B2Tech (Etrilion)
- Founded
- 2022-01-01 in Limassol, Cyprus
- Headquarters
- Agios Athanasios, Limassol, Cyprus
B2Tech, operated by Etrilion Limited, is a privately held omnichannel technology provider founded in 2022 and headquartered in Limassol, Cyprus. The company delivers a modular suite covering sportsbook, casino aggregation, payment processing, affiliate management, and real-time back-office analytics, targeting operators in emerging markets across Africa, Latin America, and Eastern Europe. With a focus on mobile-first, low-bandwidth solutions, B2Tech supports both online and retail betting operations and positions itself as a one-stop partner for lottery companies and sportsbooks seeking rapid expansion. The company holds a Cyprus gaming license and ISO 27001 certification, employs 201–500 staff, and has formed strategic partnerships such as with aggregator Groove to enhance its African content offering. Its leadership includes CEO Marcel Elfersy, CTO Gil Tabach, CIO Alon Rubinovitz, and Chief Partner Success Officer Jossef Roll, with Luigi Berutti as a named co-founder.
Detailed Review
Company History and Business Model
B2Tech emerged in 2022 as a consolidation of iGaming technology assets, specifically designed to serve underserved markets where established Western providers have limited presence. The company is fully owned by Etrilion Limited, a Cyprus-registered entity, and does not disclose external venture funding. Revenue is generated through platform licensing, revenue-sharing agreements, and service fees, offering a full turnkey solution that includes a sportsbook engine, casino aggregator, payment gateway, affiliate management, and back-office analytics.
Core Products and Platforms
Sportsbook Engine – A configurable odds-management system for pre-match and live betting across multiple sports, with dynamic risk management and automated limit adjustments. Casino Aggregator – An API-based integration library of slots and table games from third-party studios, with unified wallet and bonus engine. Payment Gateway – Supports localised payment methods such as mobile money (M-Pesa, Airtel Money), e-wallets, and bank transfers, crucial for emerging markets. Affiliate Management – End-to-end platform with custom commission structures, real-time tracking, and automated payouts. Back Office Analytics – A real-time 360° dashboard designed for low-bandwidth environments, covering trading exposure, player behaviour, compliance, and financial controls. Retail Betting Terminal – Point-of-sale software for physical betting shops, integrated with the online platform for a seamless omnichannel experience. Notably, B2Tech does not develop proprietary games but aggregates content from external studios.
Market Position and Partnerships
The company focuses on Africa, Latin America, and Eastern Europe, where it positions itself as a cost-effective, lightweight alternative to legacy providers. In late 2024, B2Tech secured a strategic partnership with Groove, a game aggregator, to expand its African content offering. The company also maintains a growing sales team under VP Sales Lior Tryfus and continues to hire in Cyprus and South Africa. Its primary differentiator is true omnichannel delivery, allowing players to start a bet in a retail shop and continue on mobile.
Licensing and Compliance
B2Tech’s platform is licensed by the Cyprus Gaming Commission (under Etrilion Limited, HE 432036) and holds ISO 27001 certification for information security, as referenced in its privacy policy. The company’s registration address is Troodous 20, IOANNOU TOWER, Agios Athanasios, Limassol.
Leadership and Structure
The executive team includes Marcel Elfersy (CEO), Alon Rubinovitz (CIO), Gil Tabach (CTO), Jossef Roll (Chief Partner Success Officer), and Lior Tryfus (VP Sales). Luigi Berutti is the only publicly named co-founder. No CFO, COO, or CCO were identified from available sources.
Key Products
B2Tech Omnichannel Sportsbook & iGaming Platform
A fully customisable, all-in-one solution covering sports betting, casino, and virtual games, with support for retail and online channels.
B2Tech Back-Office System
Real-time analytics, risk management, CRM, payment processing, and affiliate tracking integrated into a single control dashboard.
B2Tech Affiliate Program
A white-label affiliate management module enabling operators to recruit and manage their own affiliate networks.
B2Tech API & Integration Suite
Open APIs for integrating third-party game content, payment providers, and data feeds (e.g., via partnerships such as Groove).
Sportsbook Platform
A full-featured sports betting solution covering pre-match and live wagering, with automated odds compilation, risk management, and a configurable user interface.
Casino Platform
An online casino module with slots, table games, and live dealer titles, integrated via a single API.
Virtual Sports
Computer-generated sports events with round-the-clock betting options, including football, horse racing, and greyhounds.
Back-Office Suite
A unified dashboard for operators to manage trading, player accounts, promotions, affiliate tracking, compliance reporting, and financial controls in real time.
Embedded Payments
On-platform payment processing that handles deposits, withdrawals, and transaction reconciliation without external gateways.
White-Label Solutions
Fully managed online sportsbook and casino operations, including licensing, hosting, and customer support.
Sportsbook Engine
Modular odds management and trading platform for pre-match, live, and retail betting; includes automated risk controls and promotional tools.
Casino Aggregator
API-based integration of third-party casino games (slots, table games, live dealer) with unified wallet and bonus engine.
Payment Gateway
Multi-currency, multi-method payment processing with support for mobile money (M-Pesa, Airtel Money), e-wallets, and bank transfers.
Affiliate Management
End-to-end affiliate platform with custom commission structures, real-time tracking, and automated payouts.
Back Office Analytics
Real-time 360° dashboard for trading, player behaviour, compliance, and financial control; designed for low-bandwidth environments.
Retail Betting Terminal
Point-of-sale software for physical betting shops, integrated with the online platform for omnichannel experience.
Offices & Headcount
350 employees (approx.)