iGaming B2B

BetAndYouAfrica (1xBet)

Operator
Visit website
Founded
2007-01-01 in Russia
Headquarters
Limassol, Cyprus

BetAndYouAfrica is the African-facing brand of 1xBet, one of the world's largest online gambling operators. Founded in 2007 and headquartered in Limassol, Cyprus, the parent company operates under a Curaçao eGaming license and uses a franchise-based business model to expand globally. The brand entered Africa in 2018, localizing its platform with mobile money payments, multiple African languages, and region-specific sports coverage including football, cricket, and virtual sports. 1xBet’s turnover exceeded $2 billion in 2020, and by 2024 its average monthly visitors surpassed 5 million, underscoring its massive scale. The company holds major sponsorship deals with FC Barcelona, Paris Saint-Germain, and FIBA, and in Africa it has supported the Africa Cup of Nations and community initiatives like the 1xCup football tournament. Despite legal restrictions in several countries, 1xBet has aggressively grown its African presence through partnerships with local clubs and regulatory engagement.

Detailed Review

History and Founding

1xBet was founded in 2007 in Russia and later moved its headquarters to Limassol, Cyprus. The company grew rapidly by leveraging an aggressive marketing strategy and a franchise model that allowed local partners to operate under its brand. BetAndYouAfrica was launched in 2018 as a dedicated sub-brand for African markets, offering a tailored experience with local payment methods and language support.

Business Model

1xBet operates as a global online gambling platform with a sportsbook, casino, and esports betting. The franchise model enables rapid expansion with minimal operational overhead. Revenue is generated through betting margins, casino house edges, and transaction fees. In Africa, BetAndYouAfrica focuses on high-volume sports like football and cricket, accepting bets on events as diverse as political outcomes and cultural ceremonies.

Products and Platforms

The core offering is the 1xBet Sportsbook, which covers over 1,000 daily events across 30+ sports. The 1xBet Casino includes slots, live dealer games, and virtual sports. BetAndYouAfrica provides a localized interface and dedicated mobile apps for Android and iOS, which are highly rated for usability. Additional initiatives include 1xBalance, a responsible gambling program, and 1xCup, a grassroots football tournament.

Market Position and Competitors

1xBet is often described as 'probably the biggest sportsbook on the planet' by Sports Illustrated. Its main competitors include Bet365, DraftKings, and other global operators. In Africa, it faces local rivals like Betway and SportyBet. The brand has faced criticism for aggressive advertising and opaque terms, but its extensive sponsorship portfolio and large user base reinforce its dominant position.

Licensing and Regulation

1xBet holds a license from the Curaçao eGaming Authority. It is restricted in several jurisdictions, including the United States, United Kingdom, France, and Spain, but operates legally in many African countries under local licensing arrangements.

Partnerships and CSR

Notable sponsorship deals include FC Barcelona, Paris Saint-Germain, and FIBA. In Africa, 1xBet partnered with the Africa Cup of Nations and organized the 1xCup tournament. The 1xBalance initiative promotes responsible gambling, and the company has supported local sports development projects.

Recent Developments

In 2025, 1xBet achieved sustainable growth and expanded its global presence, as reported by industry news. The company continues to innovate through partnerships and showcased its offerings at SIGMA Africa 2026. Simon Westbury joined as a strategic advisor to guide expansion.

Key Products

  • Sportsbook

    Pre‑match and live betting on 60+ sports, including football, basketball, cricket, tennis, and esports.

  • Live Casino

    Real‑time dealer games (roulette, blackjack, baccarat) from top providers.

  • Virtual Sports

    Simulated football, horse racing, and greyhound racing with 3D graphics.

  • Slots

    Thousands of slots with daily bonuses; e.g., 50% bonus up to 4,940 ZAR every Tuesday.

  • BetAndYou Africa App

    Dedicated mobile app for Android and iOS with live odds, push notifications, and local payment methods.

  • 1xPartners

    Affiliate program offering revenue share and CPA commissions for African partners.

  • 1xBalance

    Responsible gambling social initiative supporting local football tournaments and player protection.

  • Casino

    Hundreds of slots from providers like NetEnt, Pragmatic Play, and Evolution Gaming, plus table games and a dedicated live dealer section.

  • 1xGames

    Proprietary in‑house games unique to the 1xBet ecosystem, including scratch cards and instant-win titles.

  • Mobile App

    Native Android and iOS applications designed for low‑bandwidth environments, providing full access to sportsbook and casino.

  • 1xBet Sportsbook

    Full-service sports betting covering pre-match and live odds on over 30 sports, including football, basketball, tennis, cricket, and esports.

  • 1xBet Casino

    Online casino with slots, table games, live dealer games, and virtual sports.

  • BetAndYouAfrica

    Localized sub-brand for African markets, offering region-specific promotions, languages, and payment methods.

  • 1xBet Mobile Apps

    Dedicated Android and iOS apps for sports betting and casino, featuring live streaming and cash-out.

  • 1xCup

    Branded football tournament organized for local community engagement in Africa.

Offices & Headcount

5000 employees (approx.)

Key Persons

Exhibition History

Related Companies

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