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We spoke with Oleg Onegov, Head of Strategic Partnerships & Account Management at BETER, about the fast-betting provider’s approach to cultivating, strengthening, and sustaining relationships with partners.

Can you tell us about your career journey and your current role as Head of Strategic Partnerships & Account Management at BETER?

​I’ve been working in the betting and iGaming industry for several years, mainly focusing on client relations and business development. Over time, I realised that my strongest skill was in building long-term partnerships and helping clients derive real business value from the products they use. At BETER, I lead the Strategic Partnerships & Account Management team, focusing on ensuring we deliver not only content but also help operators and aggregators grow with it—whether through improved integrations, new products, or data-driven insights. This is critical to scaling BETER’s presence in the esports and sports ecosystem. My role also sees me work closely with internal and external stakeholders to deliver value-driven solutions that support operational excellence and long-term commercial goals.

Different operators and aggregators have different needs. How do you and your team ensure that BETER’s products and solutions remain in demand and are continuously aligned with each client’s evolving business and market changes?

BETER is renowned for providing 24/7 live streaming, real-time data, and hyper-accurate odds for approximately 700,000 fast-paced esports and sports events annually, offering up to 50 markets per event with an average operator margin of 7.5% or higher.

Our esports portfolio includes ESportsBattle tournaments featuring eFootball, eBasketball, eHockey, and eTennis. Our sports portfolio includes the Setka Cup table tennis series, BSKT Cup basketball league, GTR Cup tennis tournaments, and Padel tennis, as well as coverage of official cricket tournaments and leagues worldwide.

In addition to our fast-paced content, we offer a comprehensive Esports Odds Feed, delivering market-leading odds with the highest uptime for more than 450 tournaments worldwide. This includes over 40,000 pre-match and live events annually across popular titles such as CS 2, Dota 2, League of Legends, Valorant, and more.

We are also continuously working on obtaining regulatory approvals in all major markets globally, including U.S. states such as New Jersey and Colorado, where our content is live on bet365’s local domains.

When it comes to ensuring that our products remain in demand and aligned with each client’s evolving business and market changes, our approach is never “one size fits all.” My team and I maintain close communication with every partner to ensure we’re consistently meeting their needs. Some clients aim to maximise esports engagement, others focus on traditional sports, while some want to experiment with new formats such as eTennis or Padel—or even launch fully branded, customised tournaments like our dedicated eFootball series designed specifically for operator needs.

We constantly review performance data, align on KPIs, and adjust delivery or features accordingly. Moreover, our product roadmap is highly flexible—we prioritise developments that bring the most value to our clients’ business models. Ultimately, close collaboration with operators and aggregators helps us understand regional specifics and tailor our products to different markets, while our agility in implementation and regulatory readiness give partners confidence that BETER’s solutions will continue to fit their evolving needs.

Many companies emphasize client success at the start of a relationship, but sustaining it over time is much more challenging. What specific processes, practices, or approaches does BETER use to support clients throughout the entire journey and ensure that partnerships grow into long-term, trust-based relationships?

At BETER, client success is ongoing. My team runs regular business reviews and performance check-ins, where we don’t just present numbers but also propose explicit next steps. We involve product managers at the beginning of new partnerships, so clients can see how their feedback translates into real improvements. Transparency is also key, and we share daily reports, monitor incidents in real time, and communicate openly if something needs fixing. This kind of consistency and accountability builds trust and makes our partnerships long-lasting.

Feedback loops are vital. How does BETER work with client feedback, and in what ways does it influence your product development and solution improvements?

Feedback is at the core of how we evolve. We collect it in various ways, including through structured NPS surveys, regular calls, daily chats, and even during integration discussions. Every input gets logged and shared across product, trading, and IT teams.

Many of our most successful launches, such as new esports markets for Dota 2 and CS 2 titles in our coverage of tournaments worldwide, came directly from client requests. Our eTennis series also originated from a product discussion sparked by a client’s feedback, which expressed the need for completely new offerings for their bettors.

What matters is not just listening, but also closing the loop and showing the client how their feedback shaped the roadmap and what the result looks like in practice.

What are the most important pillars of BETER’s operations that operators or aggregators pay the most attention to—both when entering into a partnership and throughout the entire collaboration?

From my experience, there are four pillars clients care about most.

First is content quality and variety — at BETER, we offer fresh and engaging disciplines such as eFootball, eBasketball, and eTennis, supported by diverse game formats.

Second is reliability, especially when it comes to uptime, latency, and the accuracy of our data feeds and live streams. That’s why our team works tirelessly to maintain the highest possible uptime across all our products.

Third is integrity and compliance — operators need confidence that the product is fair, transparent, and secure. Our dedicated Integrity team ensures that only 0.01% of matches have been flagged as suspicious.

Finally, there’s our approach to partnerships — we’re not just a provider; we act as an extension of our partners’ teams, ready to adapt and innovate together.

This combination of high-quality content, operational excellence, trust, and genuine collaboration is what keeps our partnerships strong from day one — and well into the future.

The post Movers and Shakers: 24/7 Content, Strict Integrity, and Constant Feedback – BETER’s Approach to Sustainable Partnerships appeared first on European Gaming Industry News.