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BOYLE Sports
Irish bookmaker BOYLE Sports made a big splash this summer by becoming West Ham’s front-of-shirt sponsor and fired the starting gun on a £100m investment in the UK market that includes plans to open 200 new UK shops and create more than 1,000 jobs. Upgrades to its online sportsbook have been rolled out, including the new ‘Sub Swap’ offer, while the casino has been revamped with a focus on personalisation and UX. The West Ham deal, worth a rumoured £13m for one season, was followed by sponsorships with basketball side London Lions and TNT Sports’ Premier League coverage. Led by CEO Vlad Kaltenieks, the operator also launched an AI-produced ad as part of its new ‘Back Yourself’ campaign and underwent a brand refresh.
Betty
This female-focused operator is making waves in the Canadian province of Ontario. A shift in leadership structure came in October 2024, which saw co-founder Justin Park step up to group CEO and fellow co-founder and COO Chavdar Dimitrov pivot to Betty Canada CEO. Since then, Betty has continued to go from strength to strength; its first ever positive EBITDA quarter was posted in Q3, with bosses championing “extremely strong user acquisition and referral performance” as a key driver. What’s more, Betty is also planning an international expansion strategy described by bosses as a “McDonald’s of icasino” franchise model. The UK is top of the list of earmarked jurisdictions for the Betty franchise, Park has said.
EstrelaBet
Run by 26-year-old CEO João André Gerçossimo, EstrelaBet is a Brazilian ‘local hero’ operator behind the eponymous EstrelaBet and VUPI brands plotting to take a top-five position in this huge regulated market. Gerçossimo is supported by industry newcomer Leandro Machado, who joined as CFO in August, and chief business officer Fellipe Fraga, who is a well-known face in the sector. On the tech front, an AI-powered assistant, Estela, has been rolled out to offer real-time support during customer sign-ups, a process that can prove to be time consuming and confusing for some users of legal operators. EstrelaBet also became a member of the International Betting Integrity Association and the Brazilian Institute of Responsible Gaming (IBJR) this year.
MrQ
The casino and bingo operator underwent a brand relaunch in October, including a new TV ad and out-of-home campaign with the slogan ‘The Casino You Love to Hate’. Bosses felt the previous messaging and colour palate needed “tightening up”, while MrQ, which is powered by in-house tech, should stand out in a “sea of sameness”. The new slogan reinforces the idea that winning and losing is part and parcel of igaming. “I’m a big believer in the truth,” founder and CEO Savvas Fellas told EGR in June. MrQ bolstered its ranks in 2025 with Adam Ryan joining as CMO in January. Ex-Flutter UKI product director Katie Harbron was made chief product officer in April and Monzo’s Lyndsey Edgar became COO in July.
Midnite
Founded by tenacious American duo Nick Wright and Daniel Qu, Midnite is on a mission to disrupt the UK’s online market and achieve tier-one status. ‘We’re not your grandad’s bookie’ is the message at the heart of the marketing push, as this remote-staffed operation tries to appeal to young Millennials and adult Gen Z gamblers seeking an alternative to the legacy bookmakers. Built from the ground up on a proprietary tech stack and adopting a product-first approach, Midnite closed a $10m Series B round in April, taking its total funding to around $38m. Backers include Discerning Capital, The Raine Group and Play Ventures. In Q4, a $100m credit financing deal was secured with Discerning Capital’s Advantage Fund and PvX Capital.
SportyBet
While SportyBet might not be a household name in Europe, this rapidly growing operator has established itself as a significant force across key regulated African markets, particularly Nigeria. In fact, website traffic tracking resource Semrush suggests Sportybet.com garnered a whopping 62 million hits (94.5% via mobile) during September, making it the second most-visited gambling site in the world. Meanwhile, its tie-up with Real Madrid as the Spanish giant’s official betting partner in Africa has elevated the brand’s standing and credibility. So too has its official betting partnership for Africa with La Liga. Meanwhile, SportyBet was among the first tranche of operators awarded a five-year online licence in Brazil.
The post EGR Power 50 2025: Ones to watch first appeared on EGR Intel.
Proudly sponsored by: BOYLE Sports Irish bookmaker BOYLE Sports made a big splash this summer by becoming West Ham’s front-of-shirt sponsor and fired the starting gun on a £100m investment in the UK market that includes plans to open 200 new UK shops and create more than 1,000 jobs. Upgrades to its online sportsbook have
The post EGR Power 50 2025: Ones to watch first appeared on EGR Intel.