Social Betting Startup Eyes UK Gambling License

A new challenger is preparing to test whether UK bettors are willing to engage with a different kind of product. London-based start-up The Game Tribe, founded by a group of former BDO employees, is exploring an innovative system that leans less on odds and more on shared play. According to a recent report by news outlet EGR, the company has submitted its application for a gambling software and pool betting license to the UK Gambling Commission.

An Innovative Vision by a Skilled Team

The Game Tribe describes its offerings as an alternative to traditional sports betting. With an official launch planned just in time for the summer’s major soccer calendar, the team is ready to shake up the market. The company’s founders have extensive experience in finance and technology, and believe their vision can reshape how players engage with sports wagering.

At The Game Tribe, we are redefining the sports betting landscape by creating a new market based on social interaction and gamification.

The Game Tribe statement

The executive team includes chief executive Maximilian Macdonald and co-founders Tom Maynell and Jordan Twiss, who previously worked at BDO. Jessica Lea, the fourth co-founder, serves as chief technology officer and brings experience from companies including The Walt Disney Company, John Lewis & Partners, and SiriusXM.

According to The Game Tribe, modern betting has become too transactional. The company is instead focusing on pool-based betting systems, where players do not bet against the house but instead wager against each other. The Game Tribe leverages elements from fantasy sports and lottery-style pools, wrapped in a more visual, game-like interface.

The Company Is Looking to Expand Its Footprint

Early product descriptions point to titles that resemble casino titles in appearance and feel, with an emphasis on quick rounds, social features, and shareable results. The company currently has two games complete and ready for launch, with additional concepts in development. The Game Tribe aims to offer operators a plug-in product that can sit alongside existing sportsbook and casino content.

The Game Tribe is adamant that responsible play is central to its approach. By removing fixed odds and encouraging peer-to-peer competition, it argues that its games can offer a more transparent and controlled experience. This new format will likely face significant scrutiny in the UK, where regulators have strict standards for product development, advertising strategies, and customer safety.

Behind the scenes, the business is still gaining momentum. It employs nine staff across the UK and South Africa and has completed an initial funding round backed by industry investors. The company plans to raise a larger amount of capital after its initial products launch, potentially growing its operations beyond the United Kingdom.