Leonid Pertsovskiy, CEO and Founder of BETBY, is the subject of a feature profile in issue 32 of SiGMA Magazine, released during SiGMA BiS South America 2025 in São Paulo. The article highlights Pertsovskiy’s unconventional path into the iGaming industry, his identification of a critical market gap in B2B sportsbook solutions, and how BETBY has grown to become an innovative force in sports betting technology, offering fully managed solutions, premium data feeds, and AI capabilities with an emphasis on ethical business practices.
From accidental entry to market innovation
Twelve years ago, Pertsovskiy’s iGaming journey began almost by chance when he noticed a friend’s betting website wasn’t converting optimally. “I thought to myself, this site isn’t converting the way it could, or should,” he recalls in the feature. This observation led to a challenge that sparked his entry into the sector as a consultant. The real turning point came seven years ago when Pertsovskiy and his partners identified a significant market gap: the absence of a truly effective B2B sportsbook solution.
“There were always too many compromises. They were either too expensive, the coverage too narrow, or too niche in their market focus,” Pertsovskiy explains. Existing solutions typically required hiring costly sportsbook professionals, making it impossible to “just go somewhere and buy the solution for a reasonable price and have something that works without needing professional input.” Recognising this opportunity, they built their own solution—a decision that has paid off despite the sector’s complexity.
Partnering with Magnus Carlsen
BETBY’s collaboration with chess grandmaster Magnus Carlsen represents more than a marketing partnership—it embodies shared values and vision. Carlsen, celebrated as the greatest chess player in history, brings a disruptive approach to a traditional game, making chess more accessible and engaging for wider audiences.
This mindset mirrors BETBY’s approach to sports betting. “While Magnus has proven himself to be the best, he’s not a traditional chess player. He’s rebellious in the best way possible,” Pertsovskiy notes. Like Carlsen with chess, BETBY aims to respect industry traditions while introducing fresh innovation. “What we’re doing isn’t a revolution, but a solid evolution that cannot be stopped.”
Pertsovskiy also addresses the industry’s reputational challenges, noting: “I see a lot of very good people working here. I see gaming companies doing meaningful charity work. But that side of the industry is missing from the narrative.” He advocates for closer collaboration between regulators and industry professionals to create safer, more responsible gambling environments.
As sports betting continues to evolve globally, particularly in emerging markets like Brazil, BETBY’s story offers valuable insights into the balance between tradition and innovation. To learn more about the transformative forces shaping iGaming’s future, join industry leaders at the SiGMA Euro-Med summit in Malta, September 1–3.
