10Bet

History and Founding

10Bet was founded in 2003 by an undisclosed team, with its origin story framed as a "fairytale" on its corporate website. The company initially focused on the European market before expanding into Africa and Latin America over the following two decades, establishing operational hubs in each region.

Business Model and Revenue

10Bet generates revenue primarily through sports betting margins and casino house edges. It operates a proprietary betting platform that allows customisation of odds formats, payment methods, and language for local markets. The company does not publicly disclose detailed financials beyond a reported £6 million in revenue for 2020, but its partnership with Playtech in 2023–2024 led to a 33.5% average revenue increase.

Products and Platforms

10Bet offers a comprehensive suite: a sportsbook with fixed-odds pre-match and in-play markets across major sports (football, basketball, tennis, etc.), powered by Playtech in the UK and Sweden and by a proprietary platform elsewhere; an online casino featuring slots, table games (blackjack, roulette, baccarat), and jackpot titles from studios like Playtech; a live casino with real-time streaming of blackjack, roulette, and poker variants; and mobile apps for Android and iOS supporting account management, live betting, and deposits/withdrawals.

Licensing and Regulatory Footprint

10Bet holds licences from the UK Gambling Commission (via Blue Star Planet Limited), the Malta Gaming Authority (via Ocean Star Limited), the Swedish Gambling Authority, and the Irish Revenue Commissioners. In 2023, Blue Star Planet was fined £620,000 by the UK Gambling Commission for failings in anti-money laundering controls and customer protection measures, accepting the penalty and committing to remediation.

Partnerships and Sponsorships

Key commercial partnerships include Playtech (exclusive sportsbook provider for UK and Sweden), Podium (three-year contract for UK and Irish racing data), and a previous regional deal with Juventus FC. Sponsorships include principal shirt partnerships with Blackburn Rovers (2018–2020) and South African club Lamontville Golden Arrows (2023), as well as a five-year naming rights deal for Ellis Park Stadium in Johannesburg, rebranded as 10Bet Ellis Park. The company has also won design awards for its branding.

Leadership and Structure

The company operates with regional CEOs rather than a single global CEO. Leadership includes Arthur Perry (CEO Africa), Yaniv Oz (CEO LATAM), Nir Saadon (COO), Tsvetan Petkov (CFO Europe), Michelle Colborne (CRO Africa), and Yuval Klein (group spokesperson). No CTO or global CEO is publicly identified; the corporate structure appears decentralised with teams in Malta, the UK, South Africa, and Latin America.