Georgia’s largest betting operator Adjarabet has signed a strategic partnership agreement with event organiser SBC that sees the Flutter Entertainment-owned business become the exclusive betting partner of the forthcoming SBC Digital Summit CIS

The senior executive team of adjarabet will also play a key role in the virtual conference and expo on 4 – 5 November, with three of them joining the line-up of 75 expert speakers from betting and gaming operators, governments, suppliers, law firms and professional sports in the CIS, Georgia and Ukraine. 

Deputy CEO and member of the Board of Directors Irakli Asanishvili, and Management Board members Irakli Davarashvili (CMO) and Giorgi Gvenetadze (Gaming Director) will share some of their unrivalled expertise on one of the agenda’s key themes – how to grow a gambling business in the region.

Headquartered in Georgia, adjarabet has a market-leading 40% share of the fast-growing regulated online sector in its home territory and up to a 20% share of the developing regulated market in Armenia.

The success of the sportsbook, casino and poker room attracted the attention of major international gambling companies and, in February 2019, Flutter Entertainment paid £101 million for a 51% stake in Adjarabet. 

At the time of the deal, the London-listed gaming giant cited adjarabet’s “leading brand presence and strong management team” among the factors that made it an attractive acquisition target. 

Speaking ahead of the SBC Digital Summit CIS, Asanishvili said: “Adjarabet joined the Flutter family in 2019. We attribute this success to our team’s solid gaming experience, and to our organic market development. 

“I am particularly proud of It has become the second biggest player in the Armenian gambling market, after only three years of operation.”

Davarashvili added:

“Adjarabet’s core brand value is to offer unrivalled entertainment and creative campaigns to its customers.

Our novel approach to the ever-growing competitive online gaming industry is to always be the pioneers in creative ideas and implement campaigns which might seem impossible at the first glance; a good example of this is ‘Arena’.”  

Arena is the first ever interactive movie-game. It allows each player to decide how their movie plot will develop, while playing different games within the movie. Every decision has an influence on the outcome of the next scene. This campaign has landed adjarabet a place on the shortlist for Marketing Campaign of the Year at the SBC Awards 2020.

Delegates at SBC Digital Summit CIS, which is being organised in association with Sports Media Holding, will have a rare opportunity to benefit from the experience of adjarabet’s hugely successful management team when they share their insights on doing business in the region. 

Rasmus Sojmark, Founder & CEO of SBC, said:

“Our international betting and gaming industry events are renowned for the quality of their speaker line-ups, so we’re delighted to be joined by some of adjarabet’s leadership team for the debut edition of SBC Digital Summit CIS.

“adjarabet has led the way in the thriving Georgian market with a combination of a great product, inventive marketing strategies and excellent customer service, and it will be fascinating for our audience to hear the inside story of how it achieved that.” 

Lasha Machavariani, Founder and CEO of Sports Media Holding, said:

“The opportunities which CIS gaming markets offer are astounding, but to capture those, one needs a very clear understanding of the uniqueness of these markets and customer behaviour patterns.

And the upcoming digital summit offers a great way to understand those nuances. 

“Also, it was a great honour for me to have played a part in establishing a strategic partnership between adjarabet and SBC through the SBC Digital Summit CIS.”

In addition to the high-level conference focused on the issues driving the growth of the betting and gaming industry in the region, the event has a number of features designed to help delegates learn and make business contacts. 

There will be an interactive product display area with leading suppliers showcasing the latest sportsbook, casino and payments innovations tailored to local markets, as well as a programme of networking roundtables to make it easy for attendees to connect and talk business. 

Click here to register for a free pass for SBC Digital Summit CIS.


iGaming expert - with over 10 years of experience in the retail market in Italy and knowledge of global online gaming. In the past he has worked with the largest national gambling companies and he managed some land-based shops on their behalf. Entrepreneur, investor and enthusiast of difficult challenges, in 2015 he founded The Betting Coach Group, an international news and social marketing agency geared towards sports, esports and gambling companies. He is currently the C.E.O of The Betting Coach and is a consultant for Mr. Dragone collaborates with providers (game developers) and event organizers with the aim of helping them develop networks and business across continents. Passionate about journalism, he is the creator and promoter of iGaming Cafè, the first talk show in Italy, dedicated to companies and delegates from the gaming world.