Betby CEO Q&A: The future of sports betting

As I look at where we are today, it’s still surreal to think about how far we’ve come since Betby first came to life in late 2018. While we’re still a relatively young company, our journey over the past few years has been nothing short of remarkable. The technological and operational successes we’re experiencing now are a direct testament to the hard work, dedication and vision that has driven us forward since day one. 

Reflecting on Betby’s performance fills me with both pride and humility

It’s been a journey marked by strategic milestones, operational achievements and consistent financial growth that has outpaced even our most ambitious targets. We’ve navigated challenges, seized opportunities and continuously pushed the boundaries of innovation. And knowing what we have in the pipeline – whether it’s in terms of product development, operational efficiencies or commercial expansion – I’m more optimistic than ever that this upward momentum will continue for the long haul. I’m confident that we’ll keep exceeding the high expectations we set for ourselves as a business committed to pushing the limits of what’s possible. 

When I co-founded Betby in 2018, our ambition was simple yet bold: to revolutionise the sports betting landscape through product excellence and technological innovation. Today, as I reflect on what we’ve built, I’m proud to say Betby is stronger than ever. Our product portfolio is more robust, our technology more advanced and our partnerships more impactful. We’ve remained true to our core vision – to deliver unparalleled sports betting experiences – and it’s this unwavering focus that has fueled our success. 

What does a sportsbook supplier need to do to challenge industry heavyweights in today’s market? 

In today’s competitive sports betting landscape, every sportsbook supplier must go beyond offering a standard product. Success hinges on the ability to provide differentiation capabilities, and tailored solutions that equip operators with the flexibility and agility to thrive in any market environment. At Betby, we’ve long understood that product is king in the battle for sports betting supremacy. Our premium sportsbook offering has been designed to stand out, competing only with the very best in the industry. This commitment to product excellence is one of the key reasons why we’ve attracted some of the most prestigious operators to partner with us. By consistently delivering a top-tier product, we’ve become a trusted name for those seeking to outperform the competition. 

However, the demands on sportsbook suppliers are evolving. Operators today aren’t just looking for a product – they need the tools to innovate and differentiate themselves in increasingly crowded markets.  This means sportsbook suppliers must offer solutions that not only scale with the operator’s growth, but also provide the security and reliability necessary for long-term success. 

To meet these evolving needs, modern sportsbook solutions must be flexible enough to cater to a diverse range of operator requirements. This flexibility must be offered on a sliding scale of optionality, enabling each operator to choose the right level of service that fits their specific business model and strategic goals. 

The demand for modular solutions underscores a significant shift in the industry. More operators are seeking to innovate through specific, highly customisable tools rather than relying on a single, monolithic platform. And we must take heed to this requirement as well. For instance, our proprietary esports content – delivered through the Betby Games esports feed – enriches operators’ portfolios, capturing a growing segment of the market. And this is a path we are considering as well for our AI-based sportsbook tools, which empower operators to leverage advanced analytics and machine learning to refine their betting offerings. Thus, enabling operators to build out their sportsbook in a way that aligns with their brand, audience and operational strategy.   

There are many different ways you could answer this, so I’ll keep this question very open-ended: Is sports betting changing? 

Today’s sports bettor demands a personalised, dynamic betting experience, as seen in the surge of popularity around bet builders, where users can curate their own bets across multiple games, leagues and sports. This shift reflects the growing desire for greater control and customisation in betting experiences. On the business side, sports betting operators are seizing this trend to drive revenue growth by transitioning customers from traditional, offline methods to streamlined digital platforms. This shift not only offers a more engaging and intuitive product but also provides operators with the opportunity to grow their revenues without increasing customer spend. Digital platforms also enable operators to gather invaluable user behaviour data, which can be leveraged to further enhance personalisation and boost customer loyalty.

By understanding the preferences and habits of bettors, operators can deliver tailored experiences that keep users engaged, while simultaneously optimising their marketing and retention strategies. The industry is also undergoing a significant transformation in its use of artificial intelligence (AI). Once considered a luxury, AI technologies are now integral to areas such as risk management, player acquisition and retention. AI-driven personalisation models allow sportsbooks to deliver targeted messaging, creating a more seamless and enhanced betting experience for users. 

Advanced AI models, including Machine Learning and Deep Learning, are being used to analyse vast volumes of data, turning it into actionable business intelligence. These technologies help operators make smarter decisions in real-time, from setting odds to identifying patterns in player behavior. As the industry becomes more data-driven, AI-powered sportsbooks are no longer an exception – they are becoming the norm for companies that want to stay competitive and deliver cutting-edge experiences. At Betby, we are proud to be at the forefront of this sportsbook revolution.

By combining AI-driven solutions with a focus on personalisation, we’re setting new standards in the industry and driving the future of sports betting  

Away from the technical side, what Betby-related updates can you tell us about? 

At the end of the day, everything we do is about technology and the product we develop for our partners. Our success hinges on building innovative solutions that push the envelope in the tech space, and it’s easy to get wrapped up in celebrating product milestones. However, there’s a vital piece of the puzzle that’s often overlooked when organisations focus solely on product success – the people behind the scenes who bring that success to life. 

Since our early days, even as a start-up, we’ve been intentional about being a people-oriented company. It’s been my prerogative from the very beginning to ensure that Betby provides not just a competitive working environment, but an outstanding one that fuels innovation, creativity and wellbeing. Why? Because products don’t create themselves –people do. And if you’re not fostering a strong, engaged and motivated team, no amount of cutting-edge technology or market opportunity will lead to sustained success. 

While perks are essential in creating a baseline of employee satisfaction, they’re just the beginning. Our aim is to go beyond perks and focus on creating a purpose-driven culture where people feel valued, inspired and empowered to do their best work. I believe a strong company culture isn’t about providing flashy benefits; it’s about building an environment that fosters collaboration, innovation and personal growth. As we continue to grow, my vision is to ensure Betby becomes not just a good place to work but one of the best workplaces in our industry. This means taking tangible steps toward enhancing every aspect of our employees’ experience – from how we communicate and collaborate, to how we recognise achievements and promote personal and professional development.  

You have announced a big brand ambassador deal with Magnus Carlsen; tell us about that partnership, why you went through with this one in particular and what Magnus will do for you guys? 

We’re thrilled to have announced our partnership with Magnus Carlsen, one of the most iconic figures in the world of chess and a true embodiment of strategic brilliance. Partnering with Magnus is not just about aligning with a renowned sports personality, but about connecting with someone who shares Betby’s core values of intelligence, strategy, and innovation. 

When we began exploring brand ambassador partnerships, we weren’t just looking for a big name – we wanted someone whose personal brand aligns with our vision and ethos. Magnus, a chess Grandmaster, five-time world champion, Highest FIDE-rated chess player and G.O.A.T awarded, exemplifies strategic thinking at the highest level. Chess, similar to the B2B sports betting industry, has a high element of foresight and decision-making. Magnus’ reputation for calm, analytical thinking under pressure mirrors the qualities we value at Betby, both in our products and in our company culture. 

Chess, like our industry, requires a deep understanding of patterns, probabilities and long-term strategy. Magnus’ approach to the game – meticulous, calculated and forward-thinking – reflects the same qualities we bring to the development of our technology and our relationships with partners. He is more than just a sportsman; he is a thinker and that intellectual focus perfectly matches our philosophy of continuous innovation and excellence. This partnership with Magnus goes far beyond a traditional endorsement. We view him as an ambassador who will play an active role in representing our brand to the world.   

Is the chess element of the partnership something you’ll look to incorporate in your marketing, positioning Betby as the ‘smarter’ type sportsbook? 

Absolutely, the chess element of our partnership with Magnus Carlsen will play a pivotal role in our marketing and brand positioning. Chess is universally recognised as a game of intelligence, foresight and strategy – qualities that are at the core of what we aim to deliver through Betby’s sportsbook platform. Aligning ourselves with chess, and specifically with a Grandmaster like Magnus, enables us to reinforce our identity as a smarter sportsbook – one that is driven by data, strategic thinking and innovative solutions.  

Finally, what other goals and future plans can you tell us about? 

In 2024, Betby made significant strides in its strategic growth, setting the stage for future success through key partnerships, contract renewals and innovative product enhancements. As the sports betting landscape continues to evolve at a rapid pace, these advancements have positioned Betby to thrive in the coming years.

Our commitment to delivering an exceptional betting experience through cutting-edge sportsbook technology remains at the heart of everything we do

But what we’ve achieved so far is just the beginning. The groundwork laid in 2024 has not only solidified our presence in the market but also opened up exciting new avenues for innovation and growth. The Betby story is far from complete – it’s only just getting started.