DragonBet bookmaker UK aims to grow while keeping its independent identity

DragonBet bookmaker UK is working to stand out in a crowded market by focusing on its independence and family-run history. The company, led by brothers David and James Lovell, moved its operations onto the BV:360 platform after reaching a deal with BVGroup in October 2026.

The move brings the operator alongside BetVictor, Parimatch UK, Betano UK and talkSPORT BET on the same platform. The company believes this change will help it compete more effectively in both sportsbook and casino products.

New platform to support growth

Chief Executive David Lovell says the switch to BV:360 gives the company access to a top-level sportsbook platform. He expects this will help the operator improve its sports betting, which has been harder to grow than its casino business.

Lovell also points out that the new platform has better tools for following rules, which helps protect players and meet licence conditions without slowing down the experience.

The company plans to spend more time running its bookmaking business and building its brand. It aims to use the platform to try new ideas and find new chances for growth.

Family tradition and independence

The business was founded by the Lovell brothers after years working with their late father, John, at Lovell Racing. The company moved online in 2022 and is now ranked among the top 100 bookmakers in the UK by the Blask Index, less than five years after launching.

A key part of the deal with BVGroup was keeping its independence and brand identity. The Lovells see themselves as second-generation bookmakers, with their family active in the industry since 1968. They aim to continue the tradition of independent, family-owned bookmakers in the UK.

Lovell says the partnership lets the company use the technology of a bigger group while keeping what makes it unique. The operator has made progress in Wales but still sees itself as a young online brand with more work to do.

Tax rises and market challenges

The UK betting market has seen fewer new entrants recently. Lovell points to tax increases as a reason for this slowdown. Remote Gaming Duty rose from 21% to 40%, and General Betting Duty increased from 15% to 25%. These changes affect both sportsbook and casino operators.

A rise in Machine Games Duty was also announced in the Autumn Budget in late October 2026, adding pressure for companies with retail betting shops. Lovell says these changes make the UK market less attractive than before.

Advantages for independent bookmakers

Despite the tougher conditions, Lovell believes the company can succeed. He says that consolidation is likely in the market, but thinks independence gives the operator some advantages. The business can make decisions quickly and adapt to changes faster than larger rivals.

Lovell wants players to see the operator as a distinctive, independent bookmaker with a real history. The goal is to build a profitable and lasting business that can compete with bigger companies and continue the family bookmaking tradition for another generation.