Parimatch

Company History

Parimatch was founded in Kyiv as one of the first licensed bookmakers in post-Soviet Ukraine. It expanded rapidly through the 1990s, opening retail locations across the country. By 2000, the company launched its online betting platform, becoming one of the pioneers of internet-based wagering in Eastern Europe.

Over the next two decades, Parimatch expanded its reach into Belarus, Georgia and Kazakhstan, before relocating its headquarters to Cyprus to strengthen its international presence. The move allowed the brand to focus on regulated markets and scale its online infrastructure.

In 2021, Parimatch rebranded its corporate division as Parimatch Tech. Two years later, its technology arm became GR8 Tech, a standalone provider of B2B sportsbook and casino solutions.

Corporate Structure and Leadership

Parimatch Group manages all consumer-facing operations, while GR8 Tech provides technology, infrastructure and product development. This dual structure supports both B2C and B2B activities and positions the group as a vertically integrated player in the global iGaming market.

The company is led by Sergey Portnov, who has overseen its transformation from a regional bookmaker into a technology-driven international brand.

Global Operations

Parimatch’s main office is located in Limassol, Cyprus, with additional hubs in Prague and Warsaw. The company previously maintained a major R&D centre in Kyiv, which has since been relocated. Its global workforce of over 4,000 professionals.

Product Portfolio

Parimatch offers a broad portfolio of digital entertainment products. Its sportsbook covers all major sports, including football, basketball, cricket, UFC and esports, with both live and pre-match markets. The online casino features thousands of slot titles, table games and live dealer products from leading providers.

The brand is also active in virtual sports, instant games, and esports betting. Through Parimatch Affiliates, the company collaborates with marketing partners to expand its global reach.

In parallel, GR8 Tech supports external operators with modular platform solutions, sportsbook engines and back-office tools, extending Parimatch’s footprint into the B2B sector.

Market Presence

Parimatch operates in more than 15 countries across Europe, Asia, Africa and Latin America. Key markets include India, where the company has built strong brand visibility through localised campaigns around cricket and kabaddi. The brand is also active in Romania, Cyprus, and several African jurisdictions.

Parimatch withdrew from Russia and Belarus in 2022 following geopolitical developments. In early 2023, its licence in Ukraine was temporarily suspended by the local regulator.

Sponsorships And Partnerships

Parimatch has built one of the most recognisable sports sponsorship portfolios in iGaming. The brand has worked with Chelsea, Leicester City and Juventus, as well as esports organisation Fnatic. It also partnered with global athletes such as Conor McGregor.