What SBK does

SBK is a mobile-first sports betting application operating as a consumer-facing sportsbook brand owned by parent company Smarkets. The platform enables individual users in regulated markets — UK, Ireland, Malta, and US states of Colorado and Indiana — to place wagers on sports events including football, horse racing, and other major sports. Distribution is exclusively digital via iOS App Store, Google Play, and direct APK download, targeting individual sports bettors (18+) through a self-serve, product-led growth model with no subscription or sales intervention.

The product centers on a betting engine that emphasizes competitive odds via the PRICE+ feature, social and community engagement tools (FOLLOW THE BEST PICKS tipster tracking and the Betting Zone community platform), and standard sportsbook functionality (Bet Builder, Multiple Bets, Horse Racing Multiple, fast deposits and withdrawals). Underlying pricing infrastructure is inherited from parent Smarkets' sports exchange, which provides market-liquidity-based odds origination. SBK maintains four regulatory licenses across jurisdictions — UK Gambling Commission, Malta Gaming Authority (MGA/B2C/162/2008, issued May 12, 2009), Colorado Division of Gaming (issued April 20, 2020), and Indiana Gaming Commission (issued February 28, 2022) — operating through two legal entities: Smarkets (Malta) Limited for UK/IE/MT and Smarkets USA Op Co for US operations in Colorado and Indiana.

Revenue is generated exclusively through transaction-based economics: SBK retains a commission or margin on each wager placed through the platform, with no disclosed subscription or fixed-fee structure. Customer acquisition relies on welcome-offer incentives such as £20 or £10 deposit bonuses yielding up to £40 in free bet tokens, distributed across UK, IE, and Malta markets. The platform was founded by Jason Trost as a consumer-facing extension of Smarkets' exchange business, and was positioned with the tagline 'Rewriting the Sportsbook.' No public ownership, external institutional investment, or financial performance disclosures are available in the source data.

Name

SBK

Legal name

Smarkets (Malta) Limited

Website

https://getsbk.com

Company type

Private

Operating status

Operating

Short description

SBK is a mobile sports betting application operated by parent company Smarkets, offering competitive-odds wagering on football, horse racing, and other sports to individual bettors aged 18+ in the UK, Ireland, Malta, and US states of Colorado and Indiana.

Ownership category

akta.pro rank

Product category

Online Sports Betting

NAICS

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

akta.pro primary industry

Retail Sportsbooks (On-Premise, Kiosks & In-Venue) (MPAEACAB)

akta.pro secondary industry

Sportsbook Trading, Odds & Feed Providers (MPAEAKAB)

Keywords

• Sports betting exchange
• Mobile sportsbook
• Prediction markets
• Online sports betting
• Betting odds platform

Headquarters

HQ city

Los Angeles

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Sports Betting Wagers: SBK generates revenue by taking a commission or margin on sports betting wagers placed through its platform. Users bet on various sports events at odds set by the platform, with the company retaining a portion of each bet as revenue.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

SBK is a mobile sports betting application offering competitive odds across all major sports (football, horse racing, general sporting events) with integrated features including PRICE+ (best-price surfacing for larger wins), social following of tipsters on winning streaks, Bet Builder, and Multiple Bets. The self-serve platform allows users to download the app, sign up, deposit funds, and place wagers independently across UK, Ireland, Malta, Colorado, and Indiana markets.

Product overview

SBK is a mobile sports betting application built as a single, unified product with several integrated features. The core SBK App provides the betting platform, supplemented by PRICE+ (which displays optimal odds for better wins), FOLLOW THE BEST PICKS (tracking hot-streak tipsters), and bet-building tools (Bet Builder and Multiple Bets). The product is available via iOS, Android, and APK downloads, and is owned and operated by Smarkets with separate regulatory licenses for US (Colorado, Indiana) and UK/Malta markets.

Differentiator

Problem solved

Functional benefit

Products and services

• SBK App Mobile sports betting application offering competitive odds across all major sports (football, horse racing, general sporting events), featuring Bet Builder, Multiple Bets, Horse Racing Multiple options, PRICE+ best-price surfacing, social tipster tracking, and fast deposits and withdrawals for individual adult consumers in regulated markets.

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

Feature3 records

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Betway: Global online sportsbook with strong UK and European presence and competitive odds positioning. Direct peer competing with SBK in the UK/Ireland/Malta markets.
• WynnBET: US sportsbook tied to Wynn Resorts operating in select states with a premium brand positioning. Direct peer competing in overlapping US jurisdictions.
• FanDuel: Largest US online sportsbook by market share, operating across 20+ states with deep promotional spending. Directly competes with SBK in the same mobile sportsbook category for the same US consumer.
• Bet365: Global sportsbook leader with strong UK heritage, competitive odds, and broad market coverage. Direct peer to SBK's UK/Malta operations with overlapping product features (Bet Builder, multiples).
• DraftKings: Top-tier US online sportsbook operating across 20+ states with a mobile-first product, bet builder features, and aggressive sign-up promos. Directly competes with SBK on product, market, and mobile UX.
• Betfair: Largest sports betting exchange globally and the original exchange model that Smarkets competes with. Closest peer to SBK on the exchange-derived odds/pricing advantage thesis.
• BetMGM: Major US sportsbook from the MGM/Entain joint venture operating across numerous states with strong brand backing. Direct peer competing for the same bettor wallet in regulated US states.
• Caesars Sportsbook: US sportsbook backed by Caesars Entertainment with widespread state coverage and large promotional budget. Directly competes with SBK in the same consumer sports betting category.
• PointsBet: Australia-origin sportsbook operating in multiple US states and other markets with mobile-first product and unique bet types. Direct peer competing for the same mobile sports betting consumer.

Emerging players

• Betr: Early-stage US sportsbook focused on micro-betting and simplified UX. Emerging player with partial overlap to SBK's mobile-first sportsbook offering in US states.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 SBK