Press Releases
Betfred Sports Accelerates U.S. Growth with new Arizona Retail Betting Kiosks

Betfred Sports has officially opened eight new self-service betting kiosks at the We-Ko-Pa Casino in Arizona, powered by OpenBet’s retail technology and solutions that signals the leading sports betting provider’s commanding position in the newly-regulated state.
In April 2021, sports betting was legalized in Arizona and the regulated market officially opened in September, with OpenBet among the first to provide sports betting solutions to operators within the state. Its leading technology is already live with a host of online operators in Arizona, along with pricing solutions powered by Don Best Sports and SportCast’s game-changing products.
Four of OpenBet’s self-serving kiosks are located throughout the casino floor, with the remaining machines found in the casino’s sports-themed casual dining outlet, delivering an exciting new form of sports betting entertainment to the casino’s customers.
OpenBet will deliver more of its technology and solutions when the complete Betfred Sportsbook situated in Fort McDowell opens early next year.
The initial launch marks another important milestone in OpenBet’s partnership with Betfred to deliver its retail solutions to the operator in the US and follows similar launches across Colorado, Louisiana and Pennsylvania.
Cathryn Lai, Chief Commercial Officer at OpenBet, said: “Extending our presence in Arizona so soon after the market opened is an exciting development for us. We’re proud to partner with Betfred Sports in yet another U.S. state and bring even more safe and responsible sports betting experiences to players. This latest launch epitomizes our ability to facilitate products for all kinds of operators thanks to our modular portfolio that caters all demands.”
Bryan Bennett, COO at Betfred Sports, said: “OpenBet remains our partner of choice as we increase our foothold within the U.S. sports betting market. The company’s technology and retail solutions meet our specific requirements to deliver a scalable, reliable and compliant platform. We’re delighted to have opened these betting kiosks and look forward to working alongside OpenBet and the Fort McDowell Yavapai Nation over the coming months to launch our complete sportsbook at the casino.”
Latest News
BETBY STRENGTHENS LATAM PRESENCE THROUGH STRATEGIC PARTNERSHIP WITH CALÍMACO

BETBY, an industry-leading sports betting provider, has announced a long-term partnership with Calímaco, a premium B2B sportsbook supplier with a strong foothold across Latin America. This collaboration aligns with BETBY’s expansion strategy in the LATAM market, reinforcing its commitment to delivering state-of-the-art sportsbook solutions in the region.
As part of the agreement, Calímaco will integrate BETBY’s award-winning sportsbook solution, including its proprietary esports feed BETBY Games, and comprehensive trading and risk management services. Additionally, by leveraging BETBY’s AI-driven technology, AI Labs, Calímaco’s partners will gain access to an unparalleled betting experience tailored to the needs of the LATAM market.
Known for its scalable and robust casino and lottery platform, Calímaco will significantly enhance its offering with an additional 300,000+ events, 8,000+ markets, 125+ sports, and 35+ esports provided by BETBY, cementing its position as a go-to supplier in the region’s competitive iGaming landscape.
Stefanos Karakidis, Head of Business Development at BETBY, commented: “We are excited to partner with Calímaco, a company that shares our vision for technological excellence and operator-focused innovation. Integrating our complete sportsbook solution into Calímaco’s platform will enable brands across LATAM to elevate their sports betting offerings and provide their users with an exceptional experience.”
Alejandro Serrano, Head of Business Development at Calímaco, added: “BETBY’s sportsbook technology is renowned for its flexibility, scalability, reliability, and comprehensive coverage. Incorporating their award-winning solution into our platform will empower our partners with world-class sports betting capabilities, further strengthening our presence in the Latin American market.”
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GLI® Names Sangeeta Reddy as Vice President, Innovation

To ensure the company keeps its global clients well ahead of the technology curve, Gaming Laboratories International (GLI®) has named Sangeeta Reddy as Vice President, Innovation. Previously, she served as Vice President of Engineering. Reddy will lead the company’s newly formed Innovation division.
“Technology is advancing at a breathtaking rate. Our mission at GLI is to advance with technology, while also constantly finding ways to do more to keep our clients informed and ahead of what’s next. In her new role, Sangeeta will continue to evolve our evaluation methodologies via her passion for R&D, her extensive experience both in and out of the gaming, and her strong academic background,” said President and CEO James R. Maida.
Reddy began her gaming industry career in 2001 as a PA Engineer at IGT, specializing in VLT, Slot games. She joined GLI in 2020. Prior to joining GLI, Reddy successfully managed Software QA and Development teams at Thomson Reuters and General Motors.
She holds a certificate from the Harvard Business Publishing’s Emerging Leaders program and a certificate in Associates Computer Information Systems. Her Postgraduate certification includes Chief Technology Officer Program, Business Analytics: From Data to Insights, and Driving Strategic Innovation: Leading Complex Initiatives for Impact from the Wharton School Aresty Institute of Executive Education and certifications in Cloud Computing, Artificial Intelligence and Machine Learning: Business Applications, Artificial Intelligence, and Data Science and Business Analytics from the Texas McCombs School of Business, Postgraduate Program.
Conferences
Rubens Barrichello to Open SiGMA Americas 2025 with a Keynote Speech

Legendary motorsport racer and SOFTSWISS’ Non-Executive Director in Latin America Rubens Barrichello is taking the stage at SiGMA Americas 2025 with an inspiring keynote speech on 8 April, the opening day of the summit.
This will be Barrichello’s first major public engagement as an official SOFTSWISS representative at SiGMA Americas. In his speech, he will spotlight his vision of racing and iGaming – two worlds defined by speed, precision and passion. Attendees can expect a unique view of how these seemingly distant industries are more connected than it may seem.
In his keynote, Barrichello will share insights that bridge his personal racing journey with the opportunities presented by SOFTSWISS. The speech will also cover the cultural and human elements of doing business in Latin America, and the importance of timing, connections, and adaptability to achieve long-term success in this booming market.
“Latin America is a unique region filled with pure energy, emotion, and drive,” said Rubens Barrichello, Non-Executive Director in Latin America at SOFTSWISS. “The iGaming industry here is moving so fast, that for me it’s like stepping into a new race. But instead of cars, it’s technology, competition, and innovation pushing the progress forward, just like in Formula 1. I can’t wait to speak at the SiGMA Americas Summit and share what it takes to grow business on this continent.”
Barrichello’s active public engagement highlights SOFTSWISS’ strategic expansion into Latin America, one of the fastest-growing iGaming markets in the world. The company has already established itself in the region through certification in Brazil and Peru for its Game Aggregator and Jackpot Aggregator. In addition, SOFTSWISS recently partnered with rising talent Eduardo Barrichello for the 2025 FIA World Endurance Championship.
Rubens Barrichello will also join the SOFTSWISS team at Stand M85, where attendees can book meetings and explore how SOFTSWISS helps partners drive success across Latin America.
About SOFTSWISS
SOFTSWISS is an international technology company with over 15 years of experience developing innovative solutions for the iGaming industry. SOFTSWISS holds a number of gaming licences and provides comprehensive software for managing iGaming projects. The company’s product portfolio includes the Online Casino Platform, the Game Aggregator with over 27,800 casino games, the Affilka Affiliate Platform, the Sportsbook software and the Jackpot Aggregator. In 2013, SOFTSWISS revolutionised the industry by introducing the world’s first Bitcoin-optimised online casino solution. The expert team counts over 2,000 employees.
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