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Betgenius Limited
Founded 2000
Headquarters Soho, London, United Kingdom

Betgenius is a provider of data-driven software to the regulated sports betting sector. Founded in 2000, Betgenius delivers technology services to bookmakers and lottery operators.

As a part of Genius Sports, Betgenius is headquartered in London with offices in Tallinn, Sofia and Melbourne.


Betgenius was founded in 2000 in London, England by Robert Smithson, David Walker, Mark Nash and Alistair Flutter. In the years since, Betgenius has grown into a multinational company that delivers technology services to international bookmakers and lottery operators. Its portfolio of products and services includes automated trading functions, data-driven marketing services and UX design and development.

In 2005, Betgenius acquired Connextra, an ad serving business that enables the customisation and use of live data within adverts that can be deployed to specific websites.

Subsequently, in 2007, Betgenius opened their first 24/7 data production facility in Tallinn, Estonia, to collate and distribute the key information for trading global sporting events. Later that year, Betgenius was ranked 34th in The Sunday Times Tech Track 100 list of fastest growing technology companies.[1]

In early 2012, Betgenius was granted membership by the World Lottery Association (WLA), the global trade association of state-authorised lottery organisations.

In October 2015, in partnership with Sky Bet, Betgenius launched a full eSports betting service including both pre-match and in-play markets.[2][3]

Betgenius was incorporated as a subsidiary of Genius Sports in 2015.[4] Following a business rebrand in 2016,[5] Betgenius offers a range of services across Sportsbook Management, User Experience and Digital Marketing.

In February 2017, Betgenius was selected by Greek betting and lottery operator, OPAP, to provide a cutting-edge multi-channel sportsbook. The deal also saw one of Europe's largest gaming companies select Betgenius as its primary provider of in-play data[6].


  1. ^ Tech Track 100"Tech Track 100". The Sunday Times. Retrieved 7 October 2007. [dead link]
  2. ^ "Sky Betting & Gaming launches eSports with Betgenius - Genius Sports". 2015-10-01. Retrieved 2016-08-18. 
  3. ^ "Sky Bet moves into eSports with Betgenius". SBC News. 2015-10-01. Retrieved 2016-08-18. 
  4. ^ "Three Hills fund buys £10m stake in Genius Sports". Retrieved 2016-07-26. 
  5. ^ "Betgenius completes brand overhaul". SBC News. 2016-07-28. Retrieved 2016-08-18. 
  6. ^ Editorial, Reuters. "Greece's OPAP picks Betgenius as sportsbook platform provider". Reuters UK. Retrieved 2017-04-21. 

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