Plucky
Plucky is a UKGC-licensed Betting-as-a-Service platform that supplies regulated real-money paid league infrastructure via API to fantasy sports publishers and directly to UK and Ireland consumers. Partners include Sun Dream Team, Telegraph Fantasy Football, and Superbru.
- Company typePrivate
- Founded2021
- HeadquartersLondon, United Kingdom
- Headcount11–50
- GTM typeB2B and B2C
- OfferingSoftware
What Plucky does
Plucky is a UK Gambling Commission-licensed Betting-as-a-Service (BaaS) platform, operating under Sweepstake Technologies Limited (trading as Plucky and Plucky Games Limited), that enables fantasy sports and predictor game publishers to integrate real-money paid league functionality through an open API. Incorporated in England and Wales in March 2021 and holding UKGC remote pool betting licence No. 60149 since 18 July 2022, the company supplies the regulated infrastructure—KYC and identity verification, payment pooling, automated prize distribution, responsible gaming tooling, and GAMSTOP integration—that publishers and venues would otherwise need to build or licence independently. Plucky runs a dual B2B and B2C go-to-market: an API-first channel serving fantasy game publishers and live competitive socialising venues, and a direct-to-consumer channel via its website (plucky.com) and mobile app targeting UK and Ireland residents aged 18+.
The core products are Plucky Paid Leagues (configurable stake-based fantasy and predictor leagues with winner-takes-all or top-3 payout structures), Plucky Sweepstakes (pool betting on major sporting events such as the Grand National, Euro 2024, and Six Nations), and the Plucky API (self-serve white-label integration). Named B2B integrations include Sun Dream Team (News UK) for Score Predictor and Last Man Standing, Telegraph Fantasy Football via Genius Sports, and Superbru, whose 2m+ player base represents the largest single distribution channel. B2C players can deposit funds, create or join private (invite-only) and public paid leagues with stakes from £5 to £50, and receive winnings credited instantly upon result declaration.
Plucky monetises through three streams: a 10% administration fee deducted from net prize pools on standard paid leagues; a 50/50 revenue share with B2B partners plus a 30% ongoing affiliate fee on referred players; and an alternative charity/club league fee structure allocating 7.5% to HMRC (Pool Betting Duty), 34.21% to the charity/club, 50% to the winner, and 8.29% retained by Plucky. The company has raised over £1.5 million in cumulative funding, most recently closing an October 2024 round of more than £500,000, operates with a team of approximately 11 employees, and won the EGR Operator Awards "Innovator of the Year" in 2024.
Plucky firmographics
Firmographics- Name
- Plucky
- Legal name
- Sweepstake Technologies Limited
- Website
- https://plucky.com
- Company type
- Private
- Founded year
- 2021
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Plucky is a UKGC-licensed Betting-as-a-Service platform that supplies regulated real-money paid league infrastructure via API to fantasy sports publishers and directly to UK and Ireland consumers. Partners include Sun Dream Team, Telegraph Fantasy Football, and Superbru.
- Ownership category
- akta.pro rank
Plucky industry classification
Industry- Product category
- Fantasy Sports Betting Platform
- NAICS
- Other Gambling Industries (713290)
- akta.pro primary industry
- Daily Fantasy Sports (DFS) Operators (MPAEAHAA)
- akta.pro secondary industries
- Fantasy Player Props & Pick’em (Skill-Based Fantasy) (MPAEAHAG), Player Account, KYC/AML & Fraud/ID Verification (MPAEACAF), Payments, Wallets & Cashiering for Sports Betting (MPAEACAG)
Keywords
Where Plucky is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Plucky business model
Business model- GTM type
- B2B and B2C
- Offering type
- Software
- Cost components
- Technology or R&D, Operations, Personnel, Marketing or Sales
Revenue model
- Administration Fee on Stakes: Plucky deducts a 10% administration fee from the net prize pool when paid leagues conclude and prizes are distributed. This is the primary B2C revenue stream.
- B2B Partner Revenue Share: Plucky shares 50% of betting proceeds with B2B partners (fantasy game publishers, apps, venues) who integrate via the API. Additionally, partners receive an ongoing 30% affiliate fee on referred players.
- Affiliate Revenue: Partners receive 30% affiliate fee on revenue generated from players they refer through the Plucky platform.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Standard Paid League - Winner Takes All |
| Transaction based/ take rate | Pay-as-you-go | Standard Paid League - Top 3 Payout |
| Transaction based/ take rate | Pay-as-you-go | Public Cash Leagues |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels6 records
Plucky product offering
Product offeringCore offering
Plucky operates a UK Gambling Commission-licensed pool betting and paid fantasy sports league platform. The company offers a Betting-as-a-Service API enabling fantasy game publishers and apps to integrate real-money paid league functionality, and directly serves UK and Ireland consumers aged 18+ who want to wager on fantasy football, predictor games, and sweepstakes on major sporting events. Plucky handles KYC, payment pooling, regulatory compliance, and instant prize distribution on behalf of partners and players.
Product overview
Plucky operates a B2B2C fantasy sports betting platform consisting of two main offerings: a B2B Betting-as-a-Service API enabling partners (Sun Dream Team, Telegraph Fantasy Football, Superbru) to integrate real money gaming into their fantasy/predictor platforms, and a B2C platform offering Paid Leagues and Sweepstakes on fantasy football and major sporting events. The platform is licensed by the UK Gambling Commission and handles KYC verification, payment pooling, and regulatory compliance for its partners.
Differentiator
Problem solved
Functional benefit
Products and services
- Plucky API Betting-as-a-Service API for fantasy game publishers, apps, and social venues to integrate real-money paid league, cash league, and jackpot functionality. Provides KYC, payment pooling, regulatory compliance, and game mechanics infrastructure.
- Plucky Paid Leagues Platform feature allowing users to create and join paid fantasy sports leagues with real cash stakes. Supports both private invite-only leagues and public leagues with configurable prize payout structures including winner-takes-all or top-3 distribution.
- Plucky Sweepstakes
Quantifiable outcome
- Winnings credited instantly on game conclusion
- +2 more outcomes
Companies that use Plucky
Customer profileNamed customers6 records
Segments3 records
Ideal customer profiles3 records
Plucky technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
Feature3 records
Plucky partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core.
- Sun Dream Team (News UK)coreThe Sun's Dream Team platform integrated Plucky's proprietary Paid Leagues technology to enable Score Predictor and Last Man Standing games with real-money competition. Dream Team players can set up private paid leagues with stakes of £5-£50 or join public leagues with elevated prize pools. Plucky acts as the licensed pool betting partner, handling all KYC, deposits, and payouts.
- SuperbrucoreSuperbru, the world's-leading fantasy and predictor game platform with 2m+ players, partnered with Plucky to enable its players to choose to play for real cash in private and public leagues. Launched in time for the Six Nations rugby tournament. Plucky manages all KYC requirements, deposits, payouts, and cash league game mechanics for Superbru players who opt in.
- Genius SportscoreGenius Sports, the game developer powering Telegraph Fantasy Football and other fantasy games, partnered with Plucky to power a new cash league interface for its gamification partners worldwide. Plucky provides the regulated UX, KYC, payment pooling, and regulatory compliance infrastructure while Genius Sports provides the fantasy game platform. The partnership launched with Telegraph Fantasy Football Euros 2024 and expanded to the 2024/25 Premier League season.
- Sebastian LewiscoreCEO and co-founder of Plucky, a serial entrepreneur leading the company's strategic direction. Led Plucky to win EGR Innovator of the Year 2024 and oversaw successful funding round raising over £500,000.
- Matthew SteercoreCo-founder of Plucky and fantasy sports expert, bringing deep domain expertise in fantasy sports and pool betting to the company.
Scale indicators5 records
Recent moves6 records
Expansion highlights6 records
Plucky competitors and assessment
Company assessmentBroad incumbents
- FanDuel: Leading US DFS and sportsbook operator owned by Flutter Entertainment, offering daily fantasy contests and betting across major sports. Comparable fantasy product but much broader portfolio and US-focused.
- DraftKings: Major US-headquartered DFS and sports betting operator offering a broad portfolio of paid fantasy contests and sportsbook products. Overlaps with Plucky's fantasy sports offering but at much larger scale and with a US-centric product set.
- BetMGM: Major US sports betting and online casino operator backed by MGM Resorts and Entain. Overlaps with Plucky as a licensed real-money gaming operator with broader gambling portfolio.
Emerging players
- Kambi Group: B2B sports betting technology provider offering turnkey sportsbook platforms to operators. Comparable to Plucky's B2B Betting-as-a-Service model, although focused on traditional sportsbook rather than fantasy leagues.
Direct peers
- Splash Sports: Peer-to-peer fantasy sports contest platform enabling real-money contests across NFL, NBA, and other sports. Directly comparable to Plucky in paid contest/league infrastructure targeting fantasy players.
- PrizePicks: US-based daily fantasy sports operator focused on player props and pick'em style games where users select over/under outcomes for real money. Closely aligned with Plucky's Score Predictor and Last Man Standing mechanics on a real-money fantasy sports model.
- Underdog Fantasy: US fantasy sports operator offering pick'em and best-ball formats with real-money entry. Comparable to Plucky in skill-based fantasy mechanics and B2C cash-league monetization, though US-focused.
Others
- Genius Sports: Sports data and technology company that powers fantasy platforms like Telegraph Fantasy Football and is an active Plucky partner. Adjacent technology provider and partner rather than a direct competitor.
- Sportradar: Global sports data and content provider serving sportsbooks, media companies, and leagues. Comparable as an enabling technology and data partner in the sports betting ecosystem rather than a direct competitor.
Regional players
- Sky Betting & Gaming: UK-focused online sports betting and gaming operator owned by Flutter Entertainment, offering sportsbook, casino, and gaming products. Comparable UK market presence but traditional sportsbook rather than fantasy-first paid leagues.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key highlights6 records
Customer concentration
Plucky social profiles
Digital presencePlucky compliance and trust
Trust signalCompliance2 records
Plucky financial estimates
Financial estimateRevenue estimate
Valuation estimate
Plucky leadership team
Management profileNumber of profiles
Profiles2 records
Plucky funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Plucky M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Plucky
What does Plucky do?
Plucky operates a UK Gambling Commission-licensed pool betting and paid fantasy sports league platform. The company offers a Betting-as-a-Service API enabling fantasy game publishers and apps to integrate real-money paid league functionality, and directly serves UK and Ireland consumers aged 18+ who want to wager on fantasy football, predictor games, and sweepstakes on major sporting events. Plucky handles KYC, payment pooling, regulatory compliance, and instant prize distribution on behalf of partners and players.
Is Plucky a public or private company?
Plucky is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Plucky founded?
Plucky was founded in 2021. It employs 11 to 50 people.
Where is Plucky based?
Plucky is headquartered in London, United Kingdom, in the Europe region.
How does Plucky make money?
Three revenue lines are on record. Administration Fee on Stakes are the primary driver. The others are B2B Partner Revenue Share and affiliate Revenue.
Who are Plucky's main competitors?
Broad incumbents on record are FanDuel, DraftKings and BetMGM. Kambi Group is listed as an emerging player. Direct peers are Splash Sports, PrizePicks and Underdog Fantasy. Others are Genius Sports and Sportradar. Sky Betting & Gaming is listed as a regional player.
Does Plucky have an API?
Yes. Plucky offers an open source API enabling partners to integrate real money gaming, cash leagues, and jackpots into their platforms. Partners can offer instant real money games, paid leagues, and sweepstakes to their audiences. The API provides KYC (identity verification), payment pooling, and game mechanics. Integration is self-serve with a private documentation access provided after submitting API access request (Stage 1). Partners receive 50% revenue sharing plus 30% affiliate fee. Supports integration with fantasy apps, competitive socialising venues, skill-based games, bars, content creators, publishers, and pubs. Developer documentation is at www.plucky.com/plucky-api.
What industry is Plucky in?
Plucky's product category is Fantasy Sports Betting Platform. Its primary akta.pro industry code is MPAEAHAA, Daily Fantasy Sports (DFS) Operators, with a secondary code of MPAEAHAG, Fantasy Player Props & Pick’em (Skill-Based Fantasy). Its NAICS code is 713290.