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Shaping the Future: BETBY’s Strategic Focus on AI
Danil Emelyanov, Head of BETBY’s AI Labs, on how the provider is leveraging artificial intelligence to offer unique special markets, ever more bridging the worlds of sports betting and entertainment.
How transformative has AI been for the sports betting industry?
AI has revolutionized the sports betting industry by driving operational efficiency and user engagement to new heights. It’s no longer a luxury but a necessity for operators aiming to stay competitive. Sports betting thrives on data, and AI excels at processing vast datasets. This capability allows sportsbooks to enhance traditional models with previously unattainable insights, streamlining operations and delivering personalized betting experiences to users.
AI has also reduced the reliance on manual intervention by increasingly automating processes, enabling departments, such as trading teams, to focus on strategic objectives. However, AI doesn’t replace human oversight—it augments it. For example, traditional math models depend on static statistics, whereas AI incorporates dynamic information to improve accuracy. At BETBY, this understanding drove us to last year launch AI Labs—a comprehensive suite of cutting-edge tools designed to meet the evolving needs of operators and players alike. AI is not just a feature for us; it’s a cornerstone of our strategy.
What was the vision behind AI Labs?
AI Labs emerged from a clear gap in the market. Operators often rely on fragmented tools for churn and LTV prediction, risk management, personalization, and business intelligence, but BETBY saw an opportunity to create a unified solution addressing all these needs under one roof. Our vision was to build a comprehensive suite of tools that integrates seamlessly into our platform, empowering operators to achieve operational excellence while enhancing player engagement.
Since its inception, AI Labs has undergone continuous enhancements, reflecting our dedication to staying ahead of market demands. Nonetheless its core areas of focus have remained steadfast in enhancing aspects related to odds creation, risk management, the overall betting experience, and operational efficiency.
Among its standout and most recent features is the Betting Tips API, which provides data-driven, personalized betting advice to players, with the tips themselves delivered in as much as 18 languages thus greatly improving the usability of the feature from a geolocalised point of view. This tool not only enriches the player experience but also drives significant increases in conversion rates and engagement by enabling more informed betting decisions. Notably, 10% of soccer users on the BETBY partner network are already actively leveraging this feature.
Another example of AI Labs’ impact is its top-section recommendations, which have demonstrated remarkable results, driving a more than 60% growth in bets in markets such as Japan. By presenting players with highly relevant betting options based on their preferences and behavior, this feature keeps users engaged while streamlining their decision-making process, ultimately creating a more enjoyable and tailored betting experience.
Such innovations are reshaping sports betting into an engaging and dynamic form of entertainment, creating a more immersive experience—akin to the personalization seen on platforms like Netflix or Spotify. By tailoring offerings to a diverse spectrum of user preferences, AI Labs enriches the player journey while simultaneously delivering measurable success and competitive advantages for operators.
What differentiates BETBY’s AI tools from others in the market?
The most significant differentiator is real-time capability. Many AI solutions process data with delays, but BETBY’s technology analyzes and acts on information instantly. In a fast-paced industry like sports betting, this real-time responsiveness is a game-changer. For instance, if our model detects a potential churn risk or flags suspicious activity, we can act immediately—whether by offering a free bet to retain a player or limiting stakes to manage risk.
Besides that, being fully integrated within the BETBY ecosystem provides our clients with unparalleled advantages. Unlike third-party solutions that often require operators to share limited datasets with external providers—raising legitimate security concerns—our system leverages direct access to all BETBY data. This ensures comprehensive coverage and real-time updates, eliminating inefficiencies associated with external data processing. For instance, when users place bets, our system adapts instantaneously, refining models and delivering insights without delay.
This is particularly valuable for operators entering new and unfamiliar markets. If a sportsbook launches in a region like India, our AI already possesses the localized insights necessary to optimize recommendations and understand player behaviors. This seamless integration empowers operators to make data-driven decisions, ensuring their platforms resonate with local audiences while maintaining operational efficiency.
Apart from this, our extensive market expertise provides us with a significant competitive edge. Our risk management team, recognized as one of the best in the industry, brings deep, specialized knowledge that directly informs the development of our AI models. This level of expertise is exceptionally rare and difficult to replicate. For any company attempting to build an in-house risk management system from scratch, acquiring such domain knowledge would require immense effort and resources. At BETBY, we are fortunate to have direct access to this invaluable expertise, enabling us to deliver robust, reliable, and innovative solutions.
How does BETBY plan to continue innovating in AI?
Innovation drives everything we do at BETBY. At the upcoming ICE Barcelona, we’ll unveil an industry-first AI-based feed—a groundbreaking product that generates odds for unique markets which are directly linked to the entertainment landscape. This marks the next phase for AI Labs, transforming AI into a dynamic tool that bridges the gap between traditional sports bettors and casino-style players by offering unique content that transforms the sports betting industry into entertainment.
This shift to entertainment-focused betting reflects broader industry trends, with users demanding novel and engaging options. By introducing unconventional markets, we’re not just responding to trends—we’re setting them. AI Labs gives operators the flexibility to adapt to evolving market demands while pushing the boundaries of what’s possible in sports betting.
What can we expect from the future of AI in sports betting?
The future of AI in sports betting is twofold: increasing automation and personalized engagement. AI will become even more autonomous, reducing manual intervention and enabling operators to focus on strategic growth. For instance, we envision AI handling tasks like market settlement, with traders overseeing only high-stakes or complex cases.
Another area of focus is real-time personalization. By tailoring every aspect of the player journey—such as recommended bets, banners, and combo suggestions—AI can create deeply engaging experiences. This will not only enhance user satisfaction but also increase bet values and loyalty.
When it comes to risk management, dynamic player profiling will become the norm. Each bet will refine a player’s risk profile in real time, providing operators with actionable insights for better decision-making. Over time, AI’s capabilities will expand, offering growing automated assessments for specific segments of players.
Ultimately, BETBY’s vision for AI is to empower operators, enhance player experiences, and redefine sports betting as the new facet of entertainment. Through continuous innovation and a commitment to excellence, we’re not just keeping pace with the industry; we’re shaping its future.
The post Shaping the Future: BETBY’s Strategic Focus on AI appeared first on European Gaming Industry News.
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Cactus Founder Nickolas Ribeiro Defends Industry’s Continued Commitment to Responsible Gaming

In August, the Brazilian online gaming and sports betting sector will complete eight months of effective regulation. This new phase officially began on January 1, 2025, after a long period of debate and consultation between iGaming market representatives and government authorities.
According to Cactus Gaming founder Nickolas Tadeu Ribeiro de Campos, one of the main issues that has permeated this new era of online gambling is establishing resources and motivating the industry’s commitment to responsible gaming. “The commitment to Responsible Gaming must be ongoing. Here at Cactus, we invest in technological tools, protection policies, and strategic partnerships to ensure that entertainment is always aligned with the safety and well-being of players. We promote transparency, prevent risks, and support practices that strengthen the sector’s sustainability,” adds Nickolas.
It’s worth noting that the Secretariat of Prizes and Bets (SPA), which regulates gaming and betting activities in Brazil, published Ordinance SPA/MF No. 1,231, dated July 31, 2024, which establishes guidelines and measures to ensure that gaming and betting operations promote the integrity and well-being of bettors. The ordinance provides guidelines on how to manage gambling to prevent harmful behavior.
Awarded Best Platform of the Year for three consecutive years by the BIS Awards and Sigma Awards and expanding internationally, Cactus is a Brazilian company recognized for its innovation and excellence in the iGaming sector, standing out for the development of robust, secure and scalable solutions for operators worldwide.
All areas of the organization are committed to conscious practices and have leaders who believe this is one of the main pillars for a maturing market, as is the case in Brazil.
In this context, Nickolas Ribeiro emphasizes that consumers must be continually made aware, understanding that this activity needs to be done in a safe, healthy and recreational manner.
“The gaming ecosystem must be committed to raising awareness among its audience, promoting informative and preventive actions. We want gaming to be fun for everyone, while providing tools and support channels for those who need it. Therefore, educational initiatives are the best allies for building a robust, conscious, and transparent market in Brazil,” adds the founder of Cactus.
Welcome to Cactus’ new CFO
At the forefront of the industry, Cactus continues to grow and expand its structure with the acquisition of a new office and the hiring of market leaders. Last month, Thiago Garrides joined the team as the new Chief Financial Officer (CFO).
Garrides’ arrival represents a new cycle of financial expansion for the company, aligned with its strengthening in Brazil and growth in regulated international markets. The executive has over two decades of experience in corporate finance, risk management, and treasury. He has also led projects focused on operational efficiency, governance, and the structuring of financial services solutions.
Cactus Gaming, along with its founder, Nickolas Ribeiro, understands the importance of employing highly qualified professionals to offer partners global standards of innovation, transparency, and security. Since its founding, the brand has established a broad portfolio of products and services geared toward the iGaming market, with the credibility of a company that adheres to international best practices. Garrides’ arrival reinforces this constant pursuit of excellence and responsibility.
“Thiago’s arrival represents a significant step forward in our executive structure. We are currently consolidating and expanding internationally, and having a CFO with his experience and strategic vision reinforces our commitment to solid, responsible management aligned with the challenges of the iGaming sector,” emphasizes Nickolas Ribeiro.
Internationally recognized and awarded brand
Cactus’ pioneering work has been recognized by major national and international industry awards. The company was named Best Platform of the Year for three consecutive years—in 2025, 2024, and 2023—and also won “Best White Label” at the SiGMA Awards and “Best Platform” at the BiS Awards.
With a presence at the main global events in the sector such as ICE, SiGMA Americas, SBC Summit, SiGMA Europe, IGB among others, and in full international expansion, Cactus Gaming reinforces its leadership by expanding its operations in Latin America, Europe and other markets.
The post Cactus Founder Nickolas Ribeiro Defends Industry’s Continued Commitment to Responsible Gaming appeared first on Gaming and Gambling Industry in the Americas.
bespoke solutions
The White Label Dilemma: Finding the Right Balance for Your iGaming Business

It’s not just black and white label
Yoni Sidi, CEO at Wiztech, says white labels are all about striking the balance between pros and cons, but for some, it’s impossible to achieve and that’s why it’s important to consider other options.
For most operators, a white label solution seems to offer the best route to market. But is that actually the case?
I’ve been working in the industry for more than two decades now, and over that time, I’ve worked on both sides of the fence – so on the white label operator side and on the white label provider side. This gives me a deep understanding of the pros and cons of white label solutions, and this understanding ultimately led me to launch Wiztech. To answer your question more directly, white labels are always about striking the balance between the pros and cons they present – for some operators, a balance can be found, but for others, it can’t. Ultimately, it comes down to knowing what you want from your platform or technology stack, and whether a white label can meet those requirements with the budget and resources you have available to you.
So, what are the pros and cons of a white label platform?
There are plenty of upsides to white labels, and that’s why they’re used by so many operators. The main advantages are speed to market and cost effectiveness – you can literally go from first discussions to your online casino being live in a matter of weeks. The upfront fees are relatively small, and, in most cases, you pay a revenue share back to the platform provider. This can tighten margins a little, but it means you don’t have to have a large capital reserve to get going. Another benefit is that you can take on as much or as little of the operation as you like – for some, they will let the platform provider take care of the operational aspect while they focus solely on marketing and customer acquisition. Other upsides include licensing, with the white label partner securing and being responsible for the licences they hold.
Drawbacks. The biggest for me is the lack of differentiation you get with a white label. The many brands that run on the platform often look very much the same, just with different logos and branding. After a few months of operating your online casino, you’ll likely notice friction points that you’ll want to address, but the rigid nature of white-label platforms means it’s incredibly difficult to smooth out even the smallest of bumps in the road. It’s also incredibly difficult to roll out unique features and functionality as the development team is usually working through a backlog of requests – most of which are for the friction bumps that need ironing out. Factor in the frequent regulatory changes that happen, and the need for the development team to respond to them, and it’s easy to see how hard it can be to improve the experience being offered to players.
How can operators strike a balance between the pros and cons of white labels?
It comes down to understanding the capabilities of the platform provider and whether they offer customisation and localisation. If they don’t, the operator needs to determine if this is a price they’re willing to pay in exchange for the speed to market and cost effectiveness that white labels provide. Of course, some white label providers do offer support and are happy to help when it comes to developing and deploying bespoke features and functionality. But in my experience, most don’t have the capacity for this, even if they say they do. For me, the balance is found by accepting the limitations of white labels and working within the (often pretty rigid framework) they provide. There are plenty of examples of operators that have done this and have gone on to run very successful brands in highly competitive markets.
Is there an alternative to white labels?
The most obvious alternative is to develop a proprietary technology stack, but this approach comes with just as many, if not more, pitfalls. Building a platform from the ground up is incredibly expensive and tremendously risky, and this is why so few operators outside of the industry power players have been able to pull it off. And even those that do often encounter issues such as ongoing maintenance, tech debt, staffing and compliance. But there is a middle ground between white label and proprietary, and it can be found with smaller platform providers whose technologies offer the agility, flexibility and adaptability required for operators to launch highly customised, almost bespoke, online casinos and sportsbooks.
How does Wiztech fit into the platform mix, and how do you support your partners in achieving their goals in often highly competitive markets?
At Wiztech, we champion modular tech and the likes of AI and automation. By embracing these, we have been able to build powerful yet highly customisable casino and sportsbook solutions that are also fully compliant in tightly regulated markets. In our experience, being able to quickly respond to regulatory changes provides a competitive advantage to our customers. In Mexico, for example, our client Winpot has been able to deliver a unique player experience while always ensuring compliance. And this is against a backdrop where regulatory changes often come with very little notice. Our technology can adapt quickly while Winpot continues to capitalise on the growing demand for entertaining online casino products and experiences.
But just as important as our technology is our approach to our partners. This sees us undertake a comprehensive onboarding process where we spend a lot of time understanding the client’s “why” before we map out the “what” and the “how”. This has proved to be incredibly effective and ensures that our clients can get the most out of the flexibility of our platform and the high levels of customisation and personalisation it provides.
The post The White Label Dilemma: Finding the Right Balance for Your iGaming Business appeared first on Gaming and Gambling Industry in the Americas.
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From Track to Tech: SOFTSWISS Celebrates Barrichello’s First NASCAR Brasil Triumph

SOFTSWISS, a global tech provider with over 15 years of iGaming expertise, celebrates Rubens Barrichello’s victory in the first NASCAR Brasil Series title in his debut season. As the company’s Non‑Executive Director in Latin America, Barrichello exemplifies the champion’s mindset that underpins SOFTSWISS’ disciplined approach to product delivery in Brazil and worldwide.
The NASCAR Brasil Series crowns its champion over a full season under NASCAR-aligned regulations. The title was sealed at the Match Point finale at Velo Città in São Paulo, where the opening race set the decisive points. Barrichello’s calm, data-driven call at the critical moment mirrors SOFTSWISS’ practice: trust the plan, read the telemetry, execute cleanly.
Rubens Barrichello, Non‑Executive Director in Latin America at SOFTSWISS, comments: “Everyone knows how much I love this competition and how fierce I am. My heart is in my mouth and I’m very happy.”
Ivan Montik, Founder of SOFTSWISS, adds: “This title is a powerful example of what passion, confidence and disciplined preparation deliver. The champion’s mindset that Rubens demonstrates – clarity of plan, trust in the team and precision under pressure – inspires everyone at SOFTSWISS. We will keep applying the same approach in Brazil first and across all markets, bringing measured execution and data-driven decision-making to every release and every client partnership.”
In May, SOFTSWISS marked the first anniversary of its collaboration with Barrichello. This success arrives as an energising milestone for teams and partners, reinforcing a working culture built on preparation, clarity of roles, measurable outcomes, and continuous improvement. Earlier this month, the SOFTSWISS Game Aggregator was named ‘Best Game Aggregator Platform’ at CGS Recife, adding local recognition to the company’s Brazil roadmap.
SOFTSWISS is fully certified in Brazil across its core products – Casino Platform, Game Aggregator, Sportsbook, and Jackpot Aggregator – enabling licensed operators to access a comprehensive, locally compliant stack with trusted support. The same track-to-tech discipline continues to drive responsible and sustainable growth.
About SOFTSWISS
SOFTSWISS is an international technology company with over 15 years of experience developing innovative solutions for the iGaming industry. SOFTSWISS provides certified software for managing iGaming projects. The company’s product portfolio includes the Casino Platform, the Game Aggregator with over 30,000 casino games, the Affilka affiliate platform, the Sportsbook Software and the Jackpot Aggregator. The expert team counts over 2,000 employees.
The post From Track to Tech: SOFTSWISS Celebrates Barrichello’s First NASCAR Brasil Triumph appeared first on European Gaming Industry News.
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