Who Owns Bet99 Sportsbook? Insights into Its Growth and Future Direction

Part of the BET99 brand expansion initially involved acquisitions and mergers. Its most notable merger was supposed to be with Kings Entertainment Group. If this went through, BET99 would've been brought into the public capital markets via the Canadian Securities Exchange.

Kings Entertainment Group and the Canadian Securities Exchange: A Proposed Merger That Fell Through

Kings Entertainment Group, a publicly traded company on the Canadian Securities Exchange, would've brought a whole new dynamic to the company with additional financial resources and increased visibility.

Shareholders of Kings Entertainment Group approved the merger, and the Canadian Securities Exchange gave conditional approval.

However, before the deal was finalized and after three extension agreements, Sports Venture Holdings resisted the merger and eventually settled with Kings Entertainment Group.

As a result of the settlement, Sports Venture Holdings paid Kings Entertainment Group back its $2.5 million advance and an additional $1.75 million for costs it incurred that involved the merger.

The merger was officially canceled in April 2023, nearly a year after the two parties agreed.

Jared Beber is the most prominent member of the Sports Venture Holdings Inc. leadership team. He's the company's CEO and provides quotes in almost all BET99 press release material.

In addition to Beber, Doug Honegger, a co-founder of BET99, commented on a partnership deal between the brand and NHL superstar Auston Matthews.

Laura Petrauska, the Head of Casino at BET99, spoke recently at the 2025 SBC Summit in Lisbon.

Outside of Beber and Honegger, there's not a lot of public interaction from BET99's leadership positions.

BET99 operates and is licensed throughout Canada.

In Ontario, it's licensed by the Alcohol and Gaming Commission.

As for the rest of Canada, it's licensed to operate by the Kahnawake Gaming Commission.

With these licenses, BET99 Sportsbook must adhere to regulatory oversight, including responsible gambling practices, player protection, anti-money laundering regulations, and more.

1. 2019: BET99 was created by a group of experts working under the umbrella of BQC Consulting GmbH.
2. 2020: BET99 obtained a license from the Kahnawake Gaming Commission and officially launched as an online sports betting platform and online casino.
3. 2021: In 2021, Bill C-218 was passed, legalizing single-game sports betting throughout Canada. This same year, BET99 obtained partnerships with key sports figures in Canada.
4. 2022: Ontario established regulations for its gambling market, and BET99 obtained a license through the Alcohol and Gaming Commission.

From here, as mentioned above, it agreed to merge with Kings Entertainment Group but then backed out.

BET99 brand has scored numerous high-profile partnerships and collaborations.

1. Auston Matthews: An NHL star for the Toronto Maple Leafs, BET99 signed Matthews to a partnership in 2022 that was believed to be around three years and worth "seven figures," per Sportsnet. Matthews made a post on X regarding the partnership on Feb. 18, 2022

2. Georges St. Pierre: The legendary former UFC fighter, Georges “Rush” St. Pierre, went 26-2 over his career and became an ambassador for the Bet99 brand. He's been involved in marketing campaigns to promote responsible gambling.

3. BET99 & NHL Partnership (Dec. 20, 2022):
BET99 and the NHL struck a multi-year deal in Canada, launching the free‑to‑play “NHL PrePlay” game with trivia questions and a $100,000 grand prize. BET99’s CEO dubbed it “groundbreaking” for fan engagement and education without real‑money wagers, and the NHL’s VP praised its “fun, immersive” experience and unprecedented prizing.