Watch: What does the future of sports betting look like?

Rami Gabriel January 12, 2025

SiGMA news

During the previous SiGMA Europe summit 2024, Mark Blandford, Partner at Burlywood Capital, delivered a thought-provoking presentation on the shifting landscape of sports betting. Drawing upon decades of experience, he explored the sector’s evolution from traditional horse-race shops to online platforms and mobile-first experiences. He noted how consumer behaviour has influenced not only how operators reach their audiences but also which sports and betting types gain prominence.

A key theme was the increased appetite for live betting, bolstered by mobile accessibility and further refined through micro-betting opportunities. Blandford underscored the shift: “Previously, all bets had to be pre-match, but now live betting opens a much wider range of markets.” This trend has been accelerated by technological improvements, such as streamlined platforms and data-driven risk management, allowing operators to serve a broader customer base.

Blandford also addressed the significance of regulatory frameworks, attributing industry growth to the formal licensing of sports betting in various jurisdictions, including parts of North America and emerging markets in Africa and South America. He drew attention to the ethical dimensions linked to a globalised betting market, highlighting the importance of responsible gambling measures and enhanced monitoring to identify potentially harmful patterns.

Technological advancements were a central talking point, particularly the potential of blockchain, crypto transactions, and virtual reality to reshape how operators and customers approach betting. Another trend he referenced was the heightened focus on analytics, with operators seeking to adapt to real-time data to understand player preferences and offer more personalised experiences. Blandford observed that while these tools hold promise for operational efficiency, they also present fresh regulatory dilemmas and call for robust oversight.

He went on to underline the role of innovative bet types, including bet Builders and prize-draw models, suggesting that new products expand the audience for sports betting by catering to both casual fans and seasoned bettors. Blandford remarked: “We have seen new bet types like bet Builders, where the consumer can build their own bet, and it is priced effectively.” He emphasised that these adaptable solutions help operators remain competitive in a market where customers seek convenience, variety, and transparency.

Learn more about such developments and look forward to the upcoming AIBC Eurasia in Dubai, scheduled from 22 to 25 February. Attendees will have the chance to explore further innovations and regulatory insights. It is also advisable to stay informed on SiGMA’s extensive line-up of global events throughout 2025, which will span seven different destinations, bringing together industry experts and forward-thinking professionals in the gaming and tech landscapes.