GMB – What does BETER do, and what are the key products that differentiate BETER from other competitors in the market?
Chuck Robinson – BETER is a European-based, award-winning provider of fast-betting content, data, and odds for eSports and sports. In our eSports portfolio, we feature our flagship ESportsBattle tournaments, which deliver non-stop betting action across popular disciplines such as eFootball, eBasketball, eHockey, eCricket, and eTennis. The last two are currently in a testing phase and will be available to all our partners soon.
In total, bettors can wager on more than 33,000 eSports events each month, with up to 50 markets available per event, while operators benefit from a sustainable margin of over 7.5%. We are fully committed to enhancing our offerings, aiming to deliver over 500,000 eSports events this year alone.
Additionally, we provide a powerful Esports Odds Feed, offering market-leading odds across more than 450 global tournaments and over 40,000 pre-match and live events annually. We constantly bolster the quality and reliability of our Odds Feed through partnerships with official data suppliers such as GRID and others.
Our sports offering is equally strong, featuring our Setka Cup table tennis tournaments, BSKT Cup basketball league, and coverage of cricket tournaments worldwide. This gives players access to approximately 170,000 matches annually, with up to 25 markets available per event.
All our content includes live streaming, real-time data, and hyper accurate odds set by our dedicated trading team.
Our Integrity team also partners and collaborates closely with law enforcement agencies and sports associations/federations in the countries where we operate.
In Spring 2025, we began collaborating with the International Betting Integrity Association (IBIA) to further strengthen our governance through joint efforts in detecting and addressing suspicious betting activity, as well as the ongoing exchange of expertise and best practices in integrity monitoring.
Shortly after, we joined the Esports Integrity Commission (ESIC) as a Tier 1 Anti-Corruption Supporter. As a member, we assist ESIC in identifying and investigating suspicious betting behavior, while also supporting the Commission’s broader mission of combating match-fixing and betting fraud in the eSports industry.
In early June, we received ESIC Gold Standard accreditation—the highest level of recognition awarded for eSports betting products. This prestigious accreditation followed a comprehensive and rigorous audit of our flagship ESportsBattle tournaments.
Demand for our content is incredibly high, as more operators seek to tap into the growing benefits of fast-betting content. These include engaging the next generation of bettors, unlocking new revenue streams with round-the-clock action, and driving greater value from each player.
__________________________
As Chief Revenue Officer, what are your strategic priorities to drive revenue growth in Latin America, particularly in Brazil?
We have been making significant moves in Latin America, where we see huge potential for fast-betting content in markets such as Brazil, Argentina, and Peru. Across LatAm, jurisdictions are embracing regulation and licensing, which will supercharge market growth over the coming months and years. We see Brazil as a key catalyst for this, especially once the initial market volatility settles.
This is why Latin America has been a priority for us. We are already live with major operators across the region, including Betano, bet365, Superbet, and others.
My current focus is on expanding the availability of our content across all key LatAm markets and partnering with more top-tier betting brands in the region. Of course, we work closely with each partner to localize our content, ensure product health, and maximize performance.
Another crucial step is developing a strong local team. We are currently working on expanding our presence in Brazil, where the team will also be responsible for BETER’s development in the Latin American market and for supporting our partners from a localized perspective.
__________________________
How is BETER structuring its commercial approach to seize opportunities in light of Brazil’s regulatory developments?
We are fully committed to securing all necessary regulatory approvals from relevant authorities and bodies in any new market, where we see significant strategic value. This commitment has enabled us to obtain registrations and certifications in markets such as Peru and Argentina, where we hold a registration from the Lotería de la Ciudad de Buenos Aires.
To secure them, we work closely with regulators in each market and actively seek insights and feedback from our operator partners. For us, these approvals form the foundation of our expansion strategy in Latin America. Not only do we see them as the key to unlocking regulated markets, but they also demonstrate to operators that we meet the highest standards of integrity and responsible gambling.
__________________________
In your view, which products or verticals have the greatest monetization potential in the Latin American market?
eSports is now a pivotal part of Brazil’s sports betting landscape, reflecting the strong enthusiasm for competitive gaming in the country. There is a thriving eSports community, with the number of athletes and fans on the rise – by 2029, Brazil is expected to be home to more than 35 million eSports users, according to Statista.
This growth is fueling demand for eSports betting experiences, with various studies estimating the market will generate over USD 119 million in revenue by 2029. That’s why we believe our fast-betting content, available 24/7 — such as our ESportsBattle series — is a strong fit for the Latin American market and a key reason it is now in high demand among operators targeting the region, especially Brazil.
Beyond eSports, we also see strong demand from local bettors for other fast-paced betting disciplines — most notably, padel. We are currently investing heavily in developing our own dedicated padel tournaments and will soon make an official announcement.
Padel is extremely popular in Latin America, particularly in countries like Argentina, Mexico, Chile, Uruguay, and Brazil. Argentina is considered one of the birthplaces of the sport’s global popularity and has long been a dominant force in international competitions. According to the International Padel Federation (FIP), padel is played in over 130 countries, with 30 million players globally, and 23% of them based in Latin America.
The sport’s popularity can be attributed to its ease of learning and the fact that it is less physically demanding than tennis. Additionally, it aligns well with the region’s cultural affinity for outdoor and recreational activities.
__________________________
What metrics or KPIs do you consider most relevant for measuring BETER’s success in LatAm under your leadership?
We look at two sets of metrics. The first is the number of strategic brands we partner with – the more operators we provide our content to, the more successful we can consider ourslves to be.
The second category consists of more traditional KPIs such as growth of client turnover, bet volume growth, growth in the number of active bettors, average retention rates across operator platforms.
In Brazil, for example, we saw turnover from some operator partners using our Esports Odds Feed grow by 185% between June and September 2024. Between August and October, the number of active bettors across operator platforms was ten times higher than in January.
These numbers can be attributed to a combination of factors — from seasonality to the strong momentum of the LatAm market. But we must also highlight the technical side: the quality of the solutions providers offer to their partners plays a critical role.
In our case, BETER’s solution delivers up to 40 markets per event, with exceptional uptime and global coverage — capturing over 95% of available contests across CS2, Dota 2, Valorant, and League of Legends.
Another key marker of success is when existing clients immediately integrate our new products as soon as they go live — a strong testament to the quality, trust, and reliability of our content.
__________________________
Strategic partnerships are essential for revenue expansion. Under your leadership, what are the key criteria BETER uses to select local partners in Latin America?
At BETER, we are committed to working exclusively with official operators and aggregators that have obtained all necessary certifications and registrations to operate in their respective markets. This approach safeguards the credibility of our company and the integrity of the products and solutions we provide. It also ensures that we are building long-term success in a way that is both ethical and sustainable.
We also encourage our partners to actively develop and launch more fast-paced betting experiences for their bettors, so that together we can help grow their offerings. This enables them to authentically engage the lucrative but often hard-to-reach Millennial and Gen Z audiences.
Before entering any partnership, we carefully assess the potential partner’s interest in fast-betting and their willingness to invest in and develop it.
__________________________
Are there any ongoing agreements with Brazilian operators or platforms that you can share with us?
We are currently in talks with several top-tier sportsbooks and providers across Latin America, with our business development and legal teams working closely alongside theirs and with regulators. We aim to make a few official partnership announcements in the coming months—not only in Brazil and Latin America as a whole, but also with operators in North America.
__________________________
Brazilian audiences are highly engaged with content. Does BETER take this into account in its revenue strategy through more interactive or gamified products?
The 24/7/365 nature of our content aligns perfectly with the wider market demand for non-stop betting action. We are continually looking to increase the number of disciplines we cover, as well as the number of events we run and betting markets we offer, all while maintaining a sustainable margin for our operator partners.
We also bring a high degree of personalization to our offerings, especially with our dedicated eFootball tournaments. These contests are designed specifically for sportsbooks, with athletes participating in fully branded tournaments developed in accordance with the operator’s brand guidelines. This product was actually created based on client feedback, and this more customized approach has significantly helped operators boost user acquisition, engagement, retention, and ultimately revenue.
Of course, we always stay up to date with trends. This has led us to develop AI-driven Virtual eComps football matches, which create more unpredictable content and bring a lot of excitement for bettors.
__________________________
How has your previous experience leading growth strategies in other regions contributed to BETER’s revenue expansion in Brazil and Latin America?
At its core, most global markets require similar growth strategies. For us, it’s about securing the necessary approvals to enter the market, if required, and then forming strong partnerships with official operators and aggregators. That said, each region has its own unique specifics.
In Brazil, the historic passion for football is undoubtedly a key factor, clearly reflected in the strong popularity of our eFootball content. This content effectively fills gaps in sportsbook offerings during the off-season, as well as in morning and late evening time slots when live football matches are typically not played.
Localization is always a key consideration, ensuring our product is flexible enough for operators to tailor it to their specific needs and better engage their players. This, combined with our strong reputation for fairness and integrity, allows us to enter new markets smoothly, secure all necessary approvals, and quickly launch our content with some of the biggest names in the region. This approach has been our blueprint for success across markets worldwide—from Eurasia to North America and, of course, Latin America.
__________________________
What do you believe is essential to turn brand presence into consistent revenue generation in the region?
Building brand recognition is just one piece of the puzzle—you then need to deliver the products and experiences that consumers are actively seeking. For operators, this means getting their branding and communication strategies right, and then providing players with the fast-paced, high-integrity betting action they crave.
As a supplier, our role goes beyond developing these products and experiences. We must also ensure that operators can seamlessly integrate them into their platforms. That’s why we have a dedicated team focused on driving new business in Latin America.
Of course, signing a deal is only the beginning. That’s why we continuously evolve our suite of products—launching new disciplines and rolling out tools, features, and functionalities to stay at the forefront of fast-betting content in both eSports and sports. This commitment is what has built our reputation, and it’s now enabling us to convert brand recognition into consistent revenue, as more operators look to partner with us.
We consistently work with our local partners to understand bettor proclivities, properly position our content, and provide best practices to ensure our partners unlock the full potential value of our products.
To sum it up, Latin America is a rapidly evolving market full of opportunities. However, success will come only to those who are prepared to play by the rules by meeting regulatory requirements, delivering 24/7 content, and continuously adapting to the needs of an ever-growing and demanding young audience.
The article was originally published at GMB.
