BETER CRO details company’s forward-looking strategy and ambitions

(AsiaGameHub) –   BETER is setting its sights on the future as it broadens its content portfolio and enters new markets.

At the SBC Summit Rio, BETER’s Chief Revenue Officer, Chuck Robert Robinson, met with SBC Noticias’ Ana Maria Menezes to talk about the firm’s approach to eFootball, its broader objectives for player engagement, and the role of AI, regulation, and the worldwide betting market.

European focus is on scaling.

BETER’s European strategy is evolving. Robinson characterizes the market as “more mature from a regulatory perspective,” adding that they have gained a better insight into customer demands over the past year.

Consequently, the company’s aim in Europe is to scale effectively, identifying the optimal point with current clients to deliver substantial value at a fair cost.

Achieving this also depends on consistently ensuring the integrity of their content. Excelling in this area provides BETER with the credibility and assurance operators require to trust they are receiving a top-tier product.

“Filling the gaps”

A significant portion of the discussion focused on how BETER’s eSports and eSim content is intended to complement traditional sports instead of directly rivalling it.

Referencing experiences from Euro 2024 and the Copa America 2024, Robinson explained that their eFootball content sees high engagement before matches, at halftime, and for up to three hours post-game.

These are typically times when operators experience a major decline in user activity.

Robinson observed, “As the tournament progresses and the number of matches decreases, our operators rely more on our content to maintain bettor engagement.”

With the 2026 FIFA World Cup approaching, Robinson expressed confidence that demand for this supplementary content will grow substantially, noting that leading operators are already adding BETER’s eSim products to their traditional sports sections.

Integrity as a commercial differentiator

Robinson emphasized that integrity has transitioned from a regulatory requirement to a central commercial offering.

BETER’s integrity framework is built on three pillars – education, due diligence, and prosecution – with Robinson highlighting its importance as the company expands into regulated markets like Peru, Argentina, Brazil, and the United States.

AI: more than just a buzzword

Discussing the future inevitably involves the global impact of AI. Robinson stated that BETER is similarly leveraging the technology.

He explained that BETER is implementing AI throughout its operations, mainly to accelerate the development and pricing of betting markets, thereby decreasing dependence on manual trading.

The technology is also used in its integrity monitoring system to detect irregularities within its catalog of 750,000 yearly events.

Scaling across 150 markets

Managing operations at its present scale poses difficulties, but Robinson identifies compliance and legal frameworks as the key facilitators.

With a presence in 150 nations and a clientele comprising both B2B and B2C operators, Robinson stated that ensuring regulatory compliance across this extensive network is the team’s biggest operational hurdle.

However, when executed successfully, it transforms into the most distinct competitive edge a provider of their kind can possess.