Elys Game Technology, Corp. (ELYS): Marketing Mix Analysis [Dec-2025 Updated]

You're looking for the current Product, Place, Promotion, and Price for Elys Game Technology, Corp., but let's be real: the biggest fact for late 2025 is that the ticker vanished after the 2023 acquisition by Lottomatica S.p.A. As an analyst, I see the legacy tech now powering a much larger machine; Lottomatica is projecting full-year 2025 revenues around €2,270 million, with their online segment-where the former Elys tech plays a role-hitting record market share levels in Q3. So, the '4 Ps' aren't about a public company anymore; they're about how a major European operator is strategically deploying those B2B assets, particularly in the US, and how that shapes their current pricing and promotion model. Stick with me, because we're mapping out the current operational reality of the former Elys Game Technology, Corp. below.

Elys Game Technology, Corp. (ELYS) - Marketing Mix: Product

You're looking at the core offering of Elys BMG Group, Inc., which is a vertically integrated betting technology platform. The product suite is designed to serve both business-to-business (B2B) and business-to-consumer (B2C) gaming operators globally. The company operates its B2C services in Italy and maintains B2B operations across five U.S. states and the District of Columbia. As of a recent count, the company has 89 employees. The trailing twelve month revenue as of September 30, 2023, was reported at $42.7M. For the three months ended September 30, 2023, total revenue was $8.5M.

B2B Sports Betting Platform (Elys Gameboard) and Retail Solutions

The flagship B2B offering is the proprietary sports betting platform, known as the Elys Gameboard. This is engineered to support the processing of online client gaming transactions. The platform is designed to be an end-to-end solution for gaming operators. For retail deployment, Elys Game Technology has focused on the small business sportsbook market. In preparation for launching online sports betting in Ohio, the operator agreed to purchase 100 point-of-sale terminals and 100 self-service betting terminals for installation in that state.

The operational scope for the platform includes:

• B2B operations in five U.S. states.
• Operations in the District of Columbia.
• Servicing tribal casino customers in North America.

Online Casino and Virtual Sports Content Integration

Elys BMG Group provides a full suite of omnichannel leisure gaming products. The platform is capable of processing various digital game content, including third-party integrations. The company's subsidiary, Virtual Generation Limited, specializes in virtual gaming software, which uses random number generators for events like virtual football and horse racing.

The integrated gaming product offerings include:

Focus on Regulatory Compliance as a Core Feature

Regulatory adherence is built into the product foundation. The platform is equipped with cybersecurity features, and the company emphasizes compliance with Know Your Customer (KYC) and Anti-Money Laundering (AML) protocols. The company's Odissea subsidiary obtained ISO-27001:2013 certification for its Information Security Management System (ISMS) on September 1, 2020.

The technology platform has undergone certification processes, such as submission for certification to the New Jersey division of gaming enforcement for its US Gameboard platform.

Managed Services for Risk and Trading Operations

Beyond the core software, Elys BMG Group offers services to optimize customer operations. This includes data-driven Sportsbook Risk Management Services. The platform also features Adaptive Business Intelligence dashboards. These tools are intended to help customers achieve the best business performance from their betting operations.

The company provides software and services for commercial and tribal casinos, retail betting establishments, and franchise distribution networks.

Elys Game Technology, Corp. (ELYS) - Marketing Mix: Place

The distribution strategy for Elys Game Technology, Corp. involved a significant structural shift following corporate actions in late 2023 and early 2024.

Delisted from NASDAQ in 2023 following acquisition.

Trading of the common shares on Nasdaq was suspended as of the opening of business on October 17, 2023. The determination to delist was based on the common stock failing to maintain a minimum closing bid price of $1.00 per share. The estimated annual expense for maintaining the Nasdaq listing was approximately $1.6 million. The company was acquired by Lottomatica S.p.A. for approximately $14 million in late 2023, with finalization around the beginning of 2024. As of November 29, 2025, the over-the-counter (OTC) trading price for ELYS was $0.001.

Primary operational footprint in Italy (legacy market).

The company maintained robust regulated market operations in Europe, specifically Italy. Distribution in Italy historically included land-based retail betting shops and online-based betting web-shops. Management simplified the Italian footprint by focusing investment on Multigioco operations and discontinuing the Ulisse presence during the second quarter of 2021.

US market entry via partnerships in states like Ohio and Washington D.C.

The US market entry strategy centered on partnerships to deploy retail sports betting solutions. In Washington D.C., the goal was to operate the eighth retail sportsbook, including a location at The Ugly Mug restaurant and bar. The Ohio partnership with Wright Bet Ventures was structured to potentially offer up to 12 sportsbook locations throughout the state. This US model was intended to be transplanted from the D.C. operations.

Distribution through retail establishments (bars, restaurants, small venues).

The distribution model in the US targeted 'non-conventional gaming venues' such as bars and restaurants, offering them a turn-key sportsbook solution. This approach aimed to contribute to the grassroots economy by partnering with local businesses.

Online and mobile channels for B2C operations.

The company secured a market access agreement with Caesars Entertainment to unlock immediate access to the Colorado sports betting market for its North American online aspirations. This involved the planned introduction of the "5D by Elys" mobile app under the SportBet.com brand. The platform provides multi-channel functionality to accept all forms of customer payment.

Key Distribution Channels and Status:

• Italian land-based retail betting shops (Legacy)
• Italian online-based betting web-shops (Legacy)
• Washington D.C. retail sportsbooks (Targeting 8 locations)
• Ohio retail sportsbooks (Targeting up to 12 locations)
• Colorado online/mobile channel via Caesars agreement (Planned launch)

Distribution Footprint Summary:

Elys Game Technology, Corp. (ELYS) - Marketing Mix: Promotion

Elys Game Technology, Corp.'s promotion strategy, as of late 2025, is heavily weighted toward business development and regulatory milestones, reflecting its B2B focus in the evolving US market.

B2B Sales Cycle Focused on Platform Integration and Compliance

The promotion narrative for Elys Game Technology, Corp. centers on showcasing its platform's readiness for integration and compliance, a critical factor in the current B2B environment. By late 2025, the average B2B deal involves an estimated 6-10 stakeholders and takes longer to close compared to previous years, with the average cycle being 25% longer than five years ago. Elys's promotional material emphasizes the plug-and-play nature of its ELYS™ platform, designed for the fastest time to market for operators. The company highlights its adherence to standards, such as having obtained Gaming Laboratories International (GLI) certification for its land-based solution in September 2020, and having worked toward meeting GLI-33 standards for online products. A key compliance win promoted is the conditional approval for a Type C sports gaming proprietor licensure in Ohio, valid for five years effective January 1, 2023.

Public Relations Centered on US Regulatory Approvals and Market Access

Public relations efforts are strategically aimed at validating market access through regulatory achievements. The successful completion of the formal license approval process in Ohio is a significant promotional point. Furthermore, the company has promoted its B2B operations being active in three states plus the District of Columbia as of early 2024, showcasing tangible market presence. The securing of a multi-year market access agreement with Caesars Entertainment for Colorado, announced in November 2023, serves as a major public relations anchor for its North American online aspirations.

Partnership Announcements with US Casino Operators and Small Businesses

Promotion through partnership announcements validates the technology's appeal to diverse US entities. Elys Game Technology, Corp. has actively publicized its retail sportsbook collaborations within Washington, D.C., including the operation of the BetDupont sportsbook with District Hospitality and the opening of the Grand Central H-Street Sportsbook in March 2024. As of late 2021, the company noted it was live in North America with 6 tribal casino customers. The strategy promotes the ability to service both large venues, such as the partnership announced with Ocean Casino Resort in 2021, and smaller, local businesses, framing the technology as scalable across the spectrum of US gaming establishments.

Emphasis on Responsible Gaming Technology Features

While specific 2025 promotional spend on Responsible Gaming (RG) is not public, the emphasis aligns with industry trends where AI is becoming the most significant trend for RG in 2025, utilizing predictive behavior modeling. Elys Game Technology, Corp. promotes its platform as having a complete end-to-end solution that manages the entire betting lifecycle. The company's technology stack is promoted as being designed with state-of-the-art features, which, in the context of late 2025, implies integration with advanced risk management and business intelligence dashboards to help operators meet evolving regulatory expectations for player protection.

Minimal Direct-to-Consumer Advertising Post-Acquisition

The promotional mix shows a clear de-emphasis on broad direct-to-consumer (DTC) advertising, consistent with a B2B platform integration strategy. Post-2023 announcements regarding the introduction of the SportBet.com brand and the "5D by Elys" mobile app, the primary communication shifted to market access agreements rather than mass media buys. The company's revenue structure, historically supported by its B2C operations in Italy (via its Multigioco subsidiary, which offers products in approximately 5,000 retail locations as of 2022), contrasts with the US focus, which prioritizes securing operator contracts first. The financial data from late 2023 showed a trailing 12-month revenue of $42.7M, suggesting that the promotional dollars are channeled toward high-value B2B relationship building and compliance efforts rather than large-scale DTC campaigns.

The promotional activities are structured to support the B2B2C deployment model, relying on key operational wins to drive awareness among potential partners.

• B2B sales cycle focus requires demonstrating platform certification, such as GLI-33 standards compliance.
• Public relations highlights securing market access, exemplified by the Caesars Entertainment agreement for Colorado.
• Partnerships are promoted through specific venue openings, like the Grand Central H-Street Sportsbook launch on March 21, 2024.
• The platform's management technology is promoted as inherently supporting responsible gaming through data-driven dashboards.
• DTC advertising is minimal, with brand introduction (SportBet.com) being tied to market access rather than broad consumer spend.

Elys Game Technology, Corp. (ELYS) - Marketing Mix: Price

You're looking at the hard numbers behind how Elys Game Technology, Corp. (now Elys BMG Group, Inc.) monetizes its B2B platform as of late 2025. The pricing strategy is now fully integrated under the direction of the parent company, Lottomatica Group S.p.A.

The core structure for platform licensing, as previously outlined for U.S. expansion, involves a dual approach to align with client volume and commitment.

• Revenue-share model for B2B platform licensing.
• Fixed fee component for initial platform setup and integration.
• Pricing structure is now determined by parent company Lottomatica.

The value proposition for retail sportsbooks centers on a low-cost entry point, which is critical in emerging markets. For context on the parent company's financial capacity influencing this strategy, Lottomatica reported total revenues of €1,640 million for the first nine months of 2025, with an Adjusted EBITDA of €617 million for the same period.

The historical model for the Software as a Service (SaaS) offering in the U.S. was structured as follows, though specific 2025 fee schedules are subject to Lottomatica's current negotiation parameters:

Regarding the equity valuation, as of the close on November 28, 2025, the stock symbol ELYS (trading on OTCMKTS) was priced at $0.0005. The 52-week range for the stock has been as high as $0.500 and as low as $0.000001. The Earnings Per Share (TTM) as of late November 2025 was reported as -0.53.

The company's operational revenue streams in 2021 were derived from:

• Spread on sports bet wagers.
• Fixed rate commissions on casino, poker, lotto and horse racing wagers.
• Revenue generated from the use of the Platform as well as a share of the Net Gaming Revenue (NGR).