What Ebet does

Ebet Systems Pty Ltd is an Australian-owned private company, founded in 1999 and headquartered in Parramatta, NSW, that provides an end-to-end gaming technology ecosystem for licensed Australian clubs and pubs. The company's portfolio combines next-generation hardware — Evolve, an NFC-enabled player interface with a smartphone-style touchscreen — with E.OS, a central operating system that unifies player data, gaming performance, and member management, plus nine modular IT Suite products: Analyseit (business intelligence), Cardit (cashless gaming), Tapit (mobile tap-to-play), Joinit (digital membership), Playit (loyalty-to-credits), Holdit (digital machine reservation), Showit (in-machine digital signage), Orderit (in-machine F&B ordering), and Hostit (staff communications and task management).

The platform is deployed across 550+ venues and 33,000+ electronic gaming machines in NSW and Victoria, processing more than 390,000 digital memberships and 1 million events per second. Ebet generates revenue through hardware sales, recurring software subscriptions and module licensing, support and managed services, and compliance/third-party integration fees, sold through a direct enterprise sales motion with quote-based, multi-year contract pricing. The company is one of only four GTA members approved for the NSW Cashless Gaming Trial (8 venues, 1,200+ machines, 27% of trial), and structurally aligns with Cherryhub — co-founded by Ebet CEO Frank Makryllos and CMO Amanda Makryllos — for compliance, payments, and engagement depth. Distribution is event-driven (E.CON annual conference, AGE trade show) and sales-led, with no channel/reseller model and no geographic expansion beyond Australia.

Name

Ebet

Legal name

Ebet Systems Pty Ltd

Website

https://ebetsystems.com.au

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

51–100 employees

Short description

Ebet Systems is an Australian-owned B2B gaming technology provider serving licensed clubs and pubs across NSW and Victoria. It delivers an integrated hardware-plus-software ecosystem spanning cashless gaming, loyalty, compliance, F&B ordering, and analytics across 550+ venues and 33,000+ connected gaming machines.

Ownership category

akta.pro rank

Product category

Gaming Venue Technology (Electronic Gaming Machine Systems)

NAICS

Computer Terminal and Other Computer Peripheral Equipment Manufacturing (334118), Computer and Peripheral Equipment Manufacturing (33411)

SIC

Computer Terminals (3575), Electronic Computers (3571)

akta.pro primary industry

Slot & VLT Cabinets, Components & Conversion Kits (MPAEANAD)

akta.pro secondary industries

E-Wallets & Stored-Value Accounts for Gaming (MPAEALAD), iGaming Platform Providers (Turnkey/Casino & Sportsbook Platforms) (MPAEAKAA)

Keywords

• Gaming venue technology
• Cashless gaming solutions
• Electronic gaming machines
• Membership management systems
• EGM software platform

Headquarters

HQ city

Parramatta

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Operations, Marketing or Sales, Supply Chain

Revenue model

1. Hardware Sales (Evolve and peripheral devices): Sale of next-generation gaming hardware interfaces (Evolve) and associated peripheral hardware for EGM installations in gaming venues.
2. Software Subscriptions (E.OS and Suite Modules): E.OS operating system and add-on software modules (Analyseit, Cardit, Holdit, Hostit, Joinit, Orderit, Playit, Showit, Tapit) provided as ongoing software capability, likely with licensing or subscription model per venue or machine.
3. Support and Maintenance Services: 7-day support, in-depth training, and ongoing system access included with E.OS. Extended support services available (1300 060 026, Monday-Friday 8am-7pm, Saturday-Sunday 8am-4pm).
4. Compliance and Third-Party Integration Fees: Integration and access fees related to compliance tools (Cherrycheck) and third-party platform integrations within the Ebet ecosystem.

Pricing tiers

Go-to-market motion3 records

Distribution channels2 records

Marketing channels7 records

Core offering

Ebet Systems builds an integrated hardware and software gaming technology ecosystem for Australian gaming venues (clubs and pubs operating Electronic Gaming Machines). The core offering combines the Evolve NFC-enabled gaming display hardware unit with the E.OS all-in-one operating system and a suite of modular software products covering cashless gaming (Cardit, Tapit), digital membership (Joinit), loyalty (Playit), in-machine F&B ordering (Orderit), machine reservation (Holdit), digital signage (Showit), staff communications (Hostit), and business intelligence (Analyseit). The platform connects 33,000+ EGMs across 550+ venues in NSW and Victoria and supports regulatory compliance, responsible gambling monitoring, and AML/CTF reporting.

Product overview

Ebet provides a platform-plus-modules ecosystem for Australian gaming venues combining hardware (Evolve) and software (E.OS) as the core unified platform, with eight modular add-on products collectively called the 'IT Suite'. The portfolio includes Analyseit (business intelligence), Cardit (cashless gaming), Orderit (food & beverage ordering), Holdit (machine reservation), Showit (digital signage), Hostit (staff management), Tapit (mobile access), Joinit (digital membership), and Playit (loyalty redemption). The products integrate with Cherryhub's full suite (membership, payments, compliance, loyalty) and support third-party integrations like ClevaQ for F&B ordering.

Differentiator

Problem solved

Functional benefit

Brands

• Evolve: Next-generation hardware interface for Electronic Gaming Machines (EGMs) featuring tap-to-connect NFC technology and a smartphone-style touchscreen.
• E.OS
• Analyseit
• Orderit
• Cardit
• Playit
• Holdit
• Showit
• Hostit
• Tapit
• Joinit

Products and services

• Evolve Next-generation hardware interface for Electronic Gaming Machines (EGMs) featuring NFC tap-to-connect technology and a smartphone-style touchscreen. Modernises player interaction with venue branding and promotional content delivery, supporting both physical NFC cards and digital wallet passes. Eliminates magnetic stripe card failures, incorrect insertions, and forgotten plastic cards. For Australian gaming venue operators (clubs and pubs).
• E.OS (Ebet Operating System) All-in-one gaming operating system that unifies player data, gaming performance, and member management. Includes live insights, audit reporting, machine information, cashier payout controls, shift reconciliation, member tiering, loyalty functions, targeted promotions, and configurable workflows. For licensed Australian gaming venue operators.
• Analyseit Business intelligence tool that collects and analyses gaming, member and POS data into secure smart dashboards. Features optional intelligence modules including gaming intelligence, player intelligence, customer intelligence, benchmarking, and customised reporting. Mobile app access available. For Australian gaming venue managers and operations teams.
• Cardit Card-based cashless gaming solution replacing paper TITO tickets with secure card allowing players to transfer balances between machines and cash out at cashier. Supports member and anonymous cards, TITO-compliant ticket limits, PIN security, and loyalty points integration. For Australian gaming venues seeking ticket-free cashless gaming.
• Orderit In-machine food and beverage ordering system allowing players to order paid or complimentary items directly from the EGM touchscreen. Orders received by staff through existing infrastructure with no extra hardware required. For Australian gaming venue operators seeking to enhance player experience and F&B revenue.
• Holdit Digital machine reservation system allowing players to take a break with a single tap on the touchscreen, eliminating physical break signs. Configurable break durations and schedules with real-time reporting and audit history. For Australian gaming venues managing responsible gambling breaks on the gaming floor.
• Showit In-machine digital signage and promotions system delivering themed skins, venue information, events, and ordering through the EGM touchscreen with multi-lingual support and machine reservation capability. For Australian gaming venues seeking in-EGM marketing and engagement channels.
• Hostit Staff paging and gaming floor task management platform with two-way communication, dynamic task allocation, real-time analytics, and integration with Cherrycheck compliance app for responsible gambling monitoring. Includes behavioural alerts for responsible gambling and Cherrycheck compliance app integration. For Australian gaming venue operations and host teams.
• Tapit Cardless tap-to-play mobile access system allowing members to tap their mobile phone to connect to gaming machines using NFC, with PIN protection and Cardit-powered cashless transfers. Built in Australia for local regulatory compliance. For Australian gaming venue operators and members.
• Joinit Digital membership card system for mobile wallets enabling instant signup via QR code, real-time rewards updates, geo-fenced push notifications, and contactless membership without requiring app download. Supports iOS and Android. For Australian gaming venue operators and their members.
• Playit Loyalty points-to-credits redemption system allowing members to convert reward points into playable credits at the EGM, supporting regulatory-aligned daily limits of $50 per day conversion. Fully visible conversion process with no additional kiosks or staff needed. For Australian gaming venue operators and their loyalty members.

Quantifiable outcome

• Evolve approved for live installation in NSW venues (March 2026)
• +5 more outcomes

Named customers6 records

Segments1 record

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

AI capability7 records

Feature11 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• CherryhubcoreStrategic or Co-development Partner · 1 January 2026Ebet and Cherryhub have undergone structural changes bringing the two businesses closer together. Frank Makryllos is both CEO of Ebet and co-founder of Cherryhub. Cherryhub continues to serve non-Ebet customers while Ebet customers benefit from deeper integration of Cherryhub's compliance (Cherrycheck), AI-powered messaging (Cherryperks), and digital membership tools. Cherryhub's platform integrates membership, payments, compliance and loyalty into Ebet's unified ecosystem.
• ClevaQcoreTechnology or Integration · 1 January 2026ClevaQ, Australia's leading venue table ordering provider, is Ebet's first third-party integration partner on the Evolve open platform. Delivered as 'E.Q', exclusive to Ebet venues, the integration enables members to order food and beverages directly from the gaming machine with member pricing, loyalty balance, and pay-by-points functionality connected in real time. Includes 'Follow Me' service to track member movement between ordering and delivery.
• Core IntegrityminorStrategic or Co-development PartnerCybersecurity expert panel contributor at Ebet's first birthday event (February 2024). Dylan Bohnen from Core Integrity provided insights on cybersecurity alongside industry peers.
• ArgenicminorStrategic or Co-development PartnerGareth Hedges from Argenic contributed expert panel discussion on new payment platforms at Ebet's first birthday event (February 2024).
• AddisonsminorStrategic or Co-development PartnerLachlan Gepp from Addisons contributed expert panel discussion on legal challenges in gaming at Ebet's first birthday event (February 2024).
• Gaming Technologies Association (GTA)coreStrategic or Co-development PartnerEbet is a member of the Gaming Technologies Association. Ebet was one of four GTA members conditionally approved by the NSW Independent Panel on Gaming Reform for the expanded NSW cashless gaming trial. The GTA represents gaming technology providers working collaboratively with the NSW Government on cashless gaming trials and regulatory reform.
• NSW Independent Panel on Gaming ReformcoreStrategic or Co-development PartnerEbet actively contributes to the NSW Independent Panel on Gaming Reform process, providing feedback on practical challenges of cashless gaming implementation to help guide effective and practical regulations. Ebet is one of four technology providers approved for the statewide cashless gaming trial.

Scale indicators10 records

Recent moves6 records

Expansion highlights6 records

Emerging players

• Table Trac: Casino management systems provider offering hardware and software solutions for casino operations. Comparable as a smaller, focused gaming technology provider with integrated hardware/software offerings for regulated gaming venues.
• Agilysys: Hospitality and gaming software platform provider offering point-of-sale, inventory, and guest management for hotels, casinos, and gaming venues. Comparable as a software platform vendor targeting similar operational use cases (F&B ordering, analytics, member management) in gaming venues.

Broad incumbents

• Aristocrat Leisure: Australia's largest gaming technology company and global EGM manufacturer. While significantly larger, Aristocrat competes in the same Australian club/pub EGM market and offers game content, hardware, and digital platforms overlapping with Ebet's offering.
• IGT (International Game Technology): Global gaming technology company providing slot machines, casino management systems, and lottery solutions. Highly comparable integrated hardware-software business model and serves regulated gaming venues globally with similar cashless gaming and player tracking capabilities.
• Light & Wonder: Global gaming and lottery technology provider offering slot machines, table products, and iGaming platforms. Comparable as a broad gaming technology incumbent with integrated hardware-software offerings similar to Ebet's Evolve + E.OS ecosystem.

Direct peers

• Konami Gaming: Gaming equipment manufacturer offering slot machines and casino management systems. Particularly relevant as it has invested in cashless gaming technology and serves similar venue-based gaming customers with integrated player interface solutions.
• Acres Manufacturing: US-based cashless gaming and player tracking technology provider serving casino operators. Direct competitor in the niche of cashless gaming infrastructure and casino management systems, with comparable technology focus on modernizing legacy gaming operations.
• Ainsworth Game Technology: Australian-headquartered gaming machine and technology manufacturer serving similar club/pub EGM market. Provides slot machines and game content for Australian and international gaming venues, making it a directly comparable Australian gaming hardware/software peer.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xlinkedin.com/company/ebet-er
• LinkedInlinkedin.com/company/ebet-er

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 Ebet