Betable Limited Casinos

Betable Limited History

Betable Limited was founded in London, England, in 2008. We know this because Betable Limited is one of only a handful of casino network companies to have its own Wikipedia listing. The fact that Betable Limited is listed on Wikipedia is a reminder that while the company might not be as big a deal within the online casino sector as it used to be, it’s still a sizable firm with a significant history. Christopher Griffin, the company’s founder, remains in charge of Betable as its CEO today, almost fifteen years after he opened the business. However, the Betable Limited of today bears almost no resemblance to the Betable Limited of 2008.

The original Betable Limited wasn’t a casino network company. It was a casino site, but not a casino site of the kind that exists on the company’s network of casino sites today. It was a gambling site that had elements of a social media network and was built around the idea of creating bets and allowing other members of Betable to place wagers on them. “Build your own bet” is a feature of several large betting sites – the Sky range especially – today, but back in 2008, it was an original concept, and it won Betable a lot of attention. Through this attention, the company attracted investors and was able to expand. Atomico Ventures was among the biggest of these investors, sinking over £2m into the firm in 2010. That money was the trigger for Griffin to re-imagine Betable Limited in 2012, changing it from a custom betting site to a more traditional gambling platform with white-label elements.

The USP of the software that Betable Limited sells to other companies is that it allows games and platforms that wouldn’t normally be associated with gambling to be turned into real-money gambling games and applications. A perfect example of this is Battle Keno, which is a game by 30AK Gaming based on the classic “Battleships” board game. By incorporating Betable’s software, Battle Keno is able to financially reward players based on their success in the game or penalise them for losing games or ships. The game has niche appeal, but it’s popular with a small-but-dedicated group of players and, as such, remains profitable for the company. Following on from that success, Betable Limited launched Prospect Hall online casino in February 2015. That was the first traditional online slots and casino website to appear on the Betable Limited network and set the tone for the numerous other casinos that have appeared on the network in the years since.

April Fools

Back in 2013, Betable Limited was involved in a high-profile April Fool’s Day joke on the popular technology news website Tech Crunch. The posts spoof articles on April Fool’s Day every year, and that year it decided to publish a hoax article claiming that it would soon host a “social betting game” aimed at venture capitalists. The article came with fake quotes from investors, explaining that gambling large sums of money through the game was a convenient way of bypassing regulations about investments and money laundering.

The connection between the article and Betable Limited came by way of a fake game contained within the article. It was an online slots game with Tech Crunch branding, but it was powered by Betable Limited’s software platform. Betable wasn’t namechecked anywhere else in the article, but the fact that the company was chosen to participate tells us two things. The first is that Betable has a sense of humour, which isn’t something we can often say about casino network companies. The second is that Betable’s standing in the industry in 2013 was such that when Tech Crunch decided to go ahead with the spoof article, Betable was the casino company they got in touch with. It’s only a small thing, but it shows us that Betable is a well-known name within the tech industry.

The Betable Limited Vision

Betable Limited maintains a customer-facing website. The website contains only a few pages and doesn’t provide as much in the way of detail as you might expect a casino network company’s homepage to provide, but it gives us a feel for how Betable sees itself and its place in the industry. It also details Betable’s vision, which is to make gambling more open, safe, and entertaining for everybody. According to the promotional text in the “about us” section of the site, the Betable Limited platform will one day become “the rails” upon which all real-money gambling apps and games will travel. The page becomes a little more abstract (some would say “pretentious”) after that point, describing customers as “the north star” and offering quotes from figures as diverse and varied as Harry S. Truman and Tupac Shakur. The customer being “the north star” is listed as one of the company’s values, along with similarly intangible concepts like “first-class rail pass” and “get it done.” Twelve senior members of staff are identified by name and photograph in this part of the website, but it’s unclear whether they represent the sum total of the workforce. Betable Limited is currently hiring, so if you want to get your own picture featured on this page, you’re welcome to try. While the company might be based in London, the UK offices listed on the Betable Limited website are in Manchester. A further two offices are listed – one in Edmonton, Canada and one in San Francisco, USA.

Betable Limited’s Platform

Describing the software platform they’ve created in their own words, Betable Limited say that their product is a “real-money gaming ecosystem.” According to them, it’s the only “frictionless, full-stack platform” for entering the gambling and casino market and creating, consuming, and distributing casino entertainment. We’re sure that several casino network companies would disagree with that assessment, but Betable is allowed to blow its own horn if it wants to.

The Betable “ecosystem” consists of three segments. Part one is the engine, which handles regulatory compliance and game creation. In terms of regulatory compliance, Betable Limited holds licences with the UK Gambling Commission and the Alderney Gambling Control Commission and can provide its customers with coverage from both. The second part is called “reach” and handles player relationship management and content distribution. Part three is the most important part when it comes to making money from iGaming, and it’s called “wallet.” The wallet aspect of the Betable Limited system deals with content discovery, payment processing and universal identity. The product descriptions posted on the Betable Limited website are written almost entirely in business-speak, which makes the information a little inaccessible to laypeople, but the glowing customer testimonials on the product page are evidence that the systems work as described.