What factors make the U.S. an attractive market for companies like yours at this current time in its evolution as a regulated market?
The U.S. market is vast, diverse, with a growing number of states now operating under well-defined regulatory frameworks. As several states have yet to regulate, but are likely to do so in the near future, there remain substantial opportunities for further growth. Together, these factors create a stable environment where innovative, compliant businesses can thrive. Within these markets, we see strong and rising demand for fast-betting content, something BETER specialises in delivering at scale.
Sports and competitions are part of the American DNA. Even with such a wide variety of sports, one constant in the U.S. market is the appetite for fast-paced content that keeps bettors engaged and entertained 24/7. We have seen this firsthand in states such as New Jersey, Colorado, Iowa, Indiana, Florida, and others, where BETER’s exclusive esports and sports content was approved last year. Regardless of the discipline, esports or traditional sports, if it is exciting and impactful, the U.S. audience wants it.
Another factor elevating the appeal of the U.S. is the rapidly expanding ecosystem surrounding the regulated gaming industry. Conferences and exhibitions are becoming larger and more sophisticated, helping to build a strong, connected professional community. This gives us a powerful platform to showcase our award-winning fast-betting content, demonstrate its value to operators, and deepen relationships across the industry.
Ultimately, any organisation seeking long-term success in regulated gaming and willing to play by the rules needs to establish a presence in the U.S. This is where innovation thrives, expectations are high, and both operators and bettors are continuously seeking new, engaging experiences, precisely the environment in which BETER excels.
How can businesses balance speed to market with the need for careful regulatory and cultural due diligence?
Speed certainly matters, but in regulated markets, trust is mission-critical. Winning in the U.S., or in any regulated jurisdiction, is not about being first; it’s about being right. Companies that succeed are those that can move quickly while still demonstrating a full alignment with regulatory requirements, cultural nuance, and industry integrity.
This balance is achievable when businesses leverage the right foundations: strong data, local partnerships, localisation strategies, and adaptive technologies. These elements enable fast deployment while upholding the highest compliance standards.
At BETER, our strategy is to move fast, but with purpose. That means building every expansion on clear regulatory processes, deep local insights, robust integrity measures, and transparent communication with regulators. Our award-winning Integrity team plays a central role in our U.S. strategy, ensuring that all BETER content approved for regulated markets operates under continuous 24/7 integrity monitoring, full transparency, and the highest standards of fair play.
By following this model, we’re able to understand each state’s requirements quickly, secure the necessary approvals, and go live with partners at speed, all while establishing a foundation of reliability that supports long-term growth.
How complex is it to navigate the state-by-state gaming regulation in the U.S.?
It is complex, but rightly so. Each state operates under its own regulatory framework, definitions, and evidentiary standards. States want to ensure that companies entering their markets are reputable, transparent, and capable of meeting the highest operational and integrity standards.
At BETER, we now have several U.S. states under our belt, and this has given us a deep understanding of how to make the approvals process as smooth and seamless as possible. What we’ve learned is that the work begins long before the application is submitted, it starts with proactive communication with regulators to fully understand the exact procedure required in that state. In some states, this means securing tournament approvals; in others, it requires full licensing, corporate registrations, local agents, or multiple steps completed in parallel.
One of the most important things any company can do is to identify a strong local legal partner who understands state-specific nuances and can help navigate the often-complex requirements. This avoids missteps, reduces delays, and ensures the application moves through the system efficiently. At the same time, maintaining constant dialogue with regulators, providing timely clarifications, and demonstrating transparency in operations all go a long way.
This is ultimately where our legal team does a great job. Their work underpins BETER’s credibility, helping us build trust with regulators and partners, and allowing us to secure approvals in a timely and compliant manner across multiple states.
The full roundtable is available at Gaming Americas.
