Arnaud Serour, the man behind Betiton
The launch of Betiton marks the confluence of Arnaud Serour extensive experience over many years in the iGaming industry
Arnaud Serour is a well-respected veteran of the iGaming industry with years of experience and insight guiding his stellar trajectory as he launches new megabrand Betiton to the world. Jools Moore caught up with him to learn more about the man behind the brand.
Arnaud Serour started his career in iGaming at Playtech B2C, where he spent eight years honing his skills and making an impression on the company. In 2014, he felt it was time for a change, moving to Aspire Global as Head of Operations, rising quickly to VP of Operations, and finally Managing Director of the B2C line, the successful Karamba brand, offering innovative slots and instant win games.
“After 5 or 6 years at Aspire Global, I decided it was time to set up my own company and my own brand. And we launched in February this year.”
The launch of Betiton marks the confluence of Arnaud’s extensive experience over many years in the iGaming industry. It’s a combination of casino and sportsbook, providing an entertainment experience for
discerning players.
“It’s important to say that Betiton is a mega-brand – a gambling portal providing players with multiple gambling verticals to satisfy their interest. Today’s players enjoy a bit of everything, so for us the focus is the value and retention of players and providing a quality experience – that’s Betiton’s ‘raison d’etre’.
We want to create a worldwide brand that will satisfy all kinds of players, and that’s why we launched with
casino, live casino and sportsbook.”
Serour adds that there are more verticals to come, with Bingo launching soon.
“With Betiton we are targeting a specific audience. We have a sober design to attract the experienced players, looking for a traditional gambling experience. When you look at Betiton it’s clear that we want to focus on the mature marketplace for gambling.”
I ASK WHETHER THE BINGO OFFERING IS AIMED AT A PARALLEL AUDIENCE TO THE CASINO AND SPORTSBOOK OFFERINGS. HOW DOES IT FIT WITHIN THE CORE VALUES OF THE BETITON MEGA-BRAND?
“I think Bingo helps us to target a different segment to sportsbook and casino, attracting a new audience to Betiton. It’s also about the markets we’re looking at, as bingo can help us acquire new players in certain territories.
Making a conscious decision to focus on quality rather than quantity, another key requirement for Betiton was to find a solid platform partner. Serour was keen to investigate all options, getting a better perspective on what was available, what was possible, and what constituted the best fit for the brand. He met with as many providers as possible, keeping an open mind and weighing up the pros and cons.
“It was very important for me to go out and meet everyone, to make the best choice, and I found a lot of very good B2B platform providers. But for the vision that I have for the Betiton megabrand, Aspire Global provides the full turnkey solution that we need, and of course the existing relationships that I have with the company offer a big advantage. While it was important to compare the various offerings and individual turnkey solutions in the marketplace, it just turned out that Aspire Global would be our ideal partner.’’
Also key to Betiton’s growing success story is a productive affiliate strategy, and Serour uses the Omarsys system, which provides full transparency and support for affiliates.
“Our relationship with affiliates is key – we understand that business cannot wait so we are always available for them seven days a week. It’s crucial to provide transparency – all the reports, all the access, so affiliates can optimise campaigns as they wish and deliver the best traffic possible.”
SO HOW DOES THIS ALL COME TOGETHER UNDER SEROUR’S STEWARDSHIP?
“My day is usually about meeting people, although the recent COVID-19 lockdown means that’s via online video at the moment. Developing strong relationships helps grow the business – meeting with game providers, affiliates, and other operators, is the best way to stay on top and see what works best. That’s what I love about the SiGMA event each year – it’s the perfect place to meet everyone I need to, so it’s one of the busiest times of year for me.
Betiton is only a young brand in the marketplace, but moving swiftly and already shaping up to be
an iGaming tour de force. If there’s one brand to watch in 2020, it’s this fast-paced newcomer.
About SiGMA LatAm Focus:
This event brings the Americas closer to delegates from Europe and Asia, with an interesting agenda featuring a line-up of speakers that showcases the company’s commitment to covering the various gaming verticals. Explore the full agenda and register now, this one’s on us!
