AI is helping Betby build a ‘sportsbook 3.0’, according to the company’s CEO, Leonid Pertsovskiy.

Speaking to Viktor Kayed, Senior Journalist for SBC News, Pertsovskiy said: “Our goal is to slowly, piece by piece, build up a new version of a sportsbook, let’s call it sportsbook version 3.0, which will be based on innovations and artificial intelligence.

“We’re delivering a lot of things connected to personalisation of the content for end users and we already have our AI assistant in the back office [to help] people easily understand massive amounts of data that they have in our reporting system.

Part of Betby’s integration of AI is its AI Labs sportsbook solution, which “leverages the power of AI to personalise the betting experience and automate risk management”.

The latest iteration of this system is its Betting Tips API, which offers players tailored hints on what to bet on. According to Pertsovskiy, it is very easy to “ask a human-natured [style] question to the system”.

During the interview, filmed at SBC Summit Lisbon, Petrsovskiy also spoke about Betby’s recent partnership with CSGO Empire, as well as the rest of its esports offering. He explained that he believes that Betby has ”proved ourselves as one of the best esports providers in the world”.

“Esports is nowadays, I think, one of our key products,” he added. “Traditional esports, plus our Betby Games portfolio that we added to the esports, shows fantastic results and we see the numbers grow year-on-year.”

“While esports is growing, for the bookmakers it is not easy to handle the risk management of esports audiences because it is totally different. The rules of the games are different and there are a lot of new games appearing on the market which are popular in different regions,

“To maintain and support all this growth, not only for the sportsbook industry but for the esports industry [as well], it takes a lot of resources from us.”

A market on the tip of every company’s tongue at the SBC Summit was Brazil, as the country builds up to the launch of its online regulated gaming market in 2025. Petrsovskiy emphasised how differentiation is the key to success in Brazil, and the rest of Latin America.

He said: “We try to adapt our product to the geographical region. We cannot offer the same product for Europe or Asia to Latin America.

“It should be different in all ways, different content, different user experience and even different ways to serve our clients. Partners and audiences there need different features and we do not try to sell the same product to this region.”

To hear more about Betby’s use of AI, LatAm and its esports offering, as well as plans for a new lightbox made in collaboration with a player from ‘the most intelligent kind of sport’, click HERE to watch the full video.