Bet-at-home

What Bet-at-home does

Bet-at-home.com AG is a Düsseldorf-headquartered online sports betting and gambling operator founded in 1999, serving individual consumer bettors across European markets through a direct-to-consumer web platform. The company offers a unified product suite built around three core modules: pre-match Online Sports Betting with competitive odds across multiple sports, Live Betting for in-play wagering on ongoing events with real-time odds updates, and a Promotions module featuring daily offers and bonuses. The platform is localized in English, German, and Slovenian and operates as a self-serve digital interface where customers register, deposit, and place bets independently without sales involvement.

The underlying technology is a web-based sportsbook with proprietary odds compilation and real-time pricing engines supporting the live betting product; the company cites performance speed and accuracy as its technical differentiators. Distribution is exclusively through direct website access with SEO-driven acquisition and promotional content marketing; no app, API, or third-party integrations are documented in the source material. No AI/ML capabilities, patents, or proprietary technology beyond standard odds engines are disclosed.

Bet-at-home monetizes purely through transaction-based revenue, earning margin on the spread built into odds on placed bets — no subscription, B2B, or advertising revenue streams are present. The company employs 101–250 staff and is led by CEO Stefan Sulzbacher alongside co-founders Franz Ömer and Jochen Dickinger. Financial performance has deteriorated from a 2021 revenue peak to a 2024 EBITDA loss with partial 2025 recovery, indicating a declining top-line trajectory with profitability pressure.

Name

Bet-at-home

Website

https://bet-at-home.com

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

101–250 employees

Short description

Bet-at-home is a Düsseldorf-based online sportsbook founded in 1999 that serves individual consumer bettors across European markets through a self-serve web platform offering pre-match sports betting, live in-play wagering with real-time odds, and promotional bonuses, monetizing via transaction margin on placed bets.

Ownership category

akta.pro rank

Product category

Online Sports Betting

NAICS

Gambling Industries (7132)

akta.pro primary industry

Sportsbooks (Online & Mobile Operators) (MPAEACAA)

akta.pro secondary industry

Sportsbook Trading, Odds & Feed Providers (MPAEAKAB)

Keywords

• Online sports betting
• Live in-play betting
• Sportsbook platform
• Online gambling
• Betting odds

Headquarters

HQ city

Düsseldorf

HQ country

Germany

HQ region

Europe

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Sports Betting Transactions: Revenue generated from betting transactions where the company takes a commission or spread on placed bets. Customers wager money on sporting event outcomes, and the company earns revenue through the margin built into the odds offered.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels2 records

Core offering

Bet-at-home operates a consumer-facing online sports betting platform that enables individual users to place pre-match wagers on global sporting events and to engage in real-time in-play live betting with dynamically updating odds. The platform is delivered exclusively via a self-serve multilingual website (English, German, Slovenian), with a dedicated promotions page offering daily bonuses and hot deals, and generates revenue from the margin embedded in the odds offered on each betting transaction.

Product overview

Bet-at-home is an online sports betting and gambling platform offering a unified product suite consisting of its core Online Sports Betting service for pre-match wagering, Live Betting for in-play wagering with real-time odds, and a Promotions module providing daily deals and bonuses. The platform operates as a consumer-facing sportsbook with no modular architecture or separate product tiers indicated.

Differentiator

Problem solved

Functional benefit

Products and services

• Online Sports Betting Pre-match online sports betting service where individual users place wagers on global sporting events through the Bet-at-home website, with competitive odds across multiple sports markets. Targeted at adult sports betting consumers accessing the platform directly online.
• Live Betting Real-time in-play betting service that allows users to place bets on sporting events as they happen, with dynamic odds updates during ongoing matches. Targeted at individual sports bettors seeking live wagering opportunities on the Bet-at-home web platform.
• Promotions Dedicated promotions page offering daily hot deals, bonuses, and promotional offers across sports betting categories for Bet-at-home customers. Functions as a customer acquisition and retention offering for individual sports bettors.

Segments1 record

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Recent moves4 records

Expansion highlights2 records

Others

• Playtech: B2B gambling technology and platform provider powering many European sportsbooks. Not a direct competitor, but a key enabler/infrastructure peer whose platform technology underpins much of the European online sportsbook ecosystem Bet-at-home operates in.

Broad incumbents

• Flutter Entertainment: Owner of Paddy Power, Betfair, FanDuel and PokerStars — the largest publicly traded online gambling operator. Overlaps with Bet-at-home in European sportsbook (Paddy Power/Betfair) and operates at far greater scale and product breadth.
• Entain: Global online gambling group operating Bwin, Ladbrokes, Coral and PartyPoker across sportsbook, casino and poker. Comparable as a multi-brand European sportsbook operator, though materially larger and more diversified than Bet-at-home.
• William Hill (Caesars Digital): Historic UK bookmaker now owned by Caesars Entertainment, operating retail and online sportsbook in Europe. Overlaps with Bet-at-home on European online sports betting, though operates at much larger scale and with US online exposure via Caesars.

Direct peers

• LeoVegas: Mobile-first European online gambling operator offering sportsbook and casino across multiple jurisdictions. Comparable in size and European market focus, and a useful reference point given Bet-at-home's lack of a native mobile app.
• Bet365: The world's largest privately-held online sportsbook, offering pre-match and in-play betting across the same European geographies Bet-at-home targets. Directly comparable on product (sportsbook + live betting), D2C distribution, and odds-led value proposition.
• 888 Holdings: Multi-brand online gambling operator (888sport, 888casino, William Hill International after divestiture). Directly comparable online sportsbook operator with overlapping European footprint and similar product positioning around competitive odds and promotions.
• Kindred Group: Operator of Unibet and other European-facing online sportsbook and casino brands. Direct peer serving overlapping European customer segments with a similar mix of pre-match and live betting products.
• Betsson AB: Nordic-headquartered online sportsbook and casino operator with strong presence in continental Europe. Directly comparable mid-cap European online gambling operator with sportsbook as a core product line.

Emerging players

• Kaizen Gaming (Betano): Fast-growing online sportsbook and casino operator behind the Betano brand, expanding aggressively across European and Latin American markets. Comparable as a sportsbook-led operator targeting similar European customer profiles, though with a younger brand and more aggressive growth profile.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/betathomecom
• LinkedInlinkedin.com/company/bet-at-home

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Bet-at-home