Fairplay
Fairplay Exchange Limited is a UK-domiciled company operating an app-based real-money social betting platform, reported to target Indian youth through AI-generated marketing and celebrity endorsements and currently under investigation by Indian authorities for illegal online gambling.
- Company typePrivate
- Founded2022
- HeadquartersEpping, United Kingdom
- Headcount1–10
- GTM typeB2C
- OfferingServices
What Fairplay does
Fairplay Exchange Limited is a privately-held UK-domiciled company (registered in Epping, founded 2022 by Bill Gowing) that operates a real-money social betting application. The platform's product is a mobile/app-based interface enabling users to place bets, positioned in its own firmographic materials as a social betting app for placing real money bets with friends.
Under the surface, Indian media and law enforcement sources describe the platform as part of a network of illegal online betting services targeting Indian youth. The go-to-market is a digital acquisition machine combining AI-generated promotional content (fabricated success stories and synthetic video assets), targeted YouTube and social media advertising, and paid endorsements from Tollywood actors and influencers. Operationally, the network extended offshore to villa-based gambling operations in Pattaya, Thailand, which Thai police dismantled.
The business model is transactional revenue from user betting losses, with Indian news reports citing individual losses of up to Rs 3 crore and network-wide annual generation of hundreds of crores of rupees. The company is currently under active investigation by Telangana police and India's Enforcement Directorate, alongside comparable platforms Yolo247, A23, and Junglee Rummy, placing its operating model in direct conflict with Indian gambling law.
Fairplay firmographics
Firmographics- Name
- Fairplay
- Website
- https://fairplayexchange.co.uk
- Company type
- Private
- Founded year
- 2022
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Fairplay Exchange Limited is a UK-domiciled company operating an app-based real-money social betting platform, reported to target Indian youth through AI-generated marketing and celebrity endorsements and currently under investigation by Indian authorities for illegal online gambling.
- Ownership category
- akta.pro rank
Fairplay industry classification
Industry- Product category
- Online Sports Betting
- NAICS
- Gambling Industries (7132)
- SIC
- Services-Amusement & Recreation Services (7900)
- akta.pro primary industry
- In-Play (Live) Betting Exchanges (MPAEAIAD)
Keywords
Where Fairplay is headquartered
LocationHeadquarters
- HQ city
- Epping
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Fairplay business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Marketing or Sales, Technology or R&D, Personnel, Operations
Revenue model
- Illegal Online Betting/Gambling: Online betting platform generating revenue through illegal gambling operations. Networks reportedly generated hundreds of crores of rupees annually from Indian users.
- Betting Losses from Users: Revenue derived from user deposits lost through betting activities, including reports of individuals losing significant amounts (e.g., Rs 3 crore losses reported)
Go-to-market motion1 record
Distribution channels1 record
Marketing channels3 records
Fairplay product offering
Product offeringCore offering
Fairplay operates a social betting mobile application that enables users to place real-money bets with friends. The platform is positioned as an illegal online betting service targeting Indian youth, with marketing content generated through AI-driven systems to drive user acquisition on platforms such as YouTube.
Differentiator
Problem solved
Functional benefit
Products and services
- Fairplay Social Betting App A mobile betting application that allows users to place real-money bets with friends, positioned as a social wagering experience targeting Indian youth.
Quantifiable outcome
- Individual user losses reported up to Rs 3 crore from single platform interactions
Companies that use Fairplay
Customer profileNamed customers1 record
Segments1 record
Ideal customer profiles1 record
Fairplay technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Fairplay partnerships and signals
Strategic signalScale indicators3 records
Recent moves5 records
Expansion highlights4 records
Fairplay competitors and assessment
Company assessmentBroad incumbents
- Bet365: One of the world's largest online betting operators with a comparable product (sports betting exchange and fixed-odds wagering); relevant as a benchmark peer for scale, exchange mechanics, and digital acquisition, though operating primarily outside India.
- Betway: Global online betting operator with reported brand presence in India; comparable as a real-money wagering platform serving Indian consumers through digital channels, though much larger and operating under stricter licensing regimes.
Direct peers
- Dream11: India's largest fantasy sports platform enabling real-money peer-to-peer contests; directly comparable to Fairplay's real-money, consumer-facing wagering model and shares the same regulatory scrutiny environment in India.
- PokerBaazi: India-based social/real-money poker platform operating peer-to-peer card wagering with a consumer-facing app; comparable on the social betting model and Indian consumer base, and operating under similar regulatory ambiguity.
- Junglee Rummy: Real-money rummy platform explicitly named alongside Fairplay in the same Indian enforcement actions; operates the same real-money, direct-to-consumer wagering model against the same regulatory backdrop.
- Games24x7 (A23): Operator of the A23 real-money gaming platform, explicitly named alongside Fairplay in Telangana/ED investigations as a peer under regulatory scrutiny; directly comparable on product category, target market (Indian consumers), and regulatory exposure.
- Yolo247: Real-money gaming platform named alongside Fairplay in Indian regulatory actions; comparable on product (consumer wagering app), target market (India), and distribution (YouTube/social marketing).
Emerging players
- Mobile Premier League (MPL): Mobile gaming and real-money skill gaming platform operating across India; comparable on direct-to-consumer mobile app distribution, real-money prize pools, and Indian consumer focus, though broader in product scope than Fairplay.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights5 records
Customer concentration
Fairplay social profiles
Digital presenceFairplay financial estimates
Financial estimateRevenue estimate
Valuation estimate
Fairplay leadership team
Management profileNumber of profiles
Profiles1 record
Fairplay funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Fairplay M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Fairplay
What does Fairplay do?
Fairplay operates a social betting mobile application that enables users to place real-money bets with friends. The platform is positioned as an illegal online betting service targeting Indian youth, with marketing content generated through AI-driven systems to drive user acquisition on platforms such as YouTube.
Is Fairplay a public or private company?
Fairplay is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Fairplay founded?
Fairplay was founded in 2022. It employs 1 to 10 people.
Where is Fairplay based?
Fairplay is headquartered in Epping, United Kingdom, in the Europe region.
How does Fairplay make money?
Two revenue lines are on record. Illegal Online Betting/Gambling is the primary driver. The others are betting Losses from Users.
Who are Fairplay's main competitors?
Broad incumbents on record are Bet365 and Betway. Direct peers are Dream11, PokerBaazi, Junglee Rummy, Games24x7 (A23) and Yolo247. Mobile Premier League (MPL) is listed as an emerging player.
Does Fairplay have an API?
No public API is recorded for Fairplay.
What industry is Fairplay in?
Fairplay's product category is Online Sports Betting. Its primary akta.pro industry code is MPAEAIAD, In-Play (Live) Betting Exchanges. Its NAICS code is 7132 and its SIC code is 7900.