- Founded
- 2021-01-01 in London, United Kingdom
- Headquarters
- London, United Kingdom
BeyondPlay is a London-based B2B technology startup that built a multiplayer engagement platform for real-money online gaming. Founded in 2021 by serial entrepreneur Karolina Pelc, the company set out to transform solitary online gambling into a shared, community-driven experience. Its core product suite includes multiplayer software that allows players to pool bets, share jackpots, and interact during gameplay, along with robust jackpot solutions, promotional tools, and retention mechanics. The platform was designed to help operators increase player loyalty and time-on-site by adding social features to traditional casino and sports betting products. BeyondPlay quickly gained traction in the iGaming industry, partnering with Tier 1 operators across Europe and beyond. It raised €5.0 million in an oversubscribed seed round led by Bettor Capital, and was selected for the TechCrunch Startup Battlefield ’23 cohort. The company earned recognition from EGR, SBC, Sifted, and Business Insider, and placed second in the Breakthrough Company of the Year category at the 2023 Global Gaming Awards. In 2024, FanDuel acquired BeyondPlay, integrating its technology and team into the Flutter Entertainment group, marking the culmination of Pelc’s stated goal to build a company designed for acquisition.
Detailed Review
History and Founding
BeyondPlay emerged from founder Karolina Pelc’s observation that online gambling was a largely solitary activity, lacking the social energy of land‑based casinos. To address this, she built a multiplayer engagement layer that operators could overlay on existing games. The platform enables real‑time interaction among players—such as shared bets, communal jackpots, and in‑game chat—without requiring the operator to redesign their core offering.
Business Model and Products
The company’s product line includes three main components: - Multiplayer Platform: Allows groups of players to create private or public “parties” where they can bet together, see each other’s outcomes, and celebrate wins collectively. - Jackpot Solutions: Dynamic jackpot mechanics that can be triggered by group play, encouraging retention and repeat visits. - Engagement Suite: A set of gamification, promotional, and retention tools (e.g., leaderboards, challenges, bonuses) that operators can configure without developer support.
BeyondPlay’s technology is API‑based and designed for quick integration with existing operator platforms. The company’s early customers included mid‑tier European sportsbooks and casinos, and it later signed partnerships with several Tier 1 operators.
Funding and Growth
BeyondPlay raised €5.0 million in an oversubscribed seed round in 2023 led by Bettor Capital, indicating strong investor confidence in the social‑gaming thesis. The company was selected for the TechCrunch Startup Battlefield ’23 cohort and earned recognition from EGR, SBC, Sifted, and Business Insider.
Acquisition
In 2024, FanDuel acquired BeyondPlay for an undisclosed sum, integrating its technology and team into the Flutter Entertainment group. Following the acquisition, BeyondPlay ceased independent operations, and its leadership and engineering team transitioned to FanDuel. At the time of the deal, BeyondPlay employed 11–50 people and operated as a fully remote, pan-European team with its registered headquarters in London.
Key Products
BeyondPlay Multiplayer Platform
Enables players to form groups, pool bets, and share in wins and losses in real time, overlaying social mechanics on existing casino and sportsbook games.
BeyondPlay Jackpot Solutions
Configurable jackpot engines that can be linked to group play, creating community‑driven prize pools.
BeyondPlay Engagement Suite
A collection of retention tools including leaderboards, challenges, promotional triggers, and gamified rewards, designed to increase player lifetime value.
Offices & Headcount
30 employees (approx.)
Key Persons
Karolina PelcSpeaker