High up there on the list of global leading online betting and gaming companies, you will find the Betway Group. The Malta-based Betway employs over 600 people around the world, not counting its 1,300 third-party support staff.
Betway was founded in 2006, which means that it came a bit later into the game than its rivals. Nevertheless, Betway operates across multiple regulated markets around the world and is valued at an eye-watering $4.75 billion.
The Super Group-owned Betway offers a superior interactive gaming experience to millions of players, from pre-game and live sports betting to online casino and esports. As of last year, Betway had more than 2.5 million monthly unique active customers.
What is the secret of the Betway Group and how has it managed to conjure the world in such a relatively short space of time?
Operating in Regulated Gaming Markets
In under a decade and a half, Betway has tapped into a tech-oriented world and provides several prize-winning products to players who enjoy the convenience of gambling remotely and safely.
Betway holds licenses in countries that include Denmark, Spain, the United Kingdom, Malta, Italy, Sweden, Mexico, South Africa, Belgium and Ireland.
Players get to enjoy Betway Sportsbook, Betway Casino, Betway eSports and Betway Vegas in markets that are licensed and regulated.
This decision to focus on regulated markets only is a strategic one, since Betway can provide its players with a gaming experience that’s not only entertaining, but also safe and secure. It provides millions of players with complete peace of mind, which makes the brand even more attractive.
This could be one of the reasons why Betway has enjoyed such meteoric success since its launch – a fact that hasn’t escaped the attention of industry professionals.
Renata Du Toit from Gambling Africa is amazed at the speed of growth, “In 14 short years, Betway has overtaken companies that have been around for 50 years and more, such as Coral and Ladbrokes.”
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Major Sponsorships
Another important strategy adopted by Betway has been entering into important sponsorships and partnerships in popular sports.
Last year Betway was named the largest active sponsor in the UK and Irish horse racing sphere. It has backed a staggering 4,000 races since 2015!
Betway has partnerships with NBA teams such as the Chicago Bulls, Brooklyn Nets and the Los Angeles Clippers, as well as English football teams such as West Ham United.
This is just a sample of the significant partnerships that Betway has signed in the past years:
- 2016: Becomes sponsor for the most popular esports team, Ninjas in Pyjamas; Official Betting Partner of Budesliga football clubs in Germany; title sponsor of World Cup of Darts.
- 2017: Becomes new sponsor for ESL Pro League and ESL One Cologne in esports.
- 2018: Enters Spanish football by signing deals with Alaves, Levante and Leganes; signs three-year deal with Dusseldorf and Hannover 96.
- 2019: Partners with legendary cricketer, Kevin Pietersen; sponsors with German-based esports team Berlin International Gaming.
Merger with Sports Entertainment and US Expansion
In April 2021 Super Group announced that it was going public through a merger with the acquisition firm Sports Entertainment Acquisition Corp. – and was valued at around $5 billion.
This afforded Betway the opportunity to continue its market expansion into the fast-growing US sports betting and gaming market.
In October, Betway added to its US portfolio by acquiring its fifth live market. It added Iowa to Colorado, Indian, New Jersey and Pennsylvania. In the same month, it secured a license in Poland.
This week, Super Group was approved for listing on the New York Stock Exchange under the title SGHC.
Neal Menashe, Super Group CEO, said about the listing: “Today marks the culmination of years of hard work as we list on the New York Stock Exchange. We are thrilled to join one of the most exciting capital markets in the world, and list amongst many notable and leading technology and gaming companies.
The group, which is now licensed in 25 jurisdictions in Europe, Africa and America, said that entering into an agreement with Sports Entertainment Acquisition would help bring its online sports betting group to the US market.
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