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On the first day of ICE Barcelona 2024, chess great Magnus Carlsen made his debut at an industry gathering with BETBY, a provider of betting solutions. Carlsen attended a much-awaited press conference as BETBY’s worldwide brand ambassador, offering details on his partnership and the company’s ground-breaking “Make Your Move” campaign.
Media professionals, industry leaders, and chess enthusiasts gathered for the event, eager to hear about Carlsen’s long-term partnership with BETBY. The five-time World Chess Champion shared his thoughts on how chess strategies align with BETBY’s forward-thinking approach.
During the session, hosted by Pierre Lindh, co-founder and managing director of NEXT.io, Carlsen said, “BETBY is a young and innovative company; it’s exciting and really fun to be part of the journey that the company is on. It’s been a fun process. We first came in contact about a year ago, and from the start, my father and I have been able to learn a lot about BETBY.”
Carlsen also highlighted BETBY’s use of AI to create an advanced sportsbook experience, noting his enthusiasm for being part of their ambitious journey.
Chris Nikolopoulos, BETBY’s Chief Commercial Officer, shared the company’s achievements and plans for 2025 during the event. He emphasized Carlsen’s role in exemplifying mastery and innovation, mirroring BETBY’s values.
“Magnus epitomizes mastery in what he does, and we also do that as a brand. Instead of collaborating with a retired mainstream sports player, we wanted to break the norm with Magnus, a champion in an intellectual sport,” Nikolopoulos said.
The partnership was celebrated further with a meet-and-greet at BETBY’s stand. Attendees had the chance to interact with Carlsen and even challenge him to quick chess games, adding excitement to the exhibition floor.
Visitors at ICE Barcelona were also introduced to BETBY’s latest innovations, including an industry-first AI-based feed, showcased at stand 5J18.