SBTech Sportsbook Platform & Betting Sites for 2026

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Today, we’re going to talk about one of the biggest providers in this niche – SBTech. Even if you’ve been in the betting world for many years, you may not recognise this name. Well, it’s time to shine some light on the under-appreciated services in the betting world.

About SBTech

As a B2B service, SBTech provide turnkey solutions for companies wanting to offer a sportsbook to all customers. Based in Bulgaria, it was first launched in 2007 and thrived while companies in other industries were delicately managing the global financial crisis. One of the things that has kept SBTech at the top of the industry is its versatility and innovation. As the market evolves, SBTech seem to evolve with it and this includes new mobile services for clients.

Essentially, SBTech allow companies with a dream to launch a sportsbook with very little effort. Rather than spending out on website designers and creating a platform themselves, they go to SBTech who provide the foundation. With this, the company purely has to advertise the new sportsbook and attract customers (although even this is something SBTech does if required!).

For those thinking about security, you shouldn’t be worried that sportsbooks now use the technology of other companies to run the platform. Especially with SBTech, they use advanced technology to protect customer details and are monitored by relevant authorities in the market. With a license from the United Kingdom Gambling Commission (UKGC), SBTech have to meet specific standards and ensure a fair experience for all customers.

Key SBTech Features

There are a handful of reasons as to why SBTech have been able to climb the ladder and become a prominent name as a white-label service. Here are some of the biggest:

Markets

Firstly, when choosing between platforms, customers normally start with one thing and that’s the number of markets. According to SBTech, each month has around 60,000 unique events covering more than 30 sports around the world. For those into football, this is perhaps the focal point for SBTech (like for most providers), and they have over 150 leagues and competitions.

Mobile Betting

We mentioned the innovation of the company, and this is something that has propelled the business forward in recent years. Their willingness to develop HTML5 products means that customers can enjoy sportsbooks whether they’re waiting in a dentist, travelling to and from work, or just lounging on the sofa.

User Experience

The user experience has long been a priority for SBTech, but this was emphasised when Dave Hammond became the new COO after leaving Paddy Power in 2018. With some businesses, they create products without considering the customers. With SBTech, it’s clear that the service was created with the end-user (the bettor) in mind.

With this, players enjoy a powerful and stacked sportsbook engine, features like cash out, customisable interfaces, and much more.

In-Play Offering

We’ve all been there – it’s the 75th minute in a big game and you sense that one team is getting the upper hand and will break the deadlock in the final minutes. Without a strong live betting service, bettors are left frustrated. SBTech recognise this, and they have developed an advanced system in this regard.

Speak to many experts and they’ll tell you that the in-play product from SBTech is one of the best around. Companies that choose SBTech have accessed to advanced algorithms to ensure real-time markets and quick reactions across multiple sports. Around 200 games have in-play services and each of these has 30 markets depending on what the bettor needs.

Promotions

Furthermore, SBTech also value both new and existing bettors, and this shows with the available promotions. With all the latest technology and algorithms, promotions are updated regularly, and this is good news for both platforms and bettors. Even if thousands of new customers flood into a particular platform because of a rewarding promotion, SBTech has the facilities to cope with this.

In our experience, the SBTech sportsbook has something for everyone when it comes to promotions. Not only does it attract new customers, but it also offers enticing promotions to keep existing players engaged.

Security

We’ve mentioned it already, but you can’t go wrong on the security side of things with SBTech either. No company in this market can get to the size of SBTech without taking security and customer support seriously. Even though platforms offer their own forms of customers support, SBTech also offer customer support for bettors.

The Future

SBTech is currently one of the leading white label services, but what does the future hold? Well, history suggest that the company will stay at the top of its game. Through all the industry changes and customer evolutions, SBTech has innovated and shown its dexterity in the market. In 2018, the company appointed a new COO, and Hammond has openly talked about how customer behaviours are likely to change in the years ahead.

In the future, Hammond plans to instate new data scientist teams to look after the sheer amount of data available to the company. With this, SBTech will improve the capabilities of machine learning and artificial intelligence. For bettors, this could mean more responsive services and markets updated quicker than ever. If done correctly, it could also mean an ability to handle more markets at once.

By processing more data, SBTech want to develop the sportsbook even further and make it a stronger offering for clients and their own customers. For now, the following features ensure SBTech a spot right at the top of the white label betting market:

• Security and support
• Accessibility
• Markets
• Promotions
• Technology
• In-play offering
• Mobile betting