Betting Sites

What Betting Sites does

Betting Sites operates the online betting exchange 99Exch, a direct-to-consumer wagering platform serving primarily Indian retail bettors. The firmographics describe the entity as a private UK company (Betting Sites Ltd) founded in 2016 and headquartered in Cardiff, while the underlying product data and operating entity (99Exchange Pvt Ltd., headquartered at Chinch Bunder, Mumbai) trace the platform's history to 2011 with 11 Lakh+ (1.1M+) active users; this location/founding discrepancy is unresolved in the source material. The platform offers cricket betting (with a focus on the Indian Premier League, ICC tournaments, BBL, PSL, and domestic leagues), football, tennis, kabaddi, basketball, horse racing, and casino gaming — the casino alone spans 5,000+ RNG-certified live dealer, slots, and traditional Indian card games (Teen Patti, Andar Bahar). Distribution is exclusively digital: a self-serve website (99exxchange.com), dedicated Android and iOS applications with multi-language support (Hindi, English, Marathi, Tamil), and a prominent WhatsApp-based onboarding channel (wa.link/99promo).

The technology stack centers on a real-time odds engine for in-play and pre-match markets, RNG-certified casino games, back-and-lay bet execution surfaced through an advanced "Green Panel" dashboard, and seamless deposits/withdrawals via UPI, Google Pay, PhonePe, bank transfer, digital wallets, and cryptocurrency. Curacao gaming licensing underpins the regulatory posture, and third-party integrations include WhatsApp for 24/7 support and an AI chatbot for conversational assistance. The portfolio of products around the 99Exch ID includes 99Exch Cricket Betting, 99Exch Casino, 99Exch Fantasy Sports, Play99Exch real-time gaming, and sport-specific portals (Football, Tennis, Volleyball, Kabaddi) plus a dedicated IPL Betting ID service.

The business model is entirely transaction-based: the platform earns from betting transaction commissions/spreads on sports wagering, the built-in house edge on casino games, and volume from deposit and withdrawal throughput. Customer acquisition is product-led and digital-first via SEO-driven cricket and football blog content, social media presence (Facebook, YouTube, X, Soundcloud, Pinterest), referral bonuses (Rs.599 per qualified signup), and a stack of promotional mechanics including Rs.599 welcome bonuses, 20% deposit cashback, 200% IPL deposit bonuses, and daily free bets. Customer support operates 24/7 via WhatsApp and an AI chatbot, with pricing fully pay-as-you-go and no subscription tiers.

Name

Betting Sites

Legal name

99Exchange Pvt Ltd.

Website

https://99exxchange.com

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

1–10 employees

Short description

Betting Sites operates the 99Exch online betting exchange, a digital wagering platform serving Indian retail bettors with cricket, football, tennis, and casino gaming under a Curacao license, monetizing through transaction fees, casino house edge, and deposit/withdrawal volume across web, mobile apps, and WhatsApp onboarding.

Ownership category

akta.pro rank

Product category

Online Sports Betting

NAICS

Gambling Industries (7132), Casinos (except Casino Hotels) (713210), Other Gambling Industries (713290)

SIC

Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

In-Play (Live) Betting Exchanges (MPAEAIAD)

akta.pro secondary industries

Payments, Wallets & Cashiering for Sports Betting (MPAEACAG), SEO/Content Publishing Networks for Betting Leads (MPAEAMAG), Fixed-Odds Horse Racing Betting (MPAEADAE)

Keywords

• Online cricket betting
• Sports betting exchange
• Live casino gaming
• Mobile betting platform
• Fantasy sports contests

Headquarters

HQ city

Cardiff

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Betting Transaction Fees: Platform takes a commission or margin on betting transactions across sports betting markets including cricket, football, tennis, and casino games. Users place bets using deposited funds and platform earns from the spread or commission on winning bets.
2. Casino Game Margins: RNG-certified casino games including slots, table games, live dealer games generate revenue through built-in house edge on games like roulette, blackjack, teen patti, and crash games.
3. Deposit and Withdrawal Fees: Platform processes deposits via UPI, bank transfer, wallets and crypto with quick processing. Fast withdrawals credited within 5 minutes, generating transaction-based revenue.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

Betting Sites Ltd operates the 99Exchange (99Exch) online betting exchange platform targeting Indian consumers. The platform provides a single betting ID that grants access to live sports betting across cricket, football, tennis, kabaddi, and other sports, as well as a live casino with 5,000+ games including teen patti, andar bahar, roulette, blackjack, slots, and crash games. Revenue is generated through betting transaction margins, casino house edge, and deposit/withdrawal processing across UPI, bank transfer, crypto, and digital wallet payment channels.

Product overview

99Exch is an online betting exchange platform offering a comprehensive portfolio of gambling products. The core platform provides sports betting (cricket, football, tennis, basketball, kabaddi, horse racing) and live casino gaming. Key products include 99Exch (main exchange), 99Exch Cricket Betting, 99Exch Casino (5000+ games), 99Exch App (mobile), Play99Exch (real-time gaming), 99Exch Green Panel (advanced dashboard), and 99Exch Fantasy Sports. The platform supports payment integrations with UPI, Google Pay, PhonePe, bank transfer, cryptocurrency, and digital wallets.

Differentiator

Problem solved

Functional benefit

Products and services

• 99Exch Online Betting Exchange India's online betting exchange platform providing single-ID access to 1,000+ daily live sports events, real-time odds, back and lay betting, and integrated casino gaming for Indian consumers.
• 99Exch Cricket Betting Dedicated cricket betting vertical covering IPL, ICC World Cup, T20 World Cup, Asia Cup, BBL, CPL, PSL, The Hundred, and domestic leagues with ball-by-ball in-play markets, session betting, and player performance markets for Indian cricket enthusiasts.
• 99Exch Football Betting Football betting product covering Premier League, La Liga, Serie A, Bundesliga, Ligue 1, UEFA Champions League, Europa League, FIFA World Cup, Copa America, and ISL with live odds and pre-match markets.
• 99Exch Tennis Betting Tennis betting product covering ATP, WTA, Australian Open, French Open, Wimbledon, and US Open with live and pre-match betting options.
• 99Exch Casino Live dealer and RNG-certified casino with 5,000+ games including Andar Bahar, Teen Patti, Roulette, Blackjack, Baccarat, slots, video poker, and crash games accessible through the same 99Exch betting ID.
• 99Exch Mobile App Dedicated Android and iOS mobile application for the 99Exch platform providing fast access to live betting markets, real-time odds, account management, multi-language support (Hindi, English, Marathi, Tamil), and 1.2 lakh+ downloads.
• IPL Betting ID Dedicated IPL-focused betting service providing access to premium match markets, fantasy tournaments, and special promotional offers during the Indian Premier League season.

Quantifiable outcome

• Withdrawals processed in 5 minutes of request
• +4 more outcomes

Named customers6 records

Segments5 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

Feature5 records

Scale indicators9 records

Recent moves6 records

Expansion highlights6 records

Regional players

• Dafabet: Asia-focused online sportsbook and casino with cricket coverage. Comparable on Asian-market sportsbook + casino model and cricket focus, though primarily operating from the Philippines.
• Fun88: Asia-focused sportsbook with strong cricket and football verticals and Indian user base. Comparable on India-facing sportsbook, cricket specialization, and casino bundling.

Broad incumbents

• LeoVegas: Mobile-first European casino and sportsbook brand. Comparable on mobile-first UX, casino-led product strategy, and multi-jurisdiction licensed operations.
• Bet365: Largest global online sportsbook with deep in-play markets and casino. Comparable on live-odds engine and product breadth, though not specifically India-focused.
• Betway: Global sportsbook and casino brand with established India operations. Comparable on multi-vertical sportsbook + casino, but larger, better-capitalized, and licensed across more jurisdictions.

Emerging players

• Dream11: India's largest fantasy sports platform covering cricket and football. Comparable on cricket-led Indian user base and skill-based prediction contests, though operates under a fantasy-legal structure rather than betting exchange.

Direct peers

• Parimatch: Global betting operator with significant India presence covering sportsbook and casino. Comparable on India-facing product, multi-sport coverage, and bonus-driven acquisition model.
• 10Cric: India-focused online sportsbook and casino with strong cricket vertical depth. Closely comparable to 99Exch on India target market, cricket specialization, and casino bundling.
• 1xBet: Large international sportsbook and casino operator active across India, Asia, and emerging markets. Comparable on broad sportsbook-plus-casino offering, crypto payments, and high-bonus positioning.
• Betfair: Original betting exchange operator offering back/lay markets across global sports. Most directly comparable to 99Exch on exchange model, in-play pricing engine, and sportsbook-casino cross-sell.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/my99exchange
• YouTubeyoutube.com/@99exch.official
• Facebookfacebook.com/99exchange.in
• Pinterestpinterest.com/my99exchange

Compliance2 records

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 Betting Sites