Hero Group Completes Betting Hero Acquisition with GeoComply Support


Betting Hero, a leading live activation affiliate in the North American iGaming industry, has officially been acquired by Hero Group Corp., a newly formed entity led by Betting Hero’s co-founders, Jai Maw and Jeremy Jakary. The acquisition was made possible through strategic financial support from GeoComply, a global leader in geolocation compliance, anti-fraud, and identity technology. GeoComply initially announced the transaction on June 27th, emphasizing that the new ownership and investment structure positions Betting Hero for continued growth and expansion.

Betting Hero has recently garnered industry recognition, receiving the 2024 SBC Casino Affiliate of the Year award and EGR North America’s Diversity and Inclusion Model of the Year accolade. The company is known for its live activation and research services, utilizing its expansive “Hero” network to engage players through in-person interactions at casinos, arenas, and partnered venues. Betting Hero’s approach has proven highly effective in the affiliate market, achieving an 80%+ conversion rate from registration to active depositing customers—well above industry norms.

“When PASPA was repealed in 2018, Jeremy and I had a vision of helping more people safely learn how to enjoy the incredible digital experience offered by our customers. Six years later, we’ve activated over 500,000 players across the nation, and with the GeoComply relationship, we have the firepower to offer more to the industry and our customers. GeoComply and Betting Hero see the world in a similar way, and we’re excited to have their backing to scale through our next growth phase of Betting Hero,” said Jai Maw, Co-Founder and President of Betting Hero.

In addition to the company’s unprecedented customer acquisition success, leading operators and suppliers in the iGaming industry rely on Betting Hero to provide actionable intelligence and insights through its purpose built, and industry specific consumer insights and testing division; Betting Hero Research. “As a leading operator in the hyper-competitive North American digital markets, PENN Entertainment relies on the Betting Hero Research division as a trusted partner, delivering timely, relevant, and actionable information that accelerates our digital transformation. Their insights are invaluable,” said William Zeralsky, Vice President Marketing Strategy & Performance at PENN Entertainment

“GeoComply shares Jai and Jeremy’s vision to deliver the very best player experience for our industry. While digital analytics alone can offer great insights, they lack the in-person experience for operators to see, hear, and learn from real customer interactions. Betting Hero bridges that gap by delivering exceptional real-world UX insights. We experienced that firsthand ourselves as customers of their Research division, and now we’re excited to support Betting Hero in using that expertise to drive even greater growth,” said Anna Sainsbury, CEO of GeoComply.

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