BETER has appointed a new Chief Revenue Officer to oversee its market expansion ambitions for 2022, with Yori Arami stepping in to the role.

Detailing that the appointment is reflective of the company’s growth roadmap, BETER has described the new hire’s ‘commercial acumen’ as ‘instrumental’ for its expansion plans and to establish itself as the ‘supplier of choice’ for next-gen gaming products.

Arami’s role at BETER will see the new CRO coordinate a number of commercial processes, covering sales, business development, account management, both pre and post-sale services, partnership development and optimisation. 

Commenting on his new role, Arami said: “Since joining, I’ve been impressed with the can-do attitude of the staff at BETER, the hunger to lead the market and its straightforward culture and team spirit. It was an easy decision to make, and I’m privileged to join.

“My short-term objective at BETER is to bring my experience, share my knowledge and lead the commercial team to build on its existing success while also driving growth through the introduction of innovative products, expand the client base and penetrate new markets across the world.”

Arami’s previous roles have seen him most recently hold the position of Playtech Commercial Director, having also accumulated 10 year’s experience at bet365, 888, Mansion Group and Veikkaus.

Commencing his role before this year’s ICE on 11-12 April – BETER’s first appearance at the event – the gaming supplier has further explained that the CRO’s first task will be to initiate a ‘cultural overhaul’ focused on developing the firm’s core values, products and commercial vision. 

Gal Ehrlich, CEO at BETER, added: “We couldn’t be happier to welcome someone of Yori’s calibre to our talented team. He has one of the industry’s best track records for commercial development with key clients and brings with him a wealth of experience and jurisdictional knowledge.

“BETER is at an exciting juncture offering both quality and differentiation. New markets and expansion plans are a priority, and we know Yori is the right person to lead this vision forwards.”

Speaking to SBC News last month, Ehrlich explained BETER’s long-term plan to become a content ‘powerhouse’, building on recent developments such as an upgrade to its data services, launch of a new Live Casino product and a doubling of the sports events covered by the Setka Cup.

In particular, the company aims to capitalise on the rapid growth of esports and establish itself as a ‘one-stop-shop’ for gaming content, predicting a continued demand for such services over the next five years.