The Toronto-based iGaming operator Betty Gaming CA Ltd. is set to enter the international stage after securing a license from the UK Gambling Commission (UKGC).
Justin Park, Co-Founder and Group CEO, confirmed that the female-focused brand will officially launch its UK operations on June 1, marking its first expansion outside the regulated Ontario market.
The Decentralized ‘Franchise’ Strategy
The UK launch serves as the proof-of-concept for Betty’s ambitious “franchise” model, which the company plans to use for global scaling. This model involves partnering with “top-tier managers” who are provided with capital, a dedicated CTO, and a proven operating playbook, while retaining equity and the freedom to innovate within their local markets.
Justin Park emphasized the importance of this milestone in a recent investor update:
“The UK is our first market outside Ontario and proof-of-concept for the decentralized ‘franchise’ model that will scale us globally. 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?”
Navigating Tax and Technology
To handle the recent increase in the UK’s Remote Gaming Duty to 40%, Betty UK will utilize 23 Broadway, an AI-driven player acquisition platform that secured $3 million in seed funding earlier this year. This technology allowed Betty to scale rapidly in Ontario without building its own marketing infrastructure.
Park also noted the challenge of maintaining the brand’s unique identity:
“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. 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.”
Betty Gaming CA is also preparing for a launch in Alberta this July, continuing its focus as a dedicated female-focused icasino brand.
