What BetKing does

BetKing is the flagship sports betting and gaming brand of KingMakers, a private company headquartered in Lagos, Nigeria, founded in 2016. The company delivers online sports wagering and casino gaming to adult consumers across African markets, offering betting on football, basketball, tennis, and other sports, alongside live dealer casino games, slot machines, and card games such as Teen Patti and Andar Bahar. The underlying platform is built on a real-time odds engine with live match feeds, RNG-certified fair-play systems, SSL encryption, and two-factor authentication, delivered through a mobile-optimized website and dedicated Android and iOS applications. The company holds third-party compliance credentials including an Antillephone license badge and GameCare responsible-gaming certification, and operates with explicit responsible-gaming positioning.

BetKing monetizes primarily through transaction fees — house edge on sportsbook wagers and casino games, plus commissions and ID-provisioning fees on its aggregator services. The go-to-market combines direct-to-consumer digital acquisition (SEO, content marketing, social channels including Pinterest and X/Twitter, and WhatsApp-based ID creation) with industry-event-driven brand building. The brand gained visibility at the 2026 Nigeria MarTech Awards, winning 'Best Responsible Gaming Platform Brand of the Year' and 'AI Innovation in Betting, Gaming & Entertainment Award,' and participated in the MarkHack 5.0 Conference alongside 74 startups. The customer base consists of individual sports betting enthusiasts segmented by sport preference and geography, with distribution supported by a verified agent network and inside-sales support via WhatsApp.

The source data also describes a separate domain, BetKing247.in, which operates as an Indian-market betting ID aggregator distributing access to BetKing and over a dozen other betting exchanges (Dreamexch, GoExch9, Lords Exchange, Silver Exchange, Golden Exchange, Skyexchange 247, Kartikey247, Goldbet7, Cricbet99, Playinexch247, Tenexchange, Betbook247, Ambani Book, Winmatch365, and Silverbet777). This aggregator explicitly excludes users from Andhra Pradesh, Assam, Nagaland, Odisha, Sikkim, Telangana, and Tamil Nadu due to state-level restrictions. The relationship between KingMakers' African BetKing operation and the BetKing247.in Indian aggregator is not clearly documented in the source material, and they may be distinct or loosely affiliated entities. BetKing has not publicly disclosed revenue, funding, headcount growth, or detailed pricing structures.

Name

BetKing

Legal name

KingMakers

Website

https://betking247.in

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

11–50 employees

Short description

BetKing is the flagship sports betting and gaming brand of KingMakers, a private Lagos, Nigeria-based company founded in 2016 that serves African consumers with online sports wagering, live dealer casino, slots, and card games via mobile and web platforms.

Ownership category

akta.pro rank

Product category

Online Sports Betting

NAICS

Gambling Industries (7132), Other Gambling Industries (713290)

SIC

Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Sportsbooks (Online & Mobile Operators) (MPAEACAA)

akta.pro secondary industry

Betting Exchanges & Peer-to-Peer Sports Betting (MPAEACAL)

Keywords

• Online sports betting
• Casino gaming platform
• Betting exchange aggregation
• Fantasy sports platform
• Mobile gaming services

Headquarters

HQ city

Lagos

HQ country

Nigeria

HQ region

Africa

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Betting ID Provision Services: The platform provides betting exchange IDs that grant users access to various betting markets and exchanges. Revenue is generated through transaction commissions, spreads on betting activities, and fees for ID provisioning services.
2. Casino Gaming Revenue: Live dealer games, slot machines, and card games generate revenue through house edge and gaming fees on wagers placed through the platform.

Go-to-market motion2 records

Distribution channels4 records

Marketing channels4 records

Core offering

BetKing operates as a sports betting and gaming company that provides online sports betting on cricket, football, basketball, tennis, kabaddi, and esports, alongside casino games (slots, card games such as Teen Patti and Andar Bahar, live dealer tables) and peer-to-peer betting exchange services. In Africa, BetKing serves as the flagship brand of KingMakers; in India, BetKing247.in functions as a betting ID provider and aggregator that gives users a single ID to access multiple third-party betting exchanges. Revenue is generated through commissions, spreads on wagers, and house edge on casino games.

Product overview

BetKing operates as a sports betting and gaming platform portfolio. The primary BetKing brand (by KingMakers) serves the African market with responsible gaming and AI innovation awards. BetKing247.in serves as an Indian market aggregator providing access to multiple betting exchange platforms including BetKing, Dreamexch, Cricbet99, Betbook247, Lords Exchange, Silver Exchange, Tenexchange, Playinexch247, Golden Exchange, Skyexchange 247, GoExch9, Kartikey247, Goldbet7, and others. These platforms collectively offer sports betting on cricket, football, tennis, and other sports, along with live casino games, card games (Teen Patti, Andar Bahar, Rummy), and slot machines. The ecosystem includes both peer-to-peer betting exchange models and traditional sportsbook offerings, unified through betting ID systems with features like real-time odds, live match feeds, SSL encryption, and multiple payment options.

Differentiator

Problem solved

Functional benefit

Products and services

• BetKing Sports Betting & Casino Platform Online sports betting and casino gaming platform offering live betting on cricket, football, tennis, and other sports, alongside live dealer casino games, card games, and slot machines. Serves adult consumers in Africa (under KingMakers) and India (via BetKing247.in).
• BetKing247 ID Services Platform
• BetKing247 Mobile Platform Mobile-optimized betting platform providing sports betting, live casino, card games, and slot gaming with 24/7 accessibility, SSL encryption, and secure transactions.
• Kartikey247 Online gaming platform offering sports betting on cricket, football, tennis, and other sports, with live dealer casino games including Roulette, Blackjack, Baccarat, Andar Bahar, and Teen Patti.
• GoExch9 Sports exchange platform offering skill-based gaming, sports betting on cricket, football, and tennis, match games, live games, and entertainment play including horse racing and fantasy sports.
• Cricbet99.club Cricket-focused betting platform offering live odds on IPL, Big Bash League, International Test matches, and One Day Internationals, with live gaming features and loyalty rewards.
• Dreamexch Online betting platform offering cricket betting, sports betting, live casino games, and exchange-style betting with 256-bit SSL encryption and competitive odds.
• Betbook247 Betting platform combining sports betting, live casino, virtual games, and slots with a betting exchange system allowing peer-to-peer wagering.
• Lords Exchange Online gaming platform offering sports games including cricket, football, tennis, hockey, and live games with end-to-end encryption and 24/7 customer support.
• Silver Exchange Betting exchange platform offering sports betting and casino gaming with a single account ID system, secure payment processing, and live betting options.
• Tenexchange Fast-paced gaming hub with single-window access to live games and odds, offering global sports exchange, advanced skill games, and instant number games with SSL encryption.
• Playinexch247 Online gaming platform offering over 500 games including cricket, football, tennis, hockey, teen patti, and live games with account verification and end-to-end encryption.
• Golden Exchange Immersive gaming platform featuring smooth design, real-time interaction, daily rewards, leaderboards, and quick play modes for sports and casino gaming.
• Skyexchange 247 Online betting exchange platform allowing users to bet against each other rather than the house, offering better odds and flexibility on cricket, football, tennis, and casino games.
• Goldbet7 Online gaming site for sports betting and entertainment with live betting features, fast payment processing, and support for cricket, football, and casino games.
• Cricbet99 Green Cricket betting service offering live betting with competitive odds on IPL matches and international fixtures, with SSL encryption and 24/7 support.

Quantifiable outcome

• Join thousands of Bettors around India and the world who trust BetKing247 for fast, safe, and high-yielding betting experience

Named customers2 records

Segments1 record

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

One partnership is on record.

• Esports Ecosystem ParticipantsminorOthers · 1 May 2025BetKing operates within the broader esports sponsorship ecosystem alongside other betting brands. The company participates in esports sponsorships and partnerships as part of its market expansion strategy within the betting industry.

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Betway: Global online sportsbook and casino operator with strong African presence. Comparable as an online/mobile sportsbook operating in the same emerging markets as BetKing (KingMakers), but at significantly larger scale and with broader geographic reach.
• 1xBet: Large global online sportsbook and casino operator active across Africa, Asia, and emerging markets. Comparable as a broad incumbent offering sports betting, live in-play, and casino gaming via mobile and web platforms.
• Bet365: Global online sports betting incumbent. Comparable in core product (online sportsbook, in-play betting, casino) though Bet365 is far larger, more regulated, and operates as a licensed operator in many major markets.
• Parimatch: International online sports betting and casino brand with significant emerging-market presence. Comparable as an online/mobile sportsbook operator targeting similar consumer demographics in Africa, Asia, and CIS regions.
• Flutter Entertainment (Paddy Power / FanDuel): Global online betting operator behind brands like Paddy Power, Betfair, and FanDuel. Comparable as a sportsbook/exchange operator at much larger scale, providing a benchmark for what scaled, regulated online betting looks like.

Direct peers

• SportyBet: Leading African-focused online sports betting operator. Direct competitor to KingMakers' BetKing brand, offering sportsbook and casino products via mobile/web channels across Nigeria, Kenya, and other African markets.
• Bet9ja: Nigeria's dominant retail and online sportsbook. Direct peer to KingMakers' BetKing for the Nigerian sports betting market, with overlapping sports coverage, mobile betting, and casino offerings.
• Betfair: Operator of a major peer-to-peer betting exchange. Comparable because several BetKing247-aggregated sub-brands (e.g., Skyexchange 247, Betbook247) explicitly offer exchange-style betting where users wager against each other.

Regional players

• Dream11: India's largest fantasy sports platform and a major sports gaming brand for Indian consumers. Comparable in customer base and sports-gaming category, though focused on fantasy contests rather than traditional sportsbook/exchange wagering.
• MPL (Mobile Premier League): India-focused mobile gaming and fantasy sports platform. Comparable as an Indian online gaming aggregator that offers multiple game formats (fantasy, casual, skill games) under one app, similar to BetKing247's multi-sub-brand aggregator model.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks1 record

Key highlights6 records

Customer concentration

• Xx.com/betkingng

Revenue estimate

Valuation estimate

Number of profiles

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 BetKing