SBC News Voice of the Sports Betting Industry
Mariya Davydova, Head of Sport Domain at PIN-UP Global, dissects a number of key trends that keen observers should be more than aware of through the current year.
2024 marked a pivotal year for the sports betting industry, as unprecedented changes swept through markets worldwide. As established territories evolved and new regions emerged, the sector witnessed transformative developments that redefined how millions interact with sports betting.
We’ve identified key trends shaping the sports betting landscape. Here’s a comprehensive analysis of current developments and future predictions in the industry.
Key Technology Trends
Technology and player preferences are driving major changes in sports betting this year. Four key developments stand out:
Personalisation
Personalisation is reshaping sports betting by changing the way users engage with betting platforms. Players now expect customised experiences, especially when it comes to AI-powered betting suggestions and offers tailored to their preferences.
This goes beyond simple customisation features – successful platforms now offer comprehensive gamification, targeted promotions, and personal bonus programs.
PIN-UP demonstrates this approach through their user-friendly interface where players can personalise their experience by creating avatars, picking nicknames, and connecting with others by comparing their achievements.
AI Implementation
AI is not just hype – it’s delivering real value in the sports betting industry. At PIN-UP, AI is used in many areas: creating personalised betting recommendations, improving marketing strategies, detecting fraud, and boosting customer support.
A significant example is PIN-UP’s implementation of a third-party solution that analyses odds and provides more information to users about the event before they place a bet.
A/B testing showed statistically significant results: the number of bets per user increased, and turnover grew by more than 15%, with the largest increase seen in the Indian region.
Real-Time Engagement
Players want to be fully involved in events and make quick bets and decisions. This has made streaming and fast markets a must-have for the betting industry.
Broadcasting has become essential for sportsbooks, especially with the growth of live betting. While expensive, it directly impacts player choice of bookmaker. PIN-UP has responded by offering premium streaming packages with top sports events.
Esports and Virtual Sports
The industry is seeing significant growth in esports and virtual sports market share. This requires a more flexible approach to engage a new, younger audience that differs from the traditional bettor profile.
Esports has shown significant potential in the betting industry, but comes with unique requirements. The esports audience demands a personalised experience, including visual content and communication that fits their style.
The UI/UX for esports must be unique, with a different layout and structure for odds to create a more engaging and relevant experience for esports fans. PIN-UP reports seeing growth in this area and is working to keep up with the trends.
Virtual sports operate as a separate category in the industry. They are particularly popular when live sports events are not available and attract a different audience. Notably, virtual sports have shown good results in converting casino players to betting.
Future Outlook for 2025
The sports betting landscape is set for significant evolution in 2025, with several key trends emerging from the industry.
Localisation will become a critical focus, particularly in emerging markets like Brazil. This goes beyond basic translation – operators will need to deeply adapt their services to local sports preferences and betting behaviors, while ensuring optimal technical performance across different regions.
Fantasy Sports is gaining momentum, reflecting a broader shift toward more interactive betting experiences. This trend aligns with players’ growing appetite for engaging ways to participate in sports events.
Simultaneously, the VIP segment continues to expand, pushing operators to develop more sophisticated features and targeted promotions for their high-value players. Loyalty programs are also evolving, incorporating gamification elements that enhance player engagement and reward consistent participation.
The evolution of live streaming integration will be particularly transformative for the betting industry. As streaming becomes seamlessly integrated with betting platforms, operators will focus on enhancing real-time engagement through quick bet options and interactive features during live events.
The emphasis will be on creating a fluid experience where watching and betting become naturally interconnected.
Looking Ahead
2025 will be the year of closer integration between odds and live streaming. User engagement will continue to grow. This will lead to an increase in quick bets and real-time interaction during events. These developments signal a fundamental shift in how players interact with sports betting platforms.
The industry is moving towards a more dynamic, real-time betting experience where instant engagement becomes essential rather than optional. Companies that successfully blend localisation, interactive features, and seamless streaming will be best positioned to capture tomorrow’s betting audience.
