At the previous SiGMA Asia, Chuck Robert Robinson, Chief Revenue Officer at BETER, shared in an exclusive interview with SiGMA TV how the company is gearing up for its next big move – breaking further into Asia’s booming sports betting market.
Since its founding in 2017, the Europe‑based firm has earned a reputation as a premium content provider for some of the world’s largest betting operators. Today, it delivers over 700,000 sporting events every year, spanning proprietary esports competitions such as e‑basketball, e‑football, and e‑hockey, alongside select traditional sports.
Robinson confirmed two new additions to the line‑up: e‑cricket, built with Asian sports fans firmly in mind, and the company’s first paddle tennis tournaments, produced entirely in‑house. “E‑cricket will be of particular interest here in the Asian market,” Robinson explained. “We are also creating our own paddle tennis tournaments, with production already set up and debuting before the end of June.”
Delivering content at scale
BETER’s roster of projects includes major industry names such as Betano, Altonar, and Bet365. The business already operates across Latin America, Europe, and North America, with Asia now taking centre stage in its expansion plans.
Rather than simply exporting its existing products, Robinson said the company’s approach revolves around customisation: “It’s really about adapting to specific markets. In Asia, there are particular preferences we need to recognise, and we work with operators to adjust to them. Sometimes this involves tailoring our trading models to reflect local behaviours.” That flexibility is made possible by BETER’s control over the entire content cycle – from production to delivery – allowing the company to fine‑tune products quickly while maintaining the quality clients expect.
Innovation beyond limits
Innovation, Robinson stressed, means more than adding fresh titles to the schedule. The new paddle tennis tournaments are a good example: fast-paced live sports produced with the same high-frequency scheduling and attention to detail that define BETER’s esports portfolio. Owning its production facilities gives the company freedom to adapt events, adjust formats, and present betting products in ways that resonate with local bettors.
“The sky is not the limit for us. We want to go further and higher,” Robinson said, summing up the company’s appetite for growth.
Meeting demand in the Asian market
Asia’s sports betting sector is vast, diverse, and fiercely competitive. Success here, Robinson noted, depends on recognising cultural preferences and popular sports rather than assuming a single formula will work everywhere. E‑cricket taps into a sport with deep roots across much of the region, from India to Sri Lanka. Paddle tennis, meanwhile, is gaining traction globally and offers fresh opportunities for operators keen to enhance their live betting menus.
By focusing on products designed to fit the market, BETER is looking to build lasting partnerships and strengthen its standing as a trusted supplier worldwide. With its planned entry into e‑cricket, the launch of in‑house paddle tennis events, and its ability to adapt content for different regions, BETER is setting itself up for meaningful growth in Asia – and beyond. Catch more exclusive interviews on SiGMA TV during SiGMA Euro‑Med, Malta – 1–3 September.
