Date: 31.08.2023

by Mateusz Mazur

12 years on the market: SB Betting stages of development

Since its founding in 2011, SB Betting has been following a unique development path, gaining the recognition of many partners in European and African markets. Here are some of the milestones that have made SB Betting one of the industry’s pioneers and providers of many innovative solutions.

Not such humble beginnings

In 2011, a decision was made to take over Scandic Bookmakers by one of the most recognizable companies in the iGaming industry at the time – Sportingbet. The tycoon of the gambling industry then came into possession of the client base and the Scandic Bookmakers brand.

However, the software, which has been developed since 2005 and is growing rapidly, has not changed its owner. This fact meant that during the sales process of the Danish bookmaker, decision has been made to continue as betting platform provider, having solid foundation established so far.

This is how the SB Betting brand was born, which immediately started marketing activities and soon appeared with its first stand at ICE.

The recognition that SB Betting’s software gained back in the days of Scandic Bookmakers meant that just a few months after its founding the company reached its first significant milestone by introducing its own innovative solutions to the Georgian market, where SB Betting established a partnership with Europebet, which thus became the first client of the newly established brand.

This allowed the company to develop its product both in terms of performance and retail functionality, an area in which SB Betting did not yet have rich experience.

Europebet had 6 stationary points, so it became necessary to start work on the retail application. Preparation of the new technological solutions was rapid, and after just three months the software was ready for use.

This cooperation turned out to be particularly important for the future of the company, as it opened the way for SB Betting to dynamic development and future debut on the African market.

Development in Africa

The year 2012 brought another key step in the development of the company. SB Betting has established cooperation with Nairabet, the leading operator in Nigeria, which allowed the brand to gain a lot of recognition in Africa. The company built the online platform from scratch, while the software used in Betting shops was largely based on what had previously been developed in Georgia.

Retail software has become a hit on the local market and has strongly defined the trends prevailing on the market. More operators began to contact SB Betting expecting that the cooperation with the supplier would be effective and bring as satisfactory results as in the case of Nairabet.

SB Betting continued its African expansion by signing a deal with Editec, which has a significant presence in African markets, including Tanzania, Kenya, Uganda to mention just a few. It was a truly groundbreaking moment that allowed the supplier to access more promising markets.

In the second decade of the 21st century, the Nigerian regulator amended the current regulations. From now on, every supplier who wanted to cooperate with local operators was forced to provide clients with the appropriate quality and safety, as evidenced by the possession of the GLI (Gaming Laboratories International) certificate.

Thanks to the implementation of appropriate procedures and safety measures, SB Betting was certified without any problems and was able to continue its dynamic development in African markets. This has contributed to the improvement of services provided by the company and even better reputation in the region.

Entering the Polish market

This quickly was reflected in the numbers. In 2016, as many as 10 companies using SB Betting’s solutions saw an impressive growth in their client portfolio. In the same year, the company became the Gold Certified Partner Status of Betradar. This was undoubtedly a recognition from the leading provider of sports data and sports betting worldwide.

The next stage of development of SB Betting was entering the Polish market. Changes in Polish law made it possible to establish cooperation with forBET, one of the largest operators in Poland. After years of experience gained on Georgian and African markets, the company was finally able prove itself in its home market. The cooperation between the parties is really exemplary and continues to this day.

At the same time, it allowed SB Betting to take another step toward the development of its product as well as safety procedures. In addition, it has also opened the door for suppliers to cooperate with other brands present on the Polish market.

During the next years, SB Betting strengthened its position on the domestic market by signing agreements with other recognized brands, such as: TOTALbet, eWinner, ETOTO, Fuksiarz and Betfan.

In addition, the company managed to establish cooperation with the Ukrainian sports betting industry giant. Parimatch, entering African markets, decided to use SB Betting services, which was already a recognized brand in the region. However, after the lapse of time, the Ukrainian company decided to use its own software, which has been modified accordingly to the one known by Ukrainian clients.

newsletter iGamingExpress baner

Further development of technology

In 2019 SB Betting obtained another important certificate. This time, the company successfully complied with the requirements of the Maltese regulator and obtained a license from the Malta Gaming Authority (MGA).

Over time, SB Betting has increasingly improved its product in an effort to provide its customers in Georgia, Africa, and Poland with the most up-to-date technological solutions. In 2021, the company reached another important milestone with the launch of the advanced Promotion Engine 2.0. Thus, the provider offered operators completely new opportunities in managing marketing campaigns and promotions for players.

However, this is not the end of the decades-long history of SB Betting development. Last year, we started work on the development of a new application that can revolutionize the user experience. It will most likely come to light in the near future and SB Betting’s clients will be able to present it to their own clients.

In summary, SB Betting has undergone a remarkable metamorphosis in the 12 years since its founding, from a small company that entered the market in Georgia to one of the international leaders in providing advanced solutions for the iGaming industry. Continuous growth, strategic partnerships and a focus on innovation have made SB Betting a trusted partner for numerous operators in Africa and Europe.