Betting site 10bet chooses Playtech as its new platform system provider


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Carl Hughes Betting Expert

Updated:June 15, 2023

One of the fastest growing betting sites in the UK, 10bet, has announced a new collaboration which will see it deliver better, faster, and more seamless betting experience to its customers. As part of its expansion, 10bet will start working with Playtech, one of the leaders in betting and gaming software development. Playtech will supply 10bet with its cutting-edge betting platform, which will become the betting site’s main software system in the UK. Furthermore, the two companies will also work together on the Swedish market, where 10bet is a strong presence.

The main reason for the significant system change for 10bet is the fact that the betting site has hit an important milestone. It has reported that it now has, “a loyal user base of more than one million bettors”. 10bet must be anticipating further expansion, and will also want to maintain the excellent customer service and user satisfaction it already provides. In order to future-proof its services, the online bookmaker is choosing to replace its system with one that will work without issue for the current customer base and will not deteriorate in performance when more users register. This has been an important consideration for choosing a new betting and gaming platform as 10bet has already expressed its ambitions to significantly grow and expand in the UK and to challenge some of the better known and more established UK betting sites.

A statement about the new deal was released by 10bet Spokesperson Yuval Klein:

“Teaming up with Playtech in the UK is truly remarkable. This partnership delivers top-tier experiences, advanced player protection tools, and sparks UK sports betting. It’s a win-win situation, fostering growth for both 10bet and Playtech, while providing our fans with an exceptional sports betting experience.”

10bet, which celebrates its 20th anniversary this year, is offers not only online sports betting, but also casino and live casino services. The company is based in Malta and is a private betting site which is not part of a large betting group such as Entain, Kindred, or Flutter. Little is known about its owners, however the operating model of 10bet is based on live betting and early odds. The company offers tax-free betting for users in the European Union, and serves over 90 countries. Bettors can choose from a variety of betting markets such as baseball, cricket, horse racing, boxing, American football, greyhound racing, motor racing, ice hockey, MMA, and rugby, however the betting site mainly specialises in and caters for football betting. Numerous other markets are also available and include other less popular sports and sporting events.

Discussing the new partnership with 10bet, Playtech Chief Operating Officer Shimon Akad said:

“We are delighted to be entering into a partnership with 10bet and increasing our presence across the UK and Sweden. This partnership is a huge moment for our sportsbook offering, and we are very excited to see what both of these key markets, Sweden and the UK, bring to Playtech and 10bet. This is only the beginning of our relationship, and the opportunities are endless”.

Playtech has steadily developed into one of the leading gambling software companies, and is proud to be the largest business of this type in the world to be listed on the London stock exchange main market. The company started in 1999 and since then it has continually proven its commitment to customer service. One of the latest milestones for Playtech was obtaining a licence for the Swedish betting and gaming market. The new rules, which were introduced in the jurisdiction in November 2022, stipulate that all businesses involved with betting and gaming have to have a licence as of 1st July 2023 – even software providers.

Playtech securing such a licence would have been a key reason for the partnership with 10bet. In Sweden, Playtech will be providing 10bet with its open platform which is an ideal solution for Player Management and IMS. This is not as comprehensive a solution as the bespoke arrangement in the UK due to the fact that the Sweddish betting site is still developing and expanding and does not require as powerful a platform yet. It is likely that a successful initial partnership between the two companies will result in 10bet taking advantage of more of the specialist services for betting sites provided by Playtech. In any case, the collaboration between the two companies is expected to work well, with Playtech adding to its already substantial customer reach in the UK, and 10bet acquiring a leading betting site system.

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".