In the rapidly evolving betting field, it is crucial not only to create compelling and innovative products that meet the needs of demanding audiences but also to foster and nurture a strong, healthy workplace for the people behind it all. In the interview for the Focus Gaming News, Anastasiia Pavlusiva, CHRO at BETER, discusses the company’s principles and approaches to working with a diverse range of professionals, from sports and esports athletes to IT specialists. She also shares her insights on fostering a productive work environment and reveals BETER’s plans for talent onboarding in the near future.
What makes BETER such an attractive organisation to work in?
I truly believe what makes our company such an attractive place to work is the unique combination of passion, purpose, and innovation that drives everything we do.
At BETER, we are more than just a content provider — we’re a dynamic team of professionals shaping the future of fast-paced esports and sports betting. We have a range of disciplines, including brands like ESportsBattle and the Setka Cup table tennis tournaments. Our ecosystem is built around cutting-edge technology, real-time data, and 24/7 live streaming, but it’s our people who bring it all to life.
What sets us apart is our environment of constant growth and collaboration. Whether you’re in tech, trading, operations, or creative, your voice matters here. We encourage ownership, innovation, and cross-functional teamwork, which keeps things exciting and fast-moving.
We’re also proud of our global mindset, with teams across multiple countries, and our supportive culture, especially in times of uncertainty. At BETER, you’ll find not just a job, but a place where your impact is visible — and where we grow together every day.
Our commitment to both talent and product development is reflected in our extensive partnerships with top-tier companies, including Novibet, Superbet, bet365, BetVictor, and more — a network that continues to expand.
It seems like BETER has come a long way in a short space of time.
Absolutely. We’ve come a long way—and I’ve had the privilege of witnessing that growth up close.
BETER started its journey in 2018 with just ten passionate individuals working out of a single office. Fast forward seven years, and we’ve grown into a global powerhouse with more than 500 employees across multiple countries.
But our growth story isn’t just about numbers—it’s about ambition, adaptability, and a relentless drive to lead. In 2024 alone, we onboarded more than 100 new team members, and when you include our professional athletes across esports and sports, our extended team now surpasses 1,400 people.
And the industry has noticed, I must say. Over the past year, we’ve added five prestigious awards to our name, including Esports Innovator of the Year at the International Gaming Awards 2025—a true testament to the work we’re doing.
For us in HR, this journey isn’t just about growing our headcount — it’s about building a company culture that matches our pace of innovation and keeps our people at the centre of everything we do.
We’ve built an environment where people feel empowered, connected, and invested in the company’s vision. That sense of shared ownership shapes how we tackle challenges and celebrate our wins.
Could you describe BETER’s core values and principles in working with talent? How do they shape the work environment and employee experience at your company?
At BETER, our three core values — “Quality today – reputation forever,” “United by purpose,” and “Customer focused” — are more than words. They guide how we work, make decisions, and grow together.
The first — Quality today – Reputation Forever — reflects our deep belief that quality starts with each individual on our team. Every task, interaction, and detail matters because it all contributes to the bigger picture of who we are and how we’re perceived. We don’t take shortcuts. We don’t settle for “good enough.” We actively listen, adapt, and strive to improve — because building long-term trust and reputation means delivering exceptional work, consistently.
To achieve that, we come together as one team working towards one goal with shared wins which reflect our second value – United by purpose. We work across borders, disciplines, and roles, unified by shared goals. We have created an environment where everyone is included and valued. This allows us to tackle challenges together and ensures our team can reach its full potential.
And finally, we are Customer-focused. At BETER, we view our clients as true partners. We work to understand their challenges, priorities, and goals — and we’re there every step of the way. We deliver on our promises because we know that their success is our success.
These values shape the work environment at BETER, an environment built on trust, collaboration, shared accountability and a commitment to having a meaningful impact.
For me, it’s clear: BETER is a place where talent thrives because our values are not just aspirational — they are lived,every day.
What specific initiatives or programs does BETER have in place to support the professional growth and development of its employees?
I’m proud to say that supporting the growth and development of our people is one of our core priorities — not just in words, but through real, actionable initiatives.
We believe that professional development starts with opportunity, which is why we’ve built a culture where internal promotions are encouraged and celebrated. Many of our team leads and managers have grown within the company, taking on new challenges and stepping into new roles thanks to our transparent career pathways.
But growth doesn’t happen through work alone. We understand that a thriving team needs balance and well-being. That’s why we run BETER Team Weekend activities — from football, volleyball, kayaking and other sports. At the same time, BETER proudly supports our incredible employees when they take part in external sports initiatives.
In summary, we firmly believe that when our people grow, BETER grows too. That’s why we remain committed to nurturing talent at every level of the organisation.
Employee retention is crucial in today’s competitive job market. What steps does BETER take to ensure long-term satisfaction and engagement among its team members?
At BETER, we understand that long-term engagement is about building a culture where our people can grow, contribute meaningfully, and see the impact of their work. We hire and lead by our core values, ensuring our leadership is alignedwith the principles that drive our company. Open communication is another top priority — we truly value transparency and feedback, as this is the best way to ensure that employees feel heard and have a direct influence on the company’s future.
We also invest in continuous learning and development so our people can grow their careers with us. Whether through mentorship, upskilling initiatives, or taking on new challenges in dynamic projects, we encourage team members to keep expanding their skills.
How has BETER adapted to changes in the workforce market, and what trends do you see shaping the future of HR in the gaming and tech industries? What should we expect from BETER in this regard?
I’ve seen the workforce landscape evolve, prompting us to adopt a skills-based hiring approach. In igaming, where competencies outweigh credentials, we now prioritise candidates’ technical and soft skills over degrees of experience. We’ve also embraced AI to streamline recruitment — automating resume screening and matching — freeing us to focus on engagement and development. Our shift toward more flexible work arrangements has paid off, boosting employee satisfaction and widening our access to global talent.
Looking ahead, several trends are poised to redefine HR in our industry. I believe that AI will move beyond efficiency, shaping personalised development and team optimisation, requiring a tech-savvy, adaptable workforce. Upskilling and reskilling will become non-negotiable. The rapid pace of technological change means skills can become obsolete almost overnight.
At BETER, we plan to stay ahead of these trends by continuously evolving our people practices. You can expect us to keep investing in our employees’ growth and well-being, nurturing an inclusive global culture, and remaining agile in how we work. The igaming sector is at a pivotal moment, and we’re excited to drive change — both within our walls and beyond.
