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12Bet

12Bet is an online gambling platform established in 2007 that specializes in sports betting, casino games, live dealer options, slots, and other iGaming services, operating under licenses from the Curaçao Gaming Control Board and the Anjouan Gaming Board in Comoros. Owned by Pexcellent Services Ltd B.V., the company provides multilingual support and caters primarily to users in Asia and Europe, with a strong emphasis on markets like India, Malaysia, and the Philippines. It has built a reputation for competitive odds on major sports such as football, basketball, and cricket, alongside notable past partnerships including with Arsenal Football Club as its Asian betting partner (2016–2019) and the Badminton World Federation for the 2017 World Championships, as well as ongoing sponsorships in football and badminton. The platform emphasizes secure, regulated gaming with features like mobile apps, live streaming, and promotional bonuses to enhance user experience across its sportsbook, virtual sports, eSports betting, and jackpot offerings.

Overview

Company profile

12Bet is an founded in 2007 as an Asia-focused specializing in and services. It has since expanded its offerings to include a of products targeted at users. The is operated by Pexcellent Services Ltd B.V., based in Curaçao, with an operational emphasis on markets in Europe and the Asia Pacific region. 12Bet employs approximately 474 staff members to support its global operations. It serves users through multilingual interfaces, accommodating various languages to cater to diverse regional audiences, while prioritizing and experiences. By , 12Bet has established itself as a mid-tier iGaming , notable for integrating host-led livestreaming features that enhance in . This underscores its in the competitive sector.

Licensing and regulation

12Bet operates under a primary gaming license issued by the Government of Curaçao, managed through its operating entity, Pexcellent Services Ltd B.V., which authorizes remote betting and gambling activities in compliance with local laws. It also holds a license from the Anjouan Gaming Board in Comoros. Historically, in 2016, 12Bet was subject to monitoring and investigation by the Isle of Man Gambling Supervision Commission as part of a broader probe into payment disputes involving multiple betting brands under TGP Holdings, including 12Bet. The platform adheres to standards for and , including adherence to Curaçao's remote regulations, though it operates in legal gray areas in restricted Asian markets such as and parts of where faces varying prohibitions. To promote responsible , 12Bet enforces mandatory age , requiring all users to be at least 18 years old (or the in their ) and providing like of birth during registration, with account for any suspected underage activity. Additionally, the company offers self-exclusion tools, allowing users to opt out of gambling for periods ranging from six months to permanent exclusion, alongside deposit limits, loss limits, and bet limits to encourage controlled play. As of 2025, no major regulatory changes specific to 12Bet have been reported, though the platform continues to adapt to evolving Curaçao gaming laws under the new Landsverordening op de Kansspelen (LOK) framework and broader shifts in EU and Asian gambling regulations. Operational issues related to regulations, such as past payment disputes, have occasionally arisen but are addressed through oversight bodies like the .

Products and services

Sports betting

12Bet offers a wide range of markets, covering major such as , , and , alongside emerging categories like and niche options including . The platform provides extensive pre-match betting opportunities on and , live in-play wagering during ongoing , and outright bets on season-long outcomes like or . This coverage extends to regional competitions, ensuring bettors have access to diverse from around the world. In terms of bet types, 12Bet supports accumulators through its options, totals, and bets on specific in-game occurrences. The is particularly noted for its competitive in the format, which eliminates the possibility and provides balanced lines for soccer and other , often featuring sharp pricing that appeals to experienced bettors. These are available in , fractional, and formats, allowing flexibility for users from different regions. Key features enhance the user experience, including seamless in-play betting with real-time odds updates and a mobile app that integrates all betting functions for on-the-go access. Cash-out options are available on select markets, enabling users to settle bets early and secure profits or minimize losses. While livestreaming is offered for major events to complement live betting, enhancements to this feature were part of the platform's 2025 upgrade, improving accessibility for global users. As of July 2025, 12Bet added support for cryptocurrency payments including Bitcoin, Ethereum, and Tether, facilitating faster transactions for sports betting. Payout structures on 12Bet emphasize high limits for confirmed accounts, supporting bets up to $13,000 on premium events, with no strict minimum requirements for many promotions. The platform's on efficient ensures quick settlements for winning wagers across . A distinctive aspect of 12Bet's is its strong emphasis on Asian markets, offering localized odds and dedicated lines for regional leagues such as those in and , which include promotions tied to local sponsorships. This provides bettors with tailored opportunities not always available on Western-focused platforms.

Casino and other games

12Bet's casino platform offers a diverse array of games, including slots, table games such as roulette, blackjack, and baccarat, live dealer options, and various poker variants like Three Card Poker, Video Poker, and Caribbean Stud Poker. Slots feature over 200 titles, including popular ones like Buffalo Mania Megaways and Mega Joker, while table games encompass classics like Lightning Blackjack and Lightning Baccarat. Live dealer games provide dozens of immersive experiences, such as live baccarat, blackjack, and poker, streamed in real-time for an authentic casino atmosphere. The platform partners with leading software providers, including Evolution Gaming, Pragmatic Play, NetEnt, JILI, Playtech, and Red Tiger, delivering over 1,000 titles in total. These collaborations ensure high-quality graphics, fair play through random number generators (RNG), and a broad selection of themes and betting limits to suit different player preferences. Additional categories include mini games (over 20 options), arcade titles (more than 10), fishing games (3 variants), and scratch cards (1 type), expanding beyond traditional casino fare. In May 2025, 12Bet added Spribe's Aviator crash game to its portfolio, offering quick-play options with RNG outcomes. Key features of 12Bet's casino include full mobile optimization for seamless play on smartphones and tablets via app or browser, progressive jackpots like Fu Fish Jackpot for potential large wins, and virtual sports simulations that mimic real events with RNG outcomes. These elements enhance accessibility and engagement, with virtual sports offering quick-resolution bets on simulated races, matches, and more. Cryptocurrency support, added in 2025, extends to casino deposits and withdrawals for enhanced user convenience. Casino-specific bonuses include a welcome offer providing a 100% match on the first deposit up to 8,500 INR, subject to 20x wagering requirements within 30 days. A tiered VIP program features seven levels, from Ruby to Diamond, rewarding loyal players with exclusive perks such as cashback, personalized bonuses, and higher withdrawal limits.

History

Founding and early years (2007–2010)

12Bet was founded in by Pacific Sea Invests S.A., a based in the , with an initial on providing and services targeted at gamblers in . The launched as a basic website emphasizing football betting, which quickly appealed to users in amid the growing of wagering in the . This early emphasis on sports, particularly soccer, helped establish 12Bet as a competitive player in the Asian market shortly after its inception. During its initial years, 12Bet experienced rapid user growth in Southeast Asia, driven by affiliate marketing strategies and the platform's user-friendly interface for mobile and desktop betting. By 2010, the company had built a substantial user base, solidifying its position as one of the leading online bookmakers in the region. A key milestone came in 2009 when 12Bet secured its first major sponsorship deal as the official shirt sponsor of Spanish La Liga club Sevilla F.C. for two years, enhancing its brand visibility among football enthusiasts globally. The company faced challenges navigating restrictive gambling laws across many Asian countries, where online betting was often prohibited or heavily regulated for local operators. To address this, 12Bet based its operations offshore in the Philippines under a license from the Cagayan Economic Zone Authority (CEZA), allowing it to serve markets while complying with jurisdictional requirements. This strategic positioning enabled sustained despite regulatory hurdles in core target areas.

Expansion and developments (2011–present)

Following its establishment, 12Bet expanded into European markets in 2011 through the operations of Pacific Sea Invests SA (Europe) Ltd, which facilitated sports betting and casino services targeted at both European and Asia-Pacific audiences. This move marked a strategic push beyond its Asian core, supported by high-profile sponsorship deals such as the two-year shirt sponsorship with Premier League club Wigan Athletic announced in July 2011. These partnerships enhanced brand visibility in Europe while leveraging the growing popularity of online betting in the region. During 2016–2020, 12Bet introduced enhancements to its live betting platform, including real-time wagering options across major sports, amid increasing demand for in-play features. The company faced a significant challenge in 2016 when it was investigated by the Isle of Man's Gambling Supervision Commission alongside other operators for allegedly voiding bets and closing customer accounts following the Cheltenham Festival, citing bonus abuse. 12Bet responded by pledging to review cases, pay out winnings where errors were identified, and apologize for disruptions, ultimately resolving the matter without formal sanctions. This incident prompted internal reviews of promotional policies to mitigate future disputes. Further growth included a long-term partnership with Arsenal as the club's official betting partner in Asia starting in September 2016, and a sleeve sponsorship with West Bromwich Albion in 2017, bolstering its global footprint. From 2021 to 2025, 12Bet pursued global expansion by partnering with Betradar in March 2023 to upgrade its sports betting services, incorporating advanced data feeds for over 40 sports and enhancing coverage of emerging categories like esports. The platform adapted to the post-COVID surge in online gambling by optimizing its digital infrastructure for increased traffic, contributing to sustained user engagement in a market that saw overall industry recovery and growth. In 2025, 12Bet launched a fully integrated, host-led livestreaming feature for major matches, allowing users to watch events, interact with hosts, and place bets seamlessly, which elevated its in-play offerings. This innovation led to a shortlisting for Sportsbook Operator of the Year at the SBC Awards 2025. In October 2025, 12Bet was shortlisted for Best Customer Service at the EGR Operator Awards, following a platform upgrade and introduction of cryptocurrency payment options earlier in the year. The company's user base expanded significantly during this period, reflecting its adaptation to digital trends and regulatory landscapes. Strategically, 12Bet maintained its eGaming under Pexcellent Services B.V., broader reach while ensuring with standards for operations. Efforts to improve , including 24/ multilingual and responsible gaming tools like and deposit limits, positioned the for in by 2025.

Sponsorships

Football club partnerships

12Bet has established several partnerships with football clubs, primarily in the English Premier League, EFL, and La Liga, focusing on shirt sponsorships, sleeve deals, and regional betting partnerships. These agreements have provided the company with prominent branding opportunities, including visibility on matchday kits and training wear, while granting exclusive betting rights in key markets such as Asia. In the Premier League and EFL, 12Bet renewed its role as Leicester City's Official Asian Betting Partner for the 2024/25 season, following a successful prior collaboration, which includes digital promotions and fan engagement initiatives targeted at Asian audiences. 12Bet served as Arsenal F.C.'s official betting partner in Asia from 2016 to 2019 under a three-year agreement. In 2022, 12Bet became the official sleeve sponsor for Wolverhampton Wanderers for the 2022/23 season. The company previously served as sleeve sponsor and training wear partner for West Bromwich Albion in 2017, with an extension in 2019 that added branding on the back of shirts and shorts. Swansea City partnered with 12Bet as its Official Betting Partner during the 2015/16 season, emphasizing stadium advertising and online promotions rather than kit branding. Other notable EFL deals include a two-year front-of-shirt sponsorship with Hull City starting in 2014, valued at a seven-figure sum and marking the club's largest commercial agreement at the time; a two-year front-of-shirt sponsorship with Wigan Athletic from 2011 to 2013; a one-off front-of-shirt sponsorship for Coventry City's 2014 FA Cup match against Arsenal; and an Asian betting partnership with Leeds United announced in 2023, providing exclusive rights and content integration for the Asian market. In La Liga, 12Bet acted as shirt sponsor for Sevilla F.C. from 2009 to 2011 under a two-year agreement, featuring the company logo on the front of home and away kits to enhance its European market presence. Beyond kit deals, 12Bet entered a stadium sponsorship agreement with Crystal Palace in 2013 for Selhurst Park, which sparked discussions about renaming it to 12Bet Stadium; however, the proposal faced fan opposition and was ultimately unexecuted, preserving the historic name. These partnerships generally encompass shirt or sleeve visibility during matches, branding on training kits, and exclusive regional betting rights, contributing to 12Bet's global brand exposure in football. By 2025, such deals have collectively represented multimillion-pound investments annually, with individual agreements like Hull City's underscoring the financial scale. Amid ongoing discussions about the Premier League's voluntary phase-out of front-of-shirt gambling sponsorships by the end of the 2025/26 season, 12Bet has maintained its emphasis on English clubs through alternative arrangements like Asian partnerships.

Other sports and events

In addition to its football engagements, 12Bet has pursued sponsorships in a variety of individual and event-based sports, particularly those with strong appeal in Asian markets. These partnerships emphasize branding visibility, live betting promotions, and targeted audience engagement through event integrations. A key example is 12Bet's involvement in badminton, which began in 2014 as the official betting partner for the YONEX All England Open Badminton Championships, where it served in 2019 for the event held at Arena Birmingham from March 6 to 10. This one-year deal provided prominent branding and betting access during the world's oldest and most prestigious badminton tournament. Building on this, 12Bet renewed its partnership in October 2024 with a long-term agreement covering the YONEX All England Open, including the 2025 edition, as announced by Badminton England. This multi-year commitment enhances 12Bet's exposure to a global audience while integrating live odds and promotional features tailored to badminton enthusiasts. 12Bet was also an official partner of the Badminton World Federation (BWF) for the 2017 TOTAL BWF World Championships in Glasgow. In billiards, 12Bet acted as the title sponsor for the 2017 World Cup of Pool, an annual international team event featuring 32 two-player teams from around the world, held at York Hall in London from June 13 to 18. The sponsorship included title naming rights and on-site betting activations, aligning with 12Bet's strategy to support cue sports with high viewer engagement in Europe and Asia. For poker, 12Bet partnered as the official betting partner for the 2019 Triton Poker Super High Roller Series in Montenegro, a high-stakes tournament series that drew elite players for events like the €110,000 No-Limit Hold'em Main Event. This collaboration featured integrated betting options and promotional tie-ins, targeting affluent poker audiences across Asia and Europe. 12Bet also sponsored table tennis through its role as the official betting and gaming partner for the 2018 ITTF Team World Cup, hosted at London's Copper Box Arena from February 22 to 25. The deal encompassed branding on event materials and exclusive betting markets, capitalizing on table tennis's popularity in Asia to drive user acquisition. In taekwondo, 12Bet was an official partner for the 2017 World Taekwondo Grand Prix and World Para Taekwondo Championships, held at London's Copper Box Arena from October 19 to 22. This sponsorship provided perimeter advertising and digital promotions, focusing on a sport with deep roots in Asian martial arts traditions to appeal to regional demographics. These sponsorships reflect 12Bet's broader approach to niche sports with Asian resonance, such as badminton, table tennis, and taekwondo, where event branding and betting integrations help foster targeted marketing and user loyalty in key markets.

Awards and recognition

Major industry awards

12Bet has received notable recognition in major iGaming industry awards, with several shortlistings in 2025 highlighting its operational excellence. These accolades emphasize the company's advancements in customer service, marketing innovation, and sportsbook performance, positioning it as a competitive player in the global market. In the EGR Operator Awards 2025, 12Bet was shortlisted for Best Customer Service, recognizing its customer-first approach built on trust, transparency, responsiveness, and empathy. This nomination reflects enhancements implemented in 2025, including a Trustpilot review program for genuine feedback to drive continuous service improvements. The EGR Marketing & Innovation Awards 2025 saw 12Bet shortlisted in two categories: Sportsbook Marketing Campaign, for initiatives featuring immersive storytelling, interactive challenges, and global sports engagement; and Marketing Team of the Year – B2C, acknowledging the team's creative strategies that foster user community and brand loyalty. Additionally, at the SBC Awards 2025, 12Bet earned a shortlist for Sportsbook Operator of the Year, judged on growth, market expansion, innovation, brand strength, and customer experience, with key contributions from host-led livestreaming and culturally tailored events like the Songkran Festival. These 2025 shortlistings underscore 12Bet's focus on customer-centric enhancements and marketing prowess, including livestreaming integrations that elevate user engagement and service delivery.

Rankings and nominations

In the eGaming Review (EGR) Power 50 rankings, 12Bet has been featured among the world's leading online gaming operators, reflecting its significant influence in the Asian iGaming sector. This annual list, compiled in partnership with accountancy firm BDO, evaluates companies based on criteria including geographic reach, strategy and impact, market influence and leadership, and financial power. The ranking underscores 12Bet's robust market presence and operational scale in sports betting and casino services. Independent reviews in 2025 have assigned it high reliability scores, with user-voted platforms such as SportsCafe.in awarding it strong ratings and a seal of approval for its performance in the Indian market, citing secure payments and comprehensive sports coverage. 12Bet has received multiple nominations in prominent industry events during 2023–2025, including shortlists for operator excellence categories. In 2025, it was shortlisted for Best Customer Service at the EGR Operator Awards, Sportsbook Operator of the Year at the SBC Awards, and Sportsbook Marketing Campaign and Marketing Team of the Year – B2C at the EGR Marketing & Innovation Awards. These nominations emphasize its focus on user satisfaction, innovation in promotions, and partnerships, though earlier years' details remain less documented in public records.

Controversies

Sponsorship disputes

In the early 2010s, 12Bet's proposed sponsorship deal with Crystal Palace F.C. became a flashpoint for fan opposition when rumors emerged of renaming Selhurst Park to "12Bet Stadium." The suggestion, reported amid negotiations for a one-year stadium sponsorship agreement in 2013, ignited backlash from supporters who viewed the historic venue's rebranding as an erosion of club tradition, leading to widespread media coverage and petitions against the change. Ultimately, the deal was finalized without altering the stadium's name, with club co-chairman Steve Parish confirming that Selhurst Park would retain its identity, possibly with only a "sponsored by 12Bet" addition to signage. From 2023 onward, 12Bet faced broader scrutiny as part of Premier League-wide concerns over gambling sponsorships, particularly amid a voluntary ban on front-of-shirt betting ads set for the 2026-27 season and revelations of over 27,000 gambling messages broadcast during matches in 2024. Indirect links to Alvin Chau, a Chinese billionaire jailed in 2023 for 18 years on charges including organized crime and illegal gambling tied to his SunCity Group, raised alarms; Chau's operations were connected through the Isle of Man-based TGP Europe to Asian betting sites like 12Bet, which sponsored clubs such as Wolverhampton Wanderers. An Australian inquiry led by Judge Patricia Bergin in 2021 highlighted probable triad associations with Chau and SunCity, though no direct involvement by 12Bet was confirmed, prompting calls from UK MPs for enhanced due diligence on such partnerships. These disputes influenced club sponsor reviews, as seen with Leicester City F.C.'s ongoing partnership with 12Bet—renewed for the 2023-24 and 2024-25 seasons amid 2025 ethical debates on gambling's role in football, including risks of promoting unlicensed betting to restricted markets like China. While most agreements, including 12Bet's, continued without cancellation, the controversies fostered greater sensitivity to naming rights and transparency in gambling sponsorships across the league.

Operational and legal issues

In 2016, 12Bet, operated under white-label agreements by TGP Europe Limited, faced significant operational backlash during the Cheltenham Festival when over 5,000 customer accounts were suspended across affiliated brands including 12Bet, FUN88, and TLCBet. The suspensions stemmed from alleged bonus abuse related to a promotional offer, but the terms and conditions (specifically Clause 15.2) were deemed unclear and unfair, lacking a precise definition of abuse and failing to meet requirements under the UK's Consumer Rights Act 2015 and the Gambling Commission's social responsibility code (LCCP 5.1.1.1a). This led to more than 1,000 complaints filed with the Independent Betting Adjudication Service (IBAS), prompting a voluntary regulatory settlement with the Gambling Commission. As part of the agreement, TGP Europe and its partner Fesuge Limited (operator of 138.com) committed to publishing a public statement, contributing £7,000 toward the Commission's costs, and implementing business-wide improvements such as revised bonus terms, enhanced anti-fraud processes, and better customer communication protocols. No financial penalties were imposed, but the incident highlighted operational vulnerabilities in bonus management and customer dispute resolution. Regulatory scrutiny intensified in 2023 when the UK Gambling Commission imposed a £316,250 financial penalty on TGP Europe for multiple failures in anti-money laundering (AML) controls and social responsibility obligations. An investigation revealed inadequate due diligence on high-risk customers, insufficient monitoring of suspicious transactions, and lapses in identifying and mitigating gambling harm, such as failing to implement appropriate safer gambling interactions for at-risk players. These breaches affected operations across TGP's white-label portfolio, including 12Bet's UK-facing domain (12bet.uk), violating Licence Conditions and Codes of Practice (LCCP) requirements under sections 3.2.1 to 3.2.11 for AML and 3.4.1 for social responsibility. In addition to the fine, TGP was issued a formal warning and had enhanced conditions attached to its operating licence, mandating a comprehensive AML audit, staff training, and system upgrades. The settlement underscored ongoing operational challenges in compliance for offshore-linked operators serving the UK market. By 2025, escalating regulatory pressures culminated in TGP Europe's complete withdrawal from the UK gambling market. Following a further investigation, the Gambling Commission proposed a £3.3 million penalty package in May 2025 for persistent AML deficiencies, including failures to conduct proper source-of-funds checks and inadequate risk assessments for politically exposed persons. Unable or unwilling to meet the stringent remediation demands—which included overhauling compliance frameworks and submitting to ongoing monitoring—TGP surrendered all its UK licences effective May 15, 2025, rendering domains like 12bet.uk inactive. This exit disrupted operations for 12Bet and other affiliated brands, leaving several Premier League football clubs (such as Aston Villa and Newcastle United, previously sponsored by TGP-linked entities) to seek alternative partners and exposing vulnerabilities in reliance on white-label providers. The move was part of a broader UK regulatory crackdown on non-compliant operators, emphasizing stricter enforcement of the Gambling Act 2005. Operationally, 12Bet has encountered recurring player disputes over withdrawals and bonus forfeitures, often cited as stemming from stringent terms enforcement. For instance, in a 2025 case documented by independent complaint resolver Casino Guru, an Indian player's withdrawal of approximately ₹69,755 was partially rejected due to alleged breaches of bonus wagering requirements, highlighting persistent issues with transparency in promotional conditions despite prior reforms. Similar patterns appear in aggregated complaints on platforms like AskGamblers, where users report delays in payouts and account restrictions, though 12Bet maintains these actions comply with its Curacao-issued licence from Antillephone N.V. and PAGCOR regulations in the Philippines. These incidents reflect broader operational challenges in balancing customer retention with fraud prevention in a competitive Asian-focused market. Earlier, in 2014, 12Bet grappled with legal uncertainty surrounding remote gambling advertising in the UK, where offshore operators without a full Gambling Commission licence faced risks in promoting services via sports sponsorships. Experts noted that ambiguous regulations under the Gambling (Licensing and Advertising) Act 2014 could invalidate lucrative deals, potentially exposing brands like 12Bet to enforcement actions or contract disputes with partners. While no direct fines materialized for 12Bet, this environment prompted operational adjustments, including reliance on white-label structures to navigate jurisdictional complexities.

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