Meridianbet
- Founded
- 2001-01-01 in Serbia
- Headquarters
- Sliema, Malta (Meridianbet Group); parent company Meridian Holdings Inc. headquartered in Las Vegas, Nevada, USA
Founded in Serbia in 2001, Meridianbet has grown from a regional retail bookmaker into a globally recognised sports betting and iGaming operator. The company operates through a proprietary, omni-channel platform that combines brick-and-mortar betting shops with online and mobile solutions. Licensed in 18 regulated jurisdictions across Europe, Africa, and South America, Meridianbet serves both business-to-consumer (B2C) and business-to-business (B2B) clients. Its B2C offering includes sports betting, online casino, and a suite of AI-powered features such as AI Bet Recommender, AI Casino Recommender, Bet Boost, and Bet Builder. The company also provides a fully integrated CRM, an affiliate system, and white-label platform services to third-party operators. Meridianbet is part of Meridian Holdings Inc. (NASDAQ: MRDN), a Las Vegas‑based gaming technology group, following its acquisition by Golden Matrix Group in 2024. The group employs approximately 1,500 people directly, operates over 735 retail shops, and continues to expand through partnerships and acquisitions—recent examples include a title sponsorship of Red Star Belgrade through 2030 and the acquisition of Fairbet Ltd. in Malta. With a strong presence in emerging markets, Meridianbet is positioned as a leading tech‑driven betting company.
Detailed Review
History and Founding
Meridianbet was founded in 2001 by Aleksandar Milovanović in Serbia. The company initially focused on building a retail network through organic growth and acquisitions across Europe. In its early years, it became the first betting company to obtain an online license in Southeast Europe. Between 2008 and 2014, Meridianbet pursued a market dominance strategy, investing heavily in automation, technology, and franchise development. Since 2015, the company has scaled using machine learning and data-driven personalisation.
Business Model and Operations
Meridianbet operates an omni-channel model allowing customers to place bets via retail shops, desktop, mobile web, and native mobile apps (iOS and Android). The company generates revenue through B2C sports betting and casino games, and B2B platform services including white-label solutions for third-party operators. It holds national licences in 18 regulated markets, including key jurisdictions in Europe, Africa, and South America.
Products and Platforms
Meridianbet’s product portfolio includes Bet Boost (enhanced odds), Bet Builder (custom combination bets), AI Bet Recommender, AI Casino Recommender, a fully responsive mobile and web platform, native mobile apps, an Apple Watch app, a fully integrated CRM system, an affiliate system, and Meridian Games (in-house casino games). In March 2026, the company launched a redesigned digital platform in Malta featuring an AI-powered assistant, early payout mechanics, and enhanced odds promotions.
Market Position and Partnerships
Meridianbet is a major player in emerging markets, with a strong presence in Africa and Latin America. The company has a notable community engagement track record in Tanzania, where it has completed over 500 community initiatives since 2009. In 2026, Meridianbet became the Official Partner of UFC Fight Night Serbia, the first UFC event held in the country. It also holds a title sponsorship of Red Star Belgrade through 2030.
Recent Developments
In December 2025, Meridianbet completed the acquisition of Fairbet Ltd., expanding its Maltese retail network to 20 storefronts. The company contributed significantly to parent Meridian Holdings’ record Q3 2025 revenue of $47.3 million, with casino GGR up 30% and sports betting revenue up 25%. The group reported net income of $0.4 million and adjusted EBITDA growth of 32%.
Key Products
Bet Boost
Enhanced odds on selected sporting events.
Bet Builder
Allows users to combine multiple bets from a single event.
AI Bet Recommender
Personalised bet suggestions powered by machine learning.
AI Casino Recommender
Tailored casino game recommendations.
Mobile and Web Platform
Full sportsbook and casino accessible via desktop and mobile web.
Mobile App
Native iOS and Android application for betting and casino.
Apple Watch App
Betting functionality directly on Apple Watch.
Fully Integrated CRM
Customer relationship management system for player retention.
Affiliate System
Performance-based marketing and commission platform.
B2B Platform Services
White-label sportsbook and casino solutions for third-party operators.
Meridian Games
In-house developed casino games (slots, table games).
Offices & Headcount
1500 employees (approx.)
Key Persons
- Wayne Momanyi Atuti
Speaker
- Zoran Milošević
Chief Executive Officer
Exhibition History
Recent News
Meridianbet named official partner for UFC’s debut event in Serbia
Meridianbet will be the official partner for UFC Fight Night Serbia on 1 August, marking the UFC's first event in the country. The deal includes Octagon branding, exclusive sports betting sponsor status, and digital campaigns, while the operator celebrates its 25th anniversary in Serbia.
2026-07-17