BetBright CEO: We're ready to shake-up the market

BetBright’s emphasis on in-house technology will see the firm become a “household name” and the “talk of the boardrooms”, according to its CEO Marcus Brennan.

Dublin-headquartered operator BetBright, which was co-founded by Brennan in 2009, is one of the few firms in the industry to own its in-house developed platform and in an exclusive interview with eGaming Review the CEO said it gave the firm the agility to take on the biggest in the sector.

“We see most of our top tier competitors as super tankers; they take nine miles to stop and 10 miles to turn,” Brennan said. “We are like an armed fast attack craft which can both run rings around them and even sink them,” he added.

Brennan, who previously launched a fixed-odds lottery betting business, said the front-end of the website is currently undergoing a complete redesign, while the operator is also in the process of adding new betting markets and personalisation features.

“Control and ownership of technology – as far as possible – is at the core of our strategy,” Brennan said. “Without control, flexibility, agility and adaptability great people cannot perform, innovation is stifled and you can’t win in the long run,” he added.

BetBright is backing-up its mobile and desktop product overhaul with the launch of its biggest advertising campaign to-date, featuring the tagline ‘Get On’, which will be launched across all marketing channels including TV.

Although he wouldn’t release official revenue or EBITDA figures, Brennan did reveal 60% of its business is currently coming from mobile channels, an area it believes it can differentiate itself from the competition.

“Over the next four quarters you will see a transformation and you will see differentiation, we will be putting daylight between ourselves and the competition,” Brennan said.

The full interview with Brennan will be available in the September issue of eGaming Review.