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In an exclusive interview with Inside Asian Gaming, Gal Ehrlich, the CEO of BETER, sheds light on the company’s remarkable growth trajectory and its strategic focus on fast-betting content to capture the attention of the younger player demographic. The discussion provides valuable insights into BETER’s journey, aspirations, and innovative approach to redefining the gaming experience.

Q: Can you provide a brief overview of BETER’s history and the services it offers?

Gal Ehrlich: BETER is thrilled to be part of SiGMA Asia, and for those unfamiliar with us, we specialize in betting content and data tailored for the next generation of players across BETER Sports, BETER Esports, and BETER Live. Our primary audience comprises players aged 35 and above, who are seeking dynamic and fast-paced experiences reminiscent of console gaming and esports. Our portfolio includes over 40,000 sports and esports events each month, encompassing live streaming, widgets, scoreboards, live data, and competitive odds. Our flagship brands like ESportsBattle, Setka Cup, and BSKT Cup are highly regarded for their comprehensive offerings. Additionally, BETER Live, our Live Casino segment, is widely recognized as a sought-after live content provider, featuring a lineup of 18 live casino games, including the proprietary Gravity series.

Q: Can you highlight BETER’s growth journey over the past few years?

Gal Ehrlich: Although a young company, BETER has achieved remarkable progress in just six years. Over the last two years, we have expanded our content production significantly through the establishment of more locations and studios globally. Our partnerships with industry giants like bet365, Betsson, William Hill, and more have reinforced our standing. We have witnessed rapid growth in our sports and esports divisions, while BETER Live has garnered substantial momentum since its launch 18 months ago, featuring in numerous global brands.

Q: How does BETER aim to position itself in the market, and has your ambition evolved over time?

Gal Ehrlich: Our market positioning centers on fast-betting content and the creation of products that resonate with the next generation of players. This demand-driven approach has fueled interest in our offerings and contributed to partner growth. We remain committed to technological innovation, crafting content that aligns with player preferences.

Q: Could you elaborate on BETER’s strategic expansion into new verticals?

Gal Ehrlich: Our commitment to product enhancement across divisions is unwavering. Notably, BETER Live’s Gravity series, featuring games like Gravity Blackjack, Gravity Roulette, and the recently launched Gravity Sic Bo, has introduced side bets and in-game multipliers, intensifying player engagement. BETER Esports continues to evolve, introducing new disciplines based on player demand, such as Volta eFootball and Dota2 tournaments. Our BETER Sports segment has incorporated new tournaments like the BSKT Cup and additional table tennis tournaments, amplified through partnerships with notable tournament organizers and federations.

Q: The concept of “fast” seems integral to BETER’s approach. Could you elaborate on its significance?

Gal Ehrlich: Indeed, “fast” encapsulates our core philosophy. We prioritize fast sports and betting experiences that cater to players’ preferences for rapid and engaging gameplay. Our emphasis on speed underscores our commitment to delivering content that captures attention, elevates engagement, and ultimately resonates with our target audience.

The interview with Gal Ehrlich showcases BETER’s dedication to dynamic gaming experiences, its expansive growth journey, and its pioneering approach to meeting the preferences of the next generation of players.

About BETER: BETER is a dynamic force in redefining fast-betting content, bridging the gap between player preferences and engaging gaming experiences. With an unwavering focus on innovation and market expansion, BETER’s journey continues to shape the gaming landscape.

About BETER: BETER is a frontrunner in delivering fast-betting content tailored for the next generation of players. With a diverse portfolio spanning BETER Sports, BETER Esports, and BETER Live, the company thrives on innovation and engagement, continuously redefining the gaming landscape.

Fast Gameplay: BETER’s Core and DNA

BETER, at its core, embodies the essence of fast gameplay, an inherent trait woven into our DNA. Our diverse content portfolio exemplifies this commitment, featuring fast markets that can be settled within a mere 30 seconds to a few minutes. Whether it’s predicting the next table tennis serve or identifying the scorer in eFootball, our offerings provide rapid action and swift bet settlement. The allure of instant gratification resonates profoundly with the next-generation players we cater to. Gone are the days of waiting 90 minutes for football games to conclude for bet outcomes; the demand now is for results within 90 seconds. With BETER, players can engage in multiple bets within that same 90-minute timeframe, significantly elevating their overall turnover and enhancing their interaction with the operator. This, in turn, translates to increased profitability for our valued partners.

Venturing into Asia: BETER’s Strategy Unveiled

Our strategic foray into Asia a couple of years ago was a pivotal decision. Recognizing the limited access Asian operators had to fast-betting products, we seized the opportunity to leverage our proven games and facilitate their growth journey. Setting up a local office in Asia last year marked a significant milestone. Our dedicated team, specializing in commercial, account management, and operations, has fueled our successful collaborations with prominent players in the region. Notable partners in our Asian journey include KPlay, Zenith, Aplus, and several others.

Unveiling the Asian Customer: Preferences and Strategies

The Asian customer segment exhibits remarkable creativity and adaptability, wielding a distinctive approach to end-user experiences that stands apart from other markets. This uniqueness necessitates us, as a supplier, to complement and amplify their ingenuity, thereby fostering a synergistic partnership. To capture their attention, operators and suppliers must cater to their inventive preferences, offer dynamic gameplay experiences, and align their offerings with the fast-paced world these players gravitate towards.

Intriguing insights from BETER CEO Gal Ehrlich elucidate the company’s commitment to fast gameplay and its thriving presence in the Asian market. The journey towards enhancing player experiences and fortifying partnerships is a testament to BETER’s pioneering spirit and customer-centric approach.