Business operations are conducted from its headquarters in Stoke-on-Trent, alongside a satellite office in Malta. It was founded by Denise Coates, who remains the majority shareholder and joint-chief executive, alongside her brother John Coates.

22Bet owner is Marikit Holdings Casinos company, situated in Limassol, Cyprus. As a matter of fact, Marikit Holdings Ltd was registered in Cyprus on January 14, 2024.