments.
3. White-Label Sweepstakes: White-label options available for sweepstake casino products, allowing operators to brand the technology as their own.
4. Bespoke Builds & Consulting: Custom components, augmented teams, or strategic consulting services wherever operators need them. Includes AI strategy and delivery services.
5. Managed Services: Domino compliance platform is fully managed and kept current with regulatory changes. Ongoing platform management and support services.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Pretty Technical designs, develops and licenses enterprise-grade software platforms for the iGaming industry, including a modern Player Account Management (PAM) platform, casino content aggregation, regulatory reporting, multi-tenant sportsbook and customizable front-end UI. The company also delivers AI strategy, automation, predictive analytics and custom AI tooling alongside its platforms under a code-sale model that gives operators full ownership of the source code.

Product overview

Pretty Technical operates as an AI-native technology partner for iGaming operators, offering a product ecosystem consisting of core platforms and modular add-ons. The core portfolio includes Mikado (modern PAM platform for player accounts, wallets, payments and compliance across real money, sweepstakes, free-to-play and crypto), Hiro (casino aggregation with unified studio content and AI-powered insight), Domino (territory-specific regulatory reporting), Sportsbook (production-ready multi-tenant sportsbook), and Front End (customisable web/mobile UI). These platforms are supplemented by Bespoke Builds (custom components, augmented teams, consulting) and Project Zero (structured engagement starting point). The company takes a product-agnostic approach, working in existing stacks or deploying their own technology, with a code-sale model giving operators full ownership of what is built.

Differentiator

Problem solved

Functional benefit

Products and services

• Mikado Modern Player Account Management (PAM) platform handling player accounts, wallets, payments and compliance across real money, sweepstakes, free-to-play and crypto, with KYC and multi-currency support for iGaming operators.
• Hiro Flexible casino content aggregation platform providing unified studio content across sites and jurisdictions, with a single API, AI-powered Hiro Insight and full RTP tracking for operator control.
• Domino Territory-specific regulatory reporting platform with a market-ready data vault for regulator-compliant reports; fully managed and kept current with regulatory changes across CDB, LUGA, SICS and other jurisdictions.
• Sportsbook Production-ready, multi-tenant sportsbook covering feeds, pricing, trading, risk and settlement; PAM-agnostic and integrates with any stack, supporting 30+ sports, in-play betting and cash-out.
• Front End Fully customisable web and mobile UI built with React, mobile-first and supporting multi-brand deployments, tailored to operator's brand, market and product mix.
• Bespoke Builds Custom development services including bespoke components, augmented delivery teams and strategic consulting for iGaming operators whose needs extend beyond Pretty Technical's standard platforms.
• AI Services AI strategy and roadmapping, intelligent automation for reporting, compliance and trading, AI-powered reporting and predictive models for player behaviour and risk, plus custom AI tooling trained on operator data.
• Project Zero Structured two-week assessment engagement covering stack mapping, automation opportunity identification and a working prototype for one high-value workflow, plus a strategic roadmap with ROI projections before any long-term commitment.

Quantifiable outcome

• 3.2x ROI within 18 months from AI strategy and automation initiatives
• +3 more outcomes

Named customers10 records

Segments5 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability4 records

Feature7 records

Partnerships

Four partnerships are on record, tiered minor.

• BetComplyminorGTM or Marketing PartnerCompliance consultancy partner in Pretty Technical's partner program. Helps connect operators with compliance needs to Pretty Technical's Domino compliance platform.
• PartisminorGTM or Marketing PartneriGaming industry partner connecting operators with technology providers.
• First. Best in SportsminorGTM or Marketing PartnerSports betting focused marketing or technology partner in the partner program.
• iGaming AcademyminorStrategic or Co-development PartnerIndustry training and education organization. Appears in trusted logos section indicating a strategic relationship in the iGaming ecosystem.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• BetConstruct: BetConstruct is a full-stack iGaming technology provider offering PAM, sportsbook, casino aggregation, and regulatory tooling to operators. It directly competes with Pretty Technical's Mikado/Hiro/Sportsbook/Domino suite for licensed operator customers.
• Kambi Group: Kambi is a B2B sportsbook platform provider offering trading, risk, and feed management to sportsbook operators. It is comparable to Pretty Technical's Sportsbook product for the sports betting vertical.
• SkillOnNet: SkillOnNet operates an iGaming platform with proprietary PAM, casino content, and regulatory compliance tooling for operators. It is comparable to Pretty Technical as a B2B platform vendor competing for Tier 1 operator relationships.
• EveryMatrix: EveryMatrix is a turnkey iGaming platform provider offering PAM, casino aggregation, sportsbook, and compliance tools to operators globally. It is the closest direct peer to Pretty Technical given overlapping product breadth (PAM, sportsbook, casino aggregation) and shared target customer base of licensed iGaming operators.
• Digitain: Digitain is a B2B iGaming platform provider offering PAM, sportsbook, casino aggregation, and payments. Its multi-product platform and target operator base are directly comparable to Pretty Technical's full-stack offering.
• SoftSwiss: SoftSwiss provides an iGaming platform including PAM, casino content aggregation, sportsbook, and crypto payment support to operators worldwide. Its multi-vertical platform and crypto support closely mirror Pretty Technical's offering.
• Bede Gaming: Bede Gaming provides a PAM and content aggregation platform serving licensed iGaming operators in regulated markets. Its focus on multi-jurisdiction PAM and compliance is directly comparable to Pretty Technical's Mikado and Domino products.
• Pragmatic Solutions: Pragmatic Solutions provides a PAM-centric iGaming platform with player account management, CRM, payments, and compliance, similar to Pretty Technical's Mikado. It competes for the same operator customers seeking to own or control their technology stack.

Broad incumbents

• Playtech: Playtech is a large, established iGaming and gambling technology provider offering PAM, casino, sportsbook, and compliance across a broad operator portfolio. It competes broadly with Pretty Technical across product lines but at significantly greater scale and breadth.
• Light & Wonder: Light & Wonder (formerly Scientific Games) is a broad iGaming and gaming technology incumbent offering platform, content, and sportsbook (OpenBet) to operators. It competes with Pretty Technical's Sportsbook and Mikado products as part of a much larger portfolio.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/pretty-technical

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Pretty Technical