INDUSTRY INTERVIEW: CHUCK ROBINSON - BETER


ESportsBattle is BETER’s proprietary tournament


It’s also worth highlighting our ‘Integrity BOOTCAMP’ - this is a realistic simulation project that provides athletes with the opportunity to practice acquired skills from our education program in real-life situations. Our leading approach to integrity means that just 0.01 percent of all our matches were flagged as suspicious.


BETER has been recognised with multiple awards, such as the Safer Gambling Award at this year’s European iGaming Awards. How do these accolades influence your company’s direction, and what do they mean for your stakeholders? These awards prove that we are setting the standard for others to follow when it comes to integrity and safe gaming, and, of course, it’s always nice to be recognised by industry experts. For our partners and their bettors, it’s further assurance that we are committed to integrity and principles of fair play and that the mechanisms we have in place are highly effective. This underpins our mission to provide our fast betting products and solutions to as many markets as possible, and for bettors to enjoy the thrills it provides, knowing that contests and outcomes are fair and accurate.


The integration of BETER’s content into platforms like Playtech, GR8 Tech, and FeedConstruct signifies growth. How do these integrations enhance the user experience, and what feedback have you received from operators and players? Partnerships with such well-established companies have been a key step in our strategy to expand our reach and simplify integration for operators. Many sportsbooks face resource constraints, making direct integrations challenging. By working with these platform providers, operators can seamlessly access our next-gen betting content through a single integration. This enhances efficiency and enriches the user experience with diverse, high-frequency betting opportunities. Operators appreciate the ease of integration, while players gain access to engaging content much faster. The positive feedback we receive reinforces the value of these collaborations, and we look forward to driving further innovation in the industry.


You recently appointed a new LATAM business development manager. As BETER is already well known for its ESportsBattle and Setka Cup tournaments in Latin America, where do you see the potential for growth in this developing market?


Our products are well-known across the region, but there is still plenty of work to do when it comes to getting operators to sign on the


dotted line and integrate our fast betting products. LATAM is also a rapidly evolving market with new markets opening up all the time, so it’s important to have someone who is staying on top of these changes and making sure that when it comes to fast betting content, BETER is the provider of choice for operators. Take Brazil, for example, there is huge potential to explore now that the market is open and regulations continue to be developed and improved.


Generally speaking, esports is popular across the region, with demand for betting on esports disciplines and contests continuing to increase. This is why we see tremendous opportunities for esports betting across LATAM.


BETER’s presence at industry events, such as the upcoming SiGMA Americas 2025, highlights your commitment to global engagement. What are your objectives for these events, and how do they contribute to your growth strategy?


We use these events as an opportunity to showcase our fast betting products and solutions to delegates so they can see for themselves why they are so compelling and loved by bettors in markets across the world. It’s also a good chance to sit down with existing clients and strengthen the relationships we already have in place. Members of the BETER team also sit in on some of the panels and presentations, too, as it’s important to keep your finger on the pulse in this ever-evolving industry. Then, of course, there are great networking events to attend.


The iGaming industry is continually evolving with technological advances. How is BETER leveraging emerging technologies, such as AI or virtual reality, to enhance your products and services?


We are big on virtual reality and have several VR products, including Virtual eComp cyber football tournaments, which also use AI. We are also set to launch Virtual Cricket tournaments, too. These tournaments will be run entirely by bots to make the action really unpredictable and exciting for bettors. We have always positioned BETER at the cutting edge of modern technologies as we believe this allows us to deliver next- generation products and the best experiences for bettors.


Looking ahead, what are BETER’s primary goals for the future, and how do you plan to adapt to the changing dynamics of the global iGaming market?


We want to continue to pioneer the fast betting format and will be adding additional esports and sports disciplines to our offering,


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Esports betting is now a significant vertical


including Cricket, Virtual Cricket, eTennis, Padel tennis, and more. The team is always working on new features and tools to enhance the player experience.


We have ambitious expansion plans for 2025 and beyond that will see us enter new markets and strike more operator partnerships than ever before. The global iGaming market is always in a state of flux, but what doesn’t change is the need for thrilling content that bettors want to engage with and at BETER, we are committed to providing exactly that to operators and their customers.


Operators must offer fast betting content on events like the Setka Cup


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