According to Chavdar Dimitrov, co-founder of the company and CEO of Betty Canada, the company's foray into the British iGaming industry this week was the first of many such advances into other markets as the year goes on.
UK Release
In May, Betty announced that it has obtained an operating license for the United Kingdom, which is the first market outside of Ontario to see the introduction of the company's decentralized "franchise" business model. According to fellow Betty co-founder and Group CEO Justin Park, the company is becoming the "McDonald's of iCasino."
The company collaborates with managers, giving them the resources they require to develop an iGaming model in a market using their own staff. Third-party franchisees will pay Betty IP license fees.
The UK-based Betty platform went live June 1.
$15 Million in Financing
After successfully registering with the Alberta Gaming, Liquor & Cannabis (AGLC), the province's iGaming regulator, Betty will also be in Alberta when the province's new regulated iGaming market launches on July 13.
In an interview with Casino.org, Dimitrov discussed the groundwork the firm established from its 2023 start in Ontario's regulated iGaming market, which made it possible for the company to expand into other regions. 134,000 active players in Ontario were served by the online casino platform at the end of 2025.
“First, we always put the player experience first, while being relevant to the local customer with innovative casino product, the right bonuses, no wagering requirements, fast withdrawals,” he said. “Real humans servicing the customer, not AI agents. That’s something that was embedded into our DNA from Day 1.”
A 20-person marketing team in Ontario has started working on their own creative projects.
Concentrating Only on Casinos
More significantly, over the past year, the company has inked sponsorship agreements with the biggest professional sports teams in the province: the Toronto FC of Major League Soccer, the Toronto Maple Leafs of the NHL, the Toronto Raptors of the NBA, and the Toronto Argonauts of the Canadian Football League.
According to Dimitrov, those agreements strengthen the brand's position alongside well-known Canadian companies like Tim Hortons, Air Canada, and Pizza Pizza. Despite the fact that the company does not engage in sports betting, he claimed that it conveys the idea that Betty is "very Canadian" and that it is a part of the entertainment and fun culture.
According to Dimitrov, a key component of their business operations is authenticity, or their "Canadian-ness." It has been a difference in a very competitive Ontario market that today boasts 44 licensed operators, including high-profile American operators like DraftKings, FanDuel, and BetMGM. In 2025, the market brought in over $4 billion.
According to Dimitrov, the company's new iBingo initiative—an "overlooked" vertical—was a key component of that authenticity. He continued, "Those in the iBingo space are not pushing it hard." In March of last year, Betty ventured into land-based business by purchasing Kirkland Lake Bingo Hall. Betty may operate inside Ontario's licensed charitable bingo framework thanks to her ownership of the bingo hall, which also adds iBingo to the mix.
“Our hope is to set the iBingo market on a new trajectory, innovating in the space and grabbing as much market share as possible,” he said.
Vertical Bingo
Betty recently donated slightly more than $2 million to over 15 Northern Ontario organizations.
“In the UK, some brands started with bingo and became very successful,” said Dimitrov. “It speaks to putting the customer in the center, giving back to communities, and being an integral part of the society that we operate in.”
Their first iGaming market was Ontario. According to Dimitrov, the substance was developed and refined in Ontario. By the end of 2025, the company's revenues had increased by 190%, from USD $9.4 million to USD $27.3 million.
“I don’t think the big names put as much of an emphasis on Ontario,” he said. “How we remain relevant to the local customer as we expand into the UK, and as we open up in other European markets, is the big challenge for us going forward.”
We questioned Dimitrov about the future implications of his company's relocation to the UK.
Charitable Component
“We believe we can get to a Top 3 position in multiple markets,” he said. “The UK is a tough market, especially with the tax changes announced recently. It’s very competitive, similar to Ontario, if we are able to do that, then that sends a very strong message.
“We have a playbook now, and we’re going to play the recipe. As we progress in these markets, we’ll fine tune and tweak whatever is needed, but the core of the business remains the same.”
Now that the UK is operational and Alberta will shortly follow, we asked Dimitrov what markets Betty plans to expand into in the future.
“We don’t have any confirmed ones yet, but we’re looking into a few seriously,” he said. “In terms of market entries, I would say 2027 is more likely.”
