Cracking Asia’s iGaming market: Expert insights from Bettorify CEO
Asia’s iGaming market is set for steady growth, with Statista estimating revenues of US$66.79 billion in 2025 and forecasting a compound annual growth rate (CAGR) of 2.0% through 2029, when the market is expected to reach around $72.42 billion. Online gambling revenues within the region are projected at $12.97 billion in 2025, rising to about $14.73 billion by 2028.
Although the numbers show strong growth, they also point to major obstacles for operators. The gambling industry in Asia is extremely dispersed, with each nation having its own laws, customs, and methods of payment. This means operators often face challenges such as unreliable payment systems, shifting player expectations, and the need to adapt to very different local markets instead of relying on one global model. Recent regulatory moves in the Philippines and ongoing debates in other countries show just how fast and unpredictable the environment can be.
To get a closer look at how operators can navigate these challenges, SiGMA News spoke with Hanna Rai, CEO of Bettorify, on the sidelines of SiGMA Euro-Med in Malta, discussing localisation, market nuances, and strategies for success in Asia.
Localisation and market expertise
SiGMA News: What are the biggest challenges operators face when using generic or global-template platforms in Asia, and how can a purpose-built, localised approach change the game in player engagement and retention?
Hanna Rai, CEO of Bettorify: All challenges you can imagine, you will face with generic templates. We have seen a lot of websites. A Western website often has a sleek layout, dark theme, and similar design elements that players like. However, in Asia, the values that people have beyond gambling differ significantly. Life experiences, culture, colours, economics, and general preferences are all different. Even cuisine is different, with Asian cuisine having its own unique flavours and preferences.
If you want your product to appeal to a specific audience, you have to show that you’ve done the research. Light themes or red colours, for example, are more appealing in specific Southeast Asian countries. Gamification tools, sportsbook products, and games are also very different from those in Europe. Operators who research the top games will see that Asia has completely different leading game providers compared to Western websites. From the basics to the details, everything is different.
SiGMA News: Considering your experience with Asian markets, how critical is deep local expertise in navigating regional nuances compared to a one-size-fits-all global strategy?
Rai: It is definitely very hard if you’re trying to do it yourself. For example, at Bettorify, instead of trying to navigate and figure out everything on our own, we connected with local professionals—experts from the industry who work directly with operators, users, and retention. They know exactly what is working and what is not. The easiest approach is always to find local expertise before entering a market. There is no need to reinvent the wheel; the knowledge is already there.
Payments, technology, and operational challenges
SiGMA News: How do geopolitical risks and diverse regulatory environments across Asia and the Middle East shape the strategic choices operators must make in launching and scaling iGaming platforms?
Rai: That’s a very relevant question, not only for Asia but globally. Regulatory changes are coming rapidly; it’s very different from before. For example, we have seen recent developments in the Philippines with the Philippine Offshore Gaming Operators (POGO) bans. Operators and platforms need to be flexible and prepared to manage risks. Extensive research is essential, but it does not guarantee complete safety. Time, resources, and funds must be allocated to anticipate and comply with potential upcoming regulations.
SiGMA News: Payments continue to be a key challenge in iGaming. What emerging trends or technologies in digital wallets and PSP de-risking do you see as most promising for improving payment success and security in these regions?
Rai: I’m actually quite positive about the regions. In Europe, credit and debit cards remain the main payment methods, but in Asia, they are used far less, which reduces some challenges. However, concerns remain, as scams are still common, both in daily banking and in the gambling sector, and trust in casinos can be low.
That’s why it is the responsibility of both operators and platforms to ensure transaction security and ease of use. Looking to the future, regulated crypto offers significant potential. It makes it easier for players to manage their money and provides more freedom, even though it is not yet fully adopted across Southeast Asian countries. We are definitely seeing a trend in that direction.
SiGMA News: How do purpose-built platforms convert the complexity of Asian markets into competitive advantages through higher conversions, enhanced payment processing, and stronger player loyalty?
Rai: A platform dedicated to a specific market is exactly what we focus on. We spend our time making complex processes look simple. These systems are very complex, but operators are already managing traffic, acquisition channels, and investments, so we cannot overwhelm them. Our goal is to make the platform plug-and-play. We provide payments, games, and all necessary infrastructure, so the operator doesn’t need to worry about how it works in different regions. It just has to work.
SiGMA News: From your perspective, what advantages do operators gain by partnering with platforms that offer dedicated, VIP-style service and market-specific operational support rather than volume-driven, generic models?
Rai: I have been speaking with many operators recently, and especially here at the SiGMA Euro-Med Event. There are a lot of iGaming platforms, but when an operator invests time, money, effort, knowledge, and energy into a project, they are looking for more than a service provider; they are looking for a partner.
Many platforms are still operating with an outdated mindset. Five to seven years ago, operators were less informed about how platforms worked and were often grateful just to have a partner handle the technical side. Today, operators are much more knowledgeable and demanding. They understand the systems, know what they want, and can quickly identify inefficiencies.
In 2025, with the rise of AI and automation, the human touch remains critical. VIP-style service, personalised support, and market-specific operational guidance are what make a real difference for operators, far more than generic, volume-driven models.
Innovation, AI, and emerging opportunities
SiGMA News: In an industry where innovation is constant, how important is the ability to continuously evolve platform features and operations to match the pace of shifting player preferences and market demands?
Rai: There really isn’t any other way. On a daily basis, we adjust our backlogs and roadmaps to respond to new trends, operator needs, and required features. In this industry, you cannot simply build something, launch it, and leave it. It requires constant research, development, and innovation—trying new approaches and integrating with new partners.
Even here at the SiGMA Euro-Med Summit, I see many new companies doing innovative work. Some are leveraging AI, others are using emerging technologies, and some are applying creative approaches to gamification and retention tools. You cannot ignore these developments. The industry demands that you stay present, observe trends closely, and evolve every day.
SiGMA News: How can cyberpsychology and AI-driven insights be leveraged to tailor gaming experiences that resonate culturally across Asia, while also promoting responsible gaming practices?
Rai: Ideally, all efforts should focus on player retention. But this isn’t just about money or metrics; it’s also about engagement, emotions, and the psychological experience of the player. Nevertheless, responsible gaming and problem gambling remain the top issues in the industry.
It is the responsibility of operators, platforms, and payment providers to address this proactively. We need to create preventive measures, think of them as a “vaccine” to mitigate potential harm. If we design entertainment, gamification, and retention tools, we must also be prepared for the possible consequences, as every player is different. So we have to focus on preventive measures, player protection, and responsible gaming practices.
SiGMA News: What strategic advice would you give operators from Europe, CIS, or Latin America looking to enter Asia, given the rapid innovation cycles and regulatory challenges unique to the region?
Rai: Start before it’s too late. The market is growing, not just in Southeast Asia, but also in other regions like the Philippines, Latin America, and beyond. Internet adoption, AI, and crypto are all driving iGaming growth in these countries. You cannot rely on the same familiar markets for years—many operators, especially from Europe, still see Southeast Asia as exotic and underestimate the region’s economic and technological development.
To succeed, operators need to explore and test new markets with a localised approach. Partnering with a platform that understands the specific region is essential. A generic platform may work, but it is a risky bet, and operators should avoid gambling with their investments.
SiGMA News: Looking ahead, which regulatory or technological shifts globally do you foresee as most transformative for iGaming operators aiming for growth in diverse and emerging markets?
Rai: Definitely AI and regulated crypto. AI is already impacting every aspect of our lives—from support and software to gamification, marketing, psychology, databases, and knowledge. AI is the biggest driver right now in everything. Just like when the internet first became widely accessible, some people worried about negative consequences, while others said it depends on how you use it, and you can access knowledge and information much faster. The same applies to AI. There will be bumps on the road as the industry adopts it, especially in iGaming, which is high-risk and sensitive, but AI will remain a key driver of growth, particularly in emerging markets.
Asia remains a tough market for Western, European, and Latin American operators, with many struggling to replicate success from tier-one markets. Bettorify CEO Rai pointed out that relying on generic platforms and one-size-fits-all approaches often leads to failure. Despite the challenges, Asia—including Southeast Asia, South Asia, and Central Asia, offers opportunities. Success requires open-mindedness, careful attention to acquisition, retention, and technology strategies, and partnering with platforms that understand local markets. Operators who tailor their approach and leverage local expertise are best positioned to unlock the region’s iGaming potential.
