A LOOK BACK BETER Gal Ehrlich, CEO B
ETER is ending the year on a real high, with signifi cant growth across all our product lines. The pandemic years of 2020-21 created accelerated levels of interest for our fast-betting content, grabbing bettors’ attention to this unique, engaging type of product.
BETER is ending the year on a real high, with
signifi cant growth across all our product lines. The pandemic years of 2020-21 created accelerated levels of interest for our fast-betting content, grabbing bettors’ attention to this unique, engaging type of product.
Although we’re seemingly over the worst of the pandemic, we continue to see a rising demand for our products, which suggests fast betting is here to stay and has room to develop even further – rest assured we’ll be leading the way with that development. The sports betting industry would have eventually employed fast-betting content across the board anyway - the pandemic just accelerated its adoption into a tighter timespan of a couple of years. Today BETER continues to develop new disciplines, open new venues, and increase our geographical presence. Armed with new content, we recently launched products such as Volta football, Dota2 and Basketball through our Sports and Esports unit. We’ve also added exciting new games to our Live Casino operation for the Asian and Indian audiences. We’re continuing with our mission to provide a wide portfolio of engaging content.
On top of the regular challenges of competing in a saturated, competitive domain such as the gaming and betting industry, we had to deal with
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the impact of the Ukraine-Russian war. BETER has a signifi cant presence in Ukraine, with employees and sports players located across the country. Working under war conditions requires us fi rst and foremost to ensure we provide a safe environment for our employees and our players. We also need to invest time and effort to ensure business continuity while scaling up. Despite these challenges, we still opened new venues and operation centres in four new locations during 2022, in Serbia, Moldova and Poland, which will begin operating by the end of November this year. As CEO, I can say that our expansion and transformation during 2022, thanks to the enormous efforts made by our team, was great testament to our ability to develop despite what were often diffi cult conditions. It’s a clear validation for the demand the market has for our products. The gaming and betting industry is indeed very dynamic. Some of the key trends that matured in 2022 were the increase of crypto casino, which targets different audiences and increases the overall market share, the popularity of ‘crash games’ among casino operators, and the increasing popularity of fast betting sports, like the ones BETER produces.
Another trend that will have one of the biggest impacts over the next few years is esports, whose popularity is continuing to increase dramatically in the betting industry.
Now, it’s not a secret that esports is attracting a larger player base among bettors of late, but in 2022 we saw how operators are putting more focus on understanding this domain and how to maximize its potential.
I am constantly talking to operators and feel
there is now more awareness and understanding about how the onboarding of esports bettors is different to the regular acquisition and retention techniques that the market employs for standard sports disciplines.
Esports acquisition requires operators to adapt almost every aspect of the lifecycle of esports bettors’ engagement, from being present in their social networks to sponsoring esports events and speaking people’s language both in terms of content and visual design. Most importantly, they must provide a dedicated way for people to consume esports betting content.
For many esports bettors, who are mostly of the younger generation, the classic betting websites and mobile applications are more intimidating than engaging. That’s why BETER has developed a new iFrame solution, dedicated to the esports audience, which provides a unique user experience unmatched to any other classic but now outdated sports betting user interface.
BETER’s iFrame won the silver award for ‘Innovation of the Year’ at the SBC Awards in September 2022, and our latest innovation is already being deployed to dozens of our customers. Our main goals were to do more in every key aspect of our strategy - have more content, provide more diversity of sports disciplines, have a wider geographical presence and penetrate new markets. Despite the challenges presented to us this year, we managed to almost double our sports and esports content production and develop a library of 14 live casino games.
Some, such as Gravity Blackjack and Gravity Roulette, are unique in the market and you cannot fi nd them with any other providers.
GIO DECEMBER 2022 13
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