Novig Secures $6.4M Funding for Sports Betting Platform

novig logo
Novig has raised $6.4 million in seed funding. Their innovative approach to sports betting promises to redefine the $300 billion US market.

Novig, a pioneer in high-frequency sports betting, just wrapped up an impressive $6.4 million seed funding round. This groundbreaking exchange platform has successfully piqued the interest of leading investors. Notably, Lux Capital spearheaded the fundraising, with significant contributions from big names such as Y Combinator, Paul Graham, NFL legend Joe Montana, and a raft of others.

Transforming the Betting Landscape

The current American sports betting industry sees about $300 billion staked annually, predominantly against retail sportsbooks notorious for their high 7-10% margins and less-than-ideal user experiences. Novig aims to redefine this norm. Instead of the traditional model where punters bet against sportsbooks, Novig introduces a model that lets users bet against each other or the market. The result? A more efficient, equitable, and profitable betting environment.

Central to Novig’s proposition is the introduction of financial exchange technology, combined with a strong emphasis on quantitative research and high-frequency trading. The industry, which has been stagnant in terms of technological advancements, is now witnessing what could be its most significant innovation in years. “Novig is an absolute game changer. The future of sports betting is here,” remarked Joe Montana, the renowned Hall of Fame NFL quarterback and one of Novig’s investors.

And how does Novig plan on monetizing this venture? Instead of levying charges on retail users, the platform will draw revenue from institutional traders, data monetization, and internal market making.

At the heart of Novig are its founders, Jacob Fortinsky and Kelechi Ukah, both recent Harvard alumni with backgrounds in high-stakes trading, machine learning, and politics. Their vision? Transform an industry rife with inefficiencies and exploitations using a peer-to-peer model. Fortinsky opines, “We aim to shift the sports betting paradigm from exploitation to innovation, emphasizing integrity, transparency, and empowerment. We’re about giving power back to the bettors.”

In preparation for its October launch in Colorado, Novig has already penned a 10-year partnership with Full House Resorts, particularly its Bronco Billy’s Casino property. This move comes on the heels of a successful beta test where 200 users participated in a pre-launch trading event, placing 15,500 orders across 1,290 markets. One of Novig’s standout features? A matching engine that’s astonishingly 100 times faster than industry leaders, ensuring almost instantaneous live bet confirmations.

Implications for the iGaming Industry:

  • Disruption of Traditional Models: Novig’s peer-to-peer approach could herald the end of traditional sportsbook-dominated betting.
  • Technological Leap: By integrating financial exchange tech and emphasizing high-frequency trading, Novig could set a new industry benchmark.
  • Empowerment and Efficiency: As platforms like Novig champion user empowerment and efficiency, other players may be pressured to follow suit. A more user-centric online gambling world could be among the main iGaming Trends for 2023 and in the future.
Share the Post:
Elly Smith

Elly Smith

Elly Smith is a journalist working full time for She is passionate about covering trends and new tech the iGaming industry.