Company Overview
OpenBet, founded in 1996 and re-branded from Orbis to OpenBet in 2010, is now held by OB Global Holdings LLC, an MBO vehicle backed by private-equity support and Endeavor’s own capital stake.
Milestones & acquisition history
- 1996: Orbis Technology launches fixed-odds platform.
- 2010: Re-brands to OpenBet.
- 2017: Scientific Games buys NYX Gaming and its OpenBet unit for $631 m, expanding UK market share
- 2022: Light & Wonder sells OpenBet to Endeavor for $800 m (cash & debt).
- 2024–25: Endeavor announces sale to OB Global and future divestiture of IMG ARENA to Sportradar for up to $225 m.
Management buy-out details
The March 2025 closing transferred 100 % of shares for $450 million; financing combined cash, rollover equity and new debt. Levin continues as CEO, joined by exec chair Cathryn Lai and CTO Nikos Konstakis.
OpenBet & IMG ARENA transaction
Deal rationale
Endeavor CEO Ari Emanuel described the split as “unlocking value inside a fast-evolving sports-betting ecosystem while we double-down on UFC and WWE content”.
Interim management & sale timeline
OpenBet will operate IMG ARENA’s data feeds until Sportradar’s acquisition completes in Q4 2025, ensuring continuity for rights-holders and sportsbooks.
Core Platform & Product Suite
Sportsbook technology
- Real-time odds compiling: 80+ sports, 500 k live events / yr; latency <300 ms.
- BetBuilder widget: same-game & multi-game combiners across NFL, NBA, UEFA; consistently shortlisted at SBC & EGR awards.
Managed trading & risk services
The Live Betting MTS prices 40 + US states and 20 international regulators, handling 200 m+ bets during the 2022 World Cup alone.
Front-end & back-office
Open APIs, headless CMS and in-line analytics let operators customize UI, promos and limits in minutes; OpenBet Locator™ adds low-latency geolocation compliance.
Market Presence & Client Base
| Tier-1 partner | Region | Notes |
|---|---|---|
| Ladbrokes Coral | UK/EU | Retail + online multi-year deal. |
| Paddy Power / Betfair | UK/IE | Shares platform for Flutter brands. |
| Sky Bet | UK | High-volume Sky Sports integrations. |
| BCLC & Loto-Québec | Canada | WLA-certified lottery sportsbooks. |
| Caesars & DraftKings | US | Multi-state online & retail books. |
During the 2022 Cheltenham Festival OpenBet processed 500 m stake transactions without downtime; World Cup volumes topped 200 m bets, $2 bn wagered.
Technology & Architecture
Micro-services & cloud scale
Containerised services run on AWS multi-region clusters, delivering 99.999 % availability and elastic scaling for major events.
Omnichannel integration
Unified wallet spans retail SSBTs, mobile apps, call-centre and web; one account, one loyalty profile, everywhere.
Responsible-gaming & compliance
The 2023 acquisition of Neccton adds AI player-protection, AML and affordability checks; OpenBet also holds WLA Gold Contributor status and ISO 27001 hosting.
Future Outlook & Strategic Growth
IMG ARENA divestiture
OpenBet will be a pure-play B2B supplier post-2025, while continuing to power IMG content for Sportradar under a long-term feed agreement.
Product roadmap 2025–26
- AI bet personalisation & predictive risk scoring
- Streaming-embedded BetBuilder for UFC and PGA Tour
- Expanded OpenBet Locator integrity toolkit for match-fixing alerts
Operator opportunities
Micro-front-end SDKs, open pricing APIs and neccton-driven RG features let partners differentiate UX, boost retention and enter new regulated markets faster.
Our Verdict
With 25+ years at the centre of global sports-betting entertainment, OpenBet delivers a battle-tested, truly open ecosystem – now backed by management ownership laser-focused on innovation and market expansion. Contact iGamingX to explore how OpenBet’s end-to-end platform, risk tools and AI compliance can future-proof your betting and gaming business.