Adam Conway emphasizes that quality and diversity are crucial in this industry.
BETER’s General Manager of Esports Adam Conway has stressed the importance of diversification and strong integrity safeguards to drive growth in the esports fast-betting esports space.
Speaking with European Gaming, Conway, who spent more than a decade at SIS developing its esports and trading strategies, said that while BETER delivers thousands of contests each month, younger audiences expect greater variety and innovation to remain engaged on esports betting.
He pointed to BETER’s flagship ESportsBattle tournaments, which span eFootball, eBasketball, eHockey, and the newly launched eTennis, as benchmarks for the industry.
While scale is a major differentiator, Conway emphasized that quality and diversity are equally crucial. “Volume alone isn’t enough to keep bettors engaged 24/7, particularly when catering to Gen Z and Millennial audiences,” he said in the interview.
BETER has diversified its content with multiple formats across esports, including mainstream titles like CS2, Dota 2, League of Legends, and Rocket League. The company recently launched eTennis, with plans to increase from 400 monthly matches to 2,200 by year-end, and is also exploring new disciplines such as eBaseball and American eFootball. The company’s growth strategy extends across North America, Latin America, Asia-Pacific, and Europe.
At the same time, Conway stressed that expansion must go hand in hand with robust integrity measures in such a fast-moving betting landscape. “Integrity is the cornerstone of our operations, and we uphold the principles of fair play across all tournaments and matches,” he said.
BETER’s Integrity team employs a multi-pillar framework including education, prevention, monitoring, and collaboration with law enforcement. Recent steps include signing a memorandum of understanding with the International Betting Integrity Association (IBIA) and achieving Esports Integrity Commission (ESIC) Gold Standard Accreditation after a comprehensive review of its operations. The company has also rolled out Integrity+, its proprietary digital platform powered by AI to prevent match-fixing and support athletes.
Furthermore, Conway stressed that BETER is committed to meeting compliance requirements and working with regulators directly. By ensuring integrity and compliance, he believes BETER can help operators responsibly deliver the fast-bet products increasingly sought by players.
With its unmatched scale and integrity safeguards, BETER is certainly one of the leaders in the esports betting industry. For Conway, the mission is clear: “I see tremendous potential to further expand BETER’s portfolio and transform it into a true industry powerhouse, leveraging my 20+ years of experience to help drive that vision forward.”
