In the dynamic and rapidly evolving world of esports, a new chapter is being written at BETER with the appointment of Adam Conway as the General Manager of Esports. A veteran with over a decade of experience at SIS, where he was instrumental in shaping their esports and trading strategies, Conway brings a wealth of knowledge and a fresh perspective to his new role. In this exclusive interview, we delve beyond the surface-level discussions and get a frank, insightful look into the core issues driving the esports betting industry today.

Conway offers a deep dive into the burgeoning trend of fast-bet esports, examining its growth trajectory and its place within a regulatory framework that is still playing catch-up. He sheds light on the crucial interplay of computer vision, cutting-edge integrity technology, and live data, explaining how these elements are forging the next generation of betting models. The conversation also turns to BETER’s impressive scaling, revealing how the company manages to host over 500,000 monthly events while maintaining an exceptionally low integrity breach rate of under 0.01%.

Furthermore, Conway outlines the strategic importance of key markets such as the US, Latin America, and the APAC region in the future evolution of esports products. This Q&A is a refreshing departure from the usual industry fluff, offering a candid look at both the commercial drivers and the compliance challenges. Conway provides his unique perspective on what regulators often misunderstand about micro-markets, making this a must-read for anyone interested in the future of esports betting.

You spent more than a decade at SIS where you oversaw its trading desks and in-house tournaments. Why after such a long and successful period with the company, did you decide to jump ship to BETER? And what are you hoping to achieve with BETER?

Fast-betting content for esports and sports was pioneered by BETER, which soon became the in-demand provider of this type of content to operators worldwide. Being offered the chance to lead its esports division was an opportunity I knew I was best placed to take, so I couldn’t turn it down. Naturally, it was a tough decision to leave SIS, a company where I spent more than a decade working my way up through senior roles such as Head of Trading and Global Head of Esports and Competitive Gaming, but all good things must come to an end, and for me, the scale of the opportunity and the timing were just right.

In terms of what can be achieved, it’s about building on the incredibly strong foundation that is already in place. This has been done by being a trailblazer in the fast-betting esports content space and bringing next-generation products to market, such as its flagship ESportsBattle tournaments, which set the industry standard. It covers multiple disciplines, including eFootball, eHockey, eBasketball, and most recently, eTennis, with contests held in dedicated facilities located in three countries. Across these titles, BETER has more than 300 semi-professional athletes on its books, just to give you an idea of the scale of the operation. We deliver live streams, real-time data, and odds for more than 35,000 exclusive ESportsBattle events each month, and we are on track to scale that to 500,000 events annually. But this will only be possible because of the passion, commitment, and dedication of the BETER team, while maintaining leading uptime and margins from a trading perspective.

This sheer volume ensures operators can consistently provide a wide range of engaging content, tailored to the interests of their players. And despite the scale, only 0.01% of matches are flagged for investigation as suspicious, thanks to our dedicated Integrity team, which operates around the clock with a clear framework and robust oversight tools.

Additionally, BETER offers a powerful Esports Odds Feed, delivering market-leading odds with the highest uptime for more than 450 tournaments globally. This includes over 40,000 pre-match and live events annually across popular titles such as CS2, Dota 2, League of Legends, Valorant, and more. Our coverage spans tournaments from Tier 1 to Tier 3, accounting for up to 95% of all available contests. Odds are calculated using official data and refined by our in-house team of more than 130 expert traders.

As you can see, BETER is the most promising fast-betting content provider in the industry. Its scale is unmatched across esports and sports products, locations and venues, monthly event volume, athletes, and the calibre of its trading team. But most importantly, this is only the beginning. I see tremendous potential to further expand BETER’s portfolio and transform it into a true industry powerhouse, leveraging my 20+ years of experience to help drive that vision forward.

The scope and scale of your tournaments are unrivalled, with thousands of contests taking place each month with the goal of offering even more. But how are you elevating your offering beyond the quantity of contests run, and how do you ensure you continue to meet the highest standards of quality?

Being able to offer enough events to fill gaps in operators’ offerings is a powerful advantage, especially when it comes to selecting a reliable content provider. However, volume alone isn’t enough to keep bettors engaged 24/7, particularly when catering to Gen Z and Millennial audiences.

That’s why we constantly diversify our offerings by adding disciplines and experimenting with new formats. For example, our eFootball content includes three formats (2×4, 2×6, and Volta), while eBasketball is available in two formats (4×5 and 4×8).

We’ve also recently launched eTennis tournaments, making BETER the first provider to bring such content to the market. This allows operators to stand out with a truly unique product. We’re starting with around 400 monthly events, with plans to scale up to 2,200 by year-end, featuring various match formats across two concurrent 24/7 streams.

It`s just a small part of our broader product development roadmap. We’re actively exploring new opportunities and assessing the potential value we can deliver to partners across the Atlantic. Among the most promising additions to our tournament lineup are eBaseball and American eFootball—two disciplines that align well with the preferences of key target markets and can be seamlessly launched and integrated thanks to our technical capabilities and dedicated professional team.

We’re also focused on delivering a more engaging and comprehensive bettor experience by expanding the number and variety of available markets. Our trading team is currently working on integrating player props, corners, card markets and more into our fast-betting offering, designed to bring more thrills and boost bettor retention.

Our expansion spans all key markets: North America, Latin America, APAC, and Europe. However, global reach also requires continuous product validation and adjustments, particularly in terms of localisation and compliance with local regulatory policies. That’s why we prioritise stability, transparency and reliability—qualities that operators consistently demand. Because of this, ESportsBattle maintains one of the highest uptimes in the industry, exceeding 90%, while also delivering a sustainable operator margin of 7.5%.

In response to partner demand, we’ve also begun offering fully branded, dedicated eFootball tournaments. These give operators the ability to further differentiate themselves and engage bettors more effectively.

BETER team at the EGR B2B Awards 2025 — proud winners of the Esports Betting Supplier award

What integrity safeguards do you consider absolutely essential today, given your pioneering work with sub-second latency streams and on-camera referees? And where do you still see cracks that technology or policy must address?

There are very few cracks left, thanks to the outstanding work of our dedicated Integrity team, which is now over 20 strong and led by Andrii Nekrutov, our Chief Integrity Officer, who brings more than 20 years of experience in law enforcement and security. Integrity is the cornerstone of our operations, and we uphold the principles of fair play across all tournaments and matches.

We’ve developed a comprehensive, multi-pillar approach to integrity, which includes onboarding, education and prevention, regulations, monitoring, investigation and prosecution. We also collaborate closely with law enforcement agencies, sporting bodies and federations.

We maintain a holistic approach to corporate governance, supported by an integrity certification system, multilingual and multi-platform educational programs, our proprietary Integrity Incident Database and Operations Centre, dedicated whistleblowing platform and more. These measures have collectively earned us several accolades, including the Safer Gambling Award at this year’s European iGaming Awards.

To bring all these initiatives together, we developed Integrity+, our proprietary digital platform designed to prevent match-fixing, support athletes and uphold fair play. Powered by AI and accessible across all devices, Integrity+ seamlessly integrates education, reporting and real-time risk management into a single, comprehensive tool tailored to the needs of today’s sports professionals.

Additionally, we recently signed a Memorandum of Understanding with the International Betting Integrity Association (IBIA) and became a member of the Esports Integrity Commission (ESIC, also receiving its Gold Standard Accreditation. As part of that process, ESIC conducted a thorough review of our operations, including physical studio security, access control, surveillance and CCTV coverage, communication device restrictions, event oversight, personnel requirements and game settings. We successfully met all their criteria.

Trading is now very much a data game, but that hasn’t always been the case. Looking back, which single data signal had the greatest impact on pricing accuracy and what underrated metric will you deploy at BETER to keep your esports traders ahead of the competition?

Without a doubt, the automation of scouting through Computer Vision has been a game-changer, and it’s something I’ve made a top priority since joining BETER. This technology, which is set to go live soon, is fundamental because it delivers both speed and precision in trading processes, a combination that’s no longer optional in today’s market.

Looking ahead, the next frontier for us is machine learning. By embedding it into our trading models, we’ll be able to continuously refine and optimise our strategies, unlocking deeper insights, increasing responsiveness, and ultimately delivering greater value to our operator partners and their players. It’s not just about staying ahead—it’s about setting the pace.

Globally, it seems regulators are getting more comfortable with esports but remain cautious about micro-markets. What is it about fast-betting products that some regulators don’t like and how are you looking to educate them as to how the product can be offered responsibly?

As a provider of fast-betting products, it is our responsibility to work closely with regulators, not only to meet their rigorous standards but also to ensure we partner exclusively with official operators and aggregators who hold the necessary approvals in their respective jurisdictions.

For instance, in securing vendor registration in New Jersey, we worked hand in hand with the Division of Gaming Enforcement to obtain the required approvals to deliver our content to local operators and players. We have taken the same collaborative approach in other regulated markets such as Buenos Aires and Peru, where we also maintain the necessary licences and certifications.

In every case, our commitment to integrity has helped reassure regulators that our content is fair, secure, and compliant. We have also demonstrated how we support our operator partners in offering our content responsibly, with our Integrity and Trading teams working side-by-side with partners’ teams.

Of course, it’s essential for operators to offer the experiences players are seeking— increasingly fast-bet products for esports. By partnering with BETER, they can meet this demand while being fully confident in the fairness, integrity, and safety of the content they offer.