Dafabet (Dafa888) is a privately owned online gambling company based in Makati, Philippines. It is the flagship brand and subsidiary of AsianBGE,[1] and is licensed and regulated by Cagayan Economic Zone Authority (CEZA) and First Cagayan Leisure and Resorts Corporation (FCLRC). Dafabet operates a website that provides a secure service for customers to wager online.

Dafabet was founded on November 7, 2004, in Makati, Philippines under the subsidiary of the privately-owned company AsianBGE licensed by Cagayan Economic Zone Authority (CEZA) and regulated by First Cagayan Leisure and Resorts (FCLRC). The company operated first in Asian countries then later advertised its UK presence by sponsoring football clubs such as Norwich City, Aston Villa, Blackburn Rovers, Sunderland FC, Burnley FC, Everton FC, and Celtic FC. The company owns a remote UK license under AsianBGE (Isle of Man) Limited, managed and regulated by The Gambling Commission in Great Britain.

Dafabet features In-Play gaming to all the players where they can access a wide range of live markets from over 5000 sports events majorly FIFA World Cup, Premier League, Barclays Premier League, National Basketball Association, US Open, Ultimate Fighting Championship, etc. The e-gaming company has acquired a partnership with ONEworks, the market-leading sportsbook provider to ensure receiving and processing large amounts of incoming customer data will be achieved over time. Apart from that, the company provides comprehensive live streaming and broadcasting of sporting events on the internet for the players to ensure the right outcomes. On the other hand, the Dafabet gaming platform is provided by Playtech, a leading software provider for Dafabet’s casino online games, poker, slots, and arcade games. Supernowa is now featured on Dafabet Live dealer.

Dafabet started with traditional and digital marketing but soon they offered an online affiliate program where website owners and marketing personas can personally introduce the brand to their audience while having the ability to earn commissions as soon as they refer players to Dafabet’s betting platform. The program allows affiliates to earn a percentage of commissions for online casinos, online poker, and sports betting.

eGaming Review Magazine releases an annual list of the top 50 e-gaming operators in the world and after recognizing its growth and fulfilling a set potential, Dafabet made the top half of the list at number 21 in 2013, the first time since it launched in 2004. In 2014, eGaming Review Magazine again announced their rankings of the top 50 e-gaming operators in the world, and this time around, Dafabet landed at number 19. In 2015, Dafabet managed to maintain its brand presence in Europe although it went down in the e-gaming top 50 and ended at 23rd.

In 2011, footballer and TV pundit Alan Shearer signed as Asian Sports Ambassador for Dafabet which introduced Shearer to the Asian sports community.

Followed by the successful ambassadorship in football sports, the e-gaming company decided to acquire the snooker superstar Jimmy White in 2015. Jimmy or the often known as the “Whirlwind” agreed to share his in-depth knowledge, insight, and analysis to snooker fans and bettors who wish to have a forecast of the upcoming matches. Due to the successful delivery, Dafabet continued its partnership with White in 2016. Apart from that, the company also acquired the former footballer Steve McManaman, who played for the English national football team, Liverpool, Real Madrid, and Manchester City. “Macca” agreed to bring his football knowledge, insights, and expert analysis throughout the season of the English Premier League.

New to the Premier League for the 2012–13 season, Everton and West Bromwich Albion partnered with Dafabet to bring the brand to the Barclays Premier League at Goodison Park for further presence to the worldwide football audience.

Dafabet was the principal sponsor of Players Tour Championship 2012/2013 – Finals, a professional ranking snooker tournament which took place between 12–17 March 2013) at the Bailey Allen Hall in Galway, Ireland. The company continued its involvement in snooker by sponsoring the 2014 Masters tournament.

Dafabet also closed the deal and became the main club sponsor of Aston Villa F.C. for the 2013–14 and the 2014–15 season which agreed to put their logo on the front of the shirt as well as having the Dafabet brand on the surrounding advertising panels at Villa Park.

The e-gaming company also sponsored 2014 Masters (snooker) in Alexandra Palace, London England on 12–19 January 2014. They also sponsored the snooker champion of champions 2014 held at the Ricoh Arena in Coventry.

In addition, they became the 2014 World Snooker Championship (aka Blue Riband tournament) at the Crucible Theatre in Sheffield, England on April 19 – May 5, 2014.

Dafabet confirmed other sponsorships like Blackburn Rovers, Burnley, and Sunderland for three years beginning with the 2015–16 season, and will have their logo on the home and away shirt.

On 1 October 2015, Dafabet entered a partnership with the eSports team Fnatic, which will see them become the head sponsor with their logo placed on the middle of players’ shirts. As part of the agreement, Fnatic’s players will provide content for Dafabet’s eSports editorial portal which aims to educate sports fans about eSports.

Dafabet became the official sponsor of the Welsh Premier League for the 2015-16 season. The company would have ‘Dafabet’ on the league logo and have 4 signboards on the pitch advertising boards in every stadium in the league. The sponsorship will end at the end of the 2016-17 season.

On 3 February 2016, Dafabet hosted the 15th Annual Fire & Ice event themed “One Night in Wonderland” based on Lewis Carroll’s Alice in Wonderland. As one of the major sponsors, the e-gaming company put up a private garden and a hidden bar to entertain clients and potential business partners.

On 2 May 2016, Dafabet agreed on a four-year sponsorship with Celtic, the Dafabet name is on the front of the club’s shirts. [30] [31] The deal was then extended for five more years.

On 15 June 2016, Dafabet entered a partnership with newly-promoted Burnley FC who will ply their trade in the Premier League for a third season after winning the Sky Bet Championship in 2015-16. The partnership is a two-year deal that will begin during the 2016-17 season and will appear on all adult home and away replica kits.

On 5 July 2016, Dafabet extended its partnership with Sunderland FC. Although the terms have not been fully revealed, Dafabet agreed to become Sunderland’s principal shirt sponsor until the end of the 2018-2019 season. The current extension is the longest-serving principal partnership in the history of the Premier League. However, the partnership ended at the end of the 2017-18 season.

On 11 July 2018, Dafabet entered a partnership with Fulham F.C as its shirt sponsor for two years.

On 1 July 2019, newly promoted Norwich City F.C. announced a partnership with Dafabet after being promoted to the Premier League for the first time in 3 years. The deal will see Dafabet feature on all three Norwich City kits, as well as incorporating strong branding on the City Stand and across Carrow Road, for the next three seasons.

On 10 August 2020, Cádiz CF announced a two-year deal with Dafabet after being promoted to the La Liga for the first time in 14 years. The deal also marks Dafabet’s first foray into the Spanish gambling market and will see their logo on its jerseys, training kits, and travel wear.