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BETER’s new CEO outlines the company’s strategic aims
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.
Midnite has agreed a partnership with Middlesbrough FC that will see the UK bookmaker become the club’s principal partner and front-of-shirt sponsor for the 2026/27 campaign, which Middlesbrough describes as its landmark 150th season.
The companies announced the deal alongside a fan activation at Riverside Stadium on Thursday, July 9, branded “This Season’s On Us”. The initiative offered supporters prizes including 2026/27 season tickets, 2026/27 shirts, match tickets, or a £25 club shop voucher, with fans required to answer Middlesbrough trivia and complete a football challenge.
Middlesbrough former players Craig Hignett and David Wheater attended the event, and, according to the company, took bonus attempts on behalf of participants who missed out.
Andrew Mook, Midnite’s Head of Brand Marketing, said:
“Middlesbrough have a storied history and we’re delighted to announce this partnership during such a monumental year with the club celebrating their 150th anniversary.
“It was great to see so many Middlesbrough fans at the “This Season’s On Us” activation, we hope they enjoyed taking part and meeting club legends, with David Wheater hitting top bins on several occasions and allowing fans to win big with season tickets.
“We can’t wait to get to Riverside Stadium in August to kick-off a new season and we’re excited to say that we have plenty of new and captivating campaigns planned.”
Lee Fryett, Middlesbrough FC Chief Commercial Officer, added:
“We’re delighted to welcome Midnite as our new Principal Partner.
“We’re looking forward to working closely with Midnite to develop engaging campaigns, content and unique experiences that bring our fans even closer to the club.
“We’re confident this partnership will provide real value for our supporters while supporting our ambitions both on and off the pitch.”
The post Midnite signs as Middlesbrough FC principal partner for 2026/27 season appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.
ThrillTech has been awarded a Gaming-Related Supplier licence by the Alcohol and Gaming Commission of Ontario (AGCO), clearing the company to launch in Ontario’s regulated market.
The licence allows ThrillTech to deploy its opt-in side bet jackpots technology with regulated online casino, sports betting and lottery operators across the province.
Benjamin Bradtke, Co-Founder of ThrillTech, said: “Securing our AGCO licence is a major step in our mission to transform how jackpots are delivered at scale across regulated markets. This latest certification is testament to our robust technology and trusted compliance frameworks, allowing us to continue our global growth trajectory. We are thrilled to bring our proven, compliant jackpot technology to Ontario, empowering locally licensed operators to uplift revenue without cannibalising existing spend.”
The company said its “ThrillPots” mechanics sit as an independent, player-funded side bet and do not alter the underlying game’s return-to-player mathematics.
ThrillTech said the Ontario approval enables its existing multinational partners that also operate in the province to launch its side bet jackpots locally, while it also holds talks with potential new operator partners. The company lists its regulated footprint as including the United Kingdom, Sweden, the Netherlands, Romania, Malta, Gibraltar, Brazil and Peru.
The post ThrillTech secures AGCO supplier licence for Ontario launch appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.
ThrillTech said it has been awarded a Gaming-Related Supplier licence by the Alcohol and Gaming Commission of Ontario (AGCO), clearing the company to offer its side-bet jackpot technology to regulated online casino, sports betting, and lottery operators in Ontario.
Benjamin Bradtke, Co-Founder of ThrillTech, said: “Securing our AGCO licence is a major step in our mission to transform how jackpots are delivered at scale across regulated markets. This latest certification is testament to our robust technology and trusted compliance frameworks, allowing us to continue our global growth trajectory. We are thrilled to bring our proven, compliant jackpot technology to Ontario, empowering locally licensed operators to uplift revenue without cannibalising existing spend.”
The company said its ThrillPots product lets operators add player-funded, opt-in side-bet jackpots on top of existing games, without changing gameplay or the underlying return-to-player (RTP) calculations. ThrillTech positions the mechanic as a way to drive incremental engagement and revenue.
ThrillTech said the Ontario licence enables existing multinational partners that also operate in the province to roll out ThrillTech-powered jackpots locally, and added it is in discussions with potential new operator partners. The company listed other regulated jurisdictions it serves as the United Kingdom, Sweden, the Netherlands, Romania, Malta, Gibraltar, Brazil, and Peru.
The post ThrillTech wins AGCO supplier licence to enter Ontario market appeared first on Americas iGaming & Sports Betting News.
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