B2B Betting Provider FSB Starts Operating in Canada


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Carl Hughes Betting Expert

Updated:February 16, 2023

Malta-based B2B betting provider FSB has announced that it is entering the Canada betting market for the first time following a milestone deal with long-term partner Fitzdares. Fitzdares, one of the most popular UK betting sites for horse-racing markets, will be using FSB for its sports betting and online Casino services in Ontario, as well as their back-office system and technology.

FSB and Fitzdares have been working together since 2018. FSB was founded in 2017 and quickly became one of the trusted providers of platform, technology, and software to betting sites due to its reliability, bespoke features, and outstanding customer service. The company initially managed to secure contracts with betting sites in the Philippines and Africa, and then expanded its business to Europe. Currently, FSB has its international headquarters in London and works with popular UK betting sites Fitzdares, Bet Goodwin, and The Pools – one of the oldest and best-known UK pool betting bookmakers.

Speaking about the new deal with Fitzdares, FSB’s Chief Revenue Officer Ian Freeman said:

“Ontario will be a key jurisdiction within our core markets strategy and we’re passionate about playing a major role within one of the world’s leading and well constructed regulated markets. We feel privileged to work with exceptional operational teams within our customer base and this new alignment with Fitzdares is indicative of how we work hand in hand with partners to meet their organisational goals across platform, product and geography.”

Freeman pointed out that the “landmark” partnership following a successful 2022 would be very beneficial for FSB, as it would help the company grow its global footprint. He suggested that the collaboration between the two companies would allow Fitzdares to “curate a world-class bespoke betting service within the newly regulated market”. FSB has not kept its ambitions for expansion and growth a secret. Only as recently as 2 weeks ago, FSB’s CEO Adam Smith gave an interview in which he remarked that the company has recently undergone a strategic review, which has allowed it to clearly identify and focus on its goals and aims for delivering exclusive products and customer service to the betting sites it already works with, and to signing up new customers in existing and new jurisdictions.

The interview with Smith identified Canada as a priority for FSB and made it clear that the company will focus its efforts in 2023 to make its operations in the new jurisdiction a success. Following the announcement about the new partnership with Fitzdares, Smith did not contain his excitement and commented that this was a “hugely important milestone” and that FSB was now operating on four continents. He expressed his satisfaction at operating in Canada with FSB’s long-standing partner Fitzdares, stating:

­“This enhanced relationship is testament to the ambition we have to grow stronger together with our partners across multiple jurisdictions and regulated growth markets like Ontario.”

Fitzdares was founded in 2005 by Balthazar Fabricius. The company prides itself on upholding the old-fashioned traditions and personal customer service in betting, while at the same time staying ahead of the times in terms of technological development and advancement. For example, Fitzdares was the first bookmaker to introduce text betting. In 2016, the company acquired Sunderlands and its 134 years of tradition and betting industry experience. Today, Fitzdares takes bookings through all channels and is one of the most trustworthy betting sites in the UK and globally.

The trust and respect between Fitzdares and FSB is evident throughout the two companies’ interactions with each other. For example, while Fitzdares has not made a press release about their current partnership in Ontario yet, on their website it states:

“The company compliments excellent customer support with leading betting provider FSB technology and a rapidly growing list of casino gaming content to ensure complete customer satisfaction and a brand that you can be proud to partner with.”

This is a reference to the services FSB provides to its customers, which includes a comprehensive portfolio that allows betting sites to secure all functions, technology, and software they require in order to start operating from scratch. These include a sportsbook, casino offering, retail services such as self-service kiosks, a state-of-the-art betting platform, payment system for bets, virtual sports betting, 24/7/365 customer service, and a lot more. Anything a betting site needs in terms for its back office system can be obtained from FSB’s catalogue of products.

Following this successful start of 2023, FSB is not planning to settle down. CEO Adam Smith has already stated that the company has managed to secure a second partner in Canada, and a press release is to follow soon. According to Smith, FSB will play “aspiring, ambitious, long term role” in the province. This is exciting news for both industry experts and bettors, and we will follow future developments with considerable interest.

About the author

Carl Hughes


Carl Hughes


Carl Hughes is a leading expert on sports and casino betting. Carl began his career with a BSc in Sport, Exercise and Health Sciences from the University of Birmingham before working within the industry for some of the bigger names (GVC and Bet365) and has been praised as being "a leading sports betting commentator".