Triggy AB

History and Founding

Triggy AB was founded in May 2017 in Stockholm, Sweden, by a team with backgrounds in sports technology and gaming entrepreneurship. The company set out to create a hyper-personalised betting experience by merging live sports data, dynamic odds, and user insights into a single AI-powered platform.

Technology and Products

At the core of Triggy’s offering is the Triggy Engine, a proprietary personalisation engine that processes real-time game events, odds movements, and individual betting behaviour using machine learning. This engine powers several products: - Live Score Marketing Apps – White-label mobile applications combining live scoreboards with in-play betting functionality to drive acquisition and betting frequency. - NextBets – Personalised betting suggestions based on live game context and user history. - BetAlerts – Custom alerts triggered by user-defined parameters such as game time, score changes, or odds movements. - Context Aware Banners – Editorial banners displaying live odds and relevant sports content in real time. - Geo & Context Aware Widgets – Odds, sport, and campaign widgets that adapt to a user’s location and current game context. All products are available as standalone white-label mobile apps or as SaaS modules integrated via API, allowing sportsbooks to adopt them selectively.

Market Position and Clients

Triggy targets sportsbooks and betting operators globally. The company has confirmed live deployments in Europe, Asia, and Latin America, with partnerships including LeoVegas, Kambi, Sportradar, Sportsbet.io, Pinnacle, Better Collective, and 2mee. A notable 2021 partnership with LeoVegas brought American football coverage to its live-score apps, marking a major step into the U.S. market. In 2021, Triggy also integrated with Venuetize to offer its product suite to sportsbook operator sponsorship deals. The company is actively expanding into the U.S., leveraging its context-aware personalisation approach to differentiate from larger vendors.

Funding and M&A

According to PitchBook, Triggy has raised approximately $4.37M in total funding. In 2025/2026, the company secured a Series A round led by Ikigai Ventures, the venture fund managed by SiGMA World CEO Eman Pulis. Shortly thereafter, SEGG Media announced its intention to acquire Triggy, with the transaction scheduled to close by November 28, 2025.

Team and Culture

The entire team is based in Stockholm, Sweden, except for the VP of North America (based in Connecticut). The leadership team consists of CEO Stefan Thunberg, COO Fredrik Fröst, and founder/CSO Björn Nilsson. The company’s background spans iGaming, FinTech, banking, and Nasdaq-listed technology firms. Headcount is not publicly disclosed but is estimated to be fewer than 30 employees.