ProgressPlay launches UK-facing Betsuna brand
Table of contents
- Betsuna launches in the UK and Ireland with sportsbook, casino and bingo on one account.
- The brand is operated by ProgressPlay Limited, licensed by the UK Gambling Commission and the Malta Gaming Authority.
- The launch comes nine months after ProgressPlay received a £1m UKGC fine for AML and social responsibility failings.
ProgressPlay Limited has launched Betsuna, a new online brand combining sportsbook, casino and bingo on a single account.
The brand went live on 22 May 2026, targeting players in the UK and Ireland, with access extended to select European markets where MGA-licensed operators can operate.
Three verticals, one account
Betsuna brings sports betting, casino and bingo together under one brand, offering a full sportsbook, a large library of slots, live dealer tables and bingo rooms, all on one account and wallet.
The UK and Ireland are the headline markets at launch, with localised offerings for each. Additional reach comes through ProgressPlay’s Malta Gaming Authority licence (MGA/B2C/231/2012), with localised payment methods and multilingual support in place for eligible European markets.
A spokesperson for Betsuna said:
“There are plenty of sportsbooks and plenty of casinos, but it’s rare to find a brand that does sportsbook, casino and bingo well at launch. We didn’t want to bolt anything on as an afterthought. At Betsuna, all three sit on the same platform with one account and one wallet, and players get the full experience from the first deposit, whether they are here for the football, the slots, or a bingo card.”
A spokesperson for ProgressPlay added:
“Betsuna is exactly the type of brand the platform was built for. It runs sportsbook, casino and bingo across the UK, Ireland and wider European markets, with the player experience as the priority from the start. We are pleased to be powering the launch.”
Responsible gambling tools are available in every player account, including deposit limits, time-outs and self-exclusion. ProgressPlay also holds a Remote Bookmaker’s Licence from Ireland’s Revenue Commissioners (Licence Ref 1015737), covering its Irish sports betting operations.
Regulatory backdrop
The Betsuna launch arrives less than a year after significant regulatory action against ProgressPlay.
In August 2025, the UKGC fined the operator £1m for AML and social responsibility failings identified during a compliance assessment covering the period August 2021 to August 2024. ProgressPlay was also issued a formal warning and required to undergo a third-party audit.
It was the second enforcement action against the operator. A previous regulatory settlement in 2022 resulted in a £175,718 payment for similar failings. Per the UKGC, the regulator found ProgressPlay had not carried out an adequate money laundering and terrorist financing risk assessment, and lacked sufficient controls to mitigate associated risks.
In response, Itai Lowenstein, chief executive of ProgressPlay, stated the operator had invested £1.5m in player protection technology and AML improvements, including the creation of a dedicated 24/7 responsible gambling and AML team and new monitoring software.
Platform context
ProgressPlay Limited is incorporated in Malta (company registration C58305) and has operated as a white-label iGaming platform provider since 2012. The company runs a large network of UK-facing sites of its own and for third-party partners.
Betsuna operates directly under ProgressPlay’s existing UKGC licence (account number 39335) rather than as a white-label arrangement, making ProgressPlay the named operator of record, directly accountable to regulators for compliance across all localised versions of the brand.
The UK online gambling market generated £6.9bn in gross gambling yield in the year to March 2024, up 6.9% year-on-year per UKGC data, with multi-vertical operators occupying the leading-brand tier. Betsuna’s integrated three-product model places it in direct competition with established hybrid operators in that environment.
The launch follows recent enforcement action against ProgressPlay, placing renewed focus on the operator’s compliance controls. Any future enforcement action would likely have broader implications across its wider network of UK-facing sites.
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