Bet25

What Bet25 does

Bet25 is a Danish online gambling platform operated by 25syv A/S (CVR 30897765), headquartered in Aarhus, Denmark, and licensed by Spillemyndigheden, the Danish Gambling Authority. The company operates a unified single-account platform organized into three core verticals: Bet25 Sport (pre-match and live odds betting on football, tennis, handball, eSports and other sports), Bet25 Heste (horse racing betting covering Scandinavian V-løb formats and international tracks across Sweden, Norway, Australia, France, England, and South Africa), and Bet25 Casino (online slots and live dealer games sourced from providers including Pragmatic Play). The platform is delivered through bet25.dk plus native iOS and Android applications, with a Spil-ID system enabling retail and racetrack betting.

The product surface is differentiated by community and automation features: SpilKlub25 is a syndicate betting pool where named experts (Filip Zwicky, Frederik Mammen, Nicolai Mammen, Morten Olsen) create pools and other users purchase shares; Lynspil and Smart Lyn provide automated horse selection for quick play; and Bet25 offers free live streaming of Danish and international races. The company runs a content marketing operation through '25-nyt' and a loyalty program called 25-Loungen, with responsible gambling integration via ROFUS and StopSpillet.

Bet25's revenue model is transaction-based across all three verticals, taking a cut on horse racing bets, sports wagers, and casino play. Go-to-market is direct-to-consumer and digital-first, targeting Danish residents exclusively, with marketing across social media, email, and content channels. Core technology partners include ATG (Swedish horse racing content), Pragmatic Play (casino content), Cloudflare (CDN and security), and ContentSquare (analytics). The company employs 53 staff and is privately held with no disclosed funding rounds or revenue figures.

Name

Bet25

Legal name

25syv A/S

Website

https://bet25.dk

Company type

Private

Operating status

Operating

Short description

Bet25, operated by 25syv A/S, is a Danish licensed online gambling platform offering horse racing, sports betting, and casino under a single account, serving Danish consumers via bet25.dk, mobile apps, and Spil-ID-enabled retail access.

Ownership category

akta.pro rank

Product category

Online Gambling

NAICS

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

akta.pro primary industry

Sportsbooks (Online & Mobile Operators) (MPAEACAA)

Keywords

• Online sports betting
• Online casino gaming
• Danish gambling platform
• Fixed-odds wagering
• Digital gaming services

Headquarters

HQ city

Aarhus

HQ country

Denmark

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Horse Racing Betting: Commission-based revenue from wagering on horse races including V75, V86, V5, V4, and other V-løb formats across Scandinavian and international tracks
2. Sports Betting: Odds-based betting on football, tennis, basketball, handball, eSports, and other sports with live betting capabilities
3. Online Casino: Casino gaming including slots, roulette, blackjack, baccarat, poker, and live dealer games from providers like Pragmatic Play

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Bet25 is a Danish online gambling platform operated by 25syv A/S that provides sports betting (fixed-odds wagering on sporting events) and online casino gaming (slots, table games) to consumers in Denmark. The platform combines a sportsbook and casino experience under a single regulated brand, allowing Danish adult players to place bets and play casino games online.

Product overview

Bet25 is a Danish online gambling platform operated by 25syv A/S (CVR 30897765) headquartered in Aarhus, Denmark. It operates as a unified platform with three core verticals: Bet25 Sport (sports betting), Bet25 Heste (horse racing betting), and Bet25 Casino (online casino with slots and live dealer games). The platform also offers a cross-product ecosystem featuring SpilKlub25 expert syndicate betting, Lynspil quick-pick betting, live streaming of horse races, and the 25-Loungen loyalty club. All three products share a single user account under the 'one user, three products' model, allowing players to use the same login across Sport, Heste, and Casino. Bet25 holds a gambling license from the Danish Spillemyndigheden (Danish Gambling Authority) and emphasizes responsible gambling tools including ROFUS self-exclusion, StopSpillet helpline, and Spil-ID verification.

Differentiator

Problem solved

Functional benefit

Brands

• Derby25: Horse racing betting brand under Bet25
• Lynspil
• SpilKlub25
• Smart Lyn

Products and services

• Bet25 Sportsbook Online fixed-odds sports betting service on sporting events, offered to Danish adult consumers via the Bet25 platform operated by 25syv A/S.
• Bet25 Online Casino Online casino offering with slots and table games available to Danish adult consumers on the Bet25 platform operated by 25syv A/S.

Segments3 records

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration13 records

Feature4 records

Partnerships

Five partnerships are on record, tiered minor and core.

• Cookie InformationminorOthersCookie consent management platform provider used for GDPR-compliant cookie handling on bet25.dk websites
• ATG (AB Trav och Galopp)coreTechnology or IntegrationSwedish horse racing monopoly providing content, race coverage, and integration for Scandinavian horse betting. Bet25 accesses ATG Nordic channel for Swedish race streaming and operates complementary betting products.
• Pragmatic PlaycoreTechnology or IntegrationCasino game provider supplying slot games and live casino content. Featured in weekly 10% cashback promotion for roulette and blackjack.
• Spillemyndigheden (Danish Gaming Authority)coreOthersDanish regulatory authority granting gambling license and ongoing supervision. Displayed as regulatory partner with license badges throughout the platform.
• StopSpillet / ROFUSminorOthersDanish responsible gambling organizations providing helpline services and self-exclusion registry. Bet25 participates in these programs as part of regulatory requirements.

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Danske Spil: Danish state-owned gambling operator offering sports betting, horse racing (via Dantoto), and online casino under the same Spillemyndigheden license. Most directly comparable to Bet25 as a domestic, multi-product, regulated Danish operator serving identical customer segments.
• Unibet (Kindred Group): Nordic-rooted online sportsbook and casino with a Danish license, offering comparable sport, live betting, and casino verticals. Directly competes with Bet25 Sport and Bet25 Casino for the same Danish consumer wallet.
• NordicBet: Scandinavian-focused online sportsbook and casino operator licensed in Denmark. Competes head-to-head with Bet25 on sports odds, horse racing coverage, and casino content targeting Nordic bettors.
• Betsson: Swedish online gambling operator with Danish licensing offering sportsbook, casino, and poker. Comparable multi-vertical Nordic operator with overlapping product mix and similar regulatory footprint.
• LeoVegas: Nordic-headless mobile casino and sportsbook with Danish license. Directly comparable on casino and mobile sports betting verticals, targeting the same Danish consumer demographic with similar app-led distribution.
• ComeOn: Nordic online sportsbook and casino brand with a Danish license. Competes with Bet25 on sportsbook depth, casino game variety, and welcome bonus economics for Danish players.
• Mr Green (Kindred Group): Nordic online casino and sportsbook brand owned by Kindred and licensed in Denmark. Comparable regulated casino/sportsbook product set with overlapping Danish customer base and responsible gambling positioning.

Broad incumbents

• Bet365: Global online sportsbook and gaming operator with a Danish license. Significantly larger scale and broader market depth than Bet25, but offers directly comparable sports betting, in-play, and casino products to Danish consumers.

Regional players

• ATG (AB Trav och Galopp): Swedish horse racing monopoly providing V-løb content and live streams used by Bet25 Heste. A peer on horse racing betting in the Nordic market but also a strategic partner; not a direct competitor in Denmark despite overlapping Swedish operations.

Emerging players

• Casumo: Nordic online casino operator with a Danish license. Comparable on the casino vertical with similar gamified product approach, though more focused on casino than Bet25's multi-product horse-racing-led proposition.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

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 Bet25