About M & B Marketing
M & B Marketing is a global media publishing company specialising in the iGaming industry. Founded in 2018 and based in Paris, France, the company operates a portfolio of digital properties focused on sports betting content, bookmaker reviews, and search engine optimisation services.
Formation
M & B Marketing was founded on 23 January 2018 by Mike Lovatt and registered as a French EURL (Entreprise Unipersonnelle à Responsabilité Limitée). The company was established with headquarters at 34 avenue des Champs Élysées in Paris's 8th arrondissement, positioning itself within one of the world's most prestigious business districts.
The company was registered with SIRET number 837 729 300 and operates under RCS Bobigny. From inception, M & B Marketing focused on creating high-quality content for the iGaming sector, combining editorial expertise with technical SEO capabilities to serve both B2B clients and direct-to-consumer audiences.
2020: Launch of GardenPatch.co.uk
In 2020, M & B Marketing expanded its publishing operations with the launch of GardenPatch.co.uk, a content platform focused on gardening and outdoor lifestyle topics. This diversification demonstrated the company's capability to apply its content creation and SEO methodologies beyond the iGaming vertical, establishing expertise in organic search acquisition across multiple consumer categories.
2022 Acquisition of OnTheBallBets
On 22 February 2022, M & B Marketing announced the acquisition of OnTheBallBets for an undisclosed fee. OnTheBallBets was a UK-based sports betting comparison platform specialising in bookmaker reviews, free bet offers, and betting guides for British punters.
Following the acquisition, M & B Marketing undertook a comprehensive site redesign and content expansion programme. The bookmaker coverage was significantly expanded from 6 to over 40 reviewed operators, and the site's editorial framework was rebuilt to meet enhanced regulatory compliance standards required by the UK Gambling Commission.
The OnTheBallBets acquisition represented a strategic move to establish a stronger presence in the highly regulated UK sports betting market, one of the world's largest and most sophisticated iGaming jurisdictions. The platform focuses on UKGC-licensed operators and maintains strict editorial independence in its reviews and recommendations.
2026 Launch of OTBB France
In March 2026, M & B Marketing launched OTBB France, an independent consumer comparison platform designed for French users. The platform was built to provide methodology-led comparisons for operators in the French market, with content published in French at otbb.fr.
OTBB France evaluates operators using five proprietary scoring frameworks: Indice de Confiance, Score Valeur d'Offre, Note de Marge, Complétude Fonctionnalités, and Flexibilité Paiement. This launch expanded the company's consumer comparison footprint from the UK into France while preserving the same emphasis on transparent methodology and editorial standards.
Ongoing Operations and Future Plans
M & B Marketing continues to operate as a specialised iGaming publisher across both the UK and French betting markets through OnTheBallBets and OTBB France. The company's ongoing strategy centres on several key areas:
Consumer Betting Comparison Publishing: OnTheBallBets serves UK users and OTBB France serves French users, with both platforms focused on transparent comparisons, practical betting education content, and responsible gambling messaging aligned with local regulatory expectations.
Semantic SEO and Web Entity Development: M & B Marketing is committed to publishing high-quality information resources focused on semantic SEO principles and the development of authoritative web entities. The company's approach emphasises structured data implementation, topical authority building, and entity-based optimisation techniques that align with modern search engine algorithms.
Client SEO Services: Beyond its owned-and-operated properties, M & B Marketing provides specialised SEO consultancy services to iGaming operators, affiliate networks, and related businesses. These services leverage the company's practical experience in achieving organic visibility within heavily competitive and regulated markets.
The company's future roadmap includes continued investment in its existing digital properties, expansion of authoritative content coverage across iGaming topics, and further development of technical SEO capabilities particularly in the areas of entity optimisation and semantic search.
Company Overview
| Property | Value |
|---|---|
| Legal Name | EURL M & B Marketing |
| Formation Date | 23 January 2018 |
| Founder & Owner | Mike Lovatt |
| M & B Marketing LinkedIn | |
| Crunchbase | M & B Marketing on Crunchbase |
| Wikidata | M & B Marketing Wikidata Entity |
| Headquarters | 34 avenue des Champs Élysées, 75008 Paris, France |
| SIRET | 837 729 300 |
| Registration | RCS Bobigny |
| Industry | Media Publishing, iGaming, SEO Services |
| 2020 Launch | GardenPatch.co.uk |
| 2022 Acquisition | OnTheBallBets (February 2022) |
| 2026 Launch | OTBB France (March 2026) |
| Primary Markets | United Kingdom and France |
| Specialisation | Sports Betting Comparison, Semantic SEO, iGaming Content |