MANILA, Philippines – ArenaPlus has built strong brand recognition in the Philippine market, evidenced by the Best Sportsbook Operator awards it took home at the 2024 and 2026 SiGMA Asia Awards.
That, however, is only the starting point for newly appointed Head of ArenaPlus Ethan William, known professionally as Layson, who said the challenge now is to turn brand recognition into an experience players can genuinely trust.
“ArenaPlus has built real brand equity in the Philippine market — people know who we are. But brand awareness alone doesn’t win in this industry anymore,” said Layson of the company, which was also hailed Best Sportsbook in the 2025 SiGMA Asia Awards.
“The biggest opportunity I see is closing the gap between how well-known we are and how well we actually perform on product, operations, and the day-to-day player journey.”
For Layson, it all starts with the fundamentals: a smoother platform experience, sharper digital acquisition and conversion, and a brand promise that is consistently reflected in the player experience.
It also means bringing teams closer together.
ArenaPlus, a PAGCOR-licensed online sportsbook launched in February 2023, has been simplifying its organizational structure to help product, operations, and marketing work toward shared priorities rather than operating in silos.
Such alignment is essential to building an organization capable of moving quickly while remaining focused on what ultimately matters — the player.
Moving fast, but with discipline
As player expectations and technology continue to evolve, Layson sees three major shifts shaping the sports betting industry: the demand for seamless, mobile-first experiences; the growing convergence of content and conversion through live streaming, real-time data, and community features; and the increasing importance of responsible, well-regulated operations.
The third, in particular, is something Layson believes should be viewed as more than a regulatory obligation at ArenaPlus, DigiPlus’ flagship sportsbook platform.
“Technology will keep evolving, but the operators who combine sharp execution with real discipline around player protection are the ones who’ll still be standing in five years,” said Layson.
Layson took the reins after former Head of ArenaPlus Erick Su assumed DigiPlus’ Chief Global Growth Officer position on July 3.
Layson laid out his vision for ArenaPlus, the No. 1 PAGCOR-licensed online sportsbook in the Philippines.
That same principle guides his approach to innovation. Layson encourages teams to test and iterate quickly on initiatives that can be reversed, while taking a more deliberate approach to decisions that affect player trust or regulatory standing.
“Speed and discipline aren’t actually opposites,” he said.
“We operate in a regulated market, and that’s not a constraint I resent; it’s part of what makes the industry sustainable. So the team is encouraged to test boldly and fail cheaply on the things that are reversible, and to be far more careful and consultative on the things that aren’t.”
He added: “That distinction — knowing what’s a fast experiment versus what’s a considered decision — is something I try to model explicitly rather than leave to instinct.”
Leading by listening
A seasoned gaming and digital entertainment executive with more than a decade of experience across marketing, brand management, and C-suite leadership in Southeast Asia, Layson has learned that good leadership is less about having all the answers and more about creating clarity and listening before making decisions.
One personnel decision he made earlier in his career taught him the value of hearing multiple perspectives before acting. The experience led him to embrace a principle he continues to apply today: “slow is sometimes faster.”
“I once made a personnel decision I regret: I let myself be swayed by one-sided input and personal frustration, and let go of someone who was actually a core part of the operation,” said Layson, who served as CEO of Zen Estrategia BV Limited prior to joining DigiPlus.
“That experience taught me that slow is sometimes faster — that hearing multiple perspectives before deciding almost always leads to a better outcome than moving on gut instinct alone. When you’re leading people through real organizational change, that discipline matters even more, because the cost of a rushed, poorly informed call compounds fast.”
Layson took over after former ArenaPlus Head Erick Su assumed the role of DigiPlus’ Chief Global Growth Officer.
That philosophy now shapes how he builds teams.
“‘偏听则暗，兼听则明’ — listening to only one side leaves you in the dark, listening broadly brings clarity — is a principle I try to apply concretely now, not just as an idea I agree with,” he said.
(Translation: “‘Hear different voices. See the bigger picture’ — listening to only one side leaves you in the dark, listening broadly brings clarity — is a principle I try to apply concretely now, not just as an idea I agree with.”)
“It’s changed how I build teams too: I want people around me who will tell me when they see something differently, not just people who agree quickly.”
For Layson, an honest feedback culture is essential, particularly as ArenaPlus navigates change and growth.
Defining success
Ultimately, Layson wants ArenaPlus to be known not only as a recognizable brand but as a sportsbook operator that players genuinely trust to deliver a great, reliable experience every time.
That means having product, operations, and marketing move in lockstep, making decisions based on data and iteration, and creating an organization where people can challenge ideas openly.
“If we get that right, growth becomes a natural outcome rather than something we have to force — and that’s the kind of organization I want to build,” said Layson, who began his career at China Mobile Communications Group, where he led brand strategy for one of the Fortune 500 company’s flagship operations.
For ArenaPlus, that is the vision behind its next chapter: not simply becoming more visible, but becoming better at the fundamentals and more consistent in delivering on the promise it makes to its players.
About DigiPlus
DigiPlus Interactive Corp. pioneered digital entertainment in the Philippines. It introduced the leading platforms BingoPlus and ArenaPlus, widely known for their engaging interactive gaming and sports entertainment experiences. DigiPlus also operates GameZone, with more to come. For more information, visit www.digiplus.com.ph.
About ArenaPlus
ArenaPlus is the #1 PAGCOR-licensed online sportsbook in the Philippines, providing a secure and engaging sports betting and streaming experience. Launched in 2023, ArenaPlus features a wide range of local and international sports and continues to expand its presence through key partnerships across major leagues, including the NBA, PBA, and PVL.
ArenaPlus is committed to strengthening the sports community by supporting local athletes, highlighting their dedication and the hard work behind their journeys, and inspiring community pride.
