What 99Exchange does

99Exchange Pvt Ltd. is an Indian-facing online betting exchange and casino operator founded in 2011 and headquartered in Mumbai. The company operates the 99Exch platform (99exxchange.com) under a Curacao gaming license, offering an exchange-style betting model in which odds move dynamically based on real user demand rather than fixed bookmaker prices, alongside a live-dealer and RNG-certified casino suite spanning Teen Patti, Andar Bahar, Roulette, Blackjack, Baccarat, slots, and crash games. Core technology comprises a real-time odds pricing engine, an exchange-style back/lay matching system, the 99Exch Green Panel unified dashboard, and the Play99Exch fast-play cricket product, with mobile applications supporting Hindi, English, Marathi, and Tamil. Distribution is direct-to-consumer through the official website, native Android and iOS apps, and WhatsApp-based onboarding.

The company serves Indian cricket enthusiasts, multi-sport bettors, casino players, fantasy sports participants, and global bettors in regions where local law permits. Reported scale includes 1 million+ registered bettors, 11 Lakh+ active users, 1.5 Lakh+ daily active users, 1.2 Lakh+ app downloads, 1,000+ daily betting events, and 50,000+ casino games, supported by 51–100 employees. Revenue is generated through betting exchange commissions on user transactions and the house edge embedded in casino game mechanics, supplemented by deposit bonuses (welcome bonus of Rs.500, 20% deposit bonuses) and a referral program (up to Rs.599 per referral). The marketing approach is event-driven and content-led, with extensive blog content, social media presence across Facebook, YouTube, X, Pinterest, and SoundCloud, and seasonal campaigns timed to major events including IPL, the T20 World Cup, and the FIFA World Cup.

The business is privately held, incorporated as a private limited company in India, with no disclosed external funding, parent company, subsidiaries, acquisitions, or management-team information available in the source data. The company holds a Curacao offshore gaming license rather than authorization from a directly regulated jurisdiction, which represents a structural regulatory consideration for any prospective investor.

Name

99Exchange

Legal name

99Exchange Pvt Ltd.

Website

https://99exxchange.com

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

51–100 employees

Short description

99Exchange (99Exchange Pvt Ltd.) is a Mumbai-headquartered online betting exchange and casino operator founded in 2011, serving 1M+ registered Indian bettors with exchange-style back/lay wagering, live casino games, and fantasy sports under a Curacao gaming license.

Ownership category

akta.pro rank

Product category

Online Betting Exchange

NAICS

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

SIC

Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Betting Exchanges & Peer-to-Peer Sports Betting (MPAEACAL)

akta.pro secondary industries

Sportsbooks (Online & Mobile Operators) (MPAEACAA), Exchange Odds, Pricing, Trading Tools & APIs (MPAEAIAG)

Keywords

• Online betting exchange
• Sports betting platform
• Live casino gaming
• Cricket betting exchange
• Fantasy sports betting

Headquarters

HQ city

Mumbai

HQ country

India

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Software

Cost components

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

Revenue model

1. Betting Exchange Commission: Platform generates revenue through commission/take rate on betting transactions executed through the exchange. Users trade on live market prices and platform retains a percentage of winnings or transaction value.
2. Casino Gaming Revenue: Revenue generated from casino games including Teen Patti, Andar Bahar, Roulette, Blackjack, Baccarat, slots, and crash games. House edge built into game mechanics generates platform revenue.
3. Deposit Bonuses and Promotional Offers: Platform offers welcome bonuses (Rs.500), 20% deposit bonuses, and referral rewards (up to Rs.599). While these are incentives, they drive user deposits and engagement that generate transaction revenue.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels8 records

Core offering

99Exchange operates an online betting exchange platform offering peer-to-peer sports betting markets across cricket, football, tennis, basketball, and horse racing, alongside live casino gaming. The platform uses exchange-style pricing where users back and lay bets against each other rather than against a traditional bookmaker, with the company earning commissions on settled wagers and house edge on casino play.

Product overview

99Exchange operates as a unified online betting exchange platform since 2011, combining sports betting and live casino gaming under a single 99Exch ID system. The core 99Exch Platform provides live market pricing with back & lay betting across cricket, football, tennis, and other sports. The platform includes the 99Exch Casino module with live dealer games, the Play99Exch fast-play feature for quick cricket betting, the 99Exch Green Panel for advanced trading, and Fantasy Sports tournaments. Mobile access is provided through the 99Exch Mobile App. The IPL Betting ID provides specialized access for Indian Premier League matches.

Differentiator

Problem solved

Functional benefit

Brands

• Play99Exch: A premium feature on the 99Exch platform for fast-play cricket betting, live gaming, fantasy sports prediction tournaments, and real-time odds updates.

Products and services

• 99Exch Betting Exchange Platform An online betting exchange where individual bettors back and lay wagers against each other across cricket, football, tennis, basketball, horse racing, and other sports, with the platform facilitating matching, settlement, and commission collection.
• 99Exch Casino

Quantifiable outcome

• Withdrawals processed in 5 minutes
• +2 more outcomes

Named customers6 records

Segments5 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature7 records

Scale indicators8 records

Recent moves6 records

Expansion highlights2 records

Direct peers

• Pure Win: Pure Win is an India-focused online sportsbook and casino platform offering cricket, football, and live dealer games with INR-denominated payments and Indian payment methods. It is a direct regional peer competing for the same Indian customer segment.
• 10Cric: 10Cric is an India-focused online sportsbook and casino brand explicitly built around cricket betting. It targets the same Indian cricket enthusiast segment with similar product breadth (sportsbook, casino, in-play) and serves as a direct competitor in 99Exchange's core geography.
• Betfair: Betfair is the original and largest betting exchange globally, operating exactly the same exchange-style back/lay model that 99Exchange positions around. It is the closest direct comparable in terms of core product mechanics, liquidity-driven odds, and target of sophisticated bettors.

Regional players

• ComeOn: ComeOn is a European-rooted online sportsbook and casino operator with multi-vertical product similar to 99Exchange. It does not directly compete in India but offers a comparable combination of sportsbook, in-play, and casino under a single account as a benchmark for product breadth.

Emerging players

• Dream11: Dream11 is India's leading fantasy sports platform with deep cricket integration and tens of millions of users. While its core product is fantasy contests rather than a betting exchange, it overlaps with 99Exchange's fantasy sports vertical and competes for the same Indian cricket fan wallet.

Broad incumbents

• Betway: Betway is a major international online sportsbook and casino operator with strong brand presence in India through cricket sponsorships. Like 99Exchange, it offers cricket betting, in-play markets, and a casino vertical, but as a fixed-odds operator rather than an exchange.
• 1xBet: 1xBet is a global offshore online sportsbook and casino operator with significant user base in India. It competes for the same Indian cricket bettors as 99Exchange across sports betting, casino, and live dealer games, though without the exchange-style pricing model.
• Dafabet: Dafabet is a Curacao-licensed Asian-focused online sportsbook and casino operator with strong cricket betting and Asian handicap offerings. It targets the same South Asian user base and operates under a similar offshore licensing model as 99Exchange.
• Bet365: Bet365 is one of the largest global online sportsbooks with deep cricket coverage and in-play markets in India. While it does not operate as an exchange, it competes with 99Exchange for Indian cricket bettors across similar sportsbook product lines.
• Parimatch: Parimatch is a Cyprus-headquartered international sportsbook with significant presence in India and the CIS region. It offers sports betting, casino, and live dealer products aimed at the same Indian sports betting and casino customer segments as 99Exchange.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/my99exchange
• YouTubeyoutube.com/@99exch.official
• Facebookfacebook.com/99exchange.in
• Pinterestpinterest.com/my99exchange

Compliance2 records

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 99Exchange