Our Story
123 abc was not born in a boardroom. It was built out of frustration — the frustration of a team of Pakistani sports fans and developers who had been using international betting platforms for years and kept running into the same problems. Currency conversion eating margins. Payment methods that did not work in Pakistan. Customer service that had no idea about PSL or Quaid-e-Azam Trophy cricket. Pages that took forever to load on Jazz or Zong.
The founding team of 123 abc decided that rather than keep accepting these compromises, they would build something better — a platform made by Pakistanis, for Pakistanis, that solved all of the problems they had experienced themselves. The first version of 123 abc launched quietly, with a small user base and a modest product range. The feedback from that early community shaped everything that came after.
Over the years, 123 abc has grown steadily in both scale and capability. The sports betting section expanded to cover more markets and more sports. The slots library grew from a handful of titles to over 500 games from certified international providers. Virtual sports, esports betting, Ludo games, and the VIP rewards programme were all added based on what Pakistani players asked for. Today, 123 abc serves hundreds of thousands of registered players across every major city in Pakistan — Karachi, Lahore, Islamabad, Faisalabad, Rawalpindi, Peshawar, Multan, and beyond.