Watch: Driving sustainable growth in betting with Beter CRO Chuck Robinson
In a rapidly transforming betting industry Chuck Robinson, Chief Revenue Officer at Beter, emphasises strategic client acquisition and relationship building as the cornerstone of sustainable growth. Focusing heavily on Brazil and the broader LATAM region, Robinson highlights the significance of partnering with operators to achieve long term success. “We want to look at how many of the top tier one operators we’re acquiring into our client portfolio.” he explains. Despite the uncertainties following Brazil’s regulatory reforms in early 2024, Beter has already secured key players like Betano and Bet365, placing the company in a strong position to navigate and adapt.
High impact partnerships
Robinson underscores the value of deep, collaborative relationships with clients engaging not only senior executives but also frontline teams, including traders and risk managers to help drive sustainable growth. “We have a dedicated team that works closely with our partners’ frontline staff… to monitor and maintain the product health.” he notes. This collaborative model ensures product performance is consistently optimised. Beter also customises content, developing localised offerings and even branded tournaments tailored for specific partners. “It’s really about a little bit of tailoring, but at the end of the day it’s really about maintaining the relationship on a personable level.” Robinson adds.
Fast changing demands
According to Robinson, Brazilian bettors are particularly sharp and quick to identify system vulnerabilities. “They’re looking for as many weak points as they possibly can.” he says. To stay ahead, Beter adopts a data driven approach, working closely with partners to analyse performance data and address potential gaps. “We help them identify some aspects where maybe they need to bone up on their technical aspect, or even it’s about the placement or promotion of the content.” Robinson explains. Agility and analytical diligence are therefore critical to meeting the evolving expectations of this unique market.
Robinson further highlights a customer centric approach, collective quality and team empowerment as essential. “It’s okay to maybe give more of a hands off approach and allow some of the superstars within our organisation to really shine.” he says. Beter fosters autonomy and innovation while staying aligned with its mission to be the best provider of fast betting content in the industry.
The future of the Brazilian market
Robinson anticipates an adjustment period over the next 12 to 18 months as Brazil finds regulatory equilibrium. “There will be some volatility, but I think within 18 months they’ll find a balance.” he predicts. He also believes Brazil’s regulatory model could influence the wider LATAM market. The main challenge, he notes, will be “mitigating a lot of the black market operators… while not being heavy handed with those of us that are following the regulatory framework.”
As Brazil continues to shape the future of LATAM’s betting landscape, there’s no better time to engage with the region’s most influential voices. Join us in April 2026 for our next flagship event in Brazil and be part of the conversation shaping the next chapter of betting in LATAM.
