Te core concept of the Entertainment Feed is simple but
powerful: let players place bets on the world around them. Tink new music releases, the outcome of political debates, YouTube videos going viral, or theories about upcoming TV show seasons. More than just hypothetical scenarios, these are real, dynamic moments that users care about deeply.
When COVID-19 brought the global sports calendar to a sudden stop, the betting industry was caught off guard. With no live matches or tournaments to offer, operators struggled to find alternatives and saw bettors starting to place wagers on hamster races and virtual simulations. Te crisis forced sportsbooks to confront a crucial question: what does betting look like when traditional sports are not available?
Tat moment was a turning point that inspired a new direction at BETBY, a vision of betting that isn’t bound by sports schedules or physical events. What if users could bet on cultural moments, digital content, and viral trends? At the time, artificial intelligence wasn’t mature enough to support this vision. But today, we’ve brought that idea to life in the form of our AI-powered Entertainment Feed: a foundational shift in how we approach engagement, content, and market creation.
THE ENTERTAINMENT FEED
Te core concept of the Entertainment Feed is simple but powerful: let players place bets on the world around them. Tink new music releases, the outcome of political debates, YouTube videos going viral, or theories about upcoming TV show seasons. More than just hypothetical scenarios, these are real, dynamic moments that users care about deeply. And now, with AI, they can become betting markets.
Unlike other platforms that rely on manually created predictions and a marketplace model, BETBY’s solution is fully automated and user- friendly. We offer fixed odds, with the entire pipeline from data collection to odds generation powered by AI. Te process begins with AI agents gathering data from various sources, including social media platforms, online forums, content leaks, trend aggregators, and news websites, to gain insights on a specific topic.
Once this information is collected, secondary AI agents simulate potential user behaviour: how people might bet, how they would react to the topic, and how odds should be priced accordingly. Tis results in fully prepared betting markets that are both relevant to current events
KIRILL NEKRASOV Head of Sportsbook BETBY
and engaging for users. We’re currently fine-tuning our models with a mix of machine learning and human oversight, but the early results are promising and, more importantly, the industry is paying attention.
BETTING WITH CONTEXT
While the Entertainment Feed reimagines what people can bet on, AI can also transform how they bet, especially in esports. Esports are no longer niche. It’s a global phenomenon with a rapidly growing audience. But too often, the betting experience feels like a secondary concern, filled with generic tips and shallow analysis. "Team A is the favourite" doesn’t cut it for an audience that’s younger, savvier, and deeply analytical.
Tat’s why BETBY decided to become the first in the industry to develop a dedicated, AI-powered flow for esports betting insights, an innovation no other provider had previously offered. And we didn’t take a one-size-fits-all approach, because each title — from CS2 to Dota 2 and beyond — has its own ecosystem, dynamics, and player behaviours. But our AI accounts for all of that.
Take CS2, for example. We blend internal performance metrics with external data sources like HLTV to produce highly contextual betting tips. Instead of stating the obvious, our system might say: "Team 1 performs significantly better on the T-side of Dust2. Expect them to dominate the first half. "Tat’s a tip that actually adds value: specific, actionable, and relevant to that match.
STRATEGIC DIFFERENTIATOR
At BETBY, we view AI as a strategic pillar, whether it's expanding betting content beyond sports or enriching the esports experience with meaningful data. Te broader industry is just starting to scratch the surface of what’s possible with AI, but to us the path is clear: use emerging tech not just to optimise, but to innovate. It allows us to create new markets, serve new audiences, and bring betting closer to each culture. As we continue to refine our AI systems, the vision remains the same: to make betting not just smarter, but more fun, more relevant, and more deeply connected to the world we live in.
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