Rebuilding Betbazar: From Marketplace Roots to a Product-First iGaming Powerhouse - CEO Alex Iaroshenko

Betbazar CEO Alex Iaroshenko explains why the company moved beyond the marketplace model to product-first iGaming company, how its core products are reshaping Operators’ infrastructure, and what Betbazar is preparing for ICE Barcelona 2026.

‍Betbazar has recently gone through a significant strategic transformation - from a B2B iGaming marketplace to a product-first iGaming company. What were the main reasons behind this shift, and why did you feel now was the right time to make it?

This shift was a very natural and, I would say, important step for Betbazar.

Over the past few years, the company has been growing extremely fast. As we scaled, we clearly understood that the classic marketplace model was no longer fully reflecting who we are and where we are heading. A marketplace is a great foundation, but it also has clear limitations when your ambition is to deeply influence Operators’ performance, margins, and long-term competitiveness.

At the same time, we built a strong internal tech team, expanded our product expertise, and started developing proprietary solutions that solve real, complex problems for Operators. These products are core infrastructure tools, and in many aspects, they have truly unique features in the market.

That’s why we made a conscious decision to transition into a product-driven iGaming company. We want to be recognized not only as a place where businesses connect, but as a technology partner that creates measurable value through innovation.

What does this transition mean for Operators working with Betbazar today - how has the value you deliver evolved?

By actively developing our own products and staying extremely close to the market, we have gained a very clear understanding of what modern Operators actually need - not in theory, but in real operational terms. We see their challenges every day: efficiency,, data quality, margins and speed to market.

For example, Live Data Feed. This product provides a direct solution to improve how Operators run their business. It is designed to integrate seamlessly into their infrastructure, optimize performance, and create a strong foundation for unlocking new revenue opportunities — including innovative AI-powered gaming products that we will talk about later.

In simple terms, Betbazar has evolved from being a marketplace partner to becoming a technology partner. We help operators move faster, operate smarter, and build more sustainable businesses — and that’s the real value of this transition.

One of your core products is Live Data Feed. What key problems does this product solve for iGaming Operators?

Live Data Feed is not a “nice-to-have” or a flashy innovation - it is a commodity product. Every company operating in the sports betting market has a data feed in one form or another, as the core foundation of the business.

Our focus is not on claiming uniqueness, but on making this foundation better, more efficient, and more precise. Live Data Feed is built for Operators who already understand how the sports betting market works. This is not a product for someone launching their first sportsbook - it is designed for mature businesses that clearly understand what really matters.

At that level, even a 1.5–2% difference in margin has a massive impact on overall performance. Betbazar Live Data Feed delivers real-time, low-latency data that allows operators to run live gaming confidently, while giving them the freedom to customize markets, margins, and cashout logic instead of relying on rigid, one-size-fits-all solutions.

Another flagship product is AI-Cricket. How does it help Operators boost engagement and revenue, particularly in fast-growing cricket-focused regions?

We are building a full suite of AI Virtual Games, not just a single product. AI-Cricket is our first fully launched product in this category, and it is already live on the biggest Operators in the Indian market and delivering strong commercial results. From a business perspective, it generates 10% margin and performs on par with many traditional, high-demand IGaming products.

What makes AI-Cricket truly unique is the hybrid model behind it. It combines real data and historical match scenarios with an RNG-driven engine. In practice, this means we bring together the two strongest aspects of sports betting products. On one hand, you get the speed, frequency, and engagement of virtual and RNG-based games. On the other hand, outcomes are still grounded in statistics, logic, and patterns, not pure randomness.

For cricket-focused regions, this combination is extremely powerful. Operators get a fast, always-on product that fits local IGaming culture, keeps players engaged throughout the day, and delivers predictable, sustainable revenue - without being limited by real-world schedules or seasons.

Betbazar team will be attending ICE Barcelona 2026. What are the company's main goals for ICE Barcelona 2026 - what will be an indicator of successful participation for you?

For us, ICE Barcelona 2026 is not just about visibility - it’s a strategic milestone. Our main goal is to clearly position Betbazar with different strategic values and to show the market the real depth of what we are building, both in terms of technology and long-term vision.

A successful ICE Barcelona 2026 for Betbazar is about strengthening relationships. It will be important to meet our existing clients in person - today we work with around 50 active partners built on our previous products - and continue those conversations. While our strategic focus is now clearly product-first, with Live Data Feed and AI Virtual Games as our core products, we continue to actively support and offer our existing solutions, including the Turnkey Platform and iFrame Solutions.

Where do you see Betbazar in the next 2–3 years as a product-first iGaming company?

The iGaming industry is evolving extremely fast, so making very solid plans for the next two or three years would be quite brave. The reality is that the market, technology and player behaviour change quickly, and there is always a strong chance that strategic focus needs to adapt as the industry evolves.

But as for now, Betbazar still remains a product-first iGaming technology company, known for building innovative and revenue generated games that will use the best for sports betting combined with casino gaming experience. 

Our focus will be on continuously evolving our proprietary products - expanding Live Data Feed into an even more intelligent and growing AI Virtual Games into a global, category-defining product for cricket-driven markets. A key priority will remain the development and implementation of AI-driven technology across our products and within the iGaming industry as a whole. We want our solutions to become an integral part of Operators’ daily operations, not optional add-ons.

Ultimately, success for us means that Betbazar is recognized as a long-term technology partner that drives measurable performance, sustainable revenue, and innovation for Operators worldwide. That is the direction we are building towards, step by step, with full confidence in our product strategy and our team.

About Betbazar

Betbazar is a product-first iGaming technology company that empowers Operators with profitable solutions. From low-latency Live Data Feed and AI-driven products to a Turnkey Platform and Sportsbook Solutions, the company delivers performance, reliability and growth Operators need to stay ahead. Betbazar is a long-term technology partner, helping Operators integrate faster, operate smarter and scale stronger.

Website: https://betbazar.com
LinkedIn: https://www.linkedin.com/company/betbazar
BOOK A MEETING AT ICE: Link 

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