Truth is, the line between “just good enough” and “truly competitive” is getting thinner by the day in sportsbook marketing. Players demand speed, relevance, and something they haven’t seen a hundred times before. Operators are looking for tools that help them stand out and scale fast. That’s where the right sportsbook software makes all the difference.
In this Nuxclusive edition, Yanina Kaplya, Chief Marketing Officer at NuxGame, chats with Stefanos Karakidis, Head of Business Development at BETBY, uncovering the strategic innovations behind automation, esports betting, and localization that most people still overlook.
Yanina: You’ve always been a trendsetter, but tell us — what’s the biggest innovation BETBY has quietly launched this year?
Stefanos: We’ve massively expanded our Betting Tips feature, and now it covers esports. It’s more than just a fun add-on. We’re pulling insights from news, performance data, and stats, and applying that to such major titles as Counter-Strike, across all tournament tiers. It’s a confidence booster that helps players engage more freely — and, importantly, drives higher operator conversions. And of course, traditional sports are still fully covered, that’s not going anywhere.
Yanina: You had us at data-driven tips for CS:GO. That’s some next-level player engagement. No wonder operators are converting more bettors into active users. Okay, switching gears: why the big investment in automation this year?
Stefanos: Because automation is our superpower. It gives operators real-time control, cuts down manual tasks, and creates space for tailored user experiences. It’s all powered by our AI Labs. Think: personalization, risk management, operations, automated odds creation — all working behind the scenes, constantly optimizing.
Yanina: So the robots showed up early (and they’ve already built the sportsbook of tomorrow). Can’t say we weren’t warned! Let’s talk esports: what’s the feature your clients keep asking for?
Stefanos: That would be the customization strength of our proprietary esports feed, Betby.Games. We offer complete customization: leagues, banners, margins, match frequency — you name it. Also, we create exclusive local content, e.g., Vaquejada E-Sim for Brazil and eCricket for India. Matches are fast, fascinating, and always on (even when traditional sports take a break).
Yanina: Okay, “Vaquejada E-Sim” wins the most intriguing esports title of the year! But here’s the big one: why do some operators still treat esports like it’s a side quest?
Stefanos: Two words: knowledge gap. Many traditional operators don’t fully understand the esports space, and they often lack the specialist teams to support it. But the numbers speak. For us, Counter-Strike is second only to football in GGR. That’s no longer a niche — that’s become a major source of operator income.
Yanina: Exactly! Twitch may have lit the spark, but now it’s fueling real sportsbook revenue. Let’s close with something we both care about: localization. Why is this the real battleground right now?
Stefanos: Because players don’t solely want a sportsbook in their language: they want it in their culture. That’s why we offer deep content and market localization. A great example is our India cricket package, which includes classic markets and customized e-sim content. It’s familiar, personal, and way more engaging. Personalization equals retention, especially in competitive regions.
Yanina: And that’s where our goals point in the same direction: helping operators launch with relevant, growth-friendly, and entertaining formats that encourage return visits.
