According to HappyHour, the brand is well positioned to challenge the existing landscape of online casinos made for players in the online sports betting market, “by creating a ‘safe, social and inclusive’ experience for slot players.”
The brand is focused on casual online casino gamers, with a particular focus on female players as its core target market.
Two in a row
Betty is currently live in Ontario, having previously raised a $5m seed round led by tech-focused operating fund Karlani Capital ahead of its soft launch in the market in February.
HappyHour said the business is well-positioned to expand into new markets, with a focus on “lucrative” North American iGaming jurisdictions.
The investment from HappyHour is intended to help Betty achieve its expansion goals.
Betty has also secured investment from industry veteran Seth Young, angel investor Mark Mariani, sports betting investment and media consultancy Endzone Media, and investor network Milwaukee Venture Partners.Investment rationale
Commenting on the investment, HappyHour managing partner Robin Reed said: “We are excited to be leading Betty’s seed extension in order to support the company’s growth plans.
“The management team at Betty.ca is strong, and we believe that they are well positioned to succeed in the North American market.
“Combining their operational knowhow and proprietary technology with our product expertise, we hope to help Betty.ca expand its reach and bring its unique gaming experience to a wider audience.”
Betty is led by co-founder and CEO Justin Park.Park was previously the co-founder and CEO of QL Gaming Group, a sports betting media and data platform which was acquired by New York-listed broadcasting company Entercom for $32m in 2020.
Park added: “Robin Reed and the HappyHour team are arguably some of the best iGaming VCs in the world right now.
“With their expertise, Betty will be propelled towards our mission of becoming a top offering in North America, with entertainment and inclusivity as cornerstones.”