B90 Holdings AI Strategy Boosts 2026 Revenue Beyond Forecasts

The landscape of online gambling is undergoing a technological revolution, particularly behind the scenes in marketing and customer acquisition. B90 Holdings, a specialist in performance marketing and MarTech, is currently demonstrating how artificial intelligence is reshaping the industry. In a recent trading update for the six months ending June 30, 2026, the company reported a highly successful period. Revenues have exceeded management's expectations, marking a significant milestone in the volatile world of digital marketing.

What makes this development particularly compelling is the focus on a scalable, AI-enabled platform. While many companies are still exploring the theoretical potential of machine learning, B90 has already deeply embedded these tools into its operational workflows. The objective is clear: marketing campaigns are not just supposed to be more efficient; decisions are to be made based on real-time data. This approach provides a stable foundation in a market environment characterized by intense competition and rising costs on major advertising platforms like Google.

Numbers and facts

Concrete figures for the first half of 2026 present a strategic trade-off. On one hand, the board expects revenue to be ahead of management expectations, driven by strong performance in the core iGaming business and the optimization of the proprietary AI-driven marketing platform. On the other hand, EBITDA (earnings before interest, taxes, depreciation, and amortization) is expected to remain comparable to the previous year.

This is a result of heavy reinvestment. The company is funneling significant funds into campaign automation and customer acquisition. In essence, short-term profit maximization is being sacrificed for long-term growth. CEO Ronny Breivik emphasizes that this path strengthens competitive advantages. In his statement, the leadership's satisfaction with the current direction is evident:

"The business has performed strongly in the first half of the year, with revenue continuing to grow. Our focus remains on building long-term value, investing in our AI platform, marketing, and technology to lay the groundwork for future growth." - Ronny Breivik, CEO of B90 Holdings plc

Beyond core activities, the group is progressing with pilot programs in adjacent industry sectors. Although these are in the early stages and are not expected to contribute materially to 2026 revenues, they demonstrate the ambition to scale the technology beyond the gambling sector.

Background

B90 Holdings' success is not accidental. As early as the 2025 financial year, it became clear that automation was the key to success. At that time, revenues also exceeded market forecasts despite intensifying competition on channels like Google. The company primarily utilizes a pay-per-click (PPC) model to acquire high-quality customers for its B2B partners.

An interesting outlook remains for the rest of 2026. Major global sporting events, including the 2026 FIFA World Cup, are traditionally viewed as major revenue drivers for the entire industry. By integrating advanced AI tools, B90 can react faster to trends and place advertising budgets where the highest conversion rates are expected. Cash discipline remains a central focus, with investments largely funded by operational cash generation, highlighting the group's financial stability.

Why it matters for German players

For players in Germany, the developments at companies like B90 Holdings are felt indirectly. As a marketing service provider, their technology often dictates which casino offers users encounter online. However, caution is advised: the German Interstate Treaty on Gambling 2021 (GlüStV 2021) sets very strict limits on advertising and player protection.

Anyone playing online in Germany should exclusively use platforms listed on the official whitelist of the Gemeinsame Glücksspielbehörde der Länder (GGL). These operators guarantee compliance with the 1,000 Euro monthly deposit limit across all providers, monitored via the LUGAS system. Furthermore, a maximum stake of 1 Euro per spin applies to virtual slot machines. Marketing platforms must adjust their algorithms to ensure they do not direct German players to illegal offers without a GGL license. AI could theoretically help in technically implementing Germany's strict advertising hours and target group restrictions to avoid legal violations.

What it means for GGL-licensed casinos

For operators with a GGL license, B90's technology presents both opportunities and risks. On one hand, highly efficient AI marketing allows legal operators to better compete against the black market. Since the costs for legal advertising in Germany are often higher due to strict requirements, any gain in efficiency is invaluable.

Other providers, using licenses from Malta (MGA) or Curacao, often have fewer inhibitions regarding aggressive customer acquisition. German GGL casinos must therefore rely on partners who precisely understand German law. If AI systems learn to operate only within the GGL legal framework, it protects operators from heavy fines or the revocation of their permits. In the German market, automation must never come at the expense of player protection.