What Bett Show does

Bett Show is a private global events business that operates a portfolio of education technology conferences and exhibitions, headquartered in London and organized by Hyve London under Hyve Group. Founded in the UK in the mid-1980s, the company runs four flagship events spanning four continents: Bett UK at ExCeL London (the original flagship, scheduled 20–22 January 2027), Bett Brasil at Expo Center Norte in São Paulo (4–7 May 2027), Bett Asia in Kuala Lumpur, Malaysia (23–24 September 2026), and Bett USA, a K-12-focused event. The flagship Bett UK event connects 37,000+ educators, policymakers, and industry leaders with more than 700 EdTech providers and 400 speakers representing 130+ countries, and the combined portfolio reaches 60,000+ visitors across 1,200+ EdTech providers. The underlying technology is the Hyve Platform — an integrated event management infrastructure used for visitor registration, exhibitor management, and content delivery across the brand's regional sites.

Bett Show's product portfolio extends well beyond the four events. The company runs a year-round content platform comprising the Community Hub (articles and podcasts) and the Bett Buzz newsletter, and offers structured programming including Connect @ Bett (vendor–buyer matching), TableTalks (themed networking), Tech User Labs (hands-on product testing), the Startup Zone (emerging EdTech), the Ministerial Symposium, and the Global Education Council, an 11-member advisory body that shapes policy content. Research outputs include reports on AI in Education, school absenteeism, and SEND in crisis. Strategic partners encompass a Flagship tier (UNESCO Global Education Coalition, BCG), a Core tier (Hyve Group parent, BESA, Microsoft, HP, Intel, Pearson, Department for Education UK, Google, IBM, Lenovo), and a Major tier (SMART, Tes, ISC Research, Education Development Trust, LEGO Education, AbilityNet, Jisc, nasen, Chartered College of Teaching, European Edtech Alliance, Digital Poverty Alliance).

Revenue is generated through three streams: visitor ticket sales (registration-based with tiered pricing), exhibitor and sponsorship fees paid by EdTech providers for booths and branded experiences across all four events, and strategic partnership programs where major technology vendors and education organizations pay for visibility, content integration, and engagement benefits. The company employs 51–100 people, primarily within Hyve London's event operations division, and serves five primary customer segments: K-12 educators and school leaders, government and policymakers, EdTech solution providers (the principal commercial counterparty), higher education leaders, and adjacent participants including investors, resellers, and distributors.

Name

Bett Show

Legal name

Bett Show (operated by Hyve London)

Website

https://bettshow.com

Company type

Private

Founded year

1989

Operating status

Operating

Headcount range

51–100 employees

Short description

Bett Show operates a global EdTech events portfolio (Bett UK, Brasil, Asia, USA), connecting 60,000+ educators and policymakers with 1,200+ EdTech providers annually. Owned by Hyve Group and based in London, the brand has run for 35+ years.

Ownership category

akta.pro rank

Product category

Education Trade Shows and Events

NAICS

Convention and Trade Show Organizers (56192)

SIC

Miscellaneous Publishing (2741)

akta.pro primary industry

Technology & Innovation Expos Organizers (THAHABAE)

akta.pro secondary industry

Professional & Certification Expos Organizers (THAHABAD)

Keywords

• Education technology events
• EdTech exhibitions
• Education trade shows
• Teacher training events
• Learning technology conferences

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Operations, Marketing or Sales, Personnel, Infrastructure, Others

Revenue model

1. Visitor Ticket Sales: Revenue generated from educator and industry professional attendance tickets, with various registration tiers including early bird and standard pricing
2. Exhibitor and Sponsorship Fees: EdTech companies pay to exhibit, showcase products, and sponsor various event features including booths, sessions, and branding opportunities
3. Partner and Strategic Partnership Programs: Organizations including BESA, UNESCO, Microsoft, HP, Intel, Pearson, and others pay for strategic partnership status with varying visibility and engagement benefits

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels7 records

Core offering

Bett Show organizes and hosts large-scale international education technology exhibitions and conferences. Its core offering is the annual flagship event "Bett" along with regional editions in the UK, Brazil, Asia, and the United States, bringing together EdTech vendors, educators, school leaders, and policymakers for product showcases, conferences, and networking.

Product overview

Bett Show is a global EdTech events company operating a portfolio of regional education technology conferences. The core offering consists of four flagship events: Bett UK (the flagship event at ExCeL London with 37,000+ educators), Bett Brasil (Latin America's largest EdTech event with 30,000+ participants), Bett Asia (Southeast Asia's leading conference in Malaysia), and Bett USA (K-12 focused event in the United States). These events are supported by content platforms including the Community Hub (articles and podcasts on EdTech topics) and The Bett Buzz (newsletter and articles). Additional products include the Bett Awards (annual industry awards), Connect @ Bett (networking programme), TableTalks and Tech User Labs (educational programming), the Global Education Council (advisory body), Women in EdTech initiative, Esports programming, Kids Judge Bett, Reports & Whitepapers (research publications), Startup Zone (exhibition area for emerging companies), and the Ministerial Symposium (policy-focused gathering). The portfolio is organized by Hyve Group and serves the global education community with events spanning multiple continents and audiences from schools, higher education, government, and industry.

Differentiator

Problem solved

Functional benefit

Brands

• Bett UK: Flagship EdTech event held at ExCeL London, UK - the home of Bett with international visitors from more than 130 countries
• Bett Brasil
• Bett Asia
• Bett USA

Products and services

• Bett UK Flagship annual EdTech exhibition and conference held in London, UK, serving as the largest education technology event globally, with exhibitor stands, conference programs, and networking for educators, school leaders, and EdTech vendors.
• Bett Brazil Regional EdTech exhibition and conference held in São Paulo, Brazil, focused on the Latin American education technology market, connecting local and international EdTech suppliers with educators and government stakeholders.
• Bett Asia Regional EdTech exhibition and conference serving the Asia-Pacific education market, providing a platform for EdTech companies to engage with regional educators, ministries, and distributors.
• Bett USA Regional EdTech exhibition and conference held in the United States, targeting the North American K-12 and higher education EdTech buyer community with exhibitor booths and conference programming.
• Exhibitor and Sponsorship Packages Paid booth space, sponsorship opportunities, and branded presence packages sold to EdTech companies and education service providers participating in any of the Bett events globally.
• Bett Conference Programme Paid and ticketed content programme including keynote speeches, panel discussions, workshops, and seminars featuring educators, policymakers, and EdTech thought leaders at each Bett event.

Quantifiable outcome

• 37,000+ educators connected with EdTech providers annually
• +3 more outcomes

Named customers4 records

Segments6 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

25 partnerships are on record, tiered core, major, flagship and minor.

• Hyve GroupcoreStrategic or Co-development PartnerParent company that organizes Bett events globally. Hyve Group is the parent exhibition and event management company that owns and operates the Bett Show portfolio.
• BESA (British Educational Suppliers Association)coreStrategic or Co-development PartnerBESA is a trade association representing educational suppliers in the UK and serves as a strategic partner and supporter of Bett UK events.
• MicrosoftcoreStrategic or Co-development PartnerMajor technology partner featured across Bett events with Microsoft partner sessions and collaborative content initiatives.
• HPcoreStrategic or Co-development PartnerEducation technology partner supporting Bett events with solutions for education environments and collaborative initiatives.
• IntelcoreTechnology or IntegrationTechnology partner providing processing solutions and integrations for EdTech demonstrations and educational technology showcases.
• PearsoncoreStrategic or Co-development PartnerLeading education company and strategic partner featuring content and solutions across Bett events.
• Education Development TrustmajorStrategic or Co-development PartnerCharitable education organization providing expertise and support for Bett event content and educational initiatives.
• SMARTmajorStrategic or Co-development PartnerInteractive display and education technology partner showcasing classroom solutions at Bett events.
• TesmajorStrategic or Co-development PartnerEducation community platform and partner providing content and educator engagement for Bett events.
• ISC ResearchmajorStrategic or Co-development PartnerResearch partner focusing on international schools and education markets, supporting Bett Asia and global events.
• UNESCO's Global Education CoalitionflagshipStrategic or Co-development PartnerGlobal education initiative partnership bringing international perspectives and policy leadership to Bett events.
• Boston Consulting Group (BCG)flagshipStrategic or Co-development PartnerKnowledge Partner for the Bett UK Ministerial Symposium, providing research insights and analysis for global education policy discussions.
• Department for Education (UK)coreStrategic or Co-development PartnerUK government education department supporting and engaging with Bett UK as the leading EdTech event.
• GooglecoreStrategic or Co-development PartnerTechnology giant partner providing education solutions and participating in Bett events.
• IBMcoreTechnology or IntegrationTechnology partner offering IBM SkillsBuild and education technology solutions featured at Bett.
• LEGO EducationmajorStrategic or Co-development PartnerEducational robotics and learning solutions partner showcasing STEM products at Bett events.
• LenovocoreStrategic or Co-development PartnerTechnology hardware partner providing education-focused devices and solutions for Bett events.
• ClevermajorTechnology or IntegrationEducation technology integration platform partner enabling single sign-on and EdTech interoperability.
• AbilityNetmajorStrategic or Co-development PartnerAccessibility and assistive technology charity partner supporting inclusive education at Bett events.
• JiscmajorStrategic or Co-development PartnerUK higher education technology organization providing digital infrastructure expertise for Bett events.
• nasen (National Association of Special Educational Needs)majorStrategic or Co-development PartnerUK organization supporting SEND provision in education, partnering on content and best practices at Bett.
• Chartered College of TeachingmajorStrategic or Co-development PartnerProfessional body for teachers providing CPD expertise and educational leadership content for Bett events.
• EdTech ImpactminorGTM or Marketing PartnerEdTech review and impact measurement platform partner for Bett events.
• European Edtech Alliance (EEA)majorStrategic or Co-development PartnerEuropean EdTech industry association partnership supporting cross-border innovation at Bett.
• Digital Poverty AlliancemajorStrategic or Co-development PartnerUK alliance addressing digital poverty in education, partnering on content around digital inclusion at Bett.

Scale indicators10 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Informa Markets: Informa Markets operates large-scale exhibitions across multiple verticals and is a global incumbent in the trade show industry, comparable in business model and scale to Bett's parent Hyve Group.
• RX (Reed Exhibitions): RX is one of the world's largest exhibition organizers, running hundreds of trade shows annually; its portfolio breadth and event-management expertise make it a comparable incumbent to Bett's parent Hyve Group.
• CES (Consumer Technology Association): CES is the world's largest consumer technology trade show; while not EdTech-focused, it attracts the same large tech exhibitors (Microsoft, Google, HP, Intel) and competes for exhibitor marketing budgets that might otherwise flow to Bett.

Direct peers

• ASU+GSV Summit: The ASU+GSV Summit is a major EdTech industry gathering connecting educators, investors, and providers, overlapping with Bett's exhibitor, investor, and policymaker segments across the global EdTech calendar.
• ISTE (ISTELive): International Society for Technology in Education runs the ISTELive annual EdTech conference, the largest U.S.-based K-12 EdTech event, competing head-to-head with Bett USA and Bett UK for educator attendance and EdTech exhibitor spend.
• EDUCAUSE: EDUCAUSE hosts the annual EDUCAUSE Conference for higher education IT and digital learning leaders, overlapping directly with Bett's higher education track and competing for the same institutional and policymaker audiences.
• SXSW EDU: SXSW EDU was an annual EdTech and education conference in Austin that attracted global educators and EdTech providers, directly comparable to Bett's flagship event positioning and audience mix.

Others

• Hannover Messe: Hannover Messe is one of the world's largest industrial trade fairs; it is comparable as a flagship multi-day exhibition with global exhibitor and visitor scale but operates in industrial technology rather than EdTech.
• Frankfurt Book Fair: Frankfurt Book Fair is the world's largest trade fair for books and content, with strong adjacency to Bett's publishing and education content ecosystem, particularly around educational publishers and content platforms.

Emerging players

• EdTechX Europe: EdTechX Europe is a Europe-focused EdTech industry event series bringing together educators, investors, and startups, partially overlapping with Bett UK's Connect @ Bett and Startup Zone programs.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/Bett_show
• YouTubeyoutube.com/user/bettshow
• Facebookfacebook.com/bettglobal
• LinkedInlinkedin.com/company/bettshow
• Instagraminstagram.com/bett_show

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 Bett Show