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OpenBet
IndustrySports, Software, Gambling, Technology, Entertainment
Founded1996
HeadquartersChiswick, London
Area served
Australia
Canada
Greece
United Kingdom
United States
Key people
Jordan Levin
OwnerScientific Games Corporation
Number of employees
over 750+
Websitewww.openbet.com

OpenBet is a leading global B2B provider of sportsbook technology, content and services. Its mission is to power growth and player engagement for sports betting operators through a global betting entertainment ecosystem. OpenBet’s client base includes more than 75 operators worldwide and 34 licences across the fastest-growing regulated sports betting markets in North America, Europe and Asia Pacific.

OpenBet has a customisable and modular web, mobile and retail product suite that serves every type of sports betting operator including:

  • Digital operators who target online players only and need sports betting technology, content and services to drive web and mobile experiences.
  • National and State lotteries who have established significant market scale and require sports betting expertise and technology to expand their online and retail sports betting product offering.
  • Land-based casino operators with highly scaled customer databases seeking to leverage the growth in digital and retail sports betting.

The OpenBet platform is licensed and live in 13 US states, and last year 40%[1] of all bets in the country were carried out on its platform, with additional licences currently in progress. In 2020, OpenBet was the market leader in Canada where 80%[2] of all digital sports bets were processed through its platform. In the same year in the UK, it accounted for 65%[3], and in Australia, 46%[4].

Products and services

OpenBet develops front-end and back-office gaming products, including management and reporting tools. Its scalable platform has been described as ‘the Swiss Army Knife’[5] of sports betting software. Supporting 60,000+ peak bets per minute, it’s designed to allow users to bet and play in multiple languages and currencies across several products and platforms, potentially including web, mobile devices, retail outlets, call centres and interactive television, with single sign-on to a centralised OpenBet account.

Its powerful technology is used by some of the world’s biggest operators. Featuring modular and operator-centric technology, it has provided 100% uptime during key sporting events such as the NFL Super Bowl, the Melbourne Cup and the Grand National.

OpenBet’s end-to-end turnkey and customisable web, mobile and retail sports betting solutions have five core elements:

  1. The player account Player account technology enables players to register and play on an operator’s website, mobile app or retail terminal. As well as being used by operators to manage individual customer accounts, it acts as a wallet providing players with a single username, password, balance and transaction history across all mobile, web and retail products. The player account has over 30 payment integration points that process over 75 million peak daily interactions. OpenBet’s comprehensive, widget-based Software Development Kit (SDK) allows operators to build an impressive player experience with additional layers of promotional, CRM and responsible gaming tools. Player account products are vertical agnostic so they can be used in other consumer verticals, such as iGaming, to open up opportunities for future growth.
  2. The betting engine OpenBet’s betting engine processes every individual sports bet that players place on an operator’s web and mobile sites and retail terminals. The technology is highly robust and versatile and can be tailored to individual operator demands. With 100% uptime during key sporting events, and 100% operator renewals year-over-year, it is widely regarded as the industry’s leading sports betting engine. More than 3 billion bets are placed annually on OpenBet’s betting engine, with more than 60,000 peak bets per minute.
  3. Front-end user interfaces Players can deposit funds, pick and place their bets and participate in promotional campaigns using OpenBet’s mobile, web and retail interfaces. Over the past four years, OpenBet has invested approximately $20 million to offer a solution for operators that is configurable across mobile, web and retail channels. OpenBet provides the design and services, or the tools via widget-based software development kits (SDKs), allowing operators to innovate on top of its technology platform. Interfaces provide operators with a unified, seamless user experience across multiple products. They also offer a range of languages and currency options with the ability to select a preferred odds format.
  4. Managed trading services Operators can manage the pricing and risk of all sports betting events using OpenBet’s sports betting pricing and trading services. The dedicated team offers 24/7 support and covers more than 350,000 annual events worldwide, including all USA Big 6 sports events in 2021. Managed trading services offers a suite of modular sportsbook and player account systems, supplemented by OpenBet’s sports betting content. This can be delivered to any customer worldwide regardless of their core technology. Through its managed trading and risk solution, OpenBet receives betting data from operators and works with them to run sportsbook trading on their behalf to deliver optimised margins and strong player propositions.  
  5. Sports content OpenBet builds and distributes a wide range of in-house and third-party sports content. This includes proprietary technology from SportCast[6] that allows players to combine multiple bets on a single game through BetBuilder software which provides access to over 50 markets within seconds of a game’s end. Content also includes market-leading sports data feeds from Don Best[7], which was acquired in 2018. Don Best combines experiential expertise and proprietary algorithms and analytics with aggregated data feeds from a number of sportsbooks. OpenBet has also built OpenArena – one of the world’s first sports content aggregation platforms. Operators can use OpenArena to choose from content covering virtual sports, esports, free-to-play, and data feeds including BetBuilder.


OpenBet clients include FanDuel[8], DraftKings, Ladbrokes, William Hill, Betfair,[9], Paddy Power,[10] Sky Betting and Gaming,[11] Sportsbet.com.au, WynnBet, Caesars Interactive, BetMGM, Danske Spil, Nederlandse Loterij[12], Canadian state lotteries: BCLC, Loto-Québec, Manitoba and Atlantic Lottery Corporation.[13]

History

Orbis Technology Ltd was founded on 2 February 1996 by Clive Haworth, James Caddy and Charles Malir[14][15]

The company's first sports betting application was released as Betonline through a City Index and Sporting Life joint venture in time for the 1998 World Cup. In 1999 Orbis launched their OpenBet Casino at ICE and the Sky Vegas Live Roulette channel was launched. By 2000, Ladbrokes, Surrey Sports and Paddy Power were live on OpenBet.[16]

In December 2000, the company was acquired by NDS, a News Corporation company and a technology provider in digital television. James Caddy stepped down as CEO in 2004 with David Loveday taking over. NT Media was acquired in September 2005 and then Electracade in December 2008.

In 2010, Orbis Technology was renamed to OpenBet, the name of its eponymous software betting platform.[15] It also acquired Alphameric Solutions, a software company supplying betting retail products, which was renamed as the OpenBet Retail division.[17]

In January 2011, OpenBet was sold by NDS for £208m, in a management buyout backed by private equity firm, Vitruvian Partners.[9] In March 2013 David Loveday stepped down, with COO Jeremy Thompson-Hill taking over as CEO of Openbet.[18]

In April 2015, OpenBet acquired their Greek branch from outsourcing partner Athens Technology Center S.A., increasing the group's headcount by 25%.[19]

Vitruvian Partners sold OpenBet to ... Gaming Group in 2016.[20]

In 2017, NYX was acquired by Scientific Games Corporation with OpenBet becoming part of the latter's SG Digital division in 2018.[21][22]

In September 2021, Endeavor announced that it would acquire OpenBet for $1.2 billion in cast and stock.[23]

Awards and recognition

OpenBet was voted one of the best 100 companies to work for in the UK according to a Sunday Times survey in 2010,[24](subscription required) and later achieved a one-star accreditation in 2015.[25]

In 2016, OpenBet was named sports betting supplier of the year at the eGamingReview B2B awards for the seventh successive year.[26][27]

References

  1. ^ Jun-21 pro-rata estimate for US customers live as at Aug-21
  2. ^ Q1-21 on-shore regulated operators. Sports excludes horse-racing.
  3. ^ Operator Data / H2GC (FY20)
  4. ^ Flutter Annual Report (FY20)
  5. ^ "www.captaincharity.com".{{cite web}}: CS1 maint: url-status (link)
  6. ^ "Scientific Games Acquires SportCast To Redefine Sports Betting Experiences".{{cite web}}: CS1 maint: url-status (link)
  7. ^ "Scientific Games has completed its acquisition of sports odds and data services supplier Don Best Sports".{{cite web}}: CS1 maint: url-status (link)
  8. ^ "FanDuel Group Launches Scientific Games' OpenSports™ Technology in Illinois and Indiana".{{cite web}}: CS1 maint: url-status (link)
  9. ^ a b "OpenBet in £208m management buy-out". Daily Telegraph. 13 January 2011.
  10. ^ "Paddy Power's Sportsbet Re-launched in Australian Marketplace". casinoscamreport.com. 8 August 2011.
  11. ^ "OpenBet renew Sky Bet deal". Gambling Insider. 16 January 2013.
  12. ^ "Netherlands National Lottery Live with Scientific Games' OpenBet™ on Day One of Market Opening".{{cite web}}: CS1 maint: url-status (link)
  13. ^ "OpenBet opens up in North America". iGaming Post. 11 April 2012.
  14. ^ "Orbis Technology founded in 1996".
  15. ^ a b "OPENBET LIMITED - Overview (free company information from Companies House)". Retrieved 13 September 2018.
  16. ^ "OpenBet".
  17. ^ "OPENBET RETAIL LIMITED - Overview (free company information from Companies House)". Retrieved 13 September 2018.
  18. ^ "Thompson-Hill appointed OpenBet CEO". iNTERGAME. 19 March 2013. Retrieved 23 April 2013.
  19. ^ "OpenBet grows global presence as it completes acquisition of previously outsourced Greek operations from Athens Technology Center S.A." OpenBet. 30 April 2015. Retrieved 19 May 2015.
  20. ^ "NYX Gaming Group is pleased to announce the acquisition of OpenBet, the market leading business-to-business sportsbook and digital gaming supplier for £270.0 million". CNW Group. 4 April 2016. Retrieved 13 September 2018.
  21. ^ "Scientific Games to Acquire NYX Gaming Group". PR Newswire. 20 September 2017. Retrieved 13 September 2018.
  22. ^ "Scientific Games Unveils SG Digital - An Unrivalled Digital Gaming, Sports Betting and iLottery Provider". PR Newswire. 6 February 2018. Retrieved 13 September 2018.
  23. ^ Spangler, Todd (27 September 2021). "Endeavor to Buy OpenBet Sports-Gambling Company for $1.2 Billion". Variety.
  24. ^ Times top 100 companies
  25. ^ [1]
  26. ^ "Industry excellence recognised at EGR B2B awards". SBC News. 3 June 2016. Retrieved 13 September 2018.
  27. ^ "NYX Gaming Group wins major EGR B2B Awards". OpenBet. 2 June 2016. Retrieved 13 September 2018.
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