Adele Baker Announced as CEO of Betty’s Pending UK Operation

Online casino operator Betty has announced Adele Baker as the CEO of its UK arm, after submitting a license application to launch in the country.

Baker joins Betty with a background in iGaming, after working for 15 Marketing for the last seven years; 15 Marketing is owned by Betway owner Super Group and powers the white-label operator Jumpman Gaming. Baker was Head of International for 15 Marketing from 2018 to 2020, and then served as Managing Director until December 2025.

Baker’s association with the industry stretches back further, as prior to her time at 15 Marketing, she was Senior Associate at financial advisory firm Oakvale Capital, focusing on gaming, gambling and digital media.

Betty said when announcing Baker’s appointment:

“Her right to win strategy focuses on bringing BettyCA’s secret sauce to the UK and layering in cutting-edge regulatory tech in order to make complex UK compliance requirements frictionless for the customer.”

Betty’s background

Betty was founded in 2022; the same year in which online casino became regulated in Ontario, Canada. Betty launched in the market in February 2023. The pending launch in the UK will mark Betty’s first international market entry.

Betty’s Co-founder and Group CEO Justin Park confirmed last week the operator had submitted its license application to British regulator the Gambling Commission.

“A unique opening” despite tax hike

When announcing Betty’s upcoming UK plans, Park commented on the upcoming tax increase for online casino operators in the UK. In the November Budget, Chancellor Rachel Reeves confirmed that from April 2026, remote gaming duty, paid on online casino bets, will increase from 21% to 40% of gross profit.

While the increase is anticipated to lead to several issues with costs for UK-licensed operators, Park has argued this could lead to a change in the landscape that could allow for new players in the market to claim market share, as they are starting from scratch and do not need to worry about downsizing any operations that are already active.

Park wrote:

“While it’s a massive shift, it actually creates a unique opening for the next generation of operators. We’ve already seen how a changing regulatory landscape allowed nimble teams - like Midnite - to start taking material market share.

"Instead of spending years refactoring legacy code just to stay compliant, they've managed to focus on delighting players through product innovation. This tax hike will only accelerate this trend.

“While incumbents are now forced to play defense across both their tech stacks and cost structures, BettyUK is starting with a clean slate. If BettyUK can crack the code, they really have a shot at taking over the market as everyone else retreats.”

A franchise model

Aside from the appointment of Baker, Betty has also brought Zhasmina Draganova on board as BettyUK’s founding chief technical officer, who has assembled a team that will be dedicated exclusively to the UK market. Park also mentioned how a user experience researcher is interviewing UK players in an attempt to gain feedback on UK player habits.

Betty is planning to implement a decentralised franchise model, where local franchise owners would be responsible for securing licenses, putting teams together, and developing branding and operations specific to individual markets. Park hinted this model will be in place in the UK when posting:

“The UK is our first market outside Ontario and proof-of-concept for the decentralised ‘franchise’ model that will scale us globally.”

While the UK would mark Betty’s first launch outside Canada, it secured a $15 million credit facility in April, with a view to launching in Alberta.