B1 CEO Alex Iaroshenko has outlined the company’s growing shift toward building its own products, marking a significant departure from its origins as a sales house.
Speaking ahead of SBC Lisbon, Iaroshenko explained that B1’s evolving portfolio reflects a broader transformation in how the company thinks about its business and future opportunities.
“We started as a sales house, but today we’re becoming a much more product-driven company, increasingly focused on building and developing our own solutions,” he said.
B1 currently has three games in its portfolio, with the company confirming that further titles are in development and set to follow in the coming period.
Iaroshenko acknowledged that each new product helps the company better understand the market and identify where fresh opportunities may exist for expansion.
“It’s a very different path from where we started, and there is still a lot for us to learn and build,” he added, signalling that the company sees this evolution as ongoing rather than complete.
One of B1’s most anticipated offerings at SBC Lisbon is AI Table Tennis, a product the CEO is keen for operators to experience directly rather than simply hear about in conversation.
Iaroshenko stressed that AI Table Tennis is designed to stand apart from traditional table tennis products already familiar to sportsbook operators and their players.
“We’ve put a lot of effort into creating a product that offers something different, while keeping the experience familiar, dynamic and easy to understand,” he explained.
The CEO pointed to AI Cricket as the foundation that gave B1 the confidence and learnings needed to develop AI Table Tennis as its next major product launch.
B1’s experience with table tennis in earlier projects also gave the team a stronger understanding of the sport before building out the new AI-powered version.
“We took those learnings, combined them with what we had already achieved with AI Cricket, and built AI Table Tennis around that experience,” Iaroshenko said.
Early performance results for AI Table Tennis appear to have validated the direction B1 chose to take, with Iaroshenko stating that results so far confirm the company made the right choice.
SBC Lisbon is positioned by B1 as the key moment for operators to see the product live and judge for themselves how it could perform within their own sportsbook environments.
