beBettor appoints Price and Black to senior leadership roles

beBettor, the data analytics platform serving the betting and gaming sector among others, announced on 26th February 2025 that it has appointed Graeme Price as Chief Commercial Officer and David Black as Chief Growth Officer.

The two hires are intended to support growing interest in beBettor’s Affluence Scores tool, which helps UK-facing operators identify high-value and super affluent players at the point of registration.

Backgrounds in iGaming

Price brings more than 25 years of sales experience across global enterprise businesses, with the past decade focused on iGaming. His work has included helping companies manage new market entries, adopt emerging technologies and pursue commercial growth.

Black has 25 years of experience spanning iGaming, technology and finance. He was part of the founding management team at Microgaming’s Isle of Man operation in 2001 and later served as COO and Director at Continent 8. More recently he has undertaken consultancy work at Tech Co and has been involved in founding and supporting several technology start-ups.

Next phase of growth

beBettor said the appointments are aimed at expanding its commercial reach and helping UK-facing operators get more value from high-potential players over their customer lifetime.

The company’s platform assigns each registered player an affluence score from 1 to 10, with a score of 10 indicating a player in the top 10% wealth bracket nationally and a score of 1 indicating the bottom 10%. Operators can use this data to tailor marketing approaches according to player wealth and to re-engage high-value customers who have become inactive.

Harry Cott, CEO at beBettor, said the addition of Price and Black brings significant industry experience that will help operators extract more value from the company’s data.

The announcement was issued by Square in the Air on behalf of beBettor.