When news broke of Even Bet’s rebrand to Even Better Gaming back in August, questions swirled over just how deep the name change planned to go. 

Speaking on iGaming Daily, Even Better Gaming CEO Dmitry Starostenkov explains just how structural the change really is, “We didn’t just change the name and logo. The whole idea behind rebranding is to transform how we develop products.”

The Malta-based poker software provider experienced a period of rapid growth prior to the rebranding, that saw the company triple its headcount to more than 260 professionals across 20 countries. 

The added “er” in Even Better, Starostenkov said, is meant to communicate continuous improvement, “Whatever we do for the industry, we are doing better.”

Despite the changes, poker still remains the company’s core offering, but Starostenkov was keen to stress the growing push into online casino, framing it as complimentary rather than a dilution of focus.

Central to this strategy is OneClick Poker, a product designed to embed poker content directly into casino lobbies, removing what Starostenkov called the friction of “complicated” traditional poker interfaces.

Geographic expansion is also underway. New supply licences in Denmark and Sweden, alongside a push into regulated US states punctuate what has otherwise been a difficult year for the industry, with Starostenkov citing rising costs and regulatory complexity.

Looking ahead, Starostenkov said the company’s ambition is to be recognised as the “go-to partner” for operators at every stage of growth, continuing to build out its casino and multi-vertical offering alongside its established poker heritage.

Watch the full episode here.