LONDON -- 12BET, a pioneer in the global igaming industry since 2007, has been named a finalist for “Sportsbook Operator of the Year” at the SBC Awards 2025, one of the industry’s most respected annual celebrations. Judged on criteria including growth, market expansion, marketing creativity, innovation, brand strength, and customer experience, this shortlisting reflects 12BET’s outstanding achievements in delivering a world-class, player-focused sportsbook experience over the past year.

In 2025, 12BET elevated the sports entertainment experience with a fully integrated, host-led livestreaming feature that lets users watch matches, engage with local personalities, and enjoy interactive gameplay in one immersive environment. This innovation was enhanced through culturally tailored engagement, turning major sports moments into localized celebrations. From Thailand’s Songkran Festival livestream to the YONEX All England Open Badminton Championships influencer campaign, 12BET showed how sports and culture can be seamlessly combined into a unique and engaging experience.

“We are delighted to be part of the SBC Awards 2025, a long-standing and highly regarded event in the global gaming industry,” said Rory Anderson, 12BET Spokesperson. “Being shortlisted for Sportsbook Operator of the Year is an honor that reflects our team’s dedication. Our mission is to create experiences beyond the game, combining live viewing, interactive play, and cultural engagement to build lasting connections with players.”

12BET’s innovation is backed by a strong operational foundation, with multilingual access, localized payment solutions, and comprehensive player protection, including strict age checks and responsible gaming systems. These capabilities ensure every campaign, feature, and market activation remains engaging, secure, and sustainable.

12BET thanks its players, partners, and industry peers for their continued trust and support. The team looks forward to celebrating alongside the industry’s leading innovators at the SBC Awards 2025 ceremony in Lisbon this September, and to continuing its mission of shaping the future of sports-driven digital entertainment.