eSports
How BETBY is enhancing the esports product
Brands are placing more of an emphasis on enhancing their esports offering within and with the news of a new CS:GO game to continue the popularity of that title, we got the views of Ivan Sazanov, Project Coordinator at BETBY, to find out about the added importance of esports within the brand’s strategy.
How important is the esports offering to your brand and the wider gambling industry?
It is no longer possible for gambling brands to have a competitive sportsbook that does not have an esports offering that sits alongside that.
Moreover, as the popularity of esports increases, brands should capitalise on the popularity and provide content to significantly improve its product portfolio.
Naturally for us, esports is one of the most important elements of the modern sportsbook. BETBY’s fully-fledged product suite satisfies the demand of a diverse esports audience, currently containing about 20 sports, including classics with Starcraft and Warcraft III alongside mobile games like Mobile Legends, Wild Rift, and Arena Of Valor.
But in order for an esports offering to be considered high-quality and attractive to end users, it is no longer enough to cover just the most recognised titles like CS:GO, Dota 2, League Of Legends, FIFA and Overwatch. Aiming to broaden and strengthen esport offer, BETBY created a unique and special product – Betby.Games, a proprietary esports offering.
This unique collection, driven by artificial intelligence (AI), organizes tournaments across popular sports such as Football, Cricket, and Basketball. The game mechanics of well-liked gaming titles in Betby.Games are entirely controlled by AI, eliminating the need for any human interaction to sustain the tournaments. This aspect guarantees the longevity of the collection, making it an invaluable asset to our sportsbook offering.
Has the perception of esports changed?
I think it would be fair to say that esports has turned from a niche activity into a strong and competitive industry in its own right.
You only need to look at the budgets of the biggest esports tournaments, the sizes of the audience, the broadcast coverage garnered and other indicators that continue to grow from year to year.
There is however one important point. Over the years, when esports gained momentum, its audience was constantly replenished with young people. Naturally, that audience grew up with the games, as they entered adulthood.
Having this following has helped the esports audience become more financially reliable and solvent, which has a direct impact on the betting industry.
The time when esports in betting was perceived as something that was not very profitable is over. Experienced online bookmakers understand that the average user registering on their sportsbook will most likely depend on how good the complementary esports content is.
What further developments do you anticipate in esports betting?
The ratio of the number of bets and the total turnover on esports to regular sports will continue to grow. Esports has already become an integral part of the betting industry, but it can and will still develop.
I expect greater technological advancements to make esports more of a professional and sought after form of online betting.
This includes potential agreements with more data operators to enable real-time trading without delay, which is currently a key hindrance to esports becoming a more attractive proposition for players.
Obviously, the breadth of markets for esports events does not yet reach the classic sporting events, even considering the fact that in popular tournaments it is common to bet on ‘Player Props’.
Within the games, there is a huge amount of different information that can be used to generate various unique markets. There is a huge opportunity for the first company that can implement this effectively will make a splash not only in the field of esports betting, but in the entire industry.
CS:GO 2 has generated a great deal of interest in the global community. A new, updated game in this popular series will not only to attract new players and viewers, but also the return of old ones, which will increase demand in the market.
We expect an increase in the number of semi-professional tournaments and teams that are created not for the sake of increasing interest, but with the aim of profiting from dishonest play and ensuring matchups are competitive.
This is happening on a regular basis already, and it will require more attention from both the tournament organisers and the risk management departments of betting companies to curtail irregular activity.
Has having your own in-house product allowed you to stand out in the market, rather than relying on major competitions and tournaments for traffic?
Our competitive advantage is encapsulated with the Betby.Games product that we created during the pandemic.
Despite forecasts that with the return of real sports traffic would begin to decline and the content would lose its relevance, it continues to develop and attract an ever-increasing audience. This in large part is thanks to its flexibility and customer-oriented approach.
Betby.Games has turned from a part of our sportsbook into a stand-alone and in-demand product. By generating a large amount of traffic, it makes a significant contribution to our customers who use the sportsbook in its entirety, and to individual companies outside of BETBY, to which Betby.Games supplies its product as a feed provider.
What is needed to convince operators that a gap can be bridged between traditional sports bettors and esports bettors?
From my perspective, esports has become so firmly integrated alongside sports betting that there is practically no difference between players who bet on CS:GO and Soccer.
The Super Bowl, and the concluding tournament on the Dota 2 circuit, The International, will attract millions of people from all over the world. The audiences of these most popular events will not overlap with each other, and you must be able to find a solution that appeals to both audiences.
If an operator wants to attract a large audience and, moreover, to continue to compete with other betting companies, it must be able to provide users with a high-quality offering for both regular sports and esports to engage players.
The numbers do not lie. In the world of betting, esports already occupies a significant share of all sports. Bookmakers that do not pay enough attention to its esports products are already losing money, and it will only be more difficult for them to compete in the future.
Yalla Group Limited, the largest Middle East and North Africa (MENA)-based online social networking and gaming company, has announced a strategic partnership with the Saudi Esports Federation (SEF) to drive the continued expansion of Saudi Arabia’s national esports ecosystem, broaden opportunities for local talent and promote greater inclusivity in competitive gaming. The partnership represents a key element of Yalla’s strategy to deepen engagement in Saudi Arabia, one of the region’s most important growth markets.
Supporting the aims of Vision 2030 and the National Gaming and Esports Strategy, SEF and Yalla Group signed two Memoranda of Understanding (MoUs) to further develop esports within the Kingdom and establish new pathways for aspiring talent to develop key skills and experience.
Under the partnership agreements, Yalla has been appointed Official Event Partner of the Saudi eLeague (SEL) 2026, the Kingdom’s premier national esports competition. Support for the Women’s Saudi eLeague will be a key focus of the partnership, aligning with Yalla’s dedication to promote inclusion, community development and broader participation in digital entertainment. By cultivating female talent and establishing structured pathways for women’s participation in competitive esports, Yalla aims to contribute to the growth and vitality of Saudi Arabia’s gaming sector.
In addition, Yalla will launch a talent development programme in collaboration with the SEF’s Saudi Esports Academy, designed to foster local esports talent through training, mentorship and competitive experience. The initiative aims to strengthen foundational talent pipelines and improve the long-term competitiveness of Saudi Arabia’s esports ecosystem.
Saifi Ismail, President of Yalla Group, said: “This partnership marks an important step in our engagement with Saudi Arabia’s esports sector. By supporting both national competitions and talent development, we are proud to contribute to the sustainable growth of the Kingdom’s gaming ecosystem.”
“Partnering with a MENA leader like Yalla Group brings valuable regional expertise to the Saudi eLeague. This collaboration is crucial for amplifying the league’s prestige and ensuring it delivers a world-class experience for players and fans,” said Ibrahim Alsheddi, Chief Shared Services Officer at the Saudi Esports Federation.
The post Yalla Group Announces Strategic Partnership with Saudi Esports Federation appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
Oddin.gg has named Martin Lycka as Vice President of Institutional Affairs, enhancing the firm’s knowledge in regulation and responsible gambling as esports wagering grows in regulated markets worldwide.
Lycka offers over 15 years of high-level regulatory and responsible gambling expertise in Europe, North America, and Latin America. Most recently, he held the position of Senior Vice President for American Regulatory Affairs and Responsible Gambling at Entain, where he directed regulatory strategy throughout the Americas and oversaw global esports regulatory issues. He additionally sits on the Board of Directors for the American Gaming Association.
Before joining Entain, Lycka had high-level regulatory positions at GVC Holdings and Paddy Power Betfair, overseeing licensing initiatives and regulatory strategy in various jurisdictions.
In his new position at Oddin.gg, Lycka will collaborate with regulators, policymakers, publishers, tournament organizers, and integrity bodies, making sure the company’s esports betting solutions keep up with changing compliance standards. Situated on the U.S. East Coast, Lycka will aid the company’s growth into more regulated markets worldwide, with this new role highlighting the increasing industry need for suppliers with substantial institutional trustworthiness.
Martin Lycka, VP Institutional Affairs at Oddin.gg, said: “Esports betting has experienced significant development within fully regulated environments. This has been the outcome of proactive engagement, education, transparency, and open dialogue with regulators. Oddin.gg, as an industry pioneer, has built its approach around those principles, and I’m looking forward to supporting the company as it scales across many more global markets.”
Marek Suchar, Co-Founder and Managing Director at Oddin.gg, added: “As esports betting continues to scale, institutional credibility becomes just as important as product quality. Martin brings deep regulatory experience and a practical understanding of what regulators seek to become comfortable with innovative betting products. His appointment strengthens our ability to engage constructively with regulators, addressing integrity, governance, and technological concerns, and to support partners operating in complex regulatory environments.”
The post Martin Lycka Joins Oddin.gg as Vice President of Institutional Affairs appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
The HIPTHER Prague Summit is shaping up to be one of the most comprehensive events of the year, with an agenda that reflects the fast-evolving landscape of iGaming, fintech, compliance, AI, media, and beyond. With four distinct stages and content spanning two days, the summit promises high-impact insights, cutting-edge knowledge sharing, and actionable strategies for stakeholders across the digital industries.
While only half the agenda has been released so far, what’s already on the table reveals an ambitious and future-forward program. Attendees can expect the remaining schedule—focused on the Expert Panel Stage and HIPTHER Academy—to further raise the bar with industry-leading panels and advanced learning formats.
Stage 1: Compliance & Regulation
This track offers a robust dive into both regional and global regulatory trends, aimed at compliance professionals, legal experts, and decision-makers navigating complex frameworks.
Day 1 will focus on market updates, regulators’ panels, and regional compliance outlooks. Highlights include a Czech Market update, a panel featuring European regulators, and regional overviews from Germany and the Balkans.
Day 2 expands into the global picture, covering enforcement trends, jurisdiction updates from Southern Europe, the USA, and LatAm, and a deep-dive GLI session on certification and trust. The day wraps with an IMGL-led masterclass exploring the intersection of AI, automation, and accountability.
Stage 2: Expert Panels Stage
This track is a powerhouse of innovation-focused dialogue.
Day 1 will feature panels on iGaming, fintech, AI, media, SEO, esports, and business growth. Industry disruptors and thought leaders will gather to unpack the trends driving momentum across verticals.
Day 2 will turn the spotlight to deep-dive panels with operators, suppliers, and advisors sharing battle-tested strategies, future bets, and lessons from scaling globally.
Stage 3: Main Focus Stage
This stage is split into two powerful themes across both days.
Day 1 is the Keynote Arena, with standout talks on branding, visibility, growth, and deal-making. Sessions like “LinkedIn as a Dealflow Engine” and “Branding in the Attention Economy” offer tactical insights for companies looking to sharpen their competitive edge.
Stage 4: HIPTHER Academy
Designed for hands-on learning and skill development, this stage blends education with real-world application.
Day 1 offers masterclasses, workshops, and practical learning sessions, setting the tone for deep engagement.
Day 2 will feature advanced education formats, including certification-oriented sessions, ideal for professionals looking to level up with verified credentials.
Don’t Miss Out – Secure Your Spot Now
With limited availability and high interest across the industry, now is the perfect time to register. Be among the first to access cutting-edge insights, connect with top-tier professionals, and help shape the future of digital industries.
Register today for HIPTHER Prague Summit 2026 and be part of the conversation that drives the next wave of innovation.
The post HIPTHER Prague Summit Unveils 50% of Its Dynamic 2026 Agenda appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
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