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Overview
Betting Hero runs live activation programs for sports betting, iGaming, and cashless industries using on-the-ground teams called Betting Heroes to engage customers at sportsbooks, online platforms, and events. They educate users and guide their betting experience. The company uses data-driven insights and a nationwide reach (500,000+ NDC) to activate new customers and deepen engagement, especially with mobile betting. It differentiates itself by pairing education with hands-on assistance in real settings rather than relying only on digital marketing, with a goal to make betting easier and more enjoyable.
About Betting Hero
Industries
Data & Analytics
Consulting
Gaming
Company Size
51-200
Company Stage
N/A
Total Funding
N/A
Headquarters
Rockford, Michigan
Founded
2018
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Simplify's Take
What believers are saying
- Betting Hero won 2024 SBC Casino Affiliate of the Year.
- GeoComply's 2024 investment left Betting Hero funded for its next growth phase.
- Miller will expand operator-facing product and marketing services across North America.
What critics are saying
- FanDuel and DraftKings can internalize activation, compressing affiliate margins by 2027.
- U.S. state-by-state betting regulation keeps acquisition costs volatile and kills campaigns quickly.
- New Jersey or Ohio ad crackdowns collapse its customer-activation model entirely.
What makes Betting Hero unique
- Betting Hero blends live activation, retention, and research for U.S. sportsbooks.
- GeoComply backed its 2024 buyback, validating Betting Hero's compliance-adjacent operator relationships.
- Scott Miller joined in May 2025, bringing Better Collective North America expertise.
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Benefits
Flexible Work Hours
Performance Bonus
Growth & Insights and Company News
6 month growth
↑ 0%1 year growth
↑ 0%2 year growth
↑ 0%FanDuel, Kaizen Gaming and Sportradar were the standout winners at the inaugural SBC Awards Americas, each taking home two awards at the ceremony held at Pier Sixty Six in Fort Lauderdale, Florida.
GeoComply has supported the successful acquisition of Betting Hero by Hero Group. Betting Hero, founded in 2018 by Jai Maw and Jeremy Jakary, recently won the 2024 Casino Affiliate of the Year at the SBC Awards. With 400 professionals, Betting Hero focuses on customer activation and retention in the US sports betting market. The acquisition aims to leverage GeoComply's expertise to scale Betting Hero's growth. PENN Entertainment praised Betting Hero's research division for its valuable insights.
FansUnite completes sale of Betting Hero to Hero Group Corp., declares distribution and sets date for TSX Delisting.
FansUnite to sell Betting Hero to founders, GeoComply for $37.5 million.
GeoComply Solutions Inc. today announced it has entered into a definitive agreement with FansUnite Entertainment Inc. (“FansUnite”), FansUnite US Inc. (“FansUS”), and Hero Group Corp. (the “Purchaser”) pursuant to which FansUnite has agreed to sell to the Purchaser all of the issued and outstanding shares of FansUS, which owns and operates the Betting Hero […]
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About Betting Hero
Industries
Data & Analytics
Consulting
Gaming
Company Size
51-200
Company Stage
N/A
Total Funding
N/A
Headquarters
Rockford, Michigan
Founded
2018
Betting Hero is Hiring for 17 Jobs on Simplify!
Find jobs on Simplify and start your career today