SBTech Launches Mobile-Focused “Add2Bet” Enhancement to Its Industry-Leading Sportsbook


SBTechSBTech, the leading sports betting solutions provider to the online gaming and betting industry, today announced the launch of Add2Bet, its newest cutting-edge Live Betting feature.

Enabling players to immediately use the cash out value of an open bet to create a new double, treble or acca by combining it with new selections, Add2Bet is one of a series of recently-launched mobile-focused enhancements to SBTech’s market-leading sportsbook solution, designed around simplicity and ease-of-use.

Its rollout further strengthens SBTech’s position as the in-play betting market leader – the company has won EGR B2B awards for its live product for the last four years.

The new feature is expected to have a positive impact on SBTech operators’ turnover, by giving players more control over their betting and appealing more effectively to millennials.

Add2Bet was launched following in-depth research* and development by SBTech, including extensive A/B testing, focus groups and practical scenario implementation in a live environment.

Key findings were that:

  • Under-35s are early adopters of the feature – users from this age group tried Add2Bet after seeing it just twice on average, whereas older users waited until they’d viewed it an average of five times.
  • Of the total betting volume generated by the sample group, 7% of English Premier League live bets were placed by using Add2Bet to change an existing live bet.
  • Nearly 70% of players who use Cash Out for an average of 40% of their betting activity placed a bet using the new feature.

Tom Light, SBTech Senior Vice-President of Business Development, will be presenting Add2Bet at the upcoming EiG expo in Berlin on Tuesday, October 31st at 11 am.

He commented: “Add2Bet is the latest example of a key sportsbook feature designed to benefit both players and betting operators and we believe it is the fastest and most ergonomic innovation produced by any betting solutions provider thus far. I look forward to presenting the product and discussing it in depth with our clients and contacts.”

*Methodology: SBTech carried out the research with a sample of 200 players in September 2017 against a control group of 50 users from the same segments with the feature disabled. Each player used his or her own betting account with £200 credit supplied by SBTech.

SBTech Strengthens Market Position in Italy with Win in Sports Betting Supplier of the Year Category at EGR Italy Awards 2017


SBTechSBTech, the leading sports betting solutions provider for regulated markets, has once again strengthened its position in a key regulated market by winning the Sports Betting Supplier of the Year category at the EGR Italy Awards 2017 ceremony held in Rome on Monday evening.

SBTech’s sportsbook solution was rewarded for the innovation, commercial success and positive feedback it has received since launching in Italy in with in 2016.

SBTech’s partnership with has seen it grow its market share and establish itself in this most competitive and dynamic regulated market.

Luca Desideri, Country Manager for SBTech Italy, commented: “There is no greater form of recognition than when it comes from your peers. To win this award after our first year in this market is a testament to the dedication of both of our team and the team at Furthermore, it highlights the success of our strategy and approach in a regulated market which is, technically speaking and regulatory-wise, one of the most complicated and competitive in the world.”

SBTech’s Italy platform includes a fully responsive user interface allowing for a seamless player experience across desktop, mobile and tablet, which plays a key role in providing localised offers to players worldwide.

Jake Pollard Joins SBTech as Communications and Content Director


SBTechMarket-leading sports betting solutions provider and igaming platform SBTech continues to strengthen its senior management team with the appointment of Jake Pollard as communications and content director.

Jake will be responsible for all press and public relations and management of the group’s media exposure. He will also develop and implement SBTech’s content strategy with both trade press and industry stakeholders, while also identifying opportunities where the group can contribute valuable content and discussion through appropriate channels. 

Richard Carter, chief executive of SBTech, commented: “I’m delighted to welcome Jake into the SBTech team, where his long-standing industry experience as one of the leading gaming journalists will help us develop our corporate communication and content strategy. We very much look forward to working with him to keep building our company profile.”

Jake Pollard added: “I am very happy to be joining the fastest growing betting and gaming solutions provider in the sector and look forward to contributing to this progress through regular contact with journalists, event organisers and stakeholders. I also very much look forward to providing strong and informative content to media partners that will encourage debate and knowledge throughout the sector.”

As a journalist Jake has covered the online betting and gaming sector for more than 10 years, during which time he established himself as a leading industry commentator and observer. He joins SBTech after four years at iGaming Business as head of online content and most recently as overall head of content for all iGaming Business brands. Before that he was editor of iGaming France from 2010 to 2013 and from 2004 to 2009 he was editor of eGaming Review.

For all press enquiries, please contact:
Jake Pollard
Tel: +44 7930 410626

About SBTech

SBTech is the industry-leading provider of fully managed and semi-managed sports betting solutions and services in regulated markets thanks to the world class coverage of its sportsbook, unrivalled in-play betting, complete omni-channel solution and its innovative and uniquely configurable Chameleon360 iGaming Platform.

For more information, visit:

 About Jake Pollard

Jake has worked as a betting and gaming journalist for more than 10 years and is well known and respected by all industry stakeholders. Prior to joining SBTech, he was head of content at iGaming Business for four years, during that time he increased traffic to the website by more than 60% and established iGaming Business as a platform for strong B2B content. As a fluent French speaker and writer he also covered the French igaming market extensively as editor of iGaming France from 2010 to 2013. Before that he helped establish eGaming Review as a leading media outlet from the earliest days of the online gaming and betting industry from 2004 to 2009, during which time he covered momentous industry events such as UIGEA, Black Friday and the massive growth of the sector.

Go West! SBTech to Open US Office in Early 2018


SBTechUpdating the market and stakeholders, industry platform and systems provider SBTech has disclosed that it will expand its United States operations and commercial footprint opening a ‘new US office in early 2018’.

The omni-channel sports betting platform provider did not disclose which destination it would choose for its Stateside office, nevertheless, SBTech governance views the opening as an integral part of the company’s future growth strategy.

A popular platform and systems provider amongst European operators, SBTech has previously detailed its corporate need to grow outside of saturated European betting markets.

Under the guidance of CEO Richard Carter (appointed February 2016), SBTech continues to restructure its senior executive team.

This August, SBTech confirmed the appointment of former Sporting Solutions Sales Director Andrew Cochrane as new Group Commercial Officer, leading the firm’s global expansion initiatives.

At present, SBTech operates six European offices; Isle of Man, London, Sofia, Malta, Kiev and Israel (EU transnational state). Moving forward, SBTech governance will announce to corporate stakeholders further US-centric initiatives within the coming months.

SBTech Wins Best Sports Betting Provider CEEG Award


SBTechSeptember 21, 2016 SBTech, the leading global provider of Sports Betting and iGaming platforms, has won the award for Best Sports Betting Provider at the first edition of the Central and Eastern Europe Gaming Conference, held in Budapest on September 20th.

In addition to this success, SBTech client NetBet took home the award for Best Online Sports Betting Operator. SBTech supports NetBet’s operations with a fully managed sportsbook, and their award therefore represents further confirmation of SBTech’s success in providing sports betting platforms and services.

Richard Carter, CEO of SBTech, commented: “We are absolutely delighted to have won the award for Best Betting Provider. The Central and Eastern European markets are vital in terms of realising our vision of providing software and services in every regulated market. The majority of our people are based in Sofia, Kiev and Plovdiv, and this award is testament to their talent, professionalism and deep knowledge of Eastern European markets. I’m certain that the CEEGC is going to become a key event in the global gaming industry calendar in the years ahead and I’m proud that we have been recognised for our achievements at the very first event.”

NetBet, powered by SBTech’s technology, has already achieved a position of dominance in the Romanian market and is growing rapidly in other CEE territories.

Alexandre Mangaud, CMO of NetBet said: “Our evolving relationship with SBTech is central to our strategy for growth. The company’s approach to everything from R&D to regulatory compliance is defined by inventiveness, flexibility and thoroughness. It was our very great pleasure to be awarded alongside our providers and I hope that these successes will be the first of many at the CEEG Awards.”

SBTech Signs Up with Argyll Entertainment Brands


SBTechSBTech is to power UK sports betting brands SportNation and RedZoneSports after partnering with the sites’ owner Argyll Entertainment.

SportNation, previously BetonBrazil, and RedZoneSports, Argyll’s American sports-focused brand, were both launched in 2016.

After switching from Amelco, both sites will now benefit from SBTech’s price differentiation, trading control and the “enhanced user experience” provided by SBTech’s Chameleon360 iGaming platform.

Argyll said that switching to SBTech represents a “critical dimension of Argyll’s expansion strategy, as it targets wider brand recognition and greater market share in the UK”.

Stuart Tilly, chief executive of Argyll Partners, said: “We are delighted that our family of brands is now powered by SBTech’s sportsbook and full platform solution. The time is right to offer our players a richer offering and a broader range of betting opportunities, boosting the profile of our brands and driving turnover with a more enhanced solution.

“Considering its proven track record for innovation, unrivalled live betting and deep knowledge of British, American and global sports, SBTech was the clear choice moving forward.”

As well as its sports engine and real-time services such as unique odds, manage risk, apply specialised payouts, set betting limits, and control sportsbook liability, SBTech’s platform also  incorporates automation tools for CRM, payments, reporting, bonusing and data-generated personalisation.

Ian Bradley, chief product officer of SBTech, said: “This new partnership with Argyll Entertainment is further evidence of our rapidly expanding footprint in key regulated markets worldwide.

“We have extensive experience of driving operators to market-leading positions through our solution and I’m confident that both SportNation and RedZoneSports will now rapidly achieve their full potential.

“I am looking forward to working closely with them on extending our US Sports product with the combined efforts of both teams.”

SB&G Partners with SBTech for Rollout in Key German Market


SBTechSky Betting & Gaming has  announced that it has partnered with SBTech, which will supply the operator with a full sportsbook platform in Germany.

The company will utilise SBTech’s award-winning betting platform, complete with pricing, trading and risk management services. The deal includes the provision of CRM, payments, reporting and automated bonusing tools.

Sky Bet’s German customers will benefit from localised products, content and payment methods, and will also be able to take advantage of SBTech’s innovative betting features, including flexible cash out, enhanced accumulators and price boosts.

Jochen Weiner, MD of Sky Bet Deutschland, said: “Our growth strategy is focused on agility and technological innovation and as such, SBTech was a natural choice as our sportsbook and platform provider.”

Richard Carter, CEO of SBTech, commented: “The deal with Sky Bet consolidates our position as the market-leading provider of sportsbook and platform solutions for premium operators worldwide. I’m particularly looking forward to overseeing close collaboration between our teams. Innovation is at the core of both of our organisations, and together we can push the boundaries of the sports betting industry, providing new products to customers in a wide range of territories.”

SBTech Becomes the First Sports Betting Provider in Cyprus with Winmasters Launch


SBTechJuly 11, 2017 | SBTech, the multi-award-winning sports betting provider, has become the first sportsbook platform supplier to enter the Cypriot market with the launch of It represents the next step in the fast-rising operator’s expansion strategy and comes only six months after the agreement between SBTech and Winmasters was signed.

Winmasters will now offer SBTech’s industry-leading sportsbook to Cypriot players, in both Greek and English, with all major European payment methods available.

Having been the first B2B sports betting provider in markets such as Portugal, the Czech Republic and Romania over the past two years, SBTech has now cemented its position as the partner of choice for operators in newly regulated markets.

Winmasters is now supported by SBTech in two regulated territories, following its recent launch in the Romanian market. It becomes one of the eight operators to be awarded a Class B license by the Cypriot National Betting Authority (NBA).

Winmasters Sales and Operations Director Christos Protopapas said: “I’m delighted that our ongoing relationship with SBTech continues to bear fruit. The power and flexibility of the company’s sportsbook and back office systems, as well as the quality of its real-time reporting, is delivering solid growth for us across the board, and the speed with which our Cyprus launch has been achieved gives me great confidence that we will attain all our goals in this exciting new market.”

SBTech CEO Richard Carter commented: “The successful on-schedule launch of our complete tier-1 solution for Winmasters’ Cyprus operation is thanks to the hard work of all our teams and the strength of our partnership with this uniquely dynamic operator. I’m particularly pleased that once again, SBTech is the first sports betting provider in a newly regulated market, a trend that we intend to maintain.”

SBTech Licenses NetRefer Performance Marketing Product Suite


Sports betting solutions provider SBTech has partnered with NetRefer to offer the digital marketing specialist’s Performance Marketing Product suite to its clients.

SBTechThe agreement enables SBTech’s clients to manage their marketing activities through the NetRefer marketing technology platform.“We are delighted to partner with NetRefer, one of the industry’s most trusted providers of comprehensive affiliate marketing solutions,” SBTech chief executive Richard Carter said.“Offering NetRefer as part of our package will significantly enhance our clients’ operations, providing them with a unified view of their marketing campaigns and the opportunity to fully automate the affiliate life cycle – from signup, to CRM management and customer reporting.”“We are ecstatic to partner with SBTech, empowering their vast portfolio of operators with our holistic Performance Marketing product suite,” NetRefer chief operating officer Timothy Buttgeig added. “Through our platform, they will be able to make smarter marketing decisions and maximize their profits.”

SBTech – Sports Betting Solutions & iGaming Platform


SBTechSBTech provide award-winning sports betting solutions
and a full range of management services to over 50 partners worldwide.

Defined by technical excellence and informed by deep market knowledge,
our innovative solutions deliver competitive edge and rapid growth for all our clients.

How has the past year been for SBTech?

This year we have gone from strength to strength,
both in terms of the products we’ve developed and the performance of our operators. Our flexible front-end solution with customised risk management and trading strategy
allows us to help maximise our operators’ revenues, leveraging their local expertise
with our industry-leading semi-managed trading tools.

What has set SBTech apart from the competition in 2016?

I think our agility, flexibility and speed to market has set us apart from the competition in 2016.
We entered Italy, Romania, and Portugal all within weeks of each other whilst also working
in partnership with our customers on important innovations such as a gamified loyalty program,
recently launched for herogaming.
In addition, the launch of our semi-managed solution is a significant milestone
as it gives our operators greater trading flexibility and helps distance SBTech further ahead of our peers.

With more operators signing up with SBTech, how can they differentiate their products and maintain brand identity?

SBTech operators get the best of both worlds. Each benefits from our product enhancement and continual innovation, whilst maintaining a unique look and feel and controlling their proposition through our toggle-on/toggle-off feature. Our partners enjoy full control of the front-end product, either developing it themselves via our NextGen API, employing a hybrid approach using SBTech widgets, or letting us fully implement their design. We work closely with operators to develop custom widgets and unique features, but our award-winning tools are flexible, enabling each partner to offer custom promotions and bonuses based on their own strategy, unique pricing and separately managed risk, rather than on pooled variables.

How important are new markets to your growth model, and are you most interested in pursuing emerging or mature markets?

New markets will continue to be a core element of SBTech’s growth as we leverage our recent entry into the regulated Romanian and Portuguese markets, and as we prepare to enter soon-to-be regulated markets such as Columbia, Poland and the Czech Republic. However, we are also strongly focused on more mature European regulated markets and see significant opportunities for winning new SBTech customers in these territories, and for our existing clients to continue increasing market share.

What are you working on over the next year and showing at ICE?

At ICE, we’ll be showing our full omni experience and the seamless interactions our customers can deploy across all channels. Our modular platform allows operators to plug and play the parts of the platform that suit their needs, taking advantage of the flexibility that enables us to provide the most suitable solution for each of our partners. Over the next year, we will continue to build on our customer profiling infrastructure, bringing more personalisation to our products, to develop more unique widgets and to raise the bar in creating user journeys that leverage our mastery of big data analysis.