The B2B iGaming Supplier Index · Updated 25 August 2026

Sixty-two suppliers, scored on brand. Nobody else scores them at all.

Brand Finance ranks the world’s 300 most valuable B2B brands and the world’s 25 most valuable gambling brands. The first list contains no gaming company. The second contains no supplier. That is 325 ranked companies and not one of them builds the platforms, the odds engines or the games, which means the firms this industry actually runs on are scored by nobody, anywhere, on brand.

This page is the index that gap leaves open. Sixty-two B2B suppliers, each carrying a brand equity score and a market position score, re-derived every week from the same roster that drives the rest of this site. Two of the five drivers in the model are published here. The other three are named below and held back, with the reason for each.

Suppliers indexed
62
Of 83 companies on the boards.
Ranked elsewhere
0
Across 325 companies in two rankings.
Drivers shown
2 of 5
Three withheld and named.
Brand equity range
32–92
A sixty-point spread in one category.
Re-scored
Weekly
Same roster as the rankings and heatmap.
Why the gap exists

Brand valuation follows consumer spend, and suppliers sell to twenty people.

A brand ranking is built where the audience is large enough to survey. FanDuel, DraftKings, MGM, Wynn and bet365 carry $60.8bn of brand value between them because millions of consumers hold an opinion about each one, and that opinion can be measured. A platform provider sells to a few dozen operators through a procurement process, so there is no population to poll and no ranking gets built.

The value is there regardless. Brand Finance, working with the ANA and the IAA, measured a 65% premium in forward price-to-earnings for strongly branded B2B businesses across 300 companies in 2026, put brand at 11% of enterprise value and $4tn in total, and found top-rated brands carrying 45% higher EBIT multiples than B-rated ones. A forward-P/E premium is a different measure from a revenue multiple. It corroborates the direction of the argument here and restates none of the numbers on this page. What it settles is that the market prices brand strength into what a B2B company is worth, in a category adjacent to this one, using a method certified to ISO 10668.

The claim this page makes is checkable by absence. Anyone can open the Brand Finance B2B 300 and the Brand Finance Gambling 25 and search them for a supplier. Both are public. The absence is the finding, and it is the reason this index had to be built. There was nothing available to cite.

What it does not claim. These scores are an outside read built from public evidence. They are not a valuation, they are not audited, and they carry no ISO certification. The section below states exactly what goes into them and what stays out.

The model · two published, three withheld

Five drivers price a supplier. Two of them can be read from outside.

The underlying model reads a business on five drivers. Two are visible to anyone willing to do the work on public evidence, and those two are published here in full. Three require the company’s own numbers, so publishing a score for them would be a guess wearing a number. They are listed below by name so the shape of what is missing is plain.

Published

Brand Equity

Industry reputation, conference presence, analyst coverage, operator preference, and share of voice in the trade press. Every input is observable from outside the company.

Published

Market Position

Penetration of the operator base a supplier can actually reach, read from integration announcements, contract disclosures and licence registers.

Withheld

Customer Value

Requires contract values, renewal rates and revenue concentration. None of it is observable from outside a supplier, so no score is published.

Withheld

Pricing Power

Requires the revenue-share band a supplier holds and what happens to it at renewal. Private to the contract, so no score is published.

Withheld

Commercial Strength

Partially readable from filings for the listed suppliers and unreadable for the private ones. A driver scored for some of the field and estimated for the rest would rank companies on who publishes accounts, so it stays out.

Two of the three withheld drivers are the ones that price a company most directly, which is a real limit on what an outside index can say. A supplier can hold a strong position on both published drivers and still be leaking value through a revenue-share band it has never renegotiated, and this page has no way to see that.

The index · 62 suppliers

Ordered by brand equity, highest first.

Every B2B supplier on the roster appears, with no filtering by size, region or whether I have any commercial interest in them. The order is brand equity descending. Where two companies score the same, market position breaks the tie.

Brand equity Market position Scored 0 to 100
62 B2B iGaming suppliers, ordered by brand equity
#SupplierCategoryBrand equityMarket position
1Evolution GamingLive casino9294
2PlaytechLive casino · Games8590
3IGT / EveriGames · Platform8288
4NetEnt / Red TigerGames8278
5Pragmatic PlayGames · Live casino8185
6Kambi GroupSportsbook8082
7MicrogamingGames · Live casino8076
8Light & WonderGames · Platform7984
9OpenBet / EndeavorSportsbook · Platform7276
10EveryMatrixPlatform · Sportsbook7074
11SOFTSWISSPlatform · Sportsbook6876
12Bragg GamingGames · Platform6868
13BetbySportsbook6568
14GAN LimitedPlatform · Sportsbook6466
15White Hat GamingPlatform · Games6264
16Pariplay / AristocratGames6258
17AltenarSportsbook6062
18XtremepushPlatform · CRM5866
19BetConstructPlatform · Sportsbook5864
20Soft2BetPlatform · Sportsbook5664
21Fast TrackPlatform · CRM5558
22SportechSportsbook5452
23GR8 TechPlatform · Sportsbook5258
24AtlaslivePlatform · Sportsbook5258
25Future AnthemPlatform · Games5155
26Salsa TechnologyPlatform · Games5058
27SmarticoPlatform5054
28NuxGamePlatform · Sportsbook5052
29RubyPlayGames5048
30iGP (iGaming Platform)Platform · Games4855
31Lotus iGamingPlatform · Games4854
32Mindway AIResponsible gaming · Data4746
33GRIDData4655
34EvenBet GamingPlatform · Poker4654
35AloplayPlatform · Games4652
36PromofyPlatform4650
37Wager GamesSportsbook · Platform4648
38ALT Sports DataSportsbook4646
39AvatarUXGames4642
40Bayes EsportsData4554
41AxiumAIPlatform4548
42Oddin.ggSportsbook · Data4452
43Cactus GamingPlatform · Sportsbook4450
44OddittSportsbook · Platform4446
45BetlabsSportsbook · Platform4446
46Shady Lady StudiosGames4440
47Yosip GamingGames4440
48iDenfyPlatform4350
49LeveratePlatform · Sportsbook4248
5023 BroadwayPlatform4246
51Notix.GamesPlatform · Games4244
52InsightPlay.aiPlatform4244
53OddsBlazeSportsbook · Platform4244
54ParlayXSportsbook · Platform4244
55AzuroPlatform · Data4144
56DATA.BETData · Sportsbook4048
57FireplaceSportsbook · Platform4042
58PromptBet.aiPlatform · Sportsbook4040
59RegenPlatform4040
60OptiKPICRM3845
61TradesmarterPlatform3842
62SpeedLabsPlatform · Sportsbook324

Scores are re-derived weekly from the BrandCapitalWorks roster and reflect the reading on the date at the top of this page. Company names are listed for identification. Inclusion carries no endorsement, no client relationship and no commercial arrangement of any kind.

Method

Six rules, applied the same way to all sixty-two.

  1. One roster, no shortlist

    The 62 are every B2B supplier tracked on the boards. Companies are added when they reach the coverage threshold and removed only when they cease trading or are absorbed. Nothing is dropped for scoring badly.

  2. Public evidence only

    Trade press, licence registers, integration and contract announcements, conference programmes, analyst coverage and company filings. No confidential material from any client engagement reaches this page.

  3. Scored 0 to 100 against the category

    Each driver is scored relative to what is achievable for a supplier of that type. A specialist studio is read against other studios, and a platform group ten times its size is scored in its own band.

  4. Weekly re-derivation

    The table is regenerated from the roster on every deploy. A score that has moved on this page has moved in the model, and a score that has not moved has been re-checked and held.

  5. Empty stays empty

    A driver with no evidence behind it is reported as withheld and never filled with an estimate. Three of the five are withheld here for exactly that reason.

  6. Corrections published

    Any supplier who believes a score misreads the public evidence can write and say so. Corrections are made on the evidence and the change shows up in the next weekly run.

The honest limit. This is one analyst’s read of public evidence, refreshed weekly and published with its gaps marked. It is a starting position for a conversation about what a specific company is leaving on the table, and it settles nothing on its own. The three withheld drivers are where the real answer lives, and they are only reachable with the company’s own numbers in the room.

The same discipline runs through everything else here. Company reads carry the evidence behind the score, forecasts carry a date and a resolution criterion fixed before the outcome, and the argument for treating marketing as an asset only holds if the person making it publishes the workings. See how the system works →