BETER is looking to the future as it continues to expand its content offerings and diversify into new markets. 

Sitting down at SBC Summit Rio, BETER’s Chief Revenue Officer, Chuck Robert Robinson, joins SBC Noticias’ Ana Maria Menezes to discuss the company’s strategy in eFootball, their wider goal with player engagement as well as AI, regulation and the global betting market as a whole.

European focus is on scaling.

BETER’s focus in Europe is changing. Robinson describes the market as “more mature from a regulatory standpoint” and points out that over the last year, they have developed a clearer understanding of what customers are looking for. 

As a result, BETER’s goal in the region is to scale appropriately, finding that sweet spot with their existing client base where they can bring them significant value for a reasonable rate.

Part of this success also hinges on continuing to nail the integrity factor around their content.  Success here gives BETER the credibility and confidence that operators need to feel like they’re getting a best-in-class product.

“Filling the gaps”

Much of the conversation centred around how BETER’s eSports and eSim content is designed to work alongside traditional sports – rather than outright competing with it.

Drawing on previous experience from Euro 2024 and the Copa America 2024, Robinson outlined how their eFootball product performs strongly in the lead-up to matches, during half-time and up to three hours after a game ends.

These are periods that operators would normally see significant drop-offs in engagement.

Robinson noted, “As the tournament goes deeper and there are less and less matches, our operators are really becoming more dependent upon our content to keep the better engaged”.

With the 2026 FIFA World Cup just a few months away, Robinson was confident that demand for this kind of complementary content will increase significantly, with major operators already integrating BETER’s eSim offering into their traditional sports tabs.

Integrity as a commercial differentiator

Robinson was clear that integrity has moved from a compliance obligation to a core commercial proposition. 

BETER’s integrity platform operates across three pillars – education, due diligence and prosecution – with Robinson pointing to its relevance as the company pushes further into regulated markets including Peru, Argentina, Brazil and the United States.

AI: more than just a buzzword

You can’t talk about the future without talking about the impact AI is having on businesses throughout the world. For Robinson, BETER is no different. 

He addressed how BETER is deploying AI across its operations, with a primary focus on speeding up the creation and pricing of betting markets, allowing them to reduce their reliance on manual trading. 

The technology is also being applied to its integrity monitoring platform to flag anomalies across its catalogue of 750,000 annual events.

Scaling across 150 markets

Operating at its current scale can be challenging, but Robinson points towards compliance and legal infrastructure as the critical enabler. 

With an operational footprint spanning 150 countries and a client base spread across B2B and B2C operators, Robinson said maintaining regulatory alignment across that network remains the team’s most significant operational challenge. 

But done well, it becomes the clearest competitive advantage a provider like theirs could have, in the market.