TonyBet

History and Founding

TonyBet traces its roots to the Lithuanian betting brand OmniBet, founded in 2003. It was relaunched under the TonyBet name in 2009 by Antanas Guoga, a Lithuanian-Australian poker professional and politician widely known as Tony G. The company quickly expanded, securing UK and Estonian licences by 2011. A pivotal moment came in December 2013 when TonyBet launched the world’s first dedicated online platform for Open Face Chinese Poker (OFC), enabling real-money games and tournaments. The following year, it organized the inaugural OFC World Championship at the Prague Poker Festival, cementing its niche in the poker community.

Business Model and Revenue

TonyBet generates revenue primarily through player wagering on its sportsbook and casino products. The sportsbook operates on a traditional margin model, offering pre-match and live betting odds across 30+ sports. The casino generates revenue from the house edge on slot games, table games, and live dealer titles. The proprietary OFC poker platform also contributes rake from tournaments and cash games. The company operates under multiple regulated licences, which require adherence to strict financial and operational standards, but also provide access to high-value markets.

Products and Platforms

Sportsbook: Pre-match and live betting on over 30 sports including NFL, NHL, NBA, MLB, and major soccer leagues. Online Casino: More than 3,000 slot games, table games, and live dealer offerings from Evolution Gaming, Pragmatic Play, and over 60 other providers. Live Casino: High-definition streaming of real-time dealer games. Poker: Proprietary Open Face Chinese Poker platform with real-money games and tournaments; the company also hosted the first OFC World Championship. Event Betting: Markets on entertainment, politics, and other live events. In 2026, TonyBet partnered with St8, an aggregation platform, to expand its casino content in Ontario through third-party integration.

Market Position and Competitors

TonyBet is a mid-sized operator in the competitive European and Canadian iGaming markets. It competes with larger brands such as Betsson, Entain, and Kindred Group, as well as regional Baltic operators. Its niche in Open Face Chinese Poker and early entry into regulated markets like the Netherlands and Ontario provide differentiation. The company has been recognized in the Baltic region, winning “Best Sports Betting Operator – Baltics” at the HIPTHER Baltics & Nordics Gaming Awards in May 2026.

Licensing and Regulatory Footprint

TonyBet holds active licences in Spain (since 2015), Canada (Kahnawà:ke Gaming Commission since 2021, Ontario since 2025), the Netherlands (five-year licence granted November 2022), Ireland, Latvia, and Estonia (licence under TonyBet OÜ re-obtained November 2022). In February 2025, the Dutch regulator KSA issued a warning regarding insufficient 24/7 customer support in Dutch; TonyBet responded by expanding its Dutch-speaking support team to comply. The company also joined the Canadian Gaming Association (CGA) in March 2026 and adheres to responsible gambling standards promoted by BeGambleAware.

Notable Partnerships and M&A Activity

In September 2016, Betsson acquired TonyBet’s Lithuanian operations for up to €6 million, rebranding them as Betsafe. TonyBet continued to operate independently in other markets. In 2021, the company formed a platform and content partnership with Leander Games. In February 2026, TonyBet partnered with St8 for casino aggregation in Ontario. The company is also a member of the Keurmerk Verantwoorde Affiliates (KVA) in the Netherlands to comply with local affiliate standards.

Recent Strategic Direction

TonyBet has focused on expanding into regulated markets, particularly Ontario and the Netherlands, while strengthening its responsible gambling framework. The 2026 partnership with St8 highlights a strategy of leveraging third-party aggregation to rapidly scale casino content in new jurisdictions. The company continues to innovate with its proprietary poker offerings and looks to maintain its position as a prominent Baltic operator with growing international presence.