BetConstruct AI has appointed industry veteran Lena Yasir as its new chief executive officer, marking a significant leadership milestone for the London-headquartered company.
The online gaming technology provider, previously known simply as BetConstruct, made the announcement on Wednesday, 10 June 2026.
The appointment comes during an aggressive global expansion phase as the company works to scale its automated betting and artificial intelligence technologies worldwide.
Yasir brings approximately two decades of experience working across the B2B wagering sector, with a strong track record at several leading gambling technology firms.
She most recently served as chief commercial officer at Arrise powering Pragmatic Play, following five years as a vice president at Pragmatic Play itself.
Her earlier career included two-and-a-half years as chief commercial officer at game developer Play’n GO, alongside leadership positions at live casino specialist Evolution and Ongame Network.
BetConstruct AI represents the rebranded corporate identity of BetConstruct, which restructured and changed its name in late 2025 following a major push into artificial intelligence software.
The company is owned by parent entity SoftConstruct, which has been driving a strategic pivot toward algorithmic risk management and predictive player analytics.
Yasir’s appointment did not replace a departing chief executive but instead saw her take over operational duties from SoftConstruct CEO Leonid Kirakosyan and the firm’s co-founders, Vigen and Vahe Badalyan.
Kirakosyan continues to lead SoftConstruct at the group level, while the Badalyan brothers historically guided the company’s overall strategic direction.
Yasir’s formalised role as CEO allows these senior figures to redirect their attention toward broader group-level technology investments and ecosystem scalability across the business.
The company has indicated that Yasir will focus on driving global revenue, spearheading technical innovation, and expanding partnerships across regulated gaming markets worldwide.
Her background in scaling high-performing software teams is considered particularly valuable given BetConstruct AI’s current growth ambitions and product roadmap.
The wider gambling technology sector is navigating tightening regulations across several key markets, prompting suppliers to increasingly automate processes through AI-driven software solutions.
BetConstruct AI recently launched its Choice Gaming platform, designed to give operators more automated control over their sportsbook products, underlining the company’s commitment to innovation.
