BetConstruct AI’s newly appointed CEO, Lena Yasir, outlines her strategic roadmap for the company, detailing how she plans to leverage AI and consolidate operator tech stacks to combat tightening industry margins.
BetConstruct AI unveiled Lena Yasir as its new CEO in June as it enters a new phase of its corporate development. Yasir was praised by the company for her vast industry experience of implementing B2B commercial strategy, enabling international expansion and scaling high-performing teams.
Following nearly twenty years of industry experience with companies such as Evolution, Pragmatic Play and Play’n GO, Yasir told SBC News that the time was right to step up and take on a chief executive role.
“The timing felt right,” Yasir said, speaking to SBC News at iGB Live in London. “I spent many years in the industry, mainly in the commercial sector in leadership roles, working closely with operators and understanding what they need from their technology partners.”
The industry is reaching an inflection point, Yasir said, as regulatory pressure and tax hikes are driving margin compression at the highest levels. This macroeconomic context places pressure on technology providers to act as durable, long-term strategic partners.
“Operators are facing more regulation, higher costs, stronger competition, and more pressure to grow their profits. I felt that this was the right time to come to BetConstruct and help them by being more client-focused in a partnered role.”
What is BetConstruct’s strategy for 2027 and beyond?
Yasir’s career has been defined by her dedication to clients on a day to day basis. She told SBC News that her roles have been commercially-minded, working on growing revenue, building commercial teams, managing key clients and relationships and entering new markets.
All this experience, she explained, puts her in a strong position to take up the mantle at BetConstruct AI, given she is aware of the key pain points.
“Operators need strong products, fast support, flexibility, trust, accountability, and partners who understand their business,” she said.
Her key priority as she settles into her tenure at the B2B provider is ensuring that the company is primed to support operators through a period of transition as taxes and regulation places more burden on operators.
Yasir explained: “Operators are dealing with a lot of complexities in the industry. Many are using, for example, too many systems or too many suppliers, too many integrations, and this can slow them down and make things difficult for them. From an operator’s point of view, the main thing is they need to launch faster, they need to adapt to regulation, they need to manage costs, and also focus on client or player retention and protect profitability.”
How can BetConstruct help navigate operational challenges?
Yasir outlined that she will twin her commercial and client service experience with BetConstruct AI’s solutions, which she noted are designed to help reduce complexity that operators face on a daily basis.
By reducing the number of integrations and providers an operator has, BetConstruct can help operators reduce their technical overheads and speed operators’ processes up.
“BetConstruct helps by offering a wide range of solutions under one roof. We have platforms, sportsbook, casino, CRM tools, AI solutions, risk management, payment support and other services. This gives operators flexibility so they can focus on where they need to be focused, which is client retention and improving their profitability.
“Our goal at BetConstruct is to reduce complexity, help operators move faster and give them technology that supports them in their growth.”
Specifically, Yasir identified four key areas where BetConstruct can help operators improve by partnering together. By implementing these improvements across the company’s operations, Yasir aims to help operators reduce complexity and improve profitability.
“The first is a stronger commercial focus and a clearer market strategy. The second would be improving the partner experience, including communication, service, and support. Thirdly, continuing to grow in regulated and high-growth markets.
“Fourth, but not least, is using AI and data in a practical way to help operators improve retention, personalisation for players, risk management and profitability.”
How will BetConstruct continue to adopt AI?
Artificial intelligence is already having a significant impact on the iGaming sector and BetConstruct has placed plenty of resources into ensuring it is at the forefront of this development.
Yasir is eager to ensure this continues and explained that not only is it part of the four key priorities at the company but that the technology is essential to operators looking to improve efficiency and boost profitability – something that cannot be overlooked in a turbulent period for the sector.
She elaborated: “AI can help operators understand the player better, recommend the right games or offers, identify churn, improve support response time and detect unusual behavior.
“We also want to use AI internally to make our processes faster and more efficient. But the goal is not to use AI just because it’s a trend and everyone is talking about it. The goal is to use AI in a responsible and useful way that improves both operator performance and the player experience.”
In part two of SBC News’ sit down with BetConstruct CEO Lena Yasir, we discuss some of iGaming’s hottest markets and identify how to be successful in the biggest growth regions.
