Pulse
US Market BETIXON
Betixon sets sights on the US
What were the standout moments of 2023 for Betixon?
Te biggest thing was securing a licence for Michigan. It was something we worked very hard for and took us a long time, as it does for everyone. It marks a significant step for us in North America, which is now our focus for market expansion. We have also made in- house changes by fine-tuning the work we do as a team to make even better games at a faster speed. Whilst these aren’t things you publicly announce, they were big achievements for us moving forward.
As a self-funded venture, how do you reflect on Betixon's growth to date? Launching in one of the most lucrative iGaming and sports betting markets in the world in Michigan must have been a particularly proud moment...
For sure, because it's not an easy task. It involves a lot of time and funding. Despite our size, we were lucky enough to be able to use our internal funds to push the necessary funding for this venture in the States. Te priority for us at Betixon is to be efficient which means that, as a small team, you take care of every little detail. You make sure that everything is done properly and everybody's happy with what they're doing. Te result of that is productivity.
How big is the team at Betixon?
11 people all told. Te people that we have are hand-picked based on what the business needs and we take the time needed to pick the right person. Of course, sometimes it doesn't work, but most of the time the person stays with us. We have a different culture to many others in the industry. For example, we don't have offices.
We have remote worked from the get-go. We educate our development team giving them time to learn all the tools and then they take a game on as a personal project. Tere are all these different artistic elements - animation, graphics, sound - but there's one person working on each of these elements for one game at any time. Less hands make the process more efficient.
I think when you hit 30-40 people you start to lose your efficiency as a developer. So, when you get into the hundreds, you're simply not efficient. I’ve worked in companies of that size, the endless talks in meeting rooms about
P148 WIRE / PULSE / INSIGHT / REPORTS
Betixon is the business equivalent of ‘lean and mean’, using only what is necessary and determined to work effectively to compete successfully. CEO Lior Cohen explains how this approach will make the developer a significant player in the US market.
Lean and mean,
Lior Cohen CEO, Betixon
nothing, and I promised myself I would never do that with my own business. In that kind of environment, you can't just take an idea you’ve had and run with it. It's got to go through several stages of ratification and sign-off.
Whilst we’re on the subject of taking an idea and running with it, also under development is sports betting content hence the securing of a dual supplier licence in Michigan. What more can you tell me at this stage?
Whilst few people know, we also have a fully functioning PAM in our portfolio. It's modern, robust, and is there to support any operator looking to upgrade their current igaming and sports betting platform or technology.
We're not actively selling it because our present focus is on studio operations, but we do want to prepare ourselves for any potential opportunities that exist in the US space. As
Despite our size, we were lucky enough to be able to use our internal funds to push the necessary funding for this venture in the States. The priority for us at Betixon is to be efficient which means that, as a small team, you take care of every little detail. You make sure that everything is done properly and everybody's happy with what they're doing. The result of that is productivity.
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