Betty UK has announced the appointment of Adele Baker as the company’s CEO as it accelerates plans to launch in the UK market.
Baker joins the operator’s UK arm after a seven-year spell with Super Group-owned 15 Marketing, which powers the Jumpman Gaming white-label giant in the UK.
There, she served as head of international between November 2018 and June 2020, before moving up to the role of managing director between June 2020 and December 2025.
Prior to that, Baker spent five years as a senior associate at financial advisory firm Oakvale Capital from 2013 to 2018.
She also amassed experience as an associate at asset management company Value Partners between 2011 and 2013.
Regarding Baker’s appointment, a Betty statement read: “A London native, Adele brings an unparalleled depth of local expertise.
“Most recently, she spent seven years at the helm of UK-licensed B2C and white-label operator Jumpman Gaming, where she mastered the nuances of the UK’s licensed landscape.
“Her ‘right to win’ strategy focuses on bringing Betty Canada’s secret sauce to the UK and layering in cutting-edge regulatory tech in order to make complex UK compliance requirements frictionless for the customer.
“Betty UK marks the group’s first expansion outside of Canada, and serves as the proof-of-concept for our decentralised ‘franchise’ model as a blueprint for becoming a truly global casino brand.”
Last week, Betty CEO Justin Park confirmed the operator had advanced its UK market entry hopes.
In addition to eluding to Baker’s appointment as CEO, Park also stated that Betty had applied for a UK licence with the Gambling Commission.
Betty’s founding engineer Zhasima Draganova has also been confirmed as Betty UK’s founding chief technology officer, with the exec having “assembled an elite technical team dedicated exclusively to the UK market”.
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The post Betty UK ramps up launch plans with CEO announcement first appeared on EGR Intel.
Adele Baker appointed to lead the operator’s UK arm, a week after the parent company applied for a Gambling Commission licence
The post Betty UK ramps up launch plans with CEO announcement first appeared on EGR Intel.