BetConstruct AI CEO Lena Yasir details roadmap for margin resilience and operational simplicity

Lena Yasir, who took the helm at BetConstruct AI in June, has laid out a strategy centred on reducing operator complexity and embedding artificial intelligence to counter mounting industry pressures. Speaking at iGB Live in London, Yasir said the move to chief executive came at a moment when regulatory burdens and tax increases were squeezing profitability across the sector.

“The timing felt right,” Yasir remarked, noting that her two decades in commercial leadership at Evolution, Pragmatic Play and Play’n GO gave her a clear view of what operators require from technology partners. She emphasised that her B2B roles had always been client-facing, focused on revenue growth, team building and market entry, which she believes equips her to address operators’ most pressing pain points.

Addressing operator pain points

Yasir identified fragmentation as a key obstacle: many operators juggle too many suppliers, systems and integrations, slowing down launches and complicating compliance. “Operators need strong products, fast support, flexibility, trust, accountability, and partners who understand their business,” she said. Her immediate priority is ensuring BetConstruct AI acts as a consolidator, offering platforms, sportsbook, casino, CRM tools, AI solutions, risk management and payments under one roof. This approach, she argued, lowers technical overheads and lets operators concentrate on retention and profitability.

Four strategic pillars

To turn that vision into action, Yasir outlined four focus areas. The first is a sharper commercial strategy and clearer market positioning. The second is an overhaul of the partner experience, covering communication, service and support. The third is continued expansion in regulated and high-growth markets. Fourth, she pointed to the practical deployment of AI and data analytics to boost retention, personalisation, risk management and profitability.

AI as a practical tool, not a trend

BetConstruct AI has already invested heavily in artificial intelligence, and Yasir intends to sustain that momentum. She stressed that AI must be applied responsibly: “The goal is not to use AI just because it’s a trend and everyone is talking about it. The goal is to use it in a responsible and useful way that improves both operator performance and the player experience.” Internally, AI will also be used to accelerate processes and improve efficiency.

Yasir’s overarching message is that BetConstruct AI can help operators navigate a period of margin compression by reducing complexity and delivering technology that supports sustainable growth. In a follow-up interview, she will discuss specific high-growth markets and strategies for success in regulated jurisdictions.