What 12Bet does

12Bet (operating at 12bet.ind.in) is a private, direct-to-consumer online sports betting and casino platform primarily focused on cricket wagering for users in India and the broader Asian market. The company offers a unified product suite comprising the 12Bet Sportsbook (covering ICC World Cup, IPL, and domestic tournaments with pre-match and live betting), the 12Bet Casino (slots, roulette, blackjack, baccarat, Andar Bahar, and Teen Patti sourced from providers including Ezugi, Smartsoft Gaming, Insta-Win247, and Galaxy Gaming), and an Online Cricket ID account system that anchors user identity, betting history, and personalized access. Underlying technology consists of a live odds engine with real-time dynamic adjustments, integrated live match streaming, SSL encryption, firewall-protected infrastructure, and mobile-responsive web delivery; the platform is not distributed via a native app.

Revenue is generated transactionally through betting margins on sports wagers and house edge on casino games, with users self-registering and depositing funds on a pay-as-you-go basis. The platform also embeds responsible gambling tools (deposit limits, session timers, self-exclusion). Distribution is entirely self-serve through the website and mobile browser, with customer acquisition driven by content marketing, SEO, and sports sponsorships. Strategic partners include SABA Sports (sports engagement initiatives and affiliate leaderboards) and the YONEX All England Open Badminton Championships (Official Partner for 2025 and 2026). The company is privately held with a small team (11-50 employees), no disclosed funding, no parent company, and no public revenue figures.

Name

12Bet

Website

https://12bet.ind.in

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

12Bet is a private, direct-to-consumer online sports betting and casino platform focused on cricket wagering, serving enthusiasts in India and Asia with live betting, real-time odds, live streaming, and casino gaming.

Ownership category

akta.pro rank

Product category

Online Sports Betting

NAICS

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

akta.pro primary industry

Sportsbooks (Online & Mobile Operators) (MPAEACAA)

akta.pro secondary industry

Game Aggregation, Content Distribution & RGS (Remote Game Servers) (MPAEAKAG)

Keywords

• Online sports betting
• Cricket betting platform
• Live betting markets
• Online casino gaming
• Sports wagering platform

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Sports Betting Wagers: 12Bet generates revenue through betting wagers placed on cricket matches and other sporting events. Users deposit funds and place bets with the platform taking a margin on bets.
2. Casino Gaming: Revenue from casino games including roulette, blackjack, baccarat, andar bahar, and teen patti offered alongside sports betting.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

12Bet operates an online sports betting and casino platform focused primarily on cricket wagering, covering events such as the ICC World Cup, Indian Premier League, and domestic tournaments. Users register for an Online Cricket ID to access pre-match and live betting with dynamic odds, live match streaming, statistical analysis tools, and casino games including slots, roulette, baccarat, blackjack, Andar Bahar, and Teen Patti. Revenue is generated by taking a margin on bets placed through the platform.

Product overview

12Bet operates as a unified online sports betting and casino platform comprising the 12Bet Sportsbook for cricket and sports wagering, the 12Bet Casino featuring games from multiple providers, and the Online Cricket ID system for account management. Key features include Live Betting with dynamic odds, Live Streaming for real-time match viewing, and Responsible Gambling Tools. The platform integrates casino gaming content from providers such as Ezugi, Smartsoft Gaming, Insta-Win247, and Galaxy Gaming alongside its core sports betting offerings.

Differentiator

Problem solved

Functional benefit

Products and services

• 12Bet Sportsbook Comprehensive online sports betting platform offering extensive coverage of cricket events including ICC Cricket World Cup, Indian Premier League, and international/domestic tournaments. Features pre-match and live betting with dynamic odds adjustments, targeted at individual cricket betting enthusiasts.
• 12Bet Casino Online casino offering slots, roulette, baccarat, blackjack, Andar Bahar, and Teen Patti, including live dealer experiences from providers such as Ezugi, Smartsoft Gaming, Insta-Win247, and Galaxy Gaming. Targeted at individual casino gaming players.
• Online Cricket ID Unique account identifier and registration system providing individual users with access to live cricket betting, real-time odds, live streaming, exclusive promotions, secure transactions, and personalized betting experience on 12Bet. Enables tracking of betting history and access to match-specific markets.

Quantifiable outcome

• Live odds updated in real-time during matches for fair betting opportunities.

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Two partnerships are on record, tiered core and flagship.

• SABA SportscoreStrategic or Co-development Partner · 14 March 202612BET and SABA Sports launched new sports engagement initiatives including monthly sports races for players and turnover-based leaderboards for affiliate partners. The collaboration aims to leverage both companies' market presence to strengthen sports engagement ecosystems, with SABA Sports supporting millions of active players across Asia.
• YONEX All England Open Badminton ChampionshipsflagshipGTM or Marketing Partner · 2 March 202612BET returned as Official Partner of the YONEX All England Open Badminton Championships 2026 for the second consecutive year. The tournament runs March 3-8 at Utilita Arena Birmingham with prize money of USD 1,450,000. The partnership aligns the brand with elite international badminton competition and historic athletic traditions.

Scale indicators1 record

Recent moves4 records

Expansion highlights4 records

Broad incumbents

• Bet365: One of the world's largest online sportsbooks with extensive cricket coverage (IPL, ICC events, domestic leagues), live in-play betting, and integrated streaming. Comparable as a global operator targeting cricket-heavy markets with a similar multi-vertical model.
• Betfair: Large online betting exchange and sportsbook offering live in-play markets, including cricket. Comparable on online sports betting model and dynamic odds technology, though Betfair operates an exchange model rather than a pure bookmaker model.
• LeoVegas: Mobile-first online sportsbook and casino operator with cricket, live betting, and casino verticals. Comparable on multi-vertical (sports + casino) online platform model targeting similar global audiences with an integrated gaming experience.

Direct peers

• 1xBet: Global online sportsbook and casino with strong presence in Asia, India, and cricket-betting markets. Directly comparable on product mix (sportsbook + casino + live betting), target customer base, and aggressive affiliate/marketing strategy.
• Betway: Major international online sportsbook and casino operator with cricket as a flagship vertical and live in-play wagering. Closely comparable on product offering, customer segments (cricket and casino enthusiasts), and digital-first distribution model.
• Dafabet: Asia-focused online sportsbook and casino with deep cricket market coverage and strong brand recognition among Indian and Asian bettors. Directly comparable on geographic focus, cricket-led product mix, and casino add-on.
• Parimatch: International online sports betting and casino brand with significant presence in India and cricket-heavy CIS/Asian markets. Comparable on cricket-first sportsbook positioning, casino cross-sell, and online/mobile distribution.
• Dream11: India's leading fantasy sports platform centered on cricket (IPL, international matches). Comparable as a cricket-first, mobile-native, India-targeted platform competing for the same cricket-engagement user base, though operating in a fantasy format rather than fixed-odds wagering.
• Stake.com: Crypto-friendly global online sportsbook and casino with cricket and live in-play betting coverage. Comparable on online-only sportsbook + casino model and global reach targeting Asia and emerging markets.

Emerging players

• SABA Sports: Asian sportsbook technology and content provider with millions of active players and a partnership with 12Bet. Comparable as a competing/partner platform targeting the same Asian sports-betting user base, particularly cricket and football.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

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 12Bet