Hero Group Successfully Completes Acquisition of Betting Hero with GeoComply Backing

Betting Hero, the premier live activation affiliate in the North American iGaming industry, and GeoComply, the global leader in geolocation compliance, anti-fraud, and identity technology, today announced the successful closing of the acquisition of Betting Hero by Hero Group Corp., a newly incorporated entity controlled by Betting Hero’s co-founders, Jai Maw and Jeremy Jakary, with strategic financial backing from GeoComply. For further details about the transaction, please refer to GeoComply’s June 27th press release. The new ownership and investment structure leaves Betting Hero in a strong financial position to enter its next growth phase.

“When PASPA was repealed in 2018, Jeremy and I had a vision of helping more people safely learn how to enjoy the incredible digital experience offered by our customers.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.

The announcement follows Betting Hero’s 2024 SBC Casino Affiliate of the Year and EGR North America’s Diversity and Inclusion Model of the Year honors. Betting Hero is a live activation and research services company leveraging its extensive “Hero” network to engage players directly through dynamic, face-to-face interactions at casinos, arenas, and partnered bars. The company’s hands-on approach is proven to be the most effective in the Affiliate market, delivering an 80%+ conversion rate from registration to active depositing customers—far exceeding industry averages.

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 – 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.