Dmitry Starostenkov on Evenbeter's US market strategy: “Poker is an unmatched acquisition tool”

Here, Dmitry Starostenkov, CEO of Evenbeter (formerly EvenBet Gaming), outlines the strategic vision behind the company’s rebranding, its accelerating European momentum backed by fresh B2B licences across Denmark and Sweden, and how the firm’s tailored US strategy is turning poker into an essential acquisition and retention vehicle.

EGR: EvenBet Gaming recently rebranded to Evenbeter. What is the reason for this strategic shift, and why was now the right time for it?

Dmitry Starostenkov (DS): The transition from EvenBet Gaming to Evenbeter is about evolution, not reinvention. Over more than two decades of leadership in online poker, our technology, our team and the operator businesses built around our platform have expanded significantly.

The rebranding reflects a comprehensive evolution across the entire organisation. It is not simply a name change only or a product update. It reflects how we develop our tech stack, how we operate as an international team uniting talent from 20 countries, and how we partner with operators across a number of highly regulated territories with complex compliance demands set upon product requirements. We have transitioned from being a pure-play software supplier into a long-term technology partner, supported by a dedicated customer success team and structured internal operations. Our rebranding represents the scale, capabilities and mature character of our business today.

EGR: North America remains one of the most competitive igaming arenas in the world. As Evenbeter targets regulated US jurisdictions, how are you positioning your offering for local operators?

DS: Our vision is bold – to be the number one B2B provider of poker content in the US by 2030. I stand by this and we are committed to this goal. We made a conscious decision to enter the US at this stage rather than as a first mover to understand the ecosystem and ensure product fit and quality. Our commitment to product and partnership is second to none and we think that matches with American culture, both corporate and consumer.

The US market presents a unique structural opportunity for poker. Unlike standard casino products, poker relies heavily on scale and liquidity. As state-level regulations evolve, operators in expertly regulated, forward-thinking jurisdictions like New Jersey, Michigan, Pennsylvania and Delaware are acutely aware that interstate liquidity is critical to building sustainable poker ecosystems.

Our US expansion strategy is backed by strong leadership on the ground. Our COO, Jeremy Groves, is based stateside in Florida, bringing deep market expertise, and in the US we are actively hiring a partner-first oriented team to support our ambitious growth roadmap in the region.

Importantly, entry into North America requires absolute regulatory rigor. We are actively working toward securing local licensing and have already taken substantial steps within key jurisdictions. We intend to be regulated in every US state that permits poker and we believe our content and way of working will be appreciated by operators looking to differentiate themselves to their consumers.

At the same time, we do not view poker as merely a standalone vertical. In the US, poker serves as an unmatched player acquisition and retention tool at a time when operators still have increasing CPA and retention battles, more so increased by the rise of prediction markets. With poker, a tournament player can remain actively engaged with an operator for several hours while interacting with cross-sell touchpoints.

Furthermore, we are extending our advisory footprint, guiding top 10 US operators on cross-border growth strategies and international licensing, leveraged by our proven experience across key global markets. We are acting as an authoritative partner for overall operational strategy and market expansion.

I should further add we are also committed to growth in the Canadian markets and providing our products and service to customers there. Our Ontario licensing has begun.

EGR: You recently secured five-year B2B supplier licences from gambling authorities in both Sweden and Denmark. How does this European regulatory momentum support your broader global ambitions?

DS: Securing these licences in strictly regulated European jurisdictions like Sweden and Denmark validates our architectural standards and compliance capabilities. Tier-one operators in Nordic markets demand absolute technical reliability, robust game integrity and strict adherence to local regulations.

This level of accreditation opens direct integration pathways with premier European operators, but it also signals to US regulators and enterprise partners that Evenbeter operates at the highest global standards. Compliance is foundational to our expansion. As we scale across regulated states in North America, our track record in Europe provides operators with the assurance that our standalone platforms and turnkey solutions are built for long-term operational stability.

EGR: Modern players increasingly demand faster, lower-barrier experiences. How are products like One-Click Poker and Spins reshaping player engagement and operator economics?

DS: All igaming verticals are moving toward micro-entertainment and instant engagement. Traditional poker formats can sometimes present high friction for casual players. Our response has been product innovations like One-Click Poker and Spins Poker.

These products simplify the core mechanics without diluting the strategy and thrill of the game. By offering intuitive, fast-paced formats with custom configurations for operators, we dramatically lower friction during discovery. For operators, this directly translates into lower customer acquisition costs and higher engagement rates. By positioning fast poker formats within dynamic lobbies, operators can seamlessly convert casual casino players into high-LTV poker participants.

Likewise, we have seen data that shows these types of players are highly engaged with micro markets/fast sportsbook markets like next play, or in basketball will the next point be a free throw, two pointer or three pointer, or in soccer what will happen next a goal, foul, corner and so on. Poker has a huge part to play in the whole customer life cycle across acquisition and retention globally. This can be misunderstood when just comparing to how much poker makes up of operators’ overall GGR.

EGR: AI is a dominant theme across igaming. What is Evenbeter’s philosophy on integrating machine learning without losing the authentic human appeal of poker?

DS: Poker is fundamentally a game of competition, psychology and human interaction. If a player feels they are playing against an algorithm or a bot, the core trust and psychological integrity of the game are destroyed.

At Evenbeter, our philosophy is to treat AI as a silent guardian. Behind the scenes, we embed machine learning directly into our product architecture powering dynamic lobby widget sorting based on real-time player behaviour, automated cross-selling and predictive LTV modeling. This invisible layer removes friction outside the game and has demonstrated the potential to boost operator revenues by 10% to 15%.

When it comes to fraud detection and anti-collusion, AI acts as an advanced monitoring system, analysing millions of data points to flag suspicious behaviour. However, final operational decisions always rest with human experts. Technology must protect the human element of poker, not substitute for it.

EGR: Looking ahead, what can the industry expect from Evenbeter as you enter this next chapter?

DS: While poker and card games remain at the heart of our DNA, our turnkey casino platform and game aggregator enable us to support operators across their entire product footprint. This makes us an ideal partner for businesses of any size, and we support growth at each level.

Moving forward, Evenbeter will continue to lead the way in bridging the gap between deep vertical expertise and broad infrastructural capability. Whether an operator needs a standalone, highly customised poker platform, seamless micro-entertainment tools like One-Click Poker, or strategic consultation on cross-border expansion, Evenbeter offers the tech stack, regulatory credentials and operational partnership to drive measurable ROI.

Dmitry Starostenkov is the СЕО at Evenbeter, an international igaming technology provider with over two decades of industry expertise.

Guiding the company’s strategic expansion for more than 10 years, Starostenkov has spearheaded its evolution from a leading online poker developer into a comprehensive, multi-vertical igaming ecosystem powering 200+ projects globally.

A recognised industry authority, he combines deep technical insight with a strong focus on compliance, innovation and sustainable operator growth across regulated markets worldwide.

Evenbeter (formerly EvenBet Gaming) is an international B2B igaming technology company with over two decades of expertise. The company provides a comprehensive ecosystem combining market-leading poker software, a turnkey casino platform and a game aggregator, powering over 200 projects across 41 countries.