Sirplay USA LLC

History

Sirplay was founded in 2005 in Italy, initially focusing on supplying betting technology to retail and online operators. In 2011, the company relocated its headquarters to Malta, a hub for iGaming regulation, and established Sirplay USA LLC to serve the North American market. Over nearly two decades, it has evolved into a one-stop-shop for operators seeking a fully managed sportsbook and casino platform, leveraging its proprietary odds service and automated trading tools.

Business Model

Sirplay operates on a B2B model, providing turnkey and white-label solutions to licensed bookmakers, lotteries, and betting organizations. The company generates revenue through platform licensing fees, revenue sharing, and value-added services such as odds feeds and risk management. Its white-label offerings allow operators to launch branded sportsbooks and casinos quickly, with Sirplay handling technology, integration, and compliance.

Products and Platforms

Sirplay’s primary product is its sportsbook software, available online and for retail, covering 150,000 pre-match and 70,000 live events monthly across 80+ sports. Features include automated trading, cash-out, and promotional tools. The white-label sportsbook allows full customization with multi-currency and multi-language support. The white-label casino provides access to over 150 game providers, including live dealer and virtual games. The turnkey casino solution is pre-integrated with payment gateways and bonus systems. The Odds Service API delivers real-time, low-latency odds for pre-match and live markets.

Market and Clients

Sirplay states it empowers “over 40 bookmakers globally,” with clients in Europe, Latin America, Africa, and Asia. The company focuses on regulated markets and holds certifications from the Malta Gaming Authority, ensuring compliance with local gambling laws. Its platform is designed for scalability, serving both small operators and large enterprises.

Licensing and Compliance

Sirplay USA LLC is registered in New York, USA, while the parent company is licensed by the Malta Gaming Authority. The firm adheres to responsible gambling standards and data security protocols, emphasizing regulatory compliance across jurisdictions.

Recent Developments

No major funding rounds, acquisitions, or leadership changes were found for Sirplay USA LLC in 2025 or 2026. The company continues to expand its white-label client base in emerging regulated markets, leveraging its technology to attract new operators.