Company file
Star Sports
UKGC
Hove, United Kingdom · 14k visits / day
Legal Star Racing Limited · Star Racing Limited (Benjamin Arthur Lindsay Keith)
CEO Flynn Emerson Goward (managing director)
Founders Ben Keith (Star Racing, 1999/2008)
Founded 2008
Parent Star Racing Limited (Benjamin Arthur Lindsay Keith)
Star Racing Limited (Companies House 06475105). PSC Benjamin Arthur Lindsay Keith — 75%+ shares and votes. UKGC 9177 / Star Sports Retail. Star House, 255 Old Shoreham Road, Hove. Also 75%+ owner of Playbook Engineering Limited, the software used by London.bet, PricedUp, BresBet, DragonBet and others. Independent of Flutter/Entain.
Star Racing from 1999; company 2008. Shops, rails and online. Built Playbook as a B2B stack. Playbook Gaming Limited (subsidiary) was fined £250,000 by the UKGC on 10 Nov 2025 and surrendered remote licences on 19 Nov 2025 — a separate UKGC account from Star Sports itself.
Licences UK Gambling Commission
Register Companies House — Star Racing Limited 06475105 · 06475105
Payments Visa, Mastercard, bank transfer
Currencies EUR, USD, GBP
Languages English
Sister brands PricedUp (Playbook software, separate UKGC 001776)
Products Sportsbook · Horse racing · Casino
Odds formats Fractional · Decimal · US / American · Implied probability
Related companies Playbook Engineering Limited (10516404) (75%+ owned software company) · Playbook Gaming Limited (10889074) (Software subsidiary — UKGC 50122 surrendered)
Public officers / staff
- Benjamin Arthur Lindsay Keith · PSC 75%+ / founder
- Flynn Emerson Goward · Director (from 1 Apr 2024)
Trust matrix — categories, not the published weight
- MetVerified owners — Named private owners on the public record.
- MetNamed officers / staff — Benjamin Arthur Lindsay Keith (PSC 75%+ / founder) · Flynn Emerson Goward (Director (from 1 Apr 2024))
- MetAddress on a register — Companies House — Star Racing Limited 06475105 · 06475105
- MissingPhone number on file — No published corporate or support telephone.
- MissingEmail address on file — No published corporate email — contact form only, or none.
- MetLongevity — Operating since 2008 (18 years).
- MetRelated businesses — Playbook Engineering Limited (10516404) (75%+ owned software company) · Playbook Gaming Limited (10889074) (Software subsidiary — UKGC 50122 surrendered)
- MetLicence stringency — 1 jurisdiction. Strongest on file: UKGC. Extra countries add weight; they do not wash out a weak home licence.
Sanctions / record
2008-01-16 Star Racing Limited — Companies House 06475105. Active private company, SIC 92000. Registered office Star House, 255 Old Shoreham Road, Hove BN3 7ED. PSC: Benjamin Arthur Lindsay Keith — 75%+ shares, votes and right to appoint/remove directors (notified 6 April 2016). Current director: Flynn Emerson Goward (1 April 2024). Sir Philip Davies was a director 4 Sep 2025–31 Dec 2025 only.
2018-02-13 Playbook Engineering Limited — UKGC supplier 49787. The actual software company. Remote Gambling Software licence active from 13 February 2018. Four host licences added 1 May 2025 (betting host real events, betting host virtual events, game host casino, game host bingo). This is B2B supply to operators who hold their own UKGC operating licences. Not the same as Playbook Fusion (Fern Valley / Steve Rogers), a different Manchester games studio.
Owns the Playbook software companies. Star Racing Limited is the 75%+ PSC of Playbook Engineering Limited (10516404, formerly Two-Up Digital Ltd). Playbook Engineering is the 75%+ PSC of Playbook Gaming Limited (10889074, formerly GW Gaming Ltd).
2025-11-10 UKGC £250,000 penalty — Playbook Gaming Limited (50122). On 10 November 2025 the Commission warned Playbook Gaming Limited and imposed a £250,000 financial penalty for AML failures (licence condition 12.1.1) and social-responsibility failures (SRCP 3.4.3 customer interaction; SRCP 3.9.1 remote customer ID) covering August 2023–August 2024. That decision is on UKGC account 50122, not on each Playbook-powered brand’s later own account.
2025-11-19 Playbook Gaming remote licences surrendered. All Playbook Gaming Limited remote operating licences (casino, bingo, real-event betting, virtual-event betting, betting intermediary) ended 19 November 2025. Brands that stayed live moved onto their own UKGC accounts.
2023-07-13 UKGC — Star Racing Limited £594,000. Star Racing Limited £594k, 13 Jul 2023. Separate from the later Playbook Gaming 2025 package.
2025-11-19 Playbook software — not this licence. This brand’s sportsbook stack is Playbook Engineering Limited (Companies House 10516404), 75%+ owned by Star Racing Limited, whose PSC is Benjamin Arthur Lindsay Keith. Playbook Gaming Limited (10889074, UKGC 50122) used to be the white-label operator. It does not hold this brand’s current licence.
2025-11-10 UKGC £250,000 penalty — Playbook Gaming Limited (50122). On 10 November 2025 the Commission warned Playbook Gaming Limited and imposed a £250,000 financial penalty for AML failures (licence condition 12.1.1) and social-responsibility failures (SRCP 3.4.3 customer interaction; SRCP 3.9.1 remote customer ID) covering August 2023–August 2024. That decision is on UKGC account 50122, not on each Playbook-powered brand’s later own account.
2025-11-19 Playbook Gaming remote licences surrendered. All Playbook Gaming Limited remote operating licences (casino, bingo, real-event betting, virtual-event betting, betting intermediary) ended 19 November 2025. Brands that stayed live moved onto their own UKGC accounts.
Official website starsports.bet