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The Betegy story: “With a click of a button, we enable marketing teams to create entire campaigns in just a few seconds”

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The Betegy story: “With a click of a button, we enable marketing teams to create entire campaigns in just a few seconds”
The Betegy story: “With a click of a button, we enable marketing teams to create entire campaigns in just a few seconds”Reading Time: 5 minutes

When it comes to the future of B2C marketing for sports betting and casino – personalisation and automation is going to be the name of the game. We caught up with Alex Kornilov, Founder and Managing Director of content and data specialists Betegy, to talk about his pioneering work in transforming the marketing operations for the likes of Parimatch, Sportsbet.io, ESPN and Yahoo Sports.

Congratulations on Betegy’s deal with Parimatch – can you take us through the agreement and what you’ll be doing for their teams?

It’s a relationship that has been in progress for some time, starting with us initially having a conversation about what we wanted to achieve. Parimatch was looking to optimise its offering to deliver a truly revolutionary style of marketing and this was something we were determined to deliver. Rather than being off-the-shelf, our discussions began with the premise of discovering the challenges Parimatch was facing and offering a bespoke solution.

Our Betegy product overcomes those pain points to engage their customers. Following the exploratory phase, we built a roadmap and a vision. It is vital that nothing is omitted at any stage, because all building blocks are essential in allowing us to create a unique product, vision and brand of the future –one that can truly resonate with players’ values.

With a click of a button, Parimatch’s marketing teams can now create compelling, personalised campaigns using Betegy’s proprietary automated content generation platform in a matter of seconds, rather than the old timeframe of two to three days.

Tell us about Betegy’s in-house technology – what was the development process behind it and how did you start out in 2012?

Back then, Betegy was working within data analytics and we had number-crunching algorithms that produced accurate predictions of football matches. We were coming up with predictions for media companies who wanted access to our feed, and this is how we ended up working with the likes of ESPN and Yahoo.

We subsequently realised that data and APIs were one thing, but that there was also a strong need for visualisation. From that starting point, we understood that we needed to create a variety of marketing tools out of that – including social, banners, landing pages and videos, for example – all driven by the APIs connected to our system. When we added odds to this mix, we realised that what we had produced could be very useful for betting operators.

Before we went live with sports betting in 2018, we had been working under the radar to help develop and hone our delivery with operator partners. This learning experience was invaluable as it allowed us to build the product in real time and only after two years of careful preparation, were we really ready to deploy with operators as a true product.

As well as the ‘revolutionary’ aspects mentioned for Parimatch, what other operators does Betegy work alongside? Does your delivery go beyond sports betting operators?

Every new client in our family benefits from our product and our growth strategy is based around continuous improvement. We work with various operators and each has their own unique pathway, allowing us to create a fully bespoke experience. Our online client Sportsbet.io has a very different strategy to German retail leader Tipico, for example.

We also work with casino products. It’s something we have been developing for a while behind the scenes but are only really starting to shout about just now. Out work with 22Bet is a great example of this – in many ways what we have created in this instance is a very similar style of visual generation, only in a new vertical, which shows that we are not simply all about sports betting.

On-air graphics, such as a Bloomberg-style trading experience from the world of finance, is also an area which we envisage as a major growth sector for us. Our platform is all about enhancing the visual experience and we believe that this is something we can certainly bring to the table for media companies in the future.

Looking globally and beyond Europe – what other key markets will you be targeting in the year ahead?

Our attention has already turned towards the Americas. This is definitely a big growth area for us with significant investment. It’s very different in scope to our home markets in Europe, which have proven to be highly valuable as learning grounds.

Asia is also a very interesting place for us, having worked closely with the China Sports Lottery previously. India as a market holds big potential too, which is understandable due to its sheer population size. When it comes to that all-famous national sport, cricket, there are some cracking creatives that can be produced to really make things look exciting. While LatAm is also on the horizon, we’re not there yet, Africa is interesting too – but we’re focusing on energies on other geographies first.

There’s a lot of talk about personalisation nowadays,but few companies aside from Betegy are bringing AI-based content personalisation to market. How do you see this changing through 2021 and beyond?  

Our product came about based on client feedback. It was built upon what is needed now and also, what will be required in the future. Naturally, we have a first-mover advantage and the more we publicise and grow, the more we know where the value creation lies going forward.

We expect competitors to arrive on the scene, but we are confident in our leadership within this sphere, in relation to the typical innovation and adoption curve. We are still three to five years of creation ahead of mass market adoption, so there is plenty of time to capture more market share. Given the expertise we’ve been able to deploy already, as well as the relationships we have built and the understanding we have forged in what engages customers, we are happy to welcome additional players on the field.

What’s the case for automated content personalisation being a true gamechanger aside form cost savings? What can it enable your partners to do beyond efficiency?

Automated content personalisation allows for specialisation – bonuses and big events, for example – which can then be segmented by country. Additionally, and more pertinently, it allows for the quick testing of what is effective and what is not, with improvements deployed immediately wherever needed. This allows us to constantly test with creative teams and analyse, together, in real-time to see the effects of certain campaigns, making the tweaks needed.

Tailor-made offers and conversion tools for every single customer also allows us to generate content based on individuals. Machine generated content is another very significant growth area, which I look forward to speaking plenty more about soon enough.

Last but not least, looking ahead at 2021, and especially with the Euros on the horizon, how do you see sports betting playing out this year?

Retail is likely to be open again as we get closer to summer, and this will be welcomed by players – especially those who value the social element of betting. I also expect plenty of co-operation between media and betting companies, working together for mutual benefit and engaging players.

Taking a wider look at the market, I expect popularity of football to drop slightly, just as we saw at the start of the pandemic. When we talk about the younger generation, football has less of a passionate following. This is partially due to a changing mentality, where content is all about swipe-and-scroll and bitesize chunks– quicker gratification for driving higher engagement, rather than sitting to watch a match for 90 minutes.

Other sports offer a far faster format that appeals to younger players. Esports for example, offers lightning-fast gameplay and results and younger generations love this speed and fast action. While football can seem sterile right now, being played out as it is in front of empty stadiums, esports offers interactivity and engagement. This is where betting comes into play, enhancing the overall experience.

George Miller (Gyorgy Molnar) started his career in content marketing and has started working as an Editor/Content Manager for our company in 2016. George has acquired many experiences when it comes to interviews and newsworthy content becoming Head of Content in 2017. He is responsible for the news being shared on multiple websites that are part of the European Gaming Media Network.

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New User Interface Redefines Gaming Experience

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We are thrilled to launch our newly revamped user interface, specially engineered to elevate the gaming experience for your players. As a leading Live Game Solution provider, it is SA Gaming’s goal to empower our clients with various functions and features that encourage player retention and acquisition.

The new interface adopts modern design principles and is optimized for mobile devices of various screen sizes. We aim to provide a more intuitive and responsive gaming experience for your players. This revamp shows our commitment to creating an engaging environment using the latest technology.

Here are some of the key features of our new interface:

  • New Games and Distinct Features: Your players will have access to all our newly launched games including Thai HiLo, Fish Prawn Crab, along with all upcoming titles. Additionally, features like new side bets at Baccarat are exclusively available at the new interface.
  • Featured Section: Here your players can discover the top-performing games in their region, and good road display. This section also logs their recently played games so they can enjoy them again in the next login.
  • Favorite Section: Players can save the games they love, which will be shown here. We hope to foster deeper player engagement and establish stronger player loyalty by offering personalized recommendations tailored to their preferences.
  • Bet Area Position Switch: Our new user interface allows players to switch certain parts of the betting area to suit their individual needs, allowing them a greater control over their gaming experience.
  • Updated Dealer Profile Pictures: At every table, profile pictures of dealers displayed in the lobby are now taken at the beginning of each shift. This enhancement boosts the immersiveness of our games and creates a more engaging atmosphere.
  • Responsive Design: The new interface is designed to be responsive, seamlessly adapting to any screen size. Whether your players are using a desktop, tablet, or smartphone – portrait or landscape – the interface ensures an optimized and consistent experience.

The new interface can definitely attract more casual players who are looking for a taste of casino while also providing a more responsive and intuitive experience for your loyal veteran players. The interface revamp hails our commitment to customer-centricity, and empowers you to establish a greater player community with enhanced loyalty.

Explore the new user interface now:

Should you have any inquiry regarding the new product, please feel free to shoot us an email at [email protected]. Your feedback is highly appreciated and will help us to improve our ability to serve you better in the future.

The post New User Interface Redefines Gaming Experience appeared first on European Gaming Industry News.

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Melco publishes Company’s annual sustainability report “RISE to go Above & Beyond”

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Melco Resorts & Entertainment has announced the publication of its sustainability report for the year 2024. The strategy continues to guide the Company to go “Above & Beyond” — to strive to achieve its commitments to restoring the environment, inspiring its people and communities, sustaining its supply chain and empowering its business to impact positive change. As Melco’s strategy, pillar goals and targets evolve in response to shifting environments through wide-reaching efforts as highlighted in the report, the Company aims to actively engage stakeholders on its journey towards a climate-fit and equitable future.

Mr. Lawrence Ho, Chairman and CEO of Melco Resorts & Entertainment, said, “Much more than a service, hospitality is about the experience it creates, the people it supports and the impact it leaves behind. Each year, Melco challenges itself to push this further, believing that luxury and responsibility are not opposing forces but partners in progress, which is reflected in how we uphold strong governance, manage our environmental impact, support our people and communities and lead in responsible gaming. This commitment to progress shaped our approach in 2024, as a year of recalibration in which we continued to strengthen operations, reignite momentum and ensure our integrated resorts remain at the forefront of excellence.”

Key performance highlights from Melco’s latest “RISE to go Above & Beyond” sustainability strategy.

Awards/Recognition

  • DICJ RG Implementation Index – Ten Melco facilities have received recognition as ‘Responsible Gambling Model Units’ with nine earning perfect scores of 100% against the criteria.
  • “RG Check” accreditation – International, third-party Responsible Gambling Council accreditation across Melco properties in Cyprus and Manila
  • Member of the “S&P Global Sustainability Yearbook 2025” and recognized as an Industry Mover, scoring in 93rd percentile in industry group
  • Carbon Disclosure Project (CDP) scores: B for Climate and B for Water
  • Green Key and Green Hotel Awards for Studio City, Nuwa, Morpheus and The Countdown

Engaging our People

  • Invested an average of US$582 per full-time-equivalent (FTE) employee on learning and development activities, equating to an average of 38 training hours per FTE, with 100% of colleagues attending training
  • 3.5% of Macau colleagues participated in over 4,100 Foundation Acceleration Program (FAP) experiences, of which 12% were related to non-gaming activities; 86% of Culinary FAP participants were retained within the Company with a 17% promotion rate upon completion

Community Engagement & Investment

  • Close to 3,600 participants volunteered their time and efforts across 359 volunteering initiatives
  • Over US$17.42 million donated to worthy causes in Melco’s local communities

Energy & Climate Resilience

  • Energy-efficiency measures (EEMs) since 2018 have resulted in annualized savings of over 62.5 million kWh, an increase of 9% over 2023
  • More than 25,000 PV panels at all properties in Macau, Manila and Cyprus onsite, generating close to 10,000 MWh annually

Material Use & Waste

  • Avoided 13.2 million SUP bottles with the NORDAQ water filtration system serving nearly all hotel rooms at Melco’s integrated resorts
  • Expanded recycling of playing cards across properties in Macau, Manila and Cyprus
  • City of Dreams Manila has established a circular economy where food waste is composted on site and excess compost is donated to a local farm to grow some of the vegetables served to guests

Sustaining our Supply Chain

  • 100% cage-free eggs sourced for Melco F&B operations in Manila and Macau with 74% at City of Dreams Mediterranean
  • Accelerated adoption of recycled fabric uniforms, working to establish guidelines and adopt recognized certifications
  • Strengthened data tracking and credibility in certified sourcing and chain-of-custody verification for key categories such as seafood and chemicals, while equipping local suppliers to meet Company expectations

Empowering our Business

  • Continued ethics training and capacity building programs for colleagues and suppliers
  • Implemented onsite, real-world cyberattack simulation drills for relevant colleagues and teams across the Group to test awareness, readiness to respond and system effectiveness.

Melco remains steadfast in its commitment to sustainability and invites stakeholders, partners, and communities to join in its journey towards a climate-fit and equitable future.

The post Melco publishes Company’s annual sustainability report “RISE to go Above & Beyond” appeared first on European Gaming Industry News.

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Maono Unveils DM40 PRO: AI-Powered Wireless Microphone for Gamers & Streamers

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Maono’s new DM40PRO introduces wireless freedom, AI-powered voice effects, broadcast-quality sound, and customizable RGB lighting for a professional-grade gaming and streaming experience.

Maono, the global best-selling Internet microphone brand, has officially announced the release of its latest innovation in audio technology, the DM40PRO – AI Wireless Gaming Microphone. Engineered for gamers, streamers, and content creators seeking uncompromising performance, the DM40PRO combines cutting-edge features with exceptional sound quality, offering an all-in-one solution for immersive, high-quality content creation.

The DM40PRO is available from Amazon US in white and black and the Maono website with pricing starting from $85.99/£65 (Currently with an additional 20 percent coupon available on Amazon). It will also be available on Amazon UK and Amazon EU Mid- May.

The DM40PRO is a testament to Maono’s commitment to empowering creators with tools that elevate their performance. At the core of its appeal is the wireless and wired dual-mode design, which provides unparalleled flexibility and mobility without sacrificing audio fidelity. With ultra-low latency and an extended wireless range, users are free to move seamlessly within their space, enjoying smooth, uninterrupted transmission.

Featuring 48kHz/24-bit recording with a large 16mm condenser capsule, the DM40PRO delivers rich, detailed broadcast-quality sound. Whether capturing the excitement of a fast-paced game or delivering commentary during a live stream, the microphone ensures professional-grade clarity. Advanced noise cancellation with a single tap allows the DM40PRO to cut through environmental distractions, making it especially ideal for creators working in shared or noisy environments.

Setting the DM40PRO apart is its built-in AI voice changer with 10 distinct voice modes, allowing for engaging and interactive content with a creative twist. Coupled with vibrant, customizable RGB lighting, the microphone also adds visual personality to any setup, enhancing the overall streaming aesthetic.

Designed for convenience and control, the DM40PRO includes intuitive onboard controls for gain, EQ, and more, allowing real-time adjustments directly on the device. Its durable build and premium materials reflect Maono’s focus on quality and longevity, while the ultra-long 2600mAh battery supports up to 75 hours of use after just two hours of charging—ensuring creators can stream, record, and game for extended periods without interruption.

Compatible across multiple platforms, the DM40PRO is crafted to meet the demands of today’s most dynamic content environments. Whether used in a home studio or on the go, it offers a versatile solution for anyone seeking clear, consistent, and engaging audio.

With the launch of the DM40PRO, Maono once again reaffirms its place at the forefront of creator-focused audio technology. Perfect for professionals and advanced users, the DM40PRO represents the pinnacle of USB gaming microphones—merging wireless freedom, studio-grade sound, and a spectrum of customizable features into one powerful device.

The DM40PRO is available from Amazon US in white and black and the Maono website with pricing starting from $85.99/£65 (Currently with an additional 20 percent coupon available on Amazon). It will also be available on Amazon UK and Amazon EU Mid-May.

MAONO is also offering up to 10 percent commission on its affiliate programme

 

The post Maono Unveils DM40 PRO: AI-Powered Wireless Microphone for Gamers & Streamers appeared first on European Gaming Industry News.

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