What Hide & Seek Productions Ltd does

Hide & Seek Productions Ltd is registered in London, United Kingdom, with a stated focus on organizing social game festivals and developing video and mobile games; however, the bulk of corroborating source data describes the company operating the UFABET online gambling and sports betting platform. (Editor's note: the firmographics and the technology/product data appear inconsistent and likely describe two different entities; the analysis below is grounded in the UFABET-dominant data set.) UFABET runs a direct-to-player online sports betting and casino platform accessible via desktop web (ufabet.llc) and dedicated iOS and Android apps, offering pre-match and live betting on more than 1,500 matches per week across football (Premier League, La Liga, Serie A, Bundesliga, UEFA Champions League), basketball (NBA, EuroLeague), tennis (ATP/WTA), MMA, boxing, and additional sports, alongside a full casino vertical that includes live dealer tables, themed slots, table games, video poker, keno, lottery, and arcade-style fishing games.

The platform's technical stack is built around real-time odds calculation, live score and live streaming feeds, a Ufa Wallet system for transaction processing, SSL/GoDaddy-backed encryption for data security, and a VIP tier that layers personal account management and higher betting limits (up to 20,000 baht per wager) on top of the base offering. The platform is licensed by the Malta Gaming Authority and independently certified by BMM Testlabs and Gaming Associates for fairness and transparency.

UFABET commercializes through a transaction-fee model on sports wagers and casino play, supplemented by VIP subscription-equivalent economics for high-value users. Customer acquisition is primarily direct-to-consumer via the website, mobile apps, and a LINE support channel (@UFABETSH), with no agent intermediaries. The platform claims 19.7 million+ registered members and operates localized subdomains across 12 country/language markets spanning Southeast Asia, East Asia (China), and selected European geographies.

Name

Hide & Seek Productions Ltd

Legal name

UFABET

Website

https://hideandseek.net

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

1–10 employees

Short description

Hide & Seek Productions Ltd (operating as UFABET) runs a direct-to-player online sports betting and casino platform serving 19.7 million+ registered users across Southeast Asia, East Asia, and parts of Europe via web and mobile.

Ownership category

akta.pro rank

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Sports Betting Commission: Revenue from betting on sports including football, basketball, tennis, and other sports leagues worldwide. Covers over 1,500 matches per week with betting limits up to 20,000 baht
2. Online Casino Games: Revenue from casino games including live casino, slots, table games, video poker, lottery games, fish shooting games, and Keno
3. VIP Membership Program: Premium membership tier offering enhanced services including personal account manager, faster withdrawals, higher betting limits, exclusive bonuses, and priority customer support

Distribution channels3 records

Marketing channels4 records

Core offering

Hide & Seek Productions Ltd operates UFABET, a direct-to-consumer online gambling and sports betting platform. The platform offers sports betting on over 1,500 matches weekly across global leagues (Premier League, La Liga, NBA, ATP/WTA Tour, Champions League, etc.) with live betting and real-time odds, alongside live casino games with real dealers, online slots, table games, video poker, lottery, and fishing games. Services are accessible via web (ufabet.llc) and dedicated mobile apps (iOS/Android), with a VIP membership tier offering premium services.

Product overview

Hide & Seek Productions Ltd operates UFABET, a unified online gambling platform combining sports betting as the primary product with integrated casino gaming modules. The core offering centers on Ufabet's sports betting covering over 1,500 football matches weekly across global leagues (Premier League, La Liga, Bundesliga, Serie A), supplemented by casino products including live dealer games, online slots (Mega Moolah, Sweet Bonanza, Gates of Olympus), table games, video poker, keno, lottery, and fishing games. The platform is accessible via web and dedicated mobile apps (iOS/Android), with a VIP tier offering premium services including personal account management and higher betting limits up to 20,000 baht. Additional features include live streaming, real-time odds updates, and a Bet Boost feature.

Differentiator

Problem solved

Functional benefit

Products and services

• UFABET Sports Betting Platform Online sports betting platform covering over 1,500 matches per week across global football leagues (Premier League, La Liga, Serie A, Bundesliga), basketball (NBA, EuroLeague), tennis (ATP/WTA Tour), MMA, boxing, rugby, ice hockey, cricket, and other sports with live betting and real-time odds updates.
• UFABET Live Casino Real-time casino gaming with live dealers featuring blackjack, roulette, baccarat, and poker streamed directly from gaming studios for an authentic casino experience.
• UFABET Online Slots Virtual slot machine games including popular branded titles such as Mega Moolah, Sweet Bonanza, Gates of Olympus, and Book of Dead with various themes, free spins, and progressive jackpot prizes.
• UFABET Mobile App Mobile application for iOS and Android providing full platform access including sports betting, live casino, odds checking, and live sports streaming on smartphones, optimized for stable, fast performance and better responsiveness than web browser.
• UFABET VIP Program Premium membership tier offering personal account managers, faster withdrawals, higher betting limits up to 20,000 baht, exclusive bonuses, special promotions, cashback offers, priority customer support, and invite-only rewards program.
• UFABET Table Games Classic casino table games in virtual format including blackjack, roulette, sic bo, and baccarat played against computer-generated outcomes.
• UFABET Live Score Service Real-time sports match results and live score updates covering global football leagues and tournaments, accessible via the platform's dedicated livescore section.

Quantifiable outcome

• Over 19.7 million registered members
• +2 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Three partnerships are on record, tiered core.

• Malta Gaming AuthoritycoreOthersRegulatory licensing and oversight body for the gambling platform. Issues official operating license to ensure compliance with international legal standards and regulations in served regions including Thailand, Indonesia, and other countries.
• BMM TestlabscoreTechnology or IntegrationIndependent testing laboratory that certifies fairness and transparency of gaming systems. Provides validation that the platform's games and random number generators operate fairly.
• Gaming AssociatescoreTechnology or IntegrationGaming testing and certification organization that verifies system fairness and transparency of online gambling operations.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Market position

Weaknesses5 records

Competitive moat4 records

Customer concentration

• Xx.com/hidingseeking

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Hide & Seek Productions Ltd