What Propus Partners does

Propus Partners LLP is a London-based operational consultancy specialising in the gambling industry, founded in August 2017 by Mark Israney, a former trading-floor operator at Ladbrokes, Boylesports, and Stan James with 22 years of sports betting experience. The firm serves gambling operators, start-ups, and sports organisations with a portfolio of seven advisory service lines: product development (algorithm design, game logic, UX and mobile optimisation), startup incubation, marketing and supply chain analysis, trading performance analysis, sportsbook training (delivered in partnership with Totally Gaming Academy), and sports data advisory for sports organisations distributing data into betting. The team is described as combining 40 years of relevant industry experience, and the firm has productised one asset, Bookies Matrix, a directory of globally regulated sportsbook operators and brands, which signals an early move from pure bespoke advisory toward reusable information products.

The business model is a sales-led, professional-services consultancy. Revenue is generated through paid project engagements rather than recurring subscriptions or usage-based pricing, with no public fee structure disclosed. Customer acquisition relies on direct outreach, professional referrals within the gambling industry, and website-driven inquiries. Distribution is limited to direct B2B consulting engagements, with the Totally Gaming Academy partnership providing a scaled channel for training modules. There are no disclosed customers, ARR figures, funding rounds, or institutional investors; ownership is founder-led under a UK Limited Liability Partnership (Reg. No. OC418106), with a registered office at Suite 3, 207 Regent Street, London. The firm has no disclosed proprietary technology platform, API, or AI/ML capability, and its competitive position rests on principal-led domain expertise and the Bookies Matrix data asset rather than technology infrastructure.

Name

Propus Partners

Legal name

Propus Partners LLP

Website

https://propuspartners.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

1–10 employees

Short description

Propus Partners is a London-based operational consultancy serving the gambling industry with advisory services including product development, startup incubation, trading and marketing analysis, sportsbook training, and sports data advisory for operators, start-ups, and sports organisations.

Ownership category

akta.pro rank

Product category

Gambling Industry Consultancy

NAICS

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

SIC

Services-Management Consulting Services (8742)

akta.pro primary industry

Sportsbook Affiliate & Comparison Sites (MPAEAMAA)

akta.pro secondary industry

Responsible Gambling (RG) Compliance & Player Protection (MPAEAOAE)

Keywords

• Gambling consultancy services
• Sports betting advisory
• Sportsbook operations consulting
• Gambling market intelligence
• Sports data consulting

Headquarters

HQ city

City Of London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales

Revenue model

1. Operational Consultancy Services: Propus Partners generates revenue through providing paid operational consultancy services to gambling industry clients. Services include product development advisory, marketing analysis, supply chain analysis, trading analysis, sportsbook training, and sports data consulting. Revenue is generated on a project/engagement basis rather than recurring subscription or usage-based models.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels2 records

Core offering

Propus Partners is an operational consultancy specialising in the gambling industry, providing advisory, analysis, training, and research services. Its offerings span product development, startup incubation, marketing and supply chain analysis, trading performance analysis, sportsbook training delivered with Totally Gaming Academy, and sports data advisory for sports organisations distributing data into betting. The firm also created and operates Bookies Matrix, a directory of globally regulated sportsbetting operators and brands.

Product overview

Propus Partners is an operational consultancy specialising in the gambling industry, offering a portfolio of advisory and research services. The company provides eight distinct service offerings: Product Development (algorithm design, game logic, UX/mobile optimisation), Startup Incubation (turning ideas into live products for new operators/suppliers), Bookies Matrix (a directory of globally regulated sportsbetting operators and brands), Marketing Analysis (campaign analysis and product launch planning), Supply Chain Analysis (platform, content and services supply chain insight), Trading Analysis (data-driven trading performance analysis), Sportsbook Training (in partnership with Totally Gaming Academy), and Sports Data (designing data sets for sports organisations entering the betting industry). The company was founded in August 2017 and operates from London with a team having 40 years of combined experience.

Differentiator

Problem solved

Functional benefit

Brands

• Bookies Matrix: A directory of all globally regulated sportsbetting operators and brands launched by Propus Partners.

Products and services

• Product Development Advisory and analysis support for gambling operators and suppliers covering algorithm design, game logic, UX and mobile optimisation, and analysis of similar products in the market.
• Startup Incubation Support service for new gambling operators and suppliers to turn ideas into successful live products or services, covering regulatory guidance, operational setup, and market entry.
• Bookies Matrix A directory of all globally regulated sportsbetting operators and brands, providing market intelligence across the regulated sports betting industry.
• Marketing Analysis Advisory service helping gambling clients maximise revenue from marketing campaigns, including campaign success analysis and production or evaluation of plans for new product or brand launches.
• Supply Chain Analysis Insight into gambling supply chain activity covering platform, content, and services, with analysis and comparison of products offered by each supplier.
• Trading Analysis Data-driven analysis of sportsbook trading performance to help operators understand results and identify solutions for improving profitability.
• Sportsbook Training Sportsbetting training modules delivered in partnership with Totally Gaming Academy, covering disciplines such as trading and marketing.
• Sports Data Advisory for sports organisations that distribute data into the betting industry, including designing data sets, identifying suitable distributors, and assessing risks.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Totally Gaming AcademycoreStrategic or Co-development PartnerPropus Partners has established a partnership with Totally Gaming Academy to lead sportsbetting training modules across a range of disciplines such as trading and marketing. This represents a co-delivery relationship where Propus provides industry expertise while Totally Gaming Academy provides the training platform and infrastructure.

Scale indicators1 record

Recent moves4 records

Expansion highlights4 records

Broad incumbents

• Catena Media: Listed sportsbook and casino affiliate/comparison operator; overlapping with Bookies Matrix in compiling sportsbook brand directories, but operating at vastly larger scale with paid traffic acquisition.
• Sportradar: Sports data and content company serving sportsbooks and sports organizations — directly relevant to Propus's sports data distribution advisory work and trading analysis services.
• Oliver Wyman (Sports & Gaming): Management consultancy with a sports and gaming practice serving operators, leagues, and investors on strategy, risk, and operations; competes for similar mandates from a broader platform.
• HBK Sports Advisory: Advisory firm with a dedicated sports betting and gaming practice covering strategy, M&A, and operations for operators and investors; competes for similar gambling-industry mandates but at broader scale.
• KPMG Gaming: Big Four firm with a global gaming practice offering regulatory, operational, and transaction advisory to gambling operators and suppliers; competes for larger operator mandates that Propus cannot service.

Direct peers

• Eilers & Krejcik Gaming: Gaming-industry research and advisory firm serving operators, suppliers, and investors across casino, sports betting, and iGaming; directly comparable in client base and advisory/reporting output to Propus.
• Square in the Air: Boutique gambling and sports-betting marketing, PR, and content agency serving operators and suppliers; overlaps with Propus's marketing analysis and brand-launch advisory services.
• Regulus Partners: Gambling and sports-betting consultancy where founder Mark Israney worked immediately before Propus; offers similar advisory to operators and suppliers, including product, trading, and strategy engagements, making it the most directly comparable peer.
• H2 Gambling Capital: Gambling-industry data, research, and advisory firm serving operators, suppliers, and investors with market intelligence and consulting — overlapping with Propus's data-driven trading and supply chain analysis work.

Emerging players

• Totally Gaming Academy: Industry training platform that co-delivers sportsbook trading and marketing modules with Propus; comparable as a gambling education/training provider rather than a full consultancy.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights5 records

Customer concentration

• LinkedInlinkedin.com/company/propus-partners

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 Propus Partners