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Betty Gaming has detailed plans to swell its presence across North America after documenting a seed extension round that was led by industry investment vehicle HappyHour.

The group, which is licensed in the Canadian state of Ontario, has also revealed that further strategic investment partners include Seth Young, Mark Mariani, Endzone Media and Milwaukee Venture Partners.

This, Betty Gaming said, will help the company achieve its wider expansion goals, which possesses a primary target of the “lucrative” North American igaming market.

A Betty Gaming spokesperson said: “Robin Reed and the Happy Hour team are arguably some of the best igaming VCs in the world right now. With their expertise, Betty will be propelled towards our mission of becoming a top offering in North America, with entertainment and inclusivity as its cornerstones.” 

In making the investment, HappyHour cited a “unique positioning, proprietary platform and experienced management team” in ensuring that Betty is “well-placed to challenge the landscape of online casinos”.

Robin Reed, Managing Partner of HappyHour, said: “We are excited to be leading Betty’s seed extension in order to support the company’s growth plans. 

“The management team at is strong, and we believe that they are well-positioned to succeed in the North American market. 

“Combining their operational know-how and proprietary technology with our product expertise, we hope to help expand its reach and bring its unique gaming experience to a wider audience.”