INSIGHT
MALTA OFFICE VISIT BETBY
understand their plans, eventually start building a relationship with the clients, and understand what we can potentially do better to overcome any cultural, communication or language barriers.
Do clients typically integrate everything BETBY has to offer in one go or approach the portfolio in piecemeal fashion?
Both. We provide the sportsbook as a solution and then the software. We do have some brands where sport is the main product, but in majority, usually they are casino focused and then adding sportsbook as an additional product.
As soon as clients start working with us, they see the benefits. Right now, I don't think you can be successful in the industry with just the casino side. You need to offer players the full portfolio because there are so many competitors out there. If you're not providing all different products, I think you're gonna miss out.
Where would you assess BETBY's position between a start-up and a well-established company in the gaming industry?
Te BETBY brand is out there. We don't really need to explain who BETBY is anymore or what the company is about. We are more recognised as demonstrated by the awards we keep picking up, which are a testimony that our product is a proven solution. However, we know that we are only at the start of our journey.
One of the biggest benefits of working with BETBY is that when it comes to UX on the frontend there are so many things that are customisable. We rarely receive requests for things we cannot do. Customers don't want to show that they use BETBY but a sportsbook that is blending seamlessly into the player journey. Wherever they go, operators want to show that it's their brand and their sportsbook.
Another USP of BETBY is that we have in-house traders who can cover local events that aren't being covered by the biggest feed providers. For context, we receive official feeds and data from the world's biggest providers which we utilise to create odds that we provide to our partners.
However, when it comes to localising for small regions, our in-house trading tool can cover gaps
Whilst we have way outgrown the startup phase, one of the biggest benefits of our approach is that we have kept our flexibility. Whilst we continue to grow, we still want to keep this flexibility, especially
regarding bespoke requests. We are proficient in localising our partners’ requests, whether it is content, front end, languages, or currencies.
and create new markets for partners. Providing content that isn't available to competitors is an attractive proposition to our customers.
Whilst we have way outgrown the startup phase, one of the biggest benefits of our approach is that we have kept our flexibility. Whilst we continue to grow, we still want to keep this flexibility, especially regarding bespoke requests.
We are proficient in localising our partners’ requests, whether it is content, front end, languages, or currencies.
Who do BETBY customers communicate with daily?
Te first point of contact for partners are our account managers. Tere could be some specific request, but someone needs to see the overall picture. We are very happy to get requests from our clients, but we need to have a good understanding of the rationale behind these requests. We are brainstorming with our clients and that's mainly an account manager's responsibility.
Of course, when it's a specific request we involve other people internally for a more technical analysis. Tese teams do directly contact clients to ensure they get information firsthand so it's a bit of mix. However, I also believe it's important to have one person who sees the whole 360 overview of a partner.
Who does the commercial team consist of?
We have the sales department, client success and account management, and our integration team is also included as being part of the commercial team. As soon as a client signs with us and we start the integration, there are account managers looking at all things product, commercial and business-related issues.
However, our partners meet with the integration
We want to think with the hat of our partners to put ourselves in their shoes and try to give them all the information they could need, even that information which they don't expect to receive from us so they can really feel the support and our desire to develop business with them.
managers to go through the whole journey, how they are using our product, how they integrate it. Yes, they do the technical build, but they are one of the first points of contact for our clients. Our commercial structure means that these lines of communication in the partnership are also under the same roof.
And where does your role as Head of Client Success come in?
It's a bit of both. First, I ensure that our partners are happy with the product, they're receiving the help they need as well as answers for questions they haven't even asked yet. Tat's what I'm really focused on with account management.
We want to think with the hat of our partners to put ourselves in their shoes and try to give them all the information they could need, even that information which they don't expect to receive from us so they can really feel the support and our desire to develop business with them.
We investigate their data and activities and conduct competitive analysis. Of course, we want to make sure that they are aware of new products in our portfolio – such as the recently launched AI Labs – and providing them other solutions we can offer.
What's BETBY's market focus going forwards?
A big focus is the booming Latin American market, particularly Brazil where everyone is excited about how it's going to change the landscape. We also have great clients in Asia, but BETBY is truly global because our product is so customisable that we don't need to focus on one area. We can customise for South America, Europe, Asia, Africa.
We are in the very last stages of our application for an Ontario licence and our plan is to enter more regulated markets. Our vision is to grow the team, not just in numbers, but also in different locations to make sure that we can serve Latin American and Asia clients better and to cement ourselves as a leading sportsbook provider.
In many ways we are there from the product point of view. We know customers like the product and like how we operate.
WIRE / PULSE / INSIGHT / REPORTS P67
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