Tennisi, a bookmaker previously active in the Russian market, is transitioning to a business-to-business (B2B) model as a platform provider. According to CEO Ruslan Suleimanov, the company has developed a proprietary platform that will serve as the foundation for a new betting operator in Russia. Tennisi ceased accepting bets on September 1.
Platform Development and Transfer
The development of the new platform reportedly took five years and involved an investment of around $15 million. While the name of the incoming operator and the financial details of the deal were not disclosed, Suleimanov indicated that the project involves a substantial budget and significant marketing expertise.
Customer Migration Strategy
As part of the transition, Tennisi will transfer its customer database to the new operator. This move is intended to enable existing players to access the new platform without needing to repeat the verification process, potentially smoothing the switch for both users and the operator.
Implications for Industry Stakeholders
This development signals a notable shift in the Russian betting landscape. For operators, it highlights the potential for established brands to pivot toward technology provision, leveraging existing assets and expertise. Affiliates and suppliers may see new partnership opportunities as the new operator enters the market with an established customer base and a modern platform. Regulators could view the transition as a case study in compliance and continuity, particularly regarding customer data handling and verification procedures.
Key takeaways
- Tennisi is moving from operator to B2B platform provider in Russia.
- A new operator will use Tennisi's platform and inherit its customer base.
- The platform took five years to develop, costing about $15 million.
- Existing Tennisi customers will not need to re-verify to use the new service.