What Novusbet does

Novusbet, established in 2016 and headquartered in Nicosia, Cyprus, is a B2B sports betting and gaming technology provider operating as a subsidiary of Softquo Holding Limited (parent: Novus Softech Ltd.). The company sells an omnichannel betting platform and associated modules to betting operators worldwide, delivering sportsbook, casino, live games, virtual sports, lottery, and horse racing products via turnkey licensing or fully managed sportsbook services. Its core technology stack includes a proprietary odds-calculation algorithm supporting 2,000+ odds types with 4,000+ outcomes, a widget-based visual CMS branded Novus Core, 24/7 risk management, a multi-level commission engine, and a flexible payment gateway — all unified under a single player account across retail, online, mobile, and self-service terminal channels. Reported operational scale includes 50,000+ monthly live events across 50+ sports, 80,000+ monthly pre-match events, 10,000+ casino games, and 500,000+ bets recorded per month across 26 markets (17 African, 4 Latin American, 5 European countries).

The company monetizes through enterprise B2B contracts with no publicly disclosed pricing — a quote-based licensing/managed-services model. Its customer base centers on B2B betting operators and land-based shops seeking digital expansion, with a flagship reference deployment at TeApuesto in Peru (1,300+ retail shops, 3M+ monthly tickets). Marketing is conducted primarily through industry events (ICE Barcelona, ICE London, Peru Gaming Show) and content marketing. Strategic technology partnerships include Mobadoo (esports), Flows (no-code automation), VAIX (AI personalization), Smartico (gamification), and sister-company integrations with GoldenRace (virtual sports) and Xpress Tech (content aggregation, certified alongside Novusbet in Peru). The team is distributed across Cyprus (HQ/legal), Turkey (engineering/QA), Malta (product), Serbia (trading/risk/support), Switzerland (sales), and Spain (marketing). Certifications include Peru regulatory approval, GLI testing certification, and GDPR compliance. No revenue, funding, or valuation data is publicly disclosed.

Name

Novusbet

Legal name

Novus Softech Ltd.

Website

https://novusbet.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

101–250 employees

Short description

Novusbet is a Cyprus-headquartered B2B provider of omnichannel sports betting and gaming technology, selling turnkey and fully managed sportsbook platforms to betting operators across 26 markets in Africa, Latin America, and Europe.

Ownership category

akta.pro rank

Product category

Sports Betting and Igaming Platform Software

NAICS

Gambling Industries (7132), Other Gambling Industries (713290), Other Gambling Industries (71329)

akta.pro primary industry

Sportsbook Platform & PAM Providers (B2B) (MPAEACAC)

akta.pro secondary industries

iGaming Platform Providers (Turnkey/Casino & Sportsbook Platforms) (MPAEAKAA), Game Aggregation, Content Distribution & RGS (Remote Game Servers) (MPAEAKAG), iGaming/Online Slot Content & Remote Game Servers (RGS) (MPAEAJAI)

Keywords

• Sports betting platform
• Igaming software provider
• Turnkey sportsbook solutions
• Omnichannel betting technology
• Casino and virtual sports

Headquarters

HQ city

Nicosia

HQ country

Cyprus

HQ region

Europe

Offices6 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Turnkey Solutions: Complete and customisable omnichannel betting solution including platform, sportsbook, casino, virtual sports, lottery and horse racing. Includes multicurrency, multilingual support, hosting management, and dedicated technical support channel.
2. Fully Managed Sportsbook: Fully managed platform services where Novusbet operates and manages the sportsbook on behalf of clients, including player management, betting offer, risk management, and KYC procedures.
3. Platform and PAM Services: Player Account Management (PAM) and aggregation services for certified regulatory compliance in markets like Peru.
4. Commission Engine: Multi-level commission system for agent and affiliate networks with automated settlement capabilities.

Go-to-market motion3 records

Distribution channels4 records

Marketing channels7 records

Core offering

Novusbet provides B2B turnkey and fully managed sports betting and igaming platforms to operators worldwide. Its core offering is an HTML5-based omnichannel platform with proprietary odds-calculation algorithms, supporting sportsbook, casino, live games, virtual sports, lottery, and horse racing across retail, desktop, mobile, and self-service terminal channels under a single player account ecosystem.

Product overview

Novusbet is an all-in-one provider of sports betting services, gaming platforms and customised software solutions established in 2016. The offering is a platform-plus-modules architecture centered on 'The Platform' (the core betting platform/PAM with proprietary odds calculation, risk management, and commission engine) supporting multiple betting products: Sportsbook (pre-match and live betting), Casino (10,000+ games), Live Games, Virtual Sports, Lottery, and Horse Racing. Additional modules include Back Office (management), Mobile Solution, Desktop Solution, Cashier Solution, and Terminals (self-service). The omnichannel architecture unifies desktop, mobile and retail channels into a single ecosystem. Novusbet processes 50,000+ live events per month across 50+ sports with 4,000+ theoretical odds markets per event.

Differentiator

Problem solved

Functional benefit

Brands

• Novus Core: Modular visual CMS platform with drag-and-drop editing capabilities allowing operators to build, customise and publish pages, banners and layouts in real time without technical knowledge.

Products and services

• The Platform Cutting-edge betting platform providing proprietary odds calculation (2,000+ types with 4,000+ outcomes), 24/7 automatic and manual risk management, commission engine, flexible payment gateway, and turnkey solution support for omnichannel operations across desktop, mobile and retail.
• Sportsbook Fully managed sports betting platform offering pre-match and live betting with 80,000+ monthly events, 50+ sports, and full automatic risk management with responsible gaming and KYC procedures.
• Casino Casino gaming platform with access to 10,000+ casino games from multiple fully licensed and certified providers, featuring slot games with multiplayer tournaments and bonus systems.
• Live Games Live dealer casino games catalog featuring engaging live games with cutting-edge technology and professional dealers, available through Novusbet's platform integration.
• Virtual Sports 3D and pre-recorded virtual sports betting games delivered through partnerships with virtual sports providers, integrated into both retail and online solutions.
• Lottery Innovative lottery games solution with fully managed and risk-free offering, designed for easy integration into online or retail betting businesses.
• Horse Racing Global live horse racing product with 5,000+ high-quality races per week covering 20+ markets, including race-day updates, race times, ratings, and trainer/jockey statistics.
• Back Office Flexible back-office solution with 24/7 support, complete player management, extensive reporting, bet management per website, and odds differentiation per client with independent management capabilities.
• Mobile Solution HTML5-based user-friendly mobile platform enabling land-based operators to register accounts, place coupons and charge customers, with quick mobile registry, SMS confirmation, and a light version for slow internet connections.
• Desktop Solution Fully customizable desktop platform with strong Content Management System, dynamic Widgets Management System, intuitive UI/UX design, intuitive sitemap with advanced search options, and flexible live betting page with three views.
• Cashier Solution Retail cashier solution for betting shops and kiosks with key functionalities for agents to place coupons quickly, including fast betting templates, barcode/QR code scanners, virtual keyboard, and direct linking to back office and trading system with real-time risk management.
• Self-Service Terminals Modern self-service terminals with POS betting software featuring new UI design, a device management bridge, virtual betting support, and Shop TV solution for live offer presentation on TV screens.

Quantifiable outcome

• Processing 50k-250k bets per day globally
• +3 more outcomes

Named customers1 record

Segments5 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

AI capability2 records

Feature8 records

Partnerships

Seven partnerships are on record, tiered core and flagship.

• Xpress TechcoreTechnology or Integration · 7 August 2024Sister company and gaming content aggregator. Certified alongside Novusbet in Peru for Sportsbook, PAM, and aggregation services. Provides complete gaming aggregator capabilities for the platform.
• MobadoocoreTechnology or Integration · 15 July 2024Partnership bringing esports betting technology to Novusbet's platform. Mobadoo's esports software added to Novusbet's catalog, enabling seamless integration for clients globally and enhancing offerings with specialized esports solutions.
• TeApuestoflagshipChannel Partner/ Reseller/ Distributor · 10 June 2024Flagship partnership powering one of Peru's largest omnichannel betting operations. Connects 1,300+ retail shops, digital channels and self-service terminals. Processes 3M+ sports and virtual tickets monthly. Novusbet's technology transformed TeApuesto from small company to thriving business with 600+ shops.
• FlowscoreTechnology or Integration · 19 March 2024No-code automation platform partnership. Flows' automation technology integrated to enhance operational efficiency, reduce development costs, accelerate delivery and time-to-market, and consolidate all data in one interface.
• VAIXcoreTechnology or Integration · 19 March 2024AI engine partnership for personalization. VAIX's cutting-edge AI technology enables deep learning to suggest relevant bets, provide real-time updates, simplify experience with pre-built bets, offer instant personalized bets aligned with live events, and optimize personalization and retention.
• SmarticocoreTechnology or Integration · 19 March 2024Gamification, loyalty and marketing partnership. Smartico's platform provides infrastructure for loyalty programs and gamification processes, driving customer engagement and increasing revenue through immersive experiences.
• GoldenRacecoreTechnology or Integration · 1 January 2024Sister company partnership for unified cashier solution. Developed in partnership with GoldenRace (award-winning virtual sports provider) to streamline player transactions across the platform ecosystem.

Scale indicators16 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Sportradar: Large data and B2B betting / sports technology incumbent offering odds feeds, managed trading services and sportsbook platforms. Overlaps with Novusbet on trading, odds, and managed-sportsbook offerings but operates at a much larger scale and breadth.

Direct peers

• Kambi Group: Public B2B sportsbook platform and PAM provider serving regulated operators globally. Most direct competitor to Novusbet's turnkey and managed-sportsbook proposition, with comparable omnichannel and risk-management capabilities.
• OpenBet (Light & Wonder): Long-established B2B sports betting platform and PAM suite powering multiple Tier-1 sportsbooks. Competes with Novusbet for large operator contracts and shares a similar omnichannel (retail + online + mobile) pitch.
• BetConstruct: B2B sportsbook and iGaming platform vendor offering turnkey solutions, omnichannel retail terminals, and risk management. Direct competitor across land-based and online operator segments, particularly in emerging markets.
• EveryMatrix: B2B iGaming platform providing sportsbook, casino, payments and PAM modules via a modular SaaS architecture. Comparable to Novusbet's platform-plus-modules structure and multi-licence operator focus.
• Pragmatic Solutions: B2B iGaming and sportsbook platform provider focused on emerging and regulated markets with turnkey and PAM services. Closely comparable to Novusbet's emerging-market go-to-market and turnkey/managed delivery model.
• SOFTSWISS: B2B iGaming software provider with turnkey casino, sportsbook and PAM offerings. Similar emerging-markets footprint and white-label/turnkey GTM motion overlapping with Novusbet's delivery model.
• Genius Sports (BetGenius / Sportbetting Technology): B2B sportsbook platform technology provider for operators, integrated with official data and trading tools. Highly comparable to Novusbet's sportsbook engine, odds-feed and managed-services offerings.

Emerging players

• ORYX Gaming (Bragg Gaming Group): B2B sportsbook and casino platform/content provider serving regulated operators across multiple jurisdictions. Comparable in offering a sportsbook/PAM stack alongside aggregated casino content, similar to Novusbet's breadth.
• GoldenRace: Softquo Holding sister company specializing in virtual sports and retail betting tools (e.g., in-shop mobile cashier). Closely adjacent to Novusbet — co-sells into the same operator channel and powers part of the retail ecosystem described in Novusbet's materials.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/novusbet
• Facebookfacebook.com/novusbet
• LinkedInlinkedin.com/company/novusbet-sportsbook
• Instagraminstagram.com/novusbet.sportsbook

Compliance3 records

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 Novusbet