Having spent the last seven years at Playtech, Igor Popov, a veteran of the industry, became Betinvest’s new Chief Research and Development Officer (CRDO).
Popov, who received his first salary as a rock band singer, went on to build a successful gaming career by working on various Playtech initiatives for the likes of William Hill, Bet365 and Ladbrokes.
Prior to the period at Playtech, he worked for an educational software business and a internet department for two marketing organisations, helping to create pages for customers, including Activia, Danone, Obolon, Zibert and Winston, as well as all GTI cigarette products.
He quoted Betinvest’s development and enthusiasm as main variables affecting his choice to enter.
“An interesting opportunity came up for me to make a contribution, however big or small, to the history of world gambling,” he explained. “I took it and here I am.
“My plan is to lead the company towards new technological heights. I have a clear understanding of the goal we’re all working towards – it’s an ambitious one, but it’ll enable us to cement our place in the market.”
Betinvest is pressing for the development of products, including its fully controlled sportsbook service. Popov addressed the need to stick out from the crowd in the sportsbooks competition, saying:
“All providers have a similar range of products. That’s why, the way we see it, our most important job is to develop something brand new that will change the market.
“Our goal is to create a new product that will appeal even to those who aren’t involved in this industry: we want to start attracting a new audience. That’s why we’re focusing in particular on business intelligence, using marketing segmentation strategies to better target content and services to different categories of customers.
“For example, if someone likes betting on hockey, we’ll display the relevant content first, having analysed their preferences. This means that our clients will be able to increase their revenue by removing any unnecessary steps for the end customer: placing a bet will be as simple and as fast as possible.
“When it comes to processes, we’re rethinking the way we work and incorporating agile methodology in our IT department: we’re building cross-functional teams and working in iterations in order to meet the market’s needs as quickly as possible.”
Finally, he discussed his own role to perform in Betinvest’s dedication to offering competitors with a secure gaming knowledge, adding:
“I’m a stickler for responsible gaming. I am strongly opposed to this form of entertainment being seen as a way to earn money or as a person’s sole source of income.
“I want people to have fun and understand that they are choosing to allocate a certain amount of money to spend on their entertainment. I want them to enjoy the experience of rooting for their favourite team or player, regardless of the outcomes of their bets.”