BtoBet

History

BtoBet was founded in 2017 by Italian entrepreneur Alessandro Fried, who identified a gap in the market for a flexible, technology‑driven sportsbook platform that could cater to both established operators and new entrants. The company initially operated out of Gibraltar, with a focus on delivering a modular B2B sports betting solution that could be quickly integrated and customised. Early momentum came from white‑label partnerships in Latin America, including a strategic regional agreement with Wildar Gaming in 2019.

Technology and Infrastructure

The sportsbook platform is built on a microservices architecture and runs on AWS, allowing BtoBet to automatically scale compute resources to handle spikes in demand around live sporting events. This migration, supported by the AWS Migration Acceleration Program, enabled the company to manage double the betting transaction volume without increasing IT headcount. The platform is fully certified (ISO 27001, GLI-33) and compliant in a growing list of jurisdictions: UK, Poland, Colombia, Argentina, Mexico, plus multiple African and Latin American markets.

Mergers and Acquisitions

In October 2020, BtoBet was acquired by Aspire Global (now part of NeoGames), combining its sportsbook technology with Aspire’s iGaming platform. This integration allowed operators to access BtoBet’s sportsbook as part of a turnkey offering. By 2022, NeoGames had fully absorbed the company, making BtoBet a key pillar of its sports betting vertical.

Products and Services

BtoBet’s core offering is its sportsbook platform, a cloud-native solution that processes over 9 trillion requests per month and covers more than 60,000 unique sporting events. The company also offers a white‑label partnership program, providing a turnkey solution for operators who wish to launch under their own brand with full platform management and compliance support. Additionally, BtoBet’s sportsbook is available as part of Aspire Global’s integrated iGaming platform, enabling access to regulated European markets. Customisable APIs for odds feeds, risk management, player account management, and reporting round out the product suite.

Leadership

Current leadership includes founder Alessandro Fried as CEO, Guy Gani as CTO (appointed from Ezugi), Dima Redierman as COO, and Zoran Spasov as Managing Director. Under this team, BtoBet has continued to innovate, launching new white‑label partnerships and expanding into regulated European markets via Aspire Global’s licenses.

Market Position

BtoBet competes with other B2B sportsbook providers such as Kambi, SBTech, and BetConstruct. Its focus on cloud-native scalability and regulatory compliance has made it a strong player in Latin America and emerging markets. The company forecasts tripling of US sports betting revenue by 2026, indicating ambitions to enter the North American market. With its acquisition by NeoGames, BtoBet gains access to a larger distribution network and cross-selling opportunities within the NeoGames ecosystem.