Betting Promotion Technologies (BPT) AB

What Betting Promotion Technologies (BPT) AB does

Betting Promotion Technologies (BPT) AB is a privately held B2B sportsbook and betting solutions provider founded in 2003, operating under the Tain corporate group alongside sister companies Tain (founded 1999) and Amazing Gaming (launched January 2018). The company is headquartered in Sliema, Malta (legal entity Tain Betting Promotion Limited, licensed under MGA/B2B/104/2000) with engineering in Malmö, Sweden, and additional offices in Stockholm and Kiev, Ukraine. BPT's commercial offering is built on a proprietary algorithm-based high-frequency trading engine that has transacted "hundreds of millions of euros annually" using the company's own funds on competitive European and Asian sports betting marketplaces since 2003; the pricing data from this book feeds its B2B products directly.

The product portfolio consists of two core solutions. The Odds Feed is a TCP socket-based licensing feed delivering events, odds, suspensions, settlements, scores, translations and metadata to operators with existing platforms, integrated via a two-way REST API and HTML5/JS frontend. The Fully Managed Sportsbook is a turnkey solution delivered through the Amazing Gaming OEM platform, bundling Sportsbook with Live Dealer, Slot Games, Table Games and RNG Games; it includes event creation, risk management, settlements, and 24/7 support with no setup fees. Supplementary features include Cash Out, Fast Bets (1-10 minute live micro-markets), Bet Generator (with machine-learning-driven personalization under development), Global Bet Ticker, Live Widgets, and Player Performance Markets covering US sports (NBA, MLB, NFL, NHL) and esports (Dota 2 The International). The product covers 35,000+ pre-live events and 25,000+ live events per month across 55+ sports with 2,000+ markets, and 23 esports titles with 30+ markets each.

Revenue is generated through three streams: licensing/royalties on the Odds Feed, managed-services economics on the Fully Managed Sportsbook (where operator deposits fund working capital, refunded at go-live), and trading P&L from the company's own proprietary book. Customer concentration is not disclosed; the GTM motion is sales-led, event-driven (ICE, iGB Live, Betting on Sports SBC), and OEM-embedded via Amazing Gaming, targeting B2B gaming operators globally with particular emphasis on Asia following a 2018 capacity expansion. The Malta core team grew 50% in September 2018 to meet demand, and near-zero personnel turnover over the prior six years underscores institutional depth in pricing and risk.

Name

Betting Promotion Technologies (BPT) AB

Legal name

Tain Betting Promotion Limited

Website

https://bettingpromotion.com

Company type

Private

Founded year

2003

Operating status

Operating

Headcount range

11–50 employees

Short description

Betting Promotion Technologies (BPT) AB is a privately held B2B sportsbook and betting solutions provider, founded in 2003 and headquartered in Malta, that licenses an Odds Feed and delivers a Fully Managed Sportsbook to gaming operators globally, with pricing underpinned by its own proprietary high-frequency trading engine.

Ownership category

akta.pro rank

Product category

Sportsbook Software

NAICS

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

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Sportsbook Trading, Odds & Feed Providers (MPAEAKAB)

akta.pro secondary industry

Sportsbooks (Online & Mobile Operators) (MPAEACAA)

Keywords

• Sportsbook solutions
• Odds feed services
• B2B betting platform
• Live betting
• Esports betting

Headquarters

HQ city

Malmö

HQ country

Sweden

HQ region

Europe

Offices4 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. B2B Odds Feed Licensing: Cost-effective odds feed solution providing prices, data, events, odds, suspensions, score, translations and metadata to operators who already have an existing platform. Operators subscribe to the TCP-based feed service.
2. Fully Managed Sportsbook: Complete managed sportsbook solution delivered through the Amazing Gaming platform. The solution includes sportsbook, live dealer, slot games, table games and RNG games. Operators receive full service including event creation, odds, real-time data, statistics, settlements and risk management. No setup fees; operators make a deposit which is refunded upon going live.
3. Trading Services: The company trades for hundreds of millions of euros annually using its own funds on the most competitive market places in Europe and Asia. This trading activity generates revenue directly and also provides the pricing data that feeds into the B2B odds feed and sportsbook solutions.

Go-to-market motion3 records

Distribution channels2 records

Marketing channels7 records

Core offering

Betting Promotion provides B2B sportsbook technology to gaming operators: a stand-alone Odds Feed delivered over TCP and a Fully Managed Sportsbook (event creation, odds, risk management, real-time data, statistics, settlements) distributed through the Amazing Gaming white-label platform alongside casino content. Pricing is generated by an in-house high-frequency trading engine that has quoted markets with the firm's own capital on major European and Asian exchanges since 2003.

Product overview

Betting Promotion provides B2B sportsbook and betting solutions to the gaming industry since 2003. The product portfolio centers on two core solutions: the Odds Feed (standalone data/pricing feed via TCP socket) and the Fully Managed Sportsbook (complete turnkey solution via the Amazing Gaming platform). The Fully Managed Sportsbook runs on the Amazing Gaming platform alongside Live Dealer, Slot Games, Table Games, and RNG Games. Supplementary features include Fast Bets (minute-to-minute live betting), Bet Generator/Multiple Generator (automated multiple bet creation with ML under development), Cash Out (early settlement), Global Bet Ticker (social betting display), and Live Widgets (real-time match animations). Esports coverage of 23 titles with 30+ markets is integrated into both core products. The company differentiates through proprietary high-frequency algorithmic trading since 2003, with pricing derived from real-money trading on competitive marketplaces.

Differentiator

Problem solved

Functional benefit

Brands

• Amazing Gaming: A new brand within the group of companies focused on creating and developing player-facing content, including table games, slot games, live casino dealer tables, and a fully-managed Sportsbook solution. Launched January 2018. Powered by Betting Promotion and Tain.

Products and services

• Odds Feed A stand-alone B2B odds feed service that delivers prices, events, odds, suspensions, settlements, scores, translations and metadata to gaming operators via a TCP socket connection. It is targeted at operators with an existing platform who want to add or replace sportsbook pricing and data, and is supported with a dedicated account manager and 24/7 service.
• Fully Managed Sportsbook

Quantifiable outcome

• 35,000+ Pre-live events per month and 25,000+ Live events per month
• +4 more outcomes

Segments1 record

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature7 records

Partnerships

Three partnerships are on record, tiered core and minor.

• TaincoreStrategic or Co-development Partner · 22 January 2018Tain is a sister company within the same corporate group. Betting Promotion and Tain collaborate on the Fully Managed Sportsbook solution, with the combined full platform offered under the Amazing Gaming brand since 2017. Tain provides the gaming platform, payment gateway, and integrated game providers (Microgaming, NetEnt, Play'nGo), while Betting Promotion powers the Sportsbook component. The group of companies consists of Amazing Gaming, Tain and Betting Promotion.
• Amazing GamingcoreStrategic or Co-development Partner · 22 January 2018Amazing Gaming is a new brand launched within the Tain and Betting Promotion group of companies in January 2018, officially launched at ICE 2018. The brand focuses on creating and developing player-facing content including table games, slot games, live casino dealer tables, and a fully managed Sportsbook solution powered by Betting Promotion. The combined full platform offers Sportsbook, Live Dealer, Slot Games, Table Games and RNG Games in one solution.
• Portomaso CasinominorStrategic or Co-development Partner · 22 January 2018Amazing Gaming partnered with Portomaso Casino in Malta to host its own live casino tables, increasing its offering to 20 tables when combined with a live casino feed from Manila. This gives Amazing Gaming an international feel with live tables hosted in Malta.

Scale indicators7 records

Recent moves8 records

Expansion highlights5 records

Direct peers

• Digitain: B2B sportsbook and iGaming platform provider offering odds feed, trading, and turnkey solutions to operators globally. Direct comparable to Betting Promotion in product offering and customer segment.
• BetConstruct: B2B provider of sportsbook, casino, and platform solutions to operators globally. Offers odds feed and turnkey sportsbook products comparable to Betting Promotion's portfolio across regulated and emerging markets.
• EveryMatrix: B2B iGaming and sportsbook platform provider with OddsMatrix odds feed subsidiary. Competes with Betting Promotion across full-stack operator solutions combining sportsbook, casino, and payments.
• Kambi Group: Publicly listed pure-play B2B sportsbook platform provider serving tier-1 operators globally. Kambi offers odds feed, trading, and fully managed sportsbook solutions directly comparable to Betting Promotion's Odds Feed and Fully Managed Sportsbook products.
• Altenar: B2B sportsbook software provider delivering odds feed, trading, and risk management to licensed operators in Europe, LatAm, and emerging markets. Comparable niche positioning to Betting Promotion with similar sportsbook technology stack.
• ORYX Gaming (Bragg Gaming Group): B2B provider of sportsbook, casino, and aggregated content to operators, including the ORYX Sports betting feed and sportsbook platform. Direct competitor in the B2B odds feed and sportsbook segment.
• Sportradar: Global B2B sports data, odds, and feed provider serving sportsbooks with live data, trading services, and content. Direct overlap with Betting Promotion's odds feed and trading capabilities across thousands of events.
• Genius Sports (Betgenius): B2B sports data, odds feed, and trading technology provider following the Betgenius acquisition. Competes head-to-head with Betting Promotion in delivering odds, live data, and trading services to operators worldwide.
• SBTech: B2B sportsbook and iGaming platform provider serving regulated operators with odds feed, trading, and risk management. Long-standing direct competitor in the B2B sportsbook technology category.
• Pragmatic Solutions: B2B iGaming platform provider offering turnkey and PAM solutions including sportsbook integrations. Comparable to the Amazing Gaming/Tain/Betting Promotion stack in serving operators needing combined sportsbook and casino delivery.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/BettingPromoti1
• Facebookfacebook.com/Betting-Promotion-1711233358916053
• LinkedInlinkedin.com/company/betting-promotion

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Betting Promotion Technologies (BPT) AB