BET Live

What BET Live does

BET – LIVE d.o.o. (Bet Live) is a privately held sports betting and gaming operator founded on July 25, 2006, headquartered in Vitez, Bosnia and Herzegovina. The company runs the largest domestic betting retail network in the country, with over 400 physical betting shops (poslovnice) spanning cities from Bihać to Trebinje, alongside an online platform at bet-live.ba. Its core product is sports betting on real sports competitions through both prematch and live (in-play) formats, with odds-based revenue mechanics built on bookmaker margin. The platform extends into virtual sports, online casino slots, and live dealer casino offerings, integrating content from multiple third-party providers including ENDORPHINA, PRAGMATIC, AMUSNET, FAZI, HABANERO, PLAYSON, LIW, and TVBET.

Bet Live's technology stack combines an online sportsbook and casino platform with a physical retail network linked through a unique code-based withdrawal system. Players can deposit funds in physical locations with immediate availability, while online registration uses email verification. Core features include FreeBet promotions, Turbo Payout, Early Payout (cash-out), Ticket Cancellation within 10 minutes, bank account withdrawals to any BiH bank, and a Bet-Live Club loyalty program. The platform also maintains an extensive sports news portal covering football, basketball, tennis, and other sports, serving as both content marketing and engagement infrastructure. Data security is built around firewall protection, internal data protection mechanisms, and encryption for browser communication.

The business operates on a direct-to-consumer model targeting sports bettors across Bosnia and Herzegovina, with a horizontal segmentation approach. Revenue is generated through transaction fees embedded in bookmaker margins across sports betting, virtual games, and casino products. The retail network is its primary competitive advantage, providing unmatched physical accessibility for deposits, withdrawals, and customer service that online-only competitors cannot replicate. The company is a registered d.o.o. (limited liability company) in Bosnia and Herzegovina, with no disclosed parent company, institutional investors, or funding rounds, making it a fully bootstrapped, privately held domestic operator.

Name

BET Live

Legal name

BET – LIVE d.o.o.

Website

https://bet-live.ba

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

101–250 employees

Short description

Bet Live is a Bosnian sports betting and gaming operator running over 400 retail betting shops across Bosnia and Herzegovina alongside an online platform offering sports betting, virtual games, and casino products. Founded in 2006, it serves individual sports bettors through a combination of physical branches and online channels.

Ownership category

akta.pro rank

Product category

Sports Betting

NAICS

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

akta.pro primary industry

Sportsbook Trading, Odds & Feed Providers (MPAEAKAB)

akta.pro secondary industries

Payments, Wallets & Cashiering for Sports Betting (MPAEACAG), Gaming, Betting & Prize Winnings Payouts (FSAMAKAN)

Keywords

• Sports betting services
• Online casino games
• Live in-play betting
• Virtual sports betting
• Retail betting shops

Headquarters

HQ city

Vitez

HQ country

Bosnia & Herzegovina

HQ region

Europe

Offices12 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Sports Betting: Traditional sports betting where players wager on sports competition outcomes. Odds are provided for each event outcome, and winning players receive payouts based on correct predictions. The company earns revenue through the margin built into the odds offered.
2. Casino Games: Online casino games including slots from multiple providers (ENDORPHINA, PRAGMATIC, AMUSNET, FAZI, HABANERO, PLAYSON) and live casino (LIW, TVBET)
3. Virtual Games: Virtual sports and gaming products offered through the platform

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

BET Live operates sports betting and online gaming services through the bet-live.ba online platform and a network of over 400 physical betting shops across Bosnia and Herzegovina. The company offers prematch and live sports betting on real sports competitions, virtual games, online casino slots, and live dealer casino games aggregated from multiple third-party providers. Additional services include a player loyalty club (Bet-Live Club), promotional bonuses such as FreeBet and Winning Miss, fast payout options including Turbo Payout, and bank-account withdrawals.

Product overview

BET Live is a sports betting and online gaming platform operated by BET-LIVE d.o.o., a Bosnian company established in 2006. The core offering consists of sports betting (prematch and live betting) on various sports competitions. The platform extends to virtual games and casino products featuring games from multiple third-party providers (Endorphina, Pragmatic Play, Amusnet, Fazi, Habanero, Playson, LIW, TVBET). Additional features include a loyalty club, free bet promotions, turbo payout for quick winnings collection, ticket cancellation, and bank transfer withdrawals. The company operates over 400 physical betting shops across Bosnia and Herzegovina alongside its online platform.

Differentiator

Problem solved

Functional benefit

Products and services

• Sports Betting (Prematch)

Segments1 record

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators2 records

Recent moves7 records

Expansion highlights10 records

Broad incumbents

• Bet365: Bet365 is a global online sportsbook and gaming incumbent with operations reaching into Bosnia and Herzegovina. It competes with BET Live in the online sports betting vertical, offering scale advantages in odds, liquidity, and product breadth.
• bwin (Entain): bwin is a major international online sportsbook and gaming brand owned by Entain, accessible in Bosnia and Herzegovina. It represents a broad incumbent competitor to BET Live's online sportsbook and casino offerings.

Others

• Pragmatic Play: Pragmatic Play is a B2B iGaming content provider whose slot and live casino games are integrated into BET Live's platform. It is a key supplier and ecosystem participant rather than a direct competitor, but its distribution terms and content roadmap materially affect BET Live's casino economics.

Direct peers

• Meridianbet: Meridianbet operates a multi-channel sportsbook and casino business in Bosnia and Herzegovina and the broader Balkans. It competes head-on with BET Live in retail betting shops, online sports betting, and casino verticals within BiH.
• Soccer.ba: Soccer is a Bosnian sportsbook operator focused on football betting with both retail and online offerings. It targets the same domestic sports bettor segment as BET Live within BiH.
• Mozzart: Mozzart is one of the largest sportsbook and gaming operators in the Western Balkans, with a substantial retail and online footprint in Bosnia and Herzegovina. It directly competes with BET Live for sports bettors in the same BiH market across retail, online, and casino verticals.
• Admiral Bet (AdmiralClub): Admiral Bet is a regional sportsbook and gaming brand with retail and online operations in Bosnia and Herzegovina. It competes directly with BET Live for sports bettors across physical shops and digital channels in BiH.

Regional players

• MaxBet: MaxBet operates sports betting and casino retail and online platforms across the Balkans, including neighboring markets to BiH. It is comparable to BET Live in retail-led sportsbook model and product breadth within the Western Balkans region.
• BalkanBet: BalkanBet is a Serbian sportsbook and casino operator with a multi-channel model spanning retail and online. It is a comparable regional sportsbook to BET Live in business model and product mix, though primarily active in Serbia rather than BiH.
• Premier Kladionica: Premier Kladionica is one of Croatia's largest sportsbook chains with a dense retail shop network and online platform. It is a regional peer to BET Live given overlapping sportsbook models, similar retail-heavy distribution, and adjacent Balkan geographies.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/betlive.ba
• LinkedInlinkedin.com/company/kladionica

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

Investments

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

Frequently asked questions about BET Live