BETBY unveils first-ever 24/7 live chess content for sportsbooks

BETBY has officially launched the industry’s first 24/7 live chess content, featuring a fully in-house developed live model. This innovation represents a significant milestone in the provider’s long-term strategy to establish chess as a mainstream and scalable betting vertical, offering operators and players a continuous, high-quality chess betting experience.

This development addresses a long-standing challenge within the igaming sector: the lack of continuous chess events. Traditionally, chess competitions have been limited to periodic tournaments, leaving gaps in engagement and making it difficult for sportsbook operators to offer a reliable product. BETBY’s initiative resolves this by providing an uninterrupted stream of competitive chess content designed specifically for betting purposes.

Identifying the challenge in chess betting

In the early stages of the project, BETBY’s team identified the fundamental problem that hindered the growth of chess as a betting vertical. Unlike sports with frequent fixtures such as football or tennis, chess competitions often occur intermittently and matches can be highly unpredictable in duration. This lack of continuous content made it challenging to maintain consistent engagement among users and to offer operators a stable product capable of supporting in-play betting markets.

To overcome this obstacle, BETBY invested heavily in research and development. The company explored a variety of content solutions, assessing the feasibility of different tournament formats and studying betting patterns to determine which approach could sustain long-term interest. The goal was to create a platform that delivers both reliability and excitement, while maintaining the complexity and integrity of the sport.

The role of chess engine competitions

A key breakthrough came with the adoption of chess engine competitions as the foundation for BETBY’s live content. These tournaments feature leading chess programs competing under controlled conditions, including uniform hardware specifications, extended time controls and structured seasonal formats. Games are organized in a round-robin style, followed by playoffs, with each game concluding in a decisive result or a theoretical draw.

The use of chess engines provides multiple benefits. First, it guarantees a continuous flow of high-quality games that operators can rely on for live betting markets. Second, the predictable schedule and standardization of conditions reduce the variability inherent in human tournaments, making it easier to model outcomes accurately for betting purposes. Finally, engine competitions appeal to a wide range of chess enthusiasts, from casual fans to professional players, offering an engaging and intellectually stimulating product.

Developing a live model for chess betting

Building an effective live betting model for chess engine competitions was a complex task. Unlike traditional sports, where outcomes can often be predicted based on performance statistics or historical data, chess presents an immense number of potential moves and variations after every action. This complexity requires sophisticated algorithms capable of evaluating numerous possibilities in real time.

BETBY’s product, trading and artificial intelligence teams collaborated to develop a proprietary modelling framework. This system supports a range of live market offerings, including winner markets, handicaps, total rounds and other in-play betting options. By leveraging advanced AI techniques and in-house analytics, BETBY has created a reliable and scalable platform capable of delivering continuous live chess betting to operators worldwide.

Kirill Nekrasov, head of sportsbook product at BETBY, commented: “Introducing continuous live chess is a turning point for both our team and the industry. For the first time, operators can offer a stable stream of premium chess content supported by a sophisticated live model, even in a format as demanding as engine-vs-engine competition. This is the foundation for chess becoming a mainstream betting vertical and we’re only just getting started. We’re already working both on expanding the current coverage and adding new tournaments because we believe this innovation will strengthen operators’ portfolios and position chess as an important engagement driver.”

Continuous engagement for chess fans

BETBY’s 24/7 live chess offering enables fans to remain immersed in the sport even outside the official tournament schedule. The launch coincides with the upcoming FIDE World Rapid & Blitz Championships 2025, a prestigious event that draws global attention. During breaks in official matches, BETBY’s platform allows users to continue engaging with chess content and betting options, effectively extending the experience beyond the tournament’s active hours.

This continuous availability of chess games is expected to enhance user retention and engagement. By providing round-the-clock content, BETBY ensures that operators have a reliable product to offer players at any time, bridging the gaps that previously existed in chess betting.

Strategic implications for sportsbook operators

The introduction of continuous live chess has significant implications for sportsbook operators. Traditionally, chess betting has been limited and niche, with sporadic tournaments and limited in-play options. BETBY’s innovation transforms chess into a predictable and scalable vertical, capable of complementing existing sports betting offerings.

Operators can now integrate chess into their portfolios as a stable, premium content option. The platform’s live model allows for multiple betting markets and in-play adjustments, catering to both casual players and more serious chess enthusiasts. Moreover, the predictability of engine competitions reduces operational risks while enhancing the attractiveness of chess as a betting product.

BETBY’s upcoming ICE Barcelona 2026 activation

Looking ahead, BETBY plans a major brand activation at ICE Barcelona 2026. The company will showcase its long-term commitment to chess betting through a landmark event featuring prominent figures in the chess world. Attendees will have the opportunity to experience BETBY’s innovative sportsbook solutions firsthand.

BETBY’s activation will feature global brand ambassador Magnus Carlsen, widely regarded as one of the greatest chess players of all time. The event will also include world number two and five-time US Champion Hikaru Nakamura and the world’s leading chess content creator Levy Rozman, known as GothamChess, who has amassed over 7 million YouTube followers. This high-profile showcase underscores BETBY’s dedication to developing chess as a mainstream betting vertical and highlights the company’s strategic approach to combining technology, content and celebrity engagement.

BETBY has invited all ICE attendees to visit stand 5K20 to explore the activation and witness its latest sportsbook innovations. The exhibition will provide an opportunity for operators, partners and industry stakeholders to engage with the company’s vision for continuous chess content and its role in shaping the future of betting.

Future plans and expansion

BETBY is not limiting its efforts to engine competitions alone. The company is actively exploring additional formats and tournaments to broaden its content offering. This includes investigating human-vs-human tournaments, regional competitions and themed events that could further enhance engagement and expand betting markets.

The company’s roadmap also includes expanding the live model’s capabilities, integrating more sophisticated AI tools to enhance accuracy and exploring new in-play betting features. By continuously innovating, BETBY aims to maintain a competitive edge and ensure that chess becomes a cornerstone of its sportsbook offerings.

Conclusion

The launch of 24/7 live chess content by BETBY represents a significant step forward in the evolution of chess betting. By addressing the challenges of intermittent tournaments, developing a sophisticated live model and leveraging the predictability of engine competitions, BETBY has created a scalable and engaging product for operators and players alike.

This initiative positions chess as a credible and mainstream vertical within the igaming industry. With high-profile brand activations, continuous content and a focus on technological innovation, BETBY is setting new standards for how chess can be integrated into sportsbook offerings and how it can engage audiences around the world.

Frequently Asked Questions

What is BETBY’s new chess product?
BETBY has launched the industry’s first 24/7 live chess content with an in-house developed live betting model.

How does chess engine competition work?
Chess engine competitions feature leading programs competing under controlled hardware, long time controls and structured tournament formats.

Why is continuous chess content important for betting?
It ensures operators have a stable and predictable stream of games, increasing player engagement and in-play betting opportunities.

Who can use BETBY’s live chess content?
Sportsbook operators can integrate the content into their platforms to offer betting markets around the clock.

How does the live model support betting markets?
The model supports winner markets, handicaps, total rounds and other in-play options, accurately reflecting game possibilities.

What events coincide with the launch?
The launch aligns with the FIDE World Rapid & Blitz Championships 2025, extending engagement beyond tournament hours.

Will BETBY include human chess tournaments?
Yes, BETBY plans to explore additional formats, including human-vs-human tournaments, to expand its offerings.

Who are the ambassadors for BETBY’s ICE Barcelona 2026 activation?
Magnus Carlsen, Hikaru Nakamura and Levy Rozman (GothamChess) will participate in the activation.

How does BETBY’s innovation affect the industry?
It transforms chess into a scalable, mainstream betting vertical, setting a benchmark for continuous live content.

Can casual chess fans engage with BETBY’s product?
Yes, the content appeals to both casual enthusiasts and serious players, offering accessible betting options around the clock.