INSIGHT BETBY
Sergey Tsukanov Chief Product Officer Betby
Sergey, how successful was 2023 for Betby from a product perspective? What innovations will the company be showcasing at ICE?
Overall, 2023 was very successful from a product perspective. We almost closed our roadmap whilst keeping up with the latest trends and adding several improvements for clients using our trading and risk management tools.
We significantly improved the sportsbook, more than doubled our GGR, increased our client portfolio and improved our platform. Te focus of ICE 2024 will be on the mobile functionality of the sportsbook, whilst launching our latest AI sportsbook tools. More than 80 per cent of players now play on mobile so it was vital for us to improve the interface, reduce delays for players and make their overall experience easier on mobile devices.
Furthermore, we also expanded our suite of games on the
Betby.Games esports feed. Tis standalone iGaming content module offers great localisation options with a number of local leagues and tournaments already part of the game portfolio, and 24/7 coverage for multiple sports. Te most popular are FIFA and NBA, but we also offer tennis, baseball, cricket, Rocket League, CS: GO, and we've just launched greyhound racing.
How important is it for a sportsbook supplier to offer official data feeds?
Based on more than 10 years’ experience in trading, I'd say it's of greater importance to have faster data than official data, even though both are interconnected. With official data you can reduce delays on data acceptance and avoid bet rejects so it's often crucial to have official data. Tis is why Betby offers a unique feed management system to easily manage feeds that can be delivered in different configurations for
clients based on their market needs.
Cost of data is a hot topic. How can suppliers circumvent this problem?
As I said, we have a feed management system that can manage these feeds – the issues lie in feed quality and cost. In 2023, we also launched our trading solution which differentiates us from other industry suppliers. We love our feed partners, but we can't be wholly dependent on them. Having the best feeds integrated within our sportsbook allows us to offer the biggest coverage in our key markets. Nonetheless complimenting these feeds with our in-house trading allows us to be more flexible in terms of localising specific content - something our competitors lack.
Very few can create custom markets if you need exotic sports odds for local markets, for example. Yet at Betby we offer this advantage for our partner network. If you go to most B2B sportsbook suppliers, 99 per cent will decline your request for specific sports such as beach volleyball. Because of our team and trading solution, it is easy for us to deliver new sports and markets on demand for clients.
Players increasingly want to have greater freedom when it comes to bet placement. Do you think bet builder is the answer to all their requests?
Bet builder is my favourite feature in the sportsbook because it's good for users to create custom bets with multiple options and high odds, especially for big events such as the World Cup. It's a good tool for casual players and for operators alike since the feature increases the amount of combo bets and engagement. We launched our first proprietary version of the bet builder feature last year and next year we plan to extend the number of markets and combinations for our bet builder.
Very few can create custom markets if you need exotic sports odds for local markets, for example. Yet at Betby we offer this advantage
for our partner network. If you go to most B2B sportsbook suppliers, 99 per cent will decline your request for specific sports such as beach volleyball. Because of our team and trading solution, it is easy for us to deliver new sports and markets on demand for clients.
WIRE / PULSE / INSIGHT / REPORTS P103
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