Listen to this article:Betty has launched its long-awaited UK online casino as the operator begins its first major expansion beyond Ontario.
The casino went live in the UK on Monday, 1 June, some months after it said that it planned to enter the British market this summer. Betty has developed an excellent reputation in Ontario as an example among the slots and bingo sites, and the UK launch is the first rollout of its decentralised franchise model.
The UK operation is being led by Adele Baker, who was appointed earlier this year and remains an advisor at sportsbook Crab Sports. Speaking about the launch, Betty Group CEO Justin Park praised the work of the UK team, saying that it had “executed phenomenally”.
The UK launch is an important step for Betty, which until now has only really been known for its presence in the Canadian province of Ontario.
However, the operator has entered Britain at a difficult time for online casino brands, and it will have its work cut out in a competitive market. Remote Gaming Duty in the UK has recently increased from 21% to 40%, which has hugely increased the pressure on those operating slots, casinos, and other remote gaming products.
Nonetheless, Betty chose to go ahead with its UK launch, suggesting that the company sees enough long-term value in the British market to cope with the higher tax burden and the tighter regulatory environment.
Betty’s UK team also includes chief technology officer Zhasmina Draganova, who previously worked for Bede Gaming, part of the Merkur Group. She has been with Betty since 2022 at its Sofia office in Bulgaria.
While Justin Park praised the team behind the launch, he also made it clear that the early stages of a new market entry will not be perfect.
He called on the UK team to “expect lots of things to go wrong in the beginning” and to “be gentle with ourselves in the first 90 days”.
He added: “Let’s stay connected with each other and, most importantly, the customer”.
This suggests that he has a realistic view of the situation and will be aware that, for UK players, the most important thing will be whether Betty can operate a reliable and enjoyable site from the start. As mentioned, the company has made its reputation in Ontario. Still, the UK is a much more mature market with plenty of established casino and bingo names already competing for players.
While the UK launch of Betty is a major development, the provider is not moving away from Canada. In fact, the operator is still expanding on the other side of the Atlantic.
In Ontario, Betty recently added online bingo to its original slots-focused site. As part of the move, the company acquired Kirkland Lake Bingo Hall and is using its own in-house technology to run online bingo sessions within Ontario’s charitable gaming framework.
Betty is also preparing to launch in Alberta this summer, a second Canadian market alongside Ontario. It means the operator now has a dual focus, with growth planned in both North America and the UK. Most excitingly, the developments suggest that Betty may also enter the UK bingo market, and as it uses proprietary technology, it may be able to offer players something truly fresh and innovative.
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