Ruzanna Goroyan, BetConstruct AI: “Players today expect much more than just having a lot of betting options”

Shows & conferences - 16 October, 2026

During SBC Summit Lisbon 2026, Focus Gaming News sat down with Ruzanna Goroyan, Business Development Manager at BetConstruct AI, to discuss prediction markets, lessons for operators entering Asia and the role of personalisation in sportsbook.

Goroyan said prediction markets are becoming more interesting because they change how players interact with an event. This year BetConstruct AI launched its own product, Eventbook, which lets operators create events based on what is relevant or trending in their country. Unlike traditional betting, she explained, prediction markets can cover topics from sports to entertainment, current events and local trends, giving operators “another reason” for players to engage with the platform.

Her main advice for operators entering Asia was not to see it as a single market. “What works in one country may not necessarily work in another,” she said, as payments, players, content and user experience all differ. Operators should not move a successful product from one country to another and expect the same result. Localisation, she stressed, goes far beyond translating a website: it covers content, games, payments, user experience and support channels. “Adapt the product to the market rather than ask for the market to be adapted to your product,” she said. She also noted that many Asian players are mobile-first, so registration, deposits and withdrawals must be fast and convenient.

 

On sportsbook, Goroyan said players now expect more than a large number of betting options. They want speed, simplicity, good live betting and personalised content that keeps them engaged while watching a game. “They want the right information at the right time,” she said. BetConstruct’s sportsbook uses AI to understand each player’s preferences and behaviour, so that content is relevant to the individual rather than identical for everyone.