The saturated environment that accompanies the gambling industry is certainly not lost on anyone. However, this does beg the question of how to navigate such a condensed environment to rise to the top?
In conversation with SBC News in the aftermath of last week’s iGB Live!, Mariya Davydova, Head of Sport Domain at PIN-UP Global, places this issue at the centre of the discussion as she elaborates on how numerous headwinds can be flipped to become distinguishing features.
SBC News: Mariya, fresh innovations are critical in maintaining a forward trajectory within iGaming. What new developments have emanated from PIN-UP Global?
Mariya Davydova: PIN-UP Global is a large international holding with many projects under one brand. Our portfolio is always growing with new solutions. Today, I want to share what we’ve done in the last six months to strengthen our sportsbook.
We’ve focused on improving user experience, adding personalisation, working with the VIP segment, and exploring new directions.
SBCN: AI and personalisation have become defining trends of 2024. How is PIN-UP Global leveraging these technologies in its new sport domain products?
MD: You’re absolutely right and at PIN-UP Global, we use these technologies to improve the betting experience. One of our new features is called the Additional Bet Box.
When a user just placed a bet, AI suggests one more event – based on their preferences, history, and betting behaviour. It’s a smart way to keep engagement high, and almost none of our competitors have something like this.
By the way, we already tested this feature with A/B testing, and the results are impressive – both the share and the length of express bets grew in almost all GEOs.
SBCN: As users maintain a consistent demand for instant interaction and maximum simplicity, what is being done to transform the market, and how are you changing your approach to user acquisition and retention?
MD: We’re always in touch with our users – we listen, understand their pain points, and try not only to fix them, but also to exceed their expectations.
One of our latest features is Top Express – it allows users to place an express bet in just one click. This way, we make the betting journey faster and more user-friendly, offering bet options based on their preferences.
SBCN: There’s a lot of talk of the VIP segment across the iGaming landscape. What is your comprehensive strategy for working with this category?
MD: VIP users need a very special approach. I can’t share everything, but I can tell you about one of our new features called Mega Bet. It’s already a favourite among our VIPs.
It allows them to place high-limit bets with very fast approval times. On top of that, we provide dedicated VIP support – fast, personal, and always in touch. Our goal is to make them feel valued at every step.
SBCN: Real-time interactions are a key component of the rapidly evolving betting landscape. With live betting now a critical industry element, how can you ensure that you don’t get left behind?
MD: This is no longer just a trend – it’s a must-have. At PIN-UP Global, we’re constantly improving the quality of our line, adding more providers with fast and flexible markets.
If we talk about features – this quarter, we’re launching Bet Builder in live mode. It allows users to quickly create express bets within a single event. We already saw strong interest in this feature during pre-match testing, and since most of our users prefer live betting, we’re sure it will be a hit.
Additionally, we’re making our live experience better by adding official real-time sports streams, so users can follow events and place bets without leaving the platform.
SBCN: Many companies buy ready-made solutions, while PIN-UP Global has demonstrated a commitment to in-house development. Why was this approach taken and how justified has it been?
MD: Developing B2B products and solutions in-house gives PIN-UP Global full control and flexibility to create unique innovations that set us apart from competitors. I truly respect this strategy — it motivates and it inspires me and my colleagues.
Developing solutions in-house allows us to stay ahead of the market trends, but it also requires strong teamwork and concentration from the whole team. For example, our antifraud system called Frogo is a great demonstration of our analytic team’s expertise and the power of building solutions internally.
SBCN: Which of these products was the most technically challenging, and which brings you the greatest satisfaction in terms of results?
MD: The most technically challenging one was the Mega Bet feature. We had to come up with a fast and alternative flow for approving bets with higher limits. It affected several teams and included a lot of logic and coordination.
The one that brings the most satisfaction is Additional Bet Box. Every third user interacts with it, and when, as a Head of Domain, you see your core product metrics grow – it feels amazing.
It motivates me and the whole team to keep going, explore new ideas, and find more ways to grow our sportsbook.
SBCN: What do you believe will be the major problems that arise within sports betting during the coming year?
MD: Let’s use the word challenges, not problems — it reflects the mindset we have.
The first big challenge is the growing number of requirements from different regulators. These changes often take a lot of our team’s time – time we could use to build new features that really bring value to our users.
The second is keeping the balance between deep personalisation and user privacy. Personalisation helps increase engagement, but we always have to make sure it’s done in a respectful and transparent way.
And finally – speed. Users expect everything instantly, from placing a bet to receiving a cashout. That pushes us to improve performance, simplify flows, and build smarter tools.
But challenges are also opportunities. That’s why we stay close to all market updates and react fast – to keep building a product that stays ahead.
PIN-UP Global disclaimer: *This interview is intended for informational purposes only and is addressed to industry professionals. The products and features described are available in regulated jurisdictions where such services are permitted by law. PIN-UP Global operates in accordance with responsible gaming principles and complies with applicable data protection regulations, including GDPR.*
