DragonBet co-founder says BV:360 move will help independent Welsh bookmaker compete in tough UK market

DragonBet co-founder and Chief Executive David Lovell has outlined why the Wales-focused bookmaker chose to move onto BVGroup's BV:360 platform, saying the operator wants a genuinely competitive product in a crowded market. The deal was agreed last month, and DragonBet joins other brands on the platform, including BetVictor, Parimatch UK, Betano UK and talkSPORT BET.

Speaking to SBC News, Lovell said the business has shown it can grow its casino offering, but has found it harder to achieve the same consistency in sportsbook. He described the platform as tier-one technology that should improve its ability to compete. He also pointed to additional tooling that should allow a more sophisticated approach to compliance and customer protection without adding unnecessary friction for players. In his view, the move lets the team focus on running a bookmaking business, building the brand and innovating rather than working around technology limitations.

The company was founded by Lovell and his brother James, the Managing Director, who spent years working on-course with their late father, John, for Lovell Racing. They took the business online in 2022, and according to the Blask Index DragonBet now ranks among the top 100 UK bookmakers by size. Lovell said the migration was only agreed once it was clear the brand would keep its independence and identity, which he called absolutely fundamental. He said the family has been in the industry since 1968 and wants to show there is still a place for independent, family-owned bookmakers.

The interview also touched on the wider UK climate. Remote Gaming Duty has risen from 21% to 40% and General Betting Duty from 15% to 25%, which may have deterred new entrants. Operators with a retail presence face further pressure after the Autumn Budget announced a rise in Machine Games Duty. Lovell acknowledged that the environment is incredibly tough and that consolidation is inevitable, and said he worries about the long-term diversity of the market.

He nevertheless argued that smaller bookmakers can succeed, citing the ability to make decisions quickly and adapt to changing conditions. DragonBet's stated ambition is to build a profitable and sustainable independent bookmaker, without pursuing expansion for its own sake. Lovell said awareness has grown, particularly in Wales, but the brand remains young with plenty of work ahead.