Don’t Get Lost in Translation BETBY
pening around a club that has captured people's attention. Tese are things local operators often understand immediately because they're close to their audiences. Tat's why we don't just look at dashboards
and make decisions from there. We talk to our partners constantly, understand what they're seeing and then use the data to validate those in- sights. It's a two-way relationship. Sometimes the
numbers reveal something the operator hadn't noticed, and sometimes the operator tells us something that makes the numbers suddenly make sense.
Poland provides an interesting contrast with BETBY's activities in Latin America. What has your experience of the Polish market demon- strated about how differently localisation needs to be approached from one region - and one regulated jurisdiction - to another? Poland is a really interesting case because it's been regulated for more than a decade, but that doesn't necessarily mean the sportsbook tech-
nology and user experience are as advanced as they could be. Tat's actually one of the things that attracted
us to the market. We saw an opportunity to bring something different, particularly when it comes to technology, UX and product flexibility. And the fact that established operators like Lebull and Betters have chosen to work with us is a very encouraging sign. Te discussions are also quite different from
what we've experienced in Latin America. In Po- land, we're often talking to operators who already have established businesses and know their audi- ences very well. Tey're not necessarily looking to reinvent everything, but they do want to mod- ernise their offering and become more competi- tive.
So, for us, localisation in Poland means under-
standing what those operators already have, identifying where we can add value and adapting accordingly. It's a different starting point, but the principle is the same: understanding what the market actually needs rather than assuming the same approach will work everywhere.
So, for us, localisation in Poland means understanding what those operators already have, identifying where we can add
value and adapting accordingly. It's a different starting point, but the principle is the same:
understanding what the market actually needs rather than assuming the same approach will work everywhere.
46
Which aspects of localisation can now be automated or managed dynamically through technology and real-time data, and where does genuine human knowledge of a market remain essential? Personalisation is probably the biggest change. Trough BETBY's AI Labs, our suite of AI-
powered tools, we can adapt what players see based on their actual betting behaviour almost in real-time. After only one or two betting sessions, our system is able to tell why two people in the same city, supporting the same football team, have completely different preferences. One enjoys pre-match accumulators, the other only bets live. Why should they see the same sportsbook home- page?
Trough BETBY's AI Labs we can adapt what players see based on their actual betting behaviour almost in real-time. After only one or two betting sessions, our system is able to
tell why two people in the same city, supporting the same
football team, have completely different preferences. One
enjoys pre-match accumulators, the other only bets live. Why should they see the same sportsbook homepage?
But there are things technology won't tell you. For example, AI might identify growing interest
in a particular regional competition, but under- standing its cultural significance, why people care about it and whether it's worth developing dedicated content around it often comes from our local teams and operators. For me, that's where it works best. Technology helps us react to individual behaviour at scale, while people help us understand the market behind that behaviour.
As BETBY expands across multiple regulated jurisdictions, how do you balance the demand for increasingly tailored products with the need to maintain a scalable underlying sports- book platform? Te advantage of having our own technology and trading team is that we don't need to rebuild the sportsbook every time an operator asks for some- thing specific.
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