Betty Expands iGaming Operations to United Kingdom
Posted on: May 5, 2026, 05:38h.
Last updated on: May 5, 2026, 05:38h.
- Group CEO announces plans as part of Q1 2026 investor update
- Company introduced decentralized franchise business model in 2025
- Betty launched in regulated Ontario igaming market in February 2023
Betty Gaming CA Ltd., the Toronto-based igaming operator, has secured a UK license and will be opening shop there on June 1, said Justin Park, Co-Founder, Group CEO at Betty.
Franchise Model
Park made the Q1 2026 investor update announcement via his LinkedIn account, confirming that the company has been granted a license from the UK Gambling Commission.
The UK is our first market outside Ontario and proof-of-concept for the decentralized ‘franchise’ model that will scale us globally,” he said.
Betty announced the bold new direction for 2025 – becoming a global casino brand via the franchise model, partnering with “top-tier managers”, providing them with tools for success (brand, technology with a dedicated CTO, digital user acquisition, operating playbook, start-up capital), giving managers ownership in the franchise and the freedom to expand their business, raise additional capital, and offer equity.
Betty will generate IP licensing fees from third-party franchises.
Preserving the Culture
“My confidence in our Betty UK CEO Adele Baker continues to grow. She has set the bar extremely high for talent and has an uncanny understanding of the core question: when do you just copy what has worked in Ontario and when do you innovate?” said Park.
“The team, made up of both Betty-natives and newcomers, is really starting to gel. I’m learning that preserving the Betty culture is vital to our continued success and incredibly hard to do.”
The UK government increased the Remote Gaming Duty from 21% to 40%, starting last month, applying to online gaming products like casinos and slots.
UK Launch in June
According to Park, the UK team “has developed a very interesting approach” to the newly implemented tax rate “which goes far beyond lowering RTP and lowering supplier fees”.
Betty UK will be using 23 Broadway, the player acquisition technology platform.
Betty and Will Ventures, alongside 359 Capital, CEAS Investments and Dave Bartman, announced in March they would be providing 23 Broadway with $3 million in seed funding. 23 Broadway’s Atlas platform, which uses artificial intelligence, was used by Betty to scale faster in Ontario, without needing to build marketing infrastructure or technology themselves.
Female-Focused Brand
I’m learning that preserving the Betty culture is vital to our continued success and incredibly hard to do,” said Park. “I’ve learned the UK player is very similar to who we serve today in Ontario. One thing that surprised me is how much players want reliable chat-based customer service.”
The company went live in Ontario’s regulated igaming market in February 2023, as a female-focused icasino brand.
The company will also be launching in Alberta, when that new regulated market goes live in July.
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