Chris Nikolopoulos, BETBY: “Asia plays a big role in our 2025 strategy”

Chris Nikolopoulos, chief commercial officer at BETBY, spoke to Focus Gaming News about the company’s strategy for entering the Asian market.

Exclusive interview.- Following a successful presentation at SiGMA Asia, Chris Nikolopoulos, chief commercial officer at BETBY, spoke to Focus Gaming News about his impressions of the event, developments in the Asian market, and the company’s latest launches.

What do you think were the most relevant discussion topics this year?

Hyper-localisation, AI integration, and the blending of esports with traditional sports were as expected front and center of the discussion. With increasingly diverse player bases — sometimes even within the same country — and growing internet penetration, especially in Southeast Asia, there’s more demand than ever for regionally tailored content and interactive user engagement tools.

On top of that, there was as well a lot of focus on regulation, scalability, and how providers can support sustainable growth through innovation in emerging Asian markets.

What was the most attractive feature at your stand at the expo?

This year, visitors got a hands-on look at our flexible sportsbook solution, including our award-winning proprietary esports feed, BETBY Games, and our suite of AI sportsbook tools, AI Labs. It was a chance to explore just how customisable our platform is, and how we help operators create unique betting experiences tailored to their markets and players.

We also continued to showcase the latest update to our Betting Tips feature, which now includes for the first time in the industry insights for esports. This AI-driven tool delivers data-driven tips that help users make more informed decisions, with the latest news, key team stats, and player insights for top titles like Counter-Strike. It’s important to underline that, with this latest update, we now have the broadest betting tips coverage in the industry. Besides that, we’ve also boosted insight quality with around 99% including a relevant stat or fact to back them up, making the tips much clearer and more actionable.

What place does Asia have within your business strategy for 2025?

Asia plays a big role in our 2025 strategy. The region’s diversity requires a segmented, hyper-local approach and we’re all in on delivering exactly that. We’re currently investing in local research, product personalisation, and strong collaborations to grow sustainably across the continent.

For instance, we already have a dedicated team on the ground and recently signed two strategic partnerships that cement our presence in the region. Earlier this year, we partnered with SABA Sports, the leading sports betting provider in Asia, and in the coming weeks we’ll be announcing a new partnership with a well-known online operator that has a strong foothold in the region. Both agreements allow us to integrate our esports feed, BETBY Games, into their platforms, bringing a dynamic and engaging content experience to players.

It’s a clear sign of how serious and committed we are about succeeding in Asia, which we see as a region with massive potential and a huge audience that fits our sportsbook solution perfectly.

“The region’s diversity requires a segmented, hyper-local approach and we’re all in on delivering exactly that.”

Chris Nikolopoulos, chief commercial officer at BETBY.

BETBY recently launched its most comprehensive ‘vaquejada’ betting offering, built with a local-first approach. How do you think that strategy can adapt to the Asian market?

While vaquejada — a rodeo-style sport — has a strong following in Brazil’s northeast, it’s uniquely Brazilian and not really relevant to the Asian market. That said, the local-first strategy behind our vaquejada betting offering definitely applies in Asia as well. We’ve already proven this with the launch of our comprehensive cricket content portfolio, which rolled out just in time for the start of the Indian Premier League, delivering tailored content that truly reflects local preferences.

Alongside a wide selection of cricket betting options across different formats — including advanced player props and outrights for traditional events and also eCricket — we launched X-Battle Bats, a fully in-house developed e-sim tailored specifically to cricket fans. It allows players to place bets 24/7, even when no live matches are taking place, boosting engagement and retention through ultra-fast, high-frequency match simulations.

Besides that, the e-sim comes with unlimited customisation options, allowing operators to personalise banners, tournament details, players, or even margins, to match local preferences. With a strong focus on India, where cricket is very popular, this shows how committed we are to delivering localised, culturally relevant innovation.

What has the response been like to the latest BETBY Games release, after adding new eSoccer and eFighting titles?

It’s been really positive. Operators love the high-frequency and ultra-fast settlement nature of these AI-powered sims, while players are into the realism and detail.

The fact that they’re inspired by global gaming hits — FIFA’s Penalty Shootout and Mortal Kombat 11 — made them instantly familiar and attractive. On top of that, each match lasts under 3 minutes, which works perfectly for today’s fast-paced, tech-savvy audience.

Plus, they’re designed with low margins and high engagement in mind, so it’s no surprise we’ve had such a strong reception. It’s also worth mentioning that this launch followed the ongoing success of BETBY Games, which won Best Esports Product 2025 at the SiGMA Americas Awards. That recognition reflects our strategic focus on pushing the boundaries of esports betting through flexibility, customisation, and top-tier engagement.

What do you think will be the keys to standing out in the industry right now?

Adaptability and authenticity, without a doubt. Operators need platforms that are modular, AI-enhanced, and in tune with local realities. At BETBY, we believe real innovation needs to be hyper-localised and products should reflect regional behavior, cultural nuances, and tech habits.

Whether it’s through our e-sim content, traditional sports markets, betting tips, or tools like Bet Builder, the key is creating ecosystems that grow alongside both operator needs and player expectations.