BetterBetting

What BetterBetting does

BetterBetting (operating as The Better Betting Foundation) is a blockchain-based peer-to-peer sports betting protocol founded in 2017 and headquartered between Tallinn, Estonia and London, United Kingdom. The project built its core product around the BETR ERC-20 token on Ethereum, designed to enable sports bets to be placed directly between individual users without any central bookmaker, escrow agent, or licensed gambling intermediary. The technical stack consists of the BETR token (hard-capped at 650,000,000 units), the Better Betting Node (BBN), a downloadable desktop application with an integrated Ethereum wallet that operates without central servers, a Betting API for developer integration, and a Distributed Directory service that standardizes market naming and pools liquidity across participants. Consensus settlement is achieved through majority voting across layors and third-party resulters, with built-in protocol fees paid in BETR.

The company targets two primary customer segments: individual sports bettors seeking access to larger betting limits and counterparty-risk-free wagering, and existing gaming operators who can participate as layors providing liquidity and resulting services on the decentralized platform. Revenue is generated via two mechanisms: a one-time Initial Coin Offering of the BETR token (with a $30M hard cap, conducted from November 2017 through January 2018), and ongoing transaction fees paid in BETR that are burnt per transaction regardless of bet size, with maintenance tokens issued periodically and sold on the market to replenish supply. Token distribution was conducted through the BetterBetting.org website with KYC verification, and secondary trading was planned via listings on Kraken, BlockEx, HitBTC, and Bittrex.

The founding team brings deep iGaming and payments credentials, including Adriaan Brink (founder of iCoins in 2007 and a former founding director and CTO of Earthport), Ian Sherrington (creator of the first internet sportsbook, Intertops.com, in 1996), and Hilly Ehrlich (former executive at PartyGaming and WPT). The advisor roster included Jon Matonis (Founding Director of the Bitcoin Foundation), Jez San (Funfair.io founder), and snooker legend Ronnie O'Sullivan. Marketing was conducted primarily through press coverage, a Telegram community, and iGaming trade media partnerships. As of the available data, the public roadmap terminates at October 2018 with the launch of Directory V2, and no post-2018 operational or financial signals are documented.

Name

BetterBetting

Legal name

Better Betting Foundation

Website

https://betterbetting.org

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

1–10 employees

Short description

BetterBetting (The Better Betting Foundation) is a 2017-founded blockchain project that built a peer-to-peer sports betting protocol on Ethereum using the BETR ERC-20 token. It enables bettors and gaming operators to wager directly without a central bookmaker or licensed intermediary.

Ownership category

akta.pro rank

Product category

Blockchain Sports Betting Protocol

NAICS

Securities and Commodity Exchanges (523210), Other Gambling Industries (713290), Financial Transactions Processing, Reserve, and Clearinghouse Activities (522320)

SIC

Security & Commodity Brokers, Dealers, Exchanges & Services (6200), Commodity Contracts Brokers & Dealers (6221), Security Brokers, Dealers & Flotation Companies (6211)

akta.pro industry

PRIMARYMPAEACAL

Betting Exchanges & Peer-to-Peer Sports Betting

Media, Entertainment & Sports/Gambling, Betting & Casinos/Sports Betting (Retail & Online)

SECONDARYMPAEAIAA

Peer-to-Peer Sports Betting Exchanges

Media, Entertainment & Sports/Gambling, Betting & Casinos/Betting Exchanges

SECONDARYMPAEALAL

Crypto Payments & Digital Asset Settlement for Gaming

Media, Entertainment & Sports/Gambling, Betting & Casinos/Payment Processing & Financial Services for Gaming

Keywords

• Blockchain betting protocol
• Peer-to-peer betting
• Cryptocurrency sports betting
• Decentralized gambling platform
• Betting API infrastructure

Headquarters

HQ city

Tallin

HQ country

Estonia

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Software

Cost components

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

Revenue model

1. ICO Token Sales: The primary revenue source was the Initial Coin Offering (ICO) for the BETR token. The ICO raised between $2M and $30M hard cap. Token issuance included bonuses for early investors (105%-125% tokens). Ongoing maintenance tokens are created periodically and sold on the market to replenish tokens burnt as transaction fees.
2. Transaction Fee Token Burning: Transaction fees are based on the underlying gas price consumed by the transaction and are fixed per transaction regardless of the bet amount. Tokens are burnt as part of transaction fees, with maintenance tokens created periodically to replenish supply.

Pricing tiers

Distribution channels2 records

Marketing channels3 records

Core offering

BetterBetting builds and operates a decentralized peer-to-peer sports betting protocol on the Ethereum blockchain, settling wagers directly between individual bettors without a central bookmaker or escrow agent. Its native BETR ERC-20 token acts as the betting currency, and the system pools liquidity across disparate operators into a global betting liquidity pool. The accompanying Better Betting Node (BBN) wallet application and Betting API allow third parties and end users to place, confirm, and settle bets on the blockchain using consensus-based settlement.

Product overview

BetterBetting is a blockchain-based peer-to-peer sports betting platform built around its BETR cryptocurrency token on the Ethereum blockchain. The platform consists of the BETR ERC-20 token as the core currency, the Better Betting Node (BBN) desktop application for wallet management and bet operations, a Betting API for developer integration, and a Distributed Directory for market standardization and liquidity pooling. Additional reference applications include Bookie Dapp and Betting Dapp for decentralized betting functionality.

Differentiator

Problem solved

Functional benefit

Products and services

• BETR Token The native cryptocurrency token of the BetterBetting platform, built on Ethereum as an ERC-20 standard token. BETR is used as the betting currency in peer-to-peer sports betting on the decentralized protocol and is tradable on cryptocurrency exchanges. The total supply is hard-capped at 650,000,000 tokens.
• Better Betting Node (BBN) A downloadable application installed on a user's device that incorporates an Ethereum wallet. BBN operates without central servers, communicates peer-to-peer with other nodes to maintain database state, and handles placing, confirming, and settling bets on the blockchain. It minimizes Ethereum gas costs while keeping the system decentralized.
• Betting API A developer-facing API enabling bets to be placed using BETR tokens. The Token Encapsulates API functionality allows third-party platforms and applications to integrate betting operations directly with the protocol. The SDK exposes Python integration.
• Distributed Directory Service A distributed directory system that standardizes event and market naming across disparate parties, enabling bets on the same selection to be pooled for aggregate betting and consensus settlement. Version 2 brought true decentralization to directory operations.
• Betting Dapp (Reference Code) Reference open-source code for a betting decentralized application (Dapp) released in September 2018 to demonstrate the protocol's end-user betting interface to third-party developers.
• Bookie Dapp (Reference Code) Reference open-source code for a bookmaker/layor decentralized application released in September 2018 to show how operators and layors can integrate with the protocol.

Quantifiable outcome

• Transaction fees are fixed per transaction regardless of the bet amount, enabling small and large bets alike

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• KrakencoreChannel Partner/ Reseller/ Distributor · 24 November 2017Kraken is a San Francisco-based cryptocurrency exchange founded in 2011, the largest Bitcoin exchange in euro volume and liquidity, trading CAD, USD, GBP and JPY. Trusted by hundreds of thousands of traders, Tokyo government's court-appointed trustee, and Germany's BaFin regulated Fidor Bank. BetterBetting sought listing on Kraken for BETR token trading.
• BlockExcoreTechnology or Integration · 24 November 2017BlockEx Digital Asset Exchange Platform is fully API driven and permissioned. Allows all features of the platform to be used independently as its own product whether as asset creation tool, post trade services or the exchange's matching engine. BetterBetting targeted listing on BlockEx.
• HitBTCcoreChannel Partner/ Reseller/ Distributor · 24 November 2017Founded in 2013 with 6 million euro venture capital, HitBTC trading platform is known for its state-of-the-art matching engine, variety of blockchain solutions support, and friendly customer service. The platform's dependable API is extremely stable for algorithmic trading systems.
• BittrexcoreChannel Partner/ Reseller/ Distributor · 24 November 2017Next generation crypto trading platform built and operated in the United States by crypto enthusiasts with extensive development and security background. Team has over 50 combined years in the computer industry at companies like Microsoft, Amazon, Qualys, and Blackberry.
• 2BET2coreStrategic or Co-development PartnerPioneering social betting on networks such as Myspace, Bebo and Facebook and mobile devices. 2BET2 brings extensive betting and app building experience to the foundation. Will provide reference app development to the foundation.
• OptimaplaycoreTechnology or IntegrationOptimaplay OU was established in 2017 to build and leverage systems technology focused on the gaming industry. The studio draws on wealth of experience of its staff and founders in the regulated gaming markets including US, South American, CIS lottery jurisdictions, Online gaming in Scandinavia, Malta, USA and UK. Founder Mitchell Rankin serves on BetterBetting management team.
• CoinPointminorGTM or Marketing PartnerA knowledge and services agency focused on catering various Blockchain, fin tech, and cryptocurrency markets around the world. Established in 2013, built a strong global network of partners, suppliers, and clients in multiple sectors.
• Lyceum MediaminorGTM or Marketing PartnerMedia partner providing iGaming PR & Events services. Founded to exploit experience and abilities of its founders in journalism, casino marketing and PR into one entity. Recognized the void in the market for media and PR experts that understood the underpinnings of the iGaming business.
• SBC (Sports Betting Community)minorGTM or Marketing PartnerMedia partner for Sports Betting Events, News & Community. SBC is an organisation dedicated to raising the profile and coverage of gambling operators, software suppliers, affiliates, service agencies and media portals in the online gaming market. Operates SBCNEWS, SBCMEDIA and SBCEVENTS.

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Smarkets: Low-margin betting exchange offering peer-to-peer sports betting. Closely aligned business model (exchange-style matching, no traditional bookmaker margin) and target customer (active sports bettors seeking better odds).
• Betdaq: Peer-to-peer betting exchange offering sports and horse racing markets. Directly comparable as an exchange-format sports betting venue competing for liquidity.
• Augur: Decentralized prediction market protocol built on Ethereum. Comparable as a peer-to-peer, blockchain-settled event outcome market with a native token, addressing similar counterparty risk and consensus settlement challenges.
• Funfair: Blockchain-based casino gaming platform founded by BetterBetting advisor Jez San. Directly comparable as a 2017 ICO-era crypto gambling protocol targeting decentralized casino games on Ethereum.

Emerging players

• Cloudbet: Crypto-native sportsbook and casino accepting Bitcoin and other digital assets. Comparable target customer (crypto bettors seeking decentralized rails) though operating as a centralized sportsbook rather than P2P exchange.
• Gnosis: Decentralized prediction market infrastructure on Ethereum. Comparable technology stack and decentralized market design philosophy for event outcome trading.
• Edgeless: Blockchain-based provably fair online casino. Comparable as a 2017 ICO-era crypto gambling project using Ethereum smart contracts to remove house edge.
• Polymarket: Decentralized prediction market platform. Comparable as a blockchain-settled peer-to-peer event outcome market, though focused on political/current-events prediction rather than sports betting.
• Nitrogen Sports: Bitcoin-only anonymous sportsbook. Comparable in crypto-betting positioning and appeal to bettors in restricted jurisdictions, though without the P2P exchange architecture.

Broad incumbents

• Betfair Exchange: World's largest betting exchange operated by Flutter Entertainment. Comparable exchange-style P2P betting product but with massive incumbent liquidity, regulatory licenses, and established brand.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/BETRBetting
• Facebookfacebook.com/BETRBetting

Revenue estimate

Valuation estimate

Number of profiles

Profiles13 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 BetterBetting