What Palace Group does

Super Group, the trade name of publicly listed SGHC Ltd (NYSE: SGHC), is a multi-brand online sports betting and iGaming operator. The company is incorporated in the United States with listing on the New York Stock Exchange under ticker SGHC and is referenced in connection with St. Peter Port; its portfolio spans two core verticals: sports betting, anchored by the flagship Betway brand offering pre-match and live betting on major global sports leagues, and iGaming, operated through six online casino brands (Jackpot City, Spin Casino, Amazon Slots, Hippodrome Casino, Royal Vegas Online Casino, and Lucky Nugget Casino) offering slots, table games, and live dealer experiences.

The company distributes its products direct-to-consumer through brand-specific websites and mobile platforms, and acquires customers primarily through high-profile sports sponsorships and athlete partnerships, including flagship deals with Arsenal FC, Manchester City, the Springboks, and title sponsorships of the Betway Premiership, Betway SA20, and Betway Summer Cup, plus regional endorsements such as Don Jazzy in Nigeria and Vladimir Guerrero Jr. for responsible gambling initiatives. Revenue is generated through transaction take rates on bets placed by customers across the brand portfolio, and the company operates a formal responsible gaming program branded SuperPlan that provides player protection tools and services.

The core technology stack is not disclosed in available source material, and no headcount, revenue, AI/ML capabilities, or detailed financial figures are provided. The company is actively operating as evidenced by live partnership announcements dated mid-2026, a public investor relations section, and a maintained careers portal, and its growth posture emphasizes geographic expansion (notably into Nigeria and continued investment in South Africa), brand portfolio management, and sports-marketing-led customer acquisition.

Name

Palace Group

Legal name

SGHC Ltd

Website

https://thepalacegroup.com

Company type

Public

Founded year

2001

Operating status

Operating

Short description

Super Group (NYSE: SGHC) operates a portfolio of seven direct-to-consumer online sports betting and iGaming brands, led by Betway, serving individual gaming consumers globally through brand websites, mobile platforms, and high-profile sports sponsorship-led customer acquisition.

Ownership category

akta.pro rank

Product category

Online Sports Betting & iGaming

NAICS

Casinos (except Casino Hotels) (713210), Casinos (except Casino Hotels) (71321), Gambling Industries (7132)

akta.pro primary industry

Online Casino Studios & Game Publishers (Slots, RNG, Live Dealer) (MPAEABAJ)

Keywords

• Online sports betting
• IGaming platforms
• Online casino gaming
• Digital sportsbook
• Slot gaming brands

Headquarters

HQ city

St. Peter Port

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Online Gaming and Betting: Super Group generates revenue primarily through online sports betting and iGaming platforms. Revenue is derived from transaction take rates on bets placed by customers across their portfolio of brands including Betway, Jackpot City, Spin Casino, and other online casino and sportsbook properties.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Palace Group is an eCOGRA-accredited online gambling brand operating within Super Group's (SGHC Ltd) multi-brand portfolio. The company delivers online sports betting and iGaming entertainment through a set of consumer-facing brands including Betway for sports betting and Jackpot City, Spin Casino, Hippodrome Casino, Amazon Slots, Royal Vegas Online Casino, and Lucky Nugget Casino for online casino and slot gaming. Customers access gaming products directly through brand websites and mobile platforms with responsible gambling tools provided under the SuperPlan initiative.

Product overview

Super Group operates a multi-brand platform spanning two core segments: Sports (sports betting via Betway) and iGaming (online casino via Jackpot City, Spin Casino, Amazon Slots, Hippodrome Casino, Royal Vegas Online Casino, and Lucky Nugget Casino). The company offers a portfolio of distinct consumer brands, each providing gambling entertainment with responsible gaming tools under the SuperPlan initiative.

Differentiator

Problem solved

Functional benefit

Brands

• Betway: Sports betting and iGaming brand
• Amazon Slots
• Hippodrome Casino
• Royal Vegas Online Casino
• Lucky Nugget Casino
• Spin Casino
• Jackpot City

Products and services

• Betway Primary sports betting brand offering pre-match and live betting on major sports leagues globally, with responsible gambling tools, for individual consumer sports betting customers.
• Jackpot City Online casino brand offering slots, table games, and live dealer experiences to individual consumer casino gaming customers.
• Spin Casino Online casino brand featuring a variety of slot games and casino gaming options for individual consumer gaming customers.
• Amazon Slots Online slots brand offering a selection of slot games to individual consumer slot gaming customers.
• Hippodrome Casino Online casino brand associated with the Hippodrome brand, offering casino gaming experiences to individual consumer customers.
• Royal Vegas Online Casino Online casino brand offering a range of casino games and entertainment to individual consumer casino gaming customers.
• Lucky Nugget Casino Online casino brand offering slot games and casino gaming options to individual consumer gaming customers.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eight partnerships are on record, tiered minor, flagship and core.

• Don JazzyminorGTM or Marketing Partner · 1 January 2026Betway partnered with Don Jazzy, a prominent Nigerian music executive and producer, for brand marketing and promotion in the Nigerian market.
• Vladimir Guerrero Jr.minorGTM or Marketing Partner · 1 January 2026Vladimir Guerrero Jr., professional baseball player, teamed up with Betway to promote responsible gambling initiatives, combining athlete endorsement with corporate responsibility messaging.
• Arsenal FCflagshipGTM or Marketing PartnerSuper Group's flagship brand Betway is partnered with Arsenal Football Club as a major sports sponsorship and marketing partnership, representing one of their most prominent GTM relationships in global football.
• Manchester CitycoreGTM or Marketing PartnerBetway maintains a sports partnership with Manchester City FC, providing brand visibility and marketing integration with one of the world's leading football clubs.
• SpringbokscoreGTM or Marketing PartnerBetway is partnered with the Springboks (South African national rugby team), establishing brand presence in the South African and international rugby market.
• Betway PremiershipcoreGTM or Marketing PartnerBetway is the title sponsor of the Betway Premiership, a major rugby competition, demonstrating deep integration with South African rugby.
• Betway SA20coreGTM or Marketing PartnerBetway is the title sponsor of SA20, South Africa's professional T20 cricket league, expanding brand presence in cricket-mad markets.
• Betway Summer CupminorGTM or Marketing PartnerBetway sponsors the Summer Cup horse racing event, representing brand presence in the horse racing sector.

Scale indicators2 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Flutter Entertainment: Flutter (FanDuel, Paddy Power, Betfair, PokerStars) is the largest global online sports betting and iGaming operator with overlapping sportsbook + casino verticals and similar multi-brand, multi-jurisdiction DTC distribution.
• Entain plc: Entain (Ladbrokes, Coral, bwin, BetMGM JV) operates a comparable multi-brand sports betting and gaming platform with similar geographic footprint in Europe, Australia, and regulated emerging markets.
• 888 Holdings: 888 (William Hill International post-divestiture, 888casino, 888sport) operates a multi-brand online sports betting and casino platform with overlapping markets in Europe and LatAm.
• DraftKings: DraftKings is a leading US-headquartered online sports betting and iGaming operator with overlapping product suite and similar digital-first DTC model.
• Bet365: Bet365 is a privately held global sportsbook and iGaming operator with comparable direct-to-consumer product, broad market coverage, and similar brand-led sports sponsorship strategy.

Emerging players

• Rush Street Interactive: Rush Street Interactive (BetRivers, PlaySugarHouse) is an emerging US-focused online sportsbook and casino operator with comparable product mix and a smaller scale relative to Super Group.

Others

• Light & Wonder: Light & Wonder supplies iGaming content, platforms, and iLottery solutions to operators worldwide; an upstream technology and content provider whose economics are tightly linked to operator GGR like Super Group's.
• Evolution AB: Evolution is the dominant live-dealer and slots studio supplying game content to nearly every iCasino operator including Super Group's brands; relevant as a key content/technology partner and ecosystem incumbent.

Broad incumbents

• MGM Resorts International (BetMGM): MGM operates BetMGM, a US sportsbook/iGaming joint venture, and is a broader land-based casino incumbent; its online division competes head-to-head with Super Group in regulated markets.
• Caesars Entertainment: Caesars operates Caesars Sportsbook + Casino and a large land-based casino estate; the digital arm is a direct competitor while the broader portfolio adds hotel/entertainment scale.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights5 records

Customer concentration

• LinkedInlinkedin.com/company/supergroupholdingcompany

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

Investments1 record

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Palace Group