BETBY has launched a 24/7 live chess content solution, supported by a proprietary in-house live model.
The project, which aims to resolve the problem of no continuous events, wants to make chess a vertically scalable, always-on betting market.
In order to give operators a consistent stream of content, BETBY concentrated on chess engine tournaments — competitions in which sophisticated chess programmes compete against one another under unified hardware settings and structured seasonal formats. The company also utilised intensive research and development.
According to BETBY, the sheer complexity of potential moves and the lack of commercial solutions made it extremely difficult to develop accurate live models for engine-versus-engine matches.
A modelling framework that can support a complete live market offering, including winner markets, handicaps, total rounds, and other in-play options, was developed by BETBY’s product, trading, and AI teams.
As a result, BETBY partners now have access to live chess content that is available 24/7.
Expanding Chess Engagement Through Strategic Partnerships
Fans will be able to participate in chess betting even after tournament hours thanks to the launch, which takes place in conjunction with the FIDE World Rapid & Blitz Championships 2025.
Kirill Nekrasov, Head of Sportsbook Product at BETBY, stated: “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.”
This product unveiling is one of the various moves in a grand plan to make chess one of the main ways to engage users.
In the fall of 2025, BETBY took to the streets and digital to present the next chapter of its “Leaders Choose Leaders” worldwide campaign with brand ambassador Magnus Carlsen.
The main idea of the ad is to compare the skills of playing chess at the highest level with managing a sportsbook, thus highlighting the aspects of decision-making and command.
In the future, BETBY intends to host a significant event at ICE Barcelona 2026, where Carlsen will participate alongside world number two Hikaru Nakamura and Levy Rozman (GothamChess), the top chess content creator in the world with more than 7m YouTube subscribers.
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