The SoftConstruct story begins with a complaint familiar to founders everywhere: the available software was not good enough. In 2003, brothers Vigen and Vahe Badalyan started Vivaro with four people in a small Yerevan office. It was a bookmaker, not a software laboratory. But operating the business forced the team to understand odds, risk, payments, shop hardware, player behavior and the anxious seconds when live data arrives late. Instead of waiting for better tools, they built their own.
That decision became the business model. Vivaro moved online in 2006. By 2009 it had roughly 300 shops across Armenia. Then the company took what it knew from the consumer side and packaged it for other operators. BetConstruct emerged in 2011 as the B2B engine. The group that eventually carried the SoftConstruct name kept repeating the same move: find a difficult piece of digital operations, build it in-house, then offer it as a product.
The customer was already in the building
Many software vendors learn a market through interviews and feature requests. SoftConstruct learned from an operator's balance sheet. A sportsbook does not merely need a bright front end. It needs reliable odds, live statistics, payment routes, identity checks, localization, content, risk controls, customer support and licenses that differ by jurisdiction. Every weak connection can become a lost bet, a frustrated player or a regulatory problem.
That operator ancestry is SoftConstruct's clearest distinction. BetConstruct can sell sportsbook and casino systems that were shaped by people who had run those systems themselves. VBET, the consumer brand descended from Vivaro, remains a window into what players and operators actually do. The loop is unusually tight: operate, notice friction, build, deploy, then sell the tool to other businesses.
“To know what an operator wants, we had to start off as an operator.”Vigen Badalyan, on BetConstruct's beginnings
This does not guarantee that every product wins. It does give the company a practical filter for what deserves to exist. FastShift tackled payment fragmentation. FeedConstruct separated sports video, scouting and statistics into a dedicated data business. Hoory turned a constant support burden into a multilingual AI assistant. The portfolio can look random from the outside. From an operator's desk, it looks more like a to-do list.
A conglomerate disguised as a software stack
BetConstruct remains the center of gravity. It supplies online and retail gaming operators with sportsbook, casino and management technology, designed for different currencies, languages and regulatory regimes. SoftConstruct says the brand works with more than 300 partner organizations and has accumulated licenses in markets including Great Britain and Malta. For a customer, the pitch is breadth: buy the core platform, then connect content, data and operational tools around it.
FeedConstruct is a good example of the adjacency strategy. A live-betting product is only as useful as its information. The dedicated brand combines live sports video, data feeds, scouts and statistics for bookmakers and media companies. This puts it in the same broad arena as Sportradar, Genius Sports and Stats Perform, where speed, coverage and rights matter as much as software design.
Other products travel farther from the casino floor. Ucraft, launched in 2014, lets small businesses and creators build websites and stores without code. Hoory answers customer questions and looks for patterns in behavior. Fastex bundles an exchange, the FTN token, a blockchain, an NFT marketplace and virtual environments. CreedRoomz and Pascal Gaming create casino content. The common thread is less “gaming” than the infrastructure for digital transactions and attention.
One operator, five layers of machinery
The customer wants fewer seams
The principal buyers are licensed gaming operators. Some are launching online; others are adding a retail sportsbook, entering another country or replacing a narrow vendor. They pay for platforms, integrations, data, content and continuing services. Exact commercial terms vary by brand and are not consolidated publicly, but the group spans familiar software economics: subscriptions, platform and service fees, data contracts, payment revenue and, in consumer businesses such as VBET, the economics of an operator.
The problem SoftConstruct promises to solve is coordination. An operator assembling separate vendors for the sports engine, casino catalog, live feed, CRM and payments inherits a chain of contracts and failure points. A broad supplier can shorten procurement and integration. It can also localize a package for currency, language, payment habits and regulation. BetConstruct executives have described product range and market adaptation as core strengths, particularly in Latin America.
Point solution
Deeper specialization, more freedom to pick a category leader, and another API, contract and support queue to manage.
Ecosystem supplier
More modules under one commercial roof, shared context across products, and a greater dependency on the group connecting them.
That tradeoff matters. A one-stop shop can reduce seams, but it can also deepen lock-in. SoftConstruct partly answers this with integration. In 2024, BetConstruct connected Fast Track's real-time, AI-driven CRM, the first outside CRM integration the partners described for the platform. A separate agreement placed BetConstruct content on Betfair International. The message is pragmatic: build much of the stack, but open doors where a specialist or distributor adds reach.
Armenia's export is invisible infrastructure
SoftConstruct sits in a crowded, well-capitalized field. Digitain, another Yerevan-rooted supplier, is a close regional comparison. EveryMatrix, SOFTSWISS, Playtech and Kambi compete across platforms and sportsbooks. Evolution dominates live casino, while specialized data businesses compete with FeedConstruct. Outside gaming, Ucraft faces Wix, Squarespace and Webflow; Hoory faces Intercom, Zendesk and a swarm of generative-AI support tools.
SoftConstruct's defense is accumulated market knowledge and shared infrastructure. Two decades of operating and supplying gaming businesses create a library of edge cases: a local payment route that fails, a feed that lags, a language that needs more than translation, a regulator that expects a particular control. The company employs engineers across technologies from C++ and Java to React, Rust and PostgreSQL, but code is only half the asset. The other half is knowing where it breaks in a live business.
Scale is harder to pin down than the company slogan. SoftConstruct's current history page says more than 8,000 employees; its regional-office page says more than 7,000; LinkedIn lists a smaller band. These figures may use different dates or boundaries in a group of independent trademarks. The direction is clear even when the denominator shifts: this is one of Armenia's large private technology employers, with offices and operations spread across five continents.
The group has also become economically visible at home. Armenian reporting placed SoftConstruct first for income-tax contributions in the first quarter of 2025. In 2026 the company said its total quarterly tax payments had risen to AMD 8.04 billion, putting it fifth among the country's largest taxpayers. For a business whose products are mostly invisible to end users, the footprint in Yerevan is difficult to miss.
“Creative chaos,” with a cafeteria and boxing class
SoftConstruct's public culture has a playful contradiction. The company calls itself “imagination-driven” and describes its way of working as “creative chaos,” yet its product portfolio deals in systems where disorder is expensive. Careers materials emphasize internal movement and experimentation. One employee story follows a bartender who studied design and moved into UI/UX. Another traces a customer-support worker into technology leadership. The stated promise is that proximity to many brands creates side doors into another profession.
The benefits list is unusually specific: relocation support, health insurance, remote work, language classes, professional training, an in-house gym, a hair and nail salon, a cafeteria and bar, plus yoga, boxing and dance. There are football and basketball teams. This is employer branding with the saturation turned up, but it also reflects the practical competition for technical talent in a company that wants thousands of people to keep moving between products.
“We work in an ecosystem that educates, engages and inspires.”SoftConstruct careers
The next phase is leaning heavily toward AI without abandoning the broad portfolio. BetConstruct has been presenting predictive and operational tools under the BetConstruct AI name. In January 2026, it was named Global Gaming Company of the Year at the International Gaming Awards. A month later, Vigen Badalyan entered SiGMA's Eurasia Hall of Game. By June, the group's gaming-content businesses were working with Ronaldinho on a World Cup-related collaboration. Awards and celebrity partnerships make good stages; the harder task is still backstage, connecting the modules without making the customer feel every joint.
That is the useful lesson in SoftConstruct's sprawl. The company did not begin with a theory about ecosystems. It began with a shop, then an online operation, then a platform built because the market's tools fell short. Each adjacent business made the next one easier to imagine. Some founders search for a greenfield. SoftConstruct kept looking at the annoying work on the desk in front of it - and turning that work into inventory.