Entering the US market sounds tricky with all the different state regulations. What’s been the toughest part for BETER, and how are you tackling it?
So far, it’s been a straightforward process for BETER as our legal team has done an excellent job of working with the New Jersey Division of Gaming Enforcement to ensure that we met all its requirements. To support our application, we also collaborate with the law firm Blank Rome, which worked tirelessly to ensure a smooth and seamless process.
It certainly helped that our both esports and sports products are world-renowned for its quality and integrity, which is underpinned by our dedicated, award-winning Integrity team, and that BETER has already been certified in key and highly regulated markets worldwide.
The first product we have secured certification for is our flagship Setka Cup table tennis tournaments, which are already live with tier one operator, bet365. We are now focused on having more products certified in New Jersey, and securing similar approvals in regulated states like Colorado, Ohio, Florida, North Carolina, and Pennsylvania.
With the US esports betting market set to hit $857.6 million this year, how’s BETER gearing up to stand out as a leader?
As a leading provider of fast-betting content and data, we are continuously working to strengthen our position by enhancing our team and developing in-demand products and solutions for operators and their bettors.
Recently, we welcomed Adam Conway to lead our Esports Business Division. With over 20 years of experience in launching and managing successful products and trading operations, his vision is unmatched and will significantly bolster our reputation as the go-to provider for esports globally.
In terms of product development, we are currently focused on expanding the number of ESportsBattle events we host, with particular emphasis on our eBasketball content to meet the growing demand for this sport in the U.S. market. This year alone, we aim to surpass 500,000 events in our esports portfolio—a volume that remains unrivaled and gives us a strong competitive edge. We’re also continuously adding new disciplines, with eCricket recently launched and eTennis coming soon. We always take client feedback seriously, which has led us to develop dedicated eFootball tournaments tailored to align with each operator’s brand identity. These customized offerings help boost bettor acquisition, engagement, and retention.
Our dedicated team keeps pace with evolving market trends and the ever-changing demands of a younger audience. As a result, BETER will soon roll out new solutions focused on AI, microbetting, and more exciting partnerships.
Beyond esports, we’re also expanding our sports content offering, having recently added cricket series, the GTR Cup tennis tournaments, and our proprietary Padel tennis tournaments. Combined with our Setka Cup table tennis tournaments and the BSKT Cup basketball league, this portfolio is set to deliver up to 175,000 sports events annually.
As mentioned earlier, we’re actively pursuing registrations in key regulated states to bring our fast-betting esports products to operators and players in those markets.
Your EURO and Copa America 2024 report showed an 11.2% jump in unique bettors for eFootball. What does this tell you about why young bettors are so drawn to fast-betting?
The next generation of bettors is drawn to fast-betting content for several reasons. They love the fast-paced action and rapid bet settlement – our contests last minutes and not hours – and that they run seamlessly on mobile. Availability is another point of attraction, with contests running around the clock, including when there is limited real-world sporting action taking place. This is something that our report highlighted, with engagement with eFootball reaching its highest levels on days when no matches took place, and in the days following the conclusion of the tournaments.
On days when matches did take place, the number of bets and the average turnover on eFootball increased across all timeslots, with the greatest growth seen during the evening right after matches concluded. For example, from 10pm to 11pm, average turnover increased by a massive 23% and remained at an elevated level for several hours after.
Throughout Euro and Copa America championships, players displayed a heightened interest in eFootball with the number of unique bettors up 11.2%, the number of bets up 12.8% and turnover up 13.4%. In terms of the bet types placed, the most popular bet types were Total (55% of betting volume), Result 3-way (23%) and Next Goal (9%), which was up by more than 20%.
Which clearly demonstrates that fast-betting content — especially eFootball — is an ideal product for engaging players during major tournaments. It also provides operators with a powerful tool to maintain bettor engagement, even when there’s no live on-pitch action taking place.
Being part of ESIC must be a big deal for keeping your 35,000+ monthly esports events legit. How does that partnership help BETER stay on top of integrity?
Our membership in the Esports Integrity Commission (ESIC) is a mutually beneficial partnership. For BETER, it validates that our commitment to fair play, transparency, and integrity aligns with the highest industry standards, and demonstrates that we are a trusted and reliable contributor to the commission.
For ESIC, we bring valuable expertise in safeguarding integrity across our esports disciplines and tournaments. We actively support ESIC’s broader mission to combat match-fixing and betting fraud throughout the sector. This includes contributing to the commission’s monitoring and intelligence efforts, and cooperating in the detection and investigation of suspicious betting activity.
Our collaboration also provides visibility into our flagship ESportsBattle tournaments—projected to deliver up to 40,000 monthly events following the addition of two new disciplines. All of these events are closely monitored by our dedicated Integrity team to ensure they meet the highest standards of fair competition.
What’s the day-to-day like for your integrity team to keep ESportsBattle and Setka Cup tournaments fair and transparent?
Integrity is the foundation on which we have built ESportsBattle, Setka Cup and our solutions. We uphold the principles of fair play across all tournaments, with high-level integrity standards that are maintained 24/7 by a dedicated team of highly experienced experts. This team operates under the leadership of Andrii Nekrutov, our Chief Integrity Officer, who brings over 20 years of experience in law enforcement and security. Our approach to integrity is based on key pillars – onboarding, education/prevention, regulations, monitoring, investigation, and prosecution.
These pillars have been used to shape our holistic corporate governance, integrity certification system, multi-lingual, multi-platform educational awareness program, our Integrity Incident Database, and Integrity Operation Centre, as well as our proprietary whistleblowing platform.
We also collaborate with law enforcement agencies as well as sporting bodies and federations, including the Ukrainian Table Tennis Federation and Ukrainian Esports Federation. More recently, we signed a Memorandum of Understanding with the International Betting Integrity Association—a globally recognized organization—to further strengthen our integrity governance through collaborative efforts in detecting and addressing suspicious betting activity, as well as the ongoing exchange of expertise and best practices in integrity monitoring.
We also have our Integrity BOOTCAMP, which is a realistic simulation project that provides athletes with the opportunity to practice the skills they have learned from our education program in real-life situations. This comprehensive approach to integrity means just 0.01% of matches are flagged as suspicious, which in turn has seen us receive industry recognition, including taking home the trophy for Safer Gambling at the European iGaming Awards 2025.
Where do you see esports betting in the US heading in the next few years, and what’s BETER’s role in shaping that future?
The esports betting industry is projected to reach a value of $33 billion annually by 2032, growing at a compound annual growth rate (CAGR) of 14.3%, according to a report by Market Research Future. North America is expected to lead in market share, driven by growing interest in esports betting—fueled in part by increased legitimacy and mainstream visibility. The North American market alone is forecast to hit $10 billion by 2032.
As a pioneer in fast-betting esports content, data, and live streaming, BETER aims to be one of the key drivers of this growth. We’re focused on securing more state licenses, expanding our partnerships with local operators, and enhancing our portfolio with additional esports disciplines.
This strategy mirrors our successful approach in other regions, where we’ve not only helped grow the popularity of esports betting but also contributed to the broader visibility and development of the esports and sports content we provide.
Fast-betting’s 24/7 vibe is clearly a hit. How’s BETER tapping into that demand, both in the US and worldwide?
We respond to this demand by continuously enhancing and tailoring our offering for both operators and players. This includes increasing the number of events we run, expanding into new disciplines across esports and traditional sports, and creating more betting opportunities and markets per match.
We’re also integrating AI-powered features to elevate the bettor experience, while offering greater customisation options so operators can fine-tune our products to fit their specific needs.
The entire BETER team is committed to and passionate about fast-betting esports content, and this desire to entertain players and deliver experiences that exceed their expectations will ensure we leverage the huge opportunity in the table in the US and beyond.
The article was originally published at US Gaming Hub.
