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BETER’s new CEO outlines the company’s strategic aims

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20 days after being appointed BETER’s new CEO, Gal Ehrlich gave a presentation to the entire team about the company’s long-term strategy, where he summarised BETER’s previous achievements and elaborated on the company’s values, strategic initiatives and unceasing commitment to operational excellence.

“We are exceptionally proud of the phenomenal success that we’ve achieved at BETER in the short time which has passed since this company’s foundation. That being said, such rapid growth presents us with new challenges. For example, we are now a bigger company and, thus, need to come up with new interaction processes to ensure we perform our everyday tasks more effectively and move forward as an organisation.

Our mission and vision will be the same. BETER will continue to develop the fast betting niche, as well as meet the needs and demands of everyone in the betting industry, be it  players, sportsbooks, bettors or fans.

We’ll also be expanding into the Asian market, as we’ve identified this is an exciting avenue for future business growth. We’ll also work flat-out to further improve our already lofty standards of organisational excellence, whilst also ensuring our employees feel happy in their jobs and giving new opportunities to sportspeople. In addition to the above, we’ll also focus on expanding our product portfolio, developing our content to make it even more exciting and taking customer support to a whole new level”. – said Gal Ehrlich.

A large chunk of the presentation was dedicated to company employees and innovations in BETER’s corporate culture. Gal also stated that implementing a robust system of corporate governance to make BETER’s products the most trusted in the betting industry would be one of the company’s core strategic initiatives going forward. He also mentioned that developing BETER’s esports offer remains one of the company’s key strategic initiatives.

Gal also took the opportunity to thank the management team, BETER’s partner BetBazar, which is a sales house that sells BETER’s content, and the JKR Investment Group, whose portfolio BETER is a part of.

“BETER is now starting the next phase of its development. We’ve already achieved a lot in such a short space of time due to our hard work, energy and boundless enthusiasm. However, we now face a new challenge – to find ways to grow our business further and create approaches that will help us do that. We at the JKR Investment Group are firmly convinced that Gal is the man fo­­r the job”. Alexander Gusev, CEO and Co-Founder of JKR Investment Group.

Just to remind you, Gal Ehrlich joined BETER as our new CEO on 1 July. Before joining BETER, he worked as Chief Technology & Product Officer at Fortuna Entertainment Group (FEG) and as a VP of Shared Services at Playtech.

BETER is a leading provider of fast sports & esports content, live streaming, live data, and odds for the betting industry. The company powers Setka Cup and ESportsBattle tournaments and offers trading of world esports events.

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Regulated iGaming markets push operators toward audit-ready affiliate tracking

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As regulators scrutinise AML, RG and advertising, operators face rising pressure to validate attribution and partner payouts end to end.

Growing regulation in iGaming is changing how operators manage affiliates, track player acquisition, and control partner payouts, according to a new statement from affiliate platform provider Affnook.

The company argues that in regulated markets affiliates are increasingly treated as an extension of an operator’s marketing activity, raising the stakes for oversight in areas such as affiliate advertising practices, responsible gambling controls, anti-money laundering (AML) and data privacy. The release points to the Danish Gambling Authority as one example of a regulator highlighting potential AML risks linked to affiliate partnerships and urging operators to strengthen risk assessments across third-party acquisition channels.

Affnook says the industry is moving away from “Trust Me” affiliate reporting as stakeholders demand performance data and revenue attribution that can be independently verified. It lists audit-ready reporting, verifiable revenue attribution, transparency into tracking and commission calculations, and consistent reporting standards as key expectations in more heavily regulated environments.

The company also frames financial governance as a parallel priority to tracking, citing the need for net gaming revenue (NGR) verification, commission accuracy, invoice reconciliation and payment oversight. It adds that multi-touch player journeys and reduced effectiveness of cookie-based attribution are widening “attribution blind spots,” which can fuel partner disputes, weaken decision-making and complicate compliance reviews.

In the release, Affnook positions platform features such as audit logs, partner activity monitoring, consent-aware tracking, real-time commission calculations and server-to-server tracking as the types of capabilities operators should evaluate as regulatory expectations increase.

The post Regulated iGaming markets push operators toward audit-ready affiliate tracking appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.

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Play’n GO goes live in Alberta iGaming with 10+ operators

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Supplier expands to its third regulated Canadian province after Ontario and Québec, launching on Alberta’s market opening week.

Play’n GO has entered the newly regulated Alberta iGaming market, launching its casino games with more than ten licensed operators on the market’s opening week, the supplier said on 16 July 2026.

The Alberta rollout marks Play’n GO’s third regulated Canadian province, following Ontario and Québec, and extends the company’s North American regulated-market footprint.

According to the company, its content was made available in Alberta for the first time on launch day via a network of licensed operators.

Esteban Perez, New Market Entry Lead at Play’n GO said: “Entering Alberta with more than 10 operators on day one of regulation is a significant milestone for Play’n GO and a testament to the strength of our regulated market strategy. Canada continues to be a key focus for us, and expanding into our third province reflects both the demand for our content and the strength of our partnerships with licensed operators.

“We are proud to support Alberta’s regulated market with a portfolio that prioritises entertainment, compliance and long-term sustainability.”

The post Play’n GO goes live in Alberta iGaming with 10+ operators appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.

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Play’n GO strengthens Canadian footprint with Alberta iGaming market entry

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The Swedish gaming giant confirms its entry into its third regulated Canadian Province with its industry leading portfolio of games now available in Alberta for the first time

Play’n GO, the world’s leading casino entertainment provider, today announced its successful entry into the newly regulated Alberta iGaming market, with a wide range of its premium content going live with more than ten licensed operators on market launch day this week.

The milestone further reinforces Play’n GO’s commitment to regulated market expansion across North America and marks the company’s third Canadian province, following established operations in Ontario and Québec.

Play’n GO’s launch in Alberta ensures players have immediate access to a portfolio of world-class titles from day one of the market’s regulated opening. By partnering with a broad network of licensed operators at launch, the company has solidified its position as a trusted supplier in newly regulated jurisdictions.

The Alberta rollout builds on Play’n GO’s strong track record of working alongside regulators and operators to deliver safe, compliant, and high-quality entertainment to players, while supporting sustainable market growth.

Esteban Perez, New Market Entry Lead at Play’n GO said: “Entering Alberta with more than 10 operators on day one of regulation is a significant milestone for Play’n GO and a testament to the strength of our regulated market strategy. Canada continues to be a key focus for us, and expanding into our third province reflects both the demand for our content and the strength of our partnerships with licensed operators.

“We are proud to support Alberta’s regulated market with a portfolio that prioritises entertainment, compliance and long-term sustainability.”

To find out more about Play’n GO, please visit playngo.com

The post Play’n GO strengthens Canadian footprint with Alberta iGaming market entry appeared first on Americas iGaming & Sports Betting News.

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