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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.
ITL says uptake is being driven by retail and amusement events and discussions with regional police forces.
E-Service is increasing UK distribution of Innovative Technology’s (ITL) age estimation and access control products, with the companies pointing to growing demand for ITL’s MyCheckr device.
The partnership between ITL and E-Service dates back to 2004, with E-Service operating as ITL’s UK Trading Partner and Approved Service Centre. ITL said the current momentum is “mainly driven by an uptake of Innovative’s MyCheckr age estimation technology.”
Andy Bullock, Senior Business Development Manager for ITL, said, “E-Service are really flying the flag for our MyCheckr device representing the brand at various UK events. The technology has become a real talking point following our recent presence at the National Convenience Show (NCS) in Birmingham and The Amusement & Retail Entertainment (ARE) in Manchester, and earlier EAG shows in London. We have jointly attended a number of regional BACTA meetings recently introducing the capabilities of MyCheckr to the gaming sector to help with compliance and player protection and we are delighted with the feedback and potential opportunities that have arisen. Plus we are in talks with regional police forces about using MyCheckr to help local convenience stores avoid fines or potential closure for selling age-restricted products to minors.”
Bullock added, “Our age verification technology is simple to operate and install. MyCheckr can be easily placed at any 18+ entrance or our other age estimation device, ICU Lite, can be fully integrated into gaming or SCO machines using a simple API. To help operators manage access we have developed MyConnect which sends alerts to staff via an app to notify them of a potential underage play or self-excluded entry which can be remotely granted or denied.”
Paul Scott, Sales Director at E-Service, said, “It’s been a pleasure working with ITL over the past years. Our relationship has always been strong, and we’ve successfully distributed their leading note validation and recycling products including the NV9 Spectral, Spectral Payout and NV22 Spectral throughout the market for several years now. ITL’s expansion into age assurance technology represents a really exciting time for us as we are delighted to be part of this journey.”
The post E-Service steps up UK distribution of ITL MyCheckr age estimation tech appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.
Paysafe is live on Primer’s Primer for Partners program and is already processing transactions for merchants across North America, Europe and Australasia.
Paysafe (NYSE: PSFE) has integrated with Primer, connecting to the payment orchestration platform via Primer’s no-code Primer for Partners program to provide card payment processing for online merchants using Primer globally.
The companies said the integration allows merchants on Primer to route credit and debit card transactions to Paysafe as a payment service provider. Paysafe said it is already processing payments through Primer for merchants with a presence across North America, Europe and Australasia.
Paysafe said it tailored the integration to support international merchants across industries including iGaming, social gaming, financial trading, eCommerce and travel. Primer for Partners, which Primer launched in December 2025, allowed Paysafe’s tech team to manage the integration “without the need for any coding,” according to the companies.
Rob Gatto, Chief Revenue Officer at Paysafe, said: “We’re delighted to partner with Primer, whose Primer for Partners solution empowered Paysafe to develop a bespoke integration, streamlining the payment journey for Primer’s merchant partners and their customers. We look forward to strengthening our offering within the Primer infrastructure and growing our presence across the broader payment orchestration space.”
Gabriel Le Roux, CEO and Co-founder of Primer, commented: “Paysafe joining Primer for Partners is exactly what this solution was built for. The company came to us, built its own integration from the ground up, and Paysafe is already live and processing payments for our merchants. That’s the paradigm shift we set out to create. For our merchants, having Paysafe accessible through Primer means more choice, better coverage, and faster access to a payment provider that’s been optimizing card performance for decades.”
Paysafe said it plans to expand the integration over time, including adding local payment methods such as Skrill and Neteller, plus PaysafeCard and PaysafeCash.
The post Paysafe integrates with Primer to handle card payments for merchants appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.
Andy Bullock Senior Business Development Manager for ITL
E-Service bolster distribution of ITL’s age verification solutions
Innovative Technology’s (ITL) UK Trading Partner & Approved Service Centre, E-Service, are gaining traction in the UK with increased distribution of their solutions.
The collaboration dates back to 2004 and this recent success is mainly driven by an uptake of Innovative’s MyCheckr age estimation technology.
Innovative Technology provide both cash validation devices and AI-powered age estimation & access control technology to the global gaming, amusement and convenience industry. MyCheckr is their latest innovation – a simple to use hardware device which provides anonymous age checks and secure access control.
Andy Bullock, Senior Business Development Manager for ITL said, “E-Service are really flying the flag for our MyCheckr device representing the brand at various UK events. The technology has become a real talking point following our recent presence at the National Convenience Show (NCS) in Birmingham and The Amusement & Retail Entertainment (ARE) in Manchester, and earlier EAG shows in London. We have jointly attended a number of regional BACTA meetings recently introducing the capabilities of MyCheckr to the gaming sector to help with compliance and player protection and we are delighted with the feedback and potential opportunities that have arisen. Plus we are in talks with regional police forces about using MyCheckr to help local convenience stores avoid fines or potential closure for selling age-restricted products to minors.”
Andy continued, “Our age verification technology is simple to operate and install. MyCheckr can be easily placed at any 18+ entrance or our other age estimation device, ICU Lite, can be fully integrated into gaming or SCO machines using a simple API. To help operators manage access we have developed MyConnect which sends alerts to staff via an app to notify them of a potential underage play or self-excluded entry which can be remotely granted or denied. “
E-Service joined ITL’s network of supplier partners over 20 years ago and are a long-standing distributor of their cash validation equipment. They more recently have started to support the company’s AI technology range and also gained Approved Service Centre status last year.
Paul Scott, Sales Director at E-Service said, “It’s been a pleasure working with ITL over the past years. Our relationship has always been strong, and we’ve successfully distributed their leading note validation and recycling products including the NV9 Spectral, Spectral Payout and NV22 Spectral throughout the market for several years now. ITL’s expansion into age assurance technology represents a really exciting time for us as we are delighted to be part of this journey.”
Concluding Andy said, “Paul and the E-Service team are a joy to work with, forward thinking, proactive and a real collaborative trading partner in the UK. Together the team are all looking forward to seizing the opportunities that lie ahead.”
The post E-Service bolster distribution of ITL’s age verification solutions appeared first on Americas iGaming & Sports Betting News.
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