Bet99

History & Corporate Structure

BET99 was launched in 2019 by a team of Canadian gaming entrepreneurs, with Jared Beber serving as co-founder and CEO. The brand initially targeted the burgeoning Canadian sports betting market following the federal legalisation of single-event wagering in August 2021. In May 2022, Kings Entertainment Group announced the acquisition of BET99’s parent company, Sports Venture Holdings Inc., in a deal that brought the brand onto public capital markets via the Canadian Securities Exchange. Under the merger agreement, Jared Beber remained CEO of the combined entity, while Kings’ CEO Steve Budin continued to lead LottoKings and Adam Arviv (former Bragg Gaming CEO) became Executive Chair. The acquisition gave BET99 access to deeper capital resources while retaining its autonomous brand identity.

Products & Platforms

BET99 offers a comprehensive iGaming suite: Sportsbook with pre-match and in-play betting on thousands of markets across NFL, NBA, MLB, NHL, MLS, NCAA, European soccer, tennis, UFC, and more, using proprietary risk management and a responsive PWA developed with technology partner DENCH. Casino with over 1,000 slot games, table games (blackjack, roulette, baccarat), and a live casino with real dealers. NHL PrePlay – a free-to-play predictive game where fans answer daily questions about NHL games for points and prizes, including a CA$100,000 grand prize, launched in December 2022 as part of a multi-year NHL partnership. Live Streaming of NFL games via a licensing agreement with Genius Sports, offering integrated watch-and-bet functionality for Canadian customers. Mobile Apps for iOS and Android featuring the full sportsbook, casino, and live streaming.

Licensing & Compliance

BET99 is licensed by the Alcohol and Gaming Commission of Ontario (AGCO) and operates as 1000007698 Ontario Ltd. in the province. The company has implemented a robust AML compliance program using Kinectify’s platform, which reduced alert disposition time from 12.59 minutes to 3.19 minutes per alert. It also offers responsible gambling tools, deposit limits, self-exclusion, and educational resources.

Partnerships & Sponsorships

BET99 has built a strong brand presence through partnerships with the National Hockey League (Official Partner, 2022–present), UFC Hall-of-Famer Georges St-Pierre (brand ambassador), NHL All-Star Auston Matthews (brand ambassador), two-time Olympian Alysha Newman, the Ottawa Senators (NHL), CF Montréal (MLS), Montreal Alouettes (CFL), Live Nation Canada, Postmedia, international soccer star Sebastian Giovinco, and LUG (Canada’s largest campus sports community).

Technology & Innovation

BET99 utilises a microservices architecture, with tech stack components including Grafana, Databricks, and InVision. The company pioneered the use of Kinectify’s AML module for Ontario iGaming operators and was the first client of that platform in the province.

Market Position

BET99 is widely regarded as one of Canada’s premier homegrown iGaming brands, competing with global operators such as DraftKings, FanDuel, and BetMGM in the Ontario market. Its deep localisation, French-language support, and exclusive Canadian partnerships give it a differentiated edge. The company is privately held but traded indirectly through Kings Entertainment Group (CSE: JKPT).