Interviews
Sportsbooks – the challenge of going it alone
Launching an in-house created, quality sportsbook is not a task for the faint of heart, particularly in such a fast-moving, crowded and competitive marketplace. AllSported’s CEO, Alan Casey and Technamin’s founder and CEO, Suren Khachatryan, examine what benefits there are for some to resist the temptation to go it alone in favour of a tried and trusted solution and the wider, overall challenges.
Creating a robust, intuitive and attractive sportsbook is vital for anyone entering the marketplace or looking to expand their offering. Just how difficult is it to get right?
AC – The sheer number of moving parts makes it almost impossible to build a successful brand from the ground up without the right kind of help. Getting a new brand off the ground is expensive and entails a great deal of manpower. This staffing proposal alone can be enough to make prospective investors nervous.
As well as that, our industry’s compliance landscape is constantly shifting and keeping on top of those continual updates is a near-impossible task with every other factor that needs to be considered. Then there is payment provision to consider and all the nuances and preferences that come with it as well as optimising the look and feel of the front end. Meanwhile, operators need to engage in the ongoing negotiations for the multiple feeds for data content and pricing to make their offering attractive to end-users. It’s simply far too much to consider at any one time.
An operator on a new brand needs to be able to dedicate the bulk of their attention to getting new customers in the door. Platform providers do all the heavy lifting at the start, then down the line, when the project is stable, an operator can look to move to a better platform or even buy a licence a platform, or even buy a platform outright, but this is far from feasible to begin with.
SK – Even if we were to develop the most attractive sportsbook, it would not function without a dedicated and professional team. As a provider, that’s the first challenge we must overcome. It’s crucial to have a team of creative, innovative professionals who are enthusiastic about their tasks and are willing to dedicate themselves thoroughly to the process. Finding the right people is something we must tackle from the get-go.
Next up is the product itself. A sportsbook is a product that deals with a large amount of data on live mode, 24/7, 365 days per year, without delays. That’s why we need to consider the speed of the website as an important challenge that companies often face. At the same time, providing immediate loading and smooth operations is crucial, which is something we are able to do at Technamin.
Mathematics is at the core of everything we do, which is why sports analysis must be conducted on a high level with the most delicate calculations. This is part of what turns an ordinary sportsbook into a successful one that functions properly.
Last but not least, we must be very attentive toward safety. It is imperative that we monitor and analyse user behaviour accordingly in order to provide progress and security to the business and maintain a secure environment. These are all factors that we must keep an eye on when creating a sportsbook.
What can an experienced B2B platform provider offer any newcomers to the vertical that they can’t achieve themselves?
AC – Cost saving and time to market are the main factors. Although AllSported isn’t a platform provider, we offer everything a customer needs to launch a horse racing product. The cost of someone building out a horse racing trading team is quite significant. On top of that, they would have to get providers for data, content and pricing and then complete all those integrations.
With our help, operators can get everything in one integration and receive a tier-one calibre racing product that they don’t have to think about once it’s switched on. Through the accuracy and speed of our pricing, we’ve seen customers plug us in and immediately achieve double-digit margin percentages, which remain consistent.
SK – Starting everything from scratch would be a financial and professional challenge beyond most newcomers. On the other hand, an experienced B2B provider will have a longer and more in-depth understanding of data, which enables them to implement various AI solutions on different functions based on the data collected over years of being active in the industry.
Additionally, experienced providers have already achieved well-organised work between different departments. This is a significant advantage and a major step toward rapid development and support.
In Technamin’s case, we provide 24/7 technical and client support in case any issues occur. It is important to us that we cater to everything for our operators, and the collective industry insight of our team allows us to do so.
What benefits in terms of timescale are there for operators to consider when partnering with a provider?
AC – An expedited timescale is definitely one of the biggest advantages of a good provider. Platforms and B2B providers have already done the heavy lifting and have ready-made solutions that they can get live for an operator’s customers pretty much overnight. Operators can have the open business sign on the door from day one, or can at least be under construction and have the coming soon sign up as soon as possible. It’s a very clear-cut decision.
SK – If the provider has the proper infrastructure required to set up the product efficiently and in time, the operator will be able to scale in a shorter time frame. At Technamin, we can fully provide operators with the sportsbook in a little over a week, depending on the circumstances. As most operators are intent on entering the market faster, this is an advantage for them.
Moreover, we not only fully support the technical side of things, but we also offer consulting with risk management and promotional issues in very short time periods. We do this so the operator can hit the ground running as soon as the sportsbook is delivered.
For suppliers, what does the future hold and how can they ensure that they and their platforms remain attractive to operators?
AC – The feedback we hear the most from customers of platform providers is a desire for more flexibility. There is a feeling among operators that with platform providers, you get what you pay for and a more customisable product comes at a premium. However, even the ability to alter elements like pricing strategies isn’t a given.
We’re talking to a lot of people who would love a better solution for horse racing but have their hands tied by their providers. They’re spending huge sums on marketing and trying to acquire customers, but then they’re offering a subpar horse racing product and giving away up to 10 per cent in margin due to price latencies. So as necessary as platform providers are, new brands should choose wisely from the outset to ensure they maintain control of their offering.
SK – Technology is always progressing. On one hand, the operators’ needs must be fully covered, but it is also crucial to keep the product up to date with the latest technological developments and advancements and tweak things accordingly.
We must also ensure that there are unique and creative solutions that have not been implemented in the market, and to use these solutions as leverage for operators.
In addition to tech advancements, we also keep track of UI/UX and come up with innovative website designs that attract different markets and market segments. It’s also worth noting that one must always be open to partners’ feedback and ensure that the best service is immediately provided for them, which is what Technamin’s dedicated teams are trained to do.
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Adam Wilson, CEO at Splash Tech, looks at how operators can best utilise free-to-play (FTP) solutions to drive engagement with their customers.
It is often said that one of the main attractions of sport is the anticipation of the event, even more so than the event itself. How much do FTP games for sportsbooks tap into the buzz around sporting events for fans?
As we saw recently with all the attention paid to Super Bowl in the run-up to the game, people were heavily invested to the extent that even the half-time show became the subject of countless articles in the media and commentary on social channels. Naturally, predicting outcomes for teams and players is a major focus for sports fans worldwide and that is where free-to-play (FTP) games come in for sportsbooks by tapping into the sense of excitement. Combining the lure of free rewards and often big cash prizes with the promise of compelling sporting action definitely creates a perfect storm for marketeers. At Splash Tech, we have the technology and product to create tangible results on the back of pre-game noise, be it in the United States or anywhere else in the world, across all sports.
In terms of technology, across UI/UX, data and other areas, what refinements have you seen that have had a big impact in the way end users interact with FTP games?
Over the years, the FTP vertical has certainly become sophisticated in terms of how slick and engaging games and products are when presented to the end user. The effectiveness of a modern FTP strategy rests on how segmentation is carried out. It is all about rewarding the right user at the right time with the right prize and this is the secret to success.
If we look at dynamic segmentation, player experiences can be tailored to their progress within an operator’s ecosystem. New customers encounter more compelling offers, incentivising initial deposits, while established players experience gamified reward systems, promoting and recognising continued engagement. All incentives are personalised based on player lifetime value, delivering appropriate rewards to each user instantly. By offering players pertinent, timely, and enjoyable games, providers of promotional solutions can significantly boost operator revenue.
You recently struck a deal with Wildz Sports to roll out a series of Daily Predictor and Pick 6 games across a wide range of sports. How do you plan to keep these games fresh and interesting?
Localisation is very important when working with multi-regional partners. You can have the same game types running, but the content has to be tailored to user and regional preferences. With the Wildz Sports deal, we are rolling out game experiences across football, ice hockey, cricket, rugby and all US sports. Naturally, you wouldn’t expect a huge take-up for a cricket-based experience in the United States, but operators have found that it’s a sport that is extremely popular with bettors in other geographies. As such, FTP can play a major role in acquisition and retention in countries and regions that love the sport.
Finally, what is the future direction of FTP games? How can they evolve to become even more seamless and attractive as both acquisition and retention tools?
FTP can and should start at the top of the funnel and follow a user all the way through their journey with a sportsbook or casino. With the data we now have at our disposal, we can trigger real-time game experiences tailored to user preferences, optimised to enhance their loyalty with a brand. Given the diverse preferences of players, a one-size-fits-all approach simply won’t cut it in what is an extremely competitive market. Highly targeted and relevant engagement is crucial for capturing and retaining player attention and neglecting the tools that enable this can be a costly mistake.
The post Splash Tech: How operators can tap into the hype appeared first on European Gaming Industry News.
How does the Atlaslive Platform leverage AI to enhance responsible gaming and player protection as a leading B2B iGaming tech provider?
At Atlaslive, we see AI as a game-changer in responsible gaming, offering smarter, data-driven solutions to protect players while empowering operators. Our platform integrates machine learning tools that continuously analyze player activity, detect early signs of risky behavior, and provide personalized interventions—all while maintaining a seamless gaming experience. The goal is to equip operators with proactive tools that support player well-being without unnecessary friction.
Looking ahead, we’re diving deeper into AI’s potential, exploring more advanced profiling techniques to refine risk assessments and deliver interventions that feel intuitive and effective. The responsible gaming landscape is evolving rapidly, and we’re committed to staying ahead, ensuring our solutions meet market demands and regulatory expectations.
AI is also revolutionizing compliance by automating key processes like KYC verification, real-time player monitoring, and reporting. This not only saves operators time but also strengthens regulatory adherence without adding operational complexity. As AI technology continues to advance, it’s clear that its role in responsible gaming will only grow, creating a safer, more responsible, and ultimately fairer gaming ecosystem where both operators and players benefit.
What AI-driven technologies does the Atlaslive Platform use to detect potentially harmful player behaviors?
The Atlaslive Platform uses real-time behavioral analytics powered by AI to detect patterns that may indicate risky player activity. Our system continuously monitors key behavioral signals, such as sudden increases in deposit frequency or unusually long gaming sessions, helping operators identify potential concerns before they escalate.
We leverage advanced machine learning models to refine these detections, ensuring accuracy and minimizing false positives. However, we also prioritize usability—our AI-driven insights are designed to be clear and actionable, allowing operators to intervene at the right time with minimal disruption. It’s about striking the right balance between cutting-edge technology and practical, real-world solutions that enhance player protection.
What are the opportunities and challenges for suppliers and operators when integrating AI into responsible gaming, player engagement, and operational efficiency?
AI presents significant opportunities for both B2B tech providers and operators in iGaming. On the player engagement side, AI-driven personalization is a game-changer. By analyzing real-time player behavior, AI can recommend games, promotions, or responsible gaming interventions tailored to individual habits. Research shows that AI-powered alerts can be highly effective—over 50% of high-risk players who received targeted warnings adjusted their gambling behavior the same day, with 54% continuing to play more responsibly a week later. This level of personalization not only supports safer gaming but also fosters stronger player loyalty by making interactions more relevant and meaningful.
From an operational perspective, AI enhances efficiency across multiple areas. It automates KYC processes, detects fraud, and streamlines resource allocation. Machine learning models can also identify risk patterns—such as sudden spikes in deposits or extended play sessions—and trigger timely interventions, helping operators act proactively rather than reactively.
However, these benefits come with challenges. Transparency remains a key concern, as players increasingly want clarity on how AI-driven decisions impact them. Studies indicate that over 80% of people have concerns about AI transparency, according to research by Jobin et al. Additionally, navigating evolving regulations, such as the EU’s AI Act, requires operators to ensure their AI tools meet strict standards for fairness, privacy, and accuracy.
Ultimately, while AI is reshaping responsible gaming and operational efficiency, success depends on balancing innovation with compliance and building trust with players. The real challenge lies in leveraging AI’s potential while ensuring ethical, transparent, and player-friendly implementation.
What ethical considerations should iGaming operators keep in mind when implementing AI for responsible gaming?
When it comes to using AI for responsible gaming, operators need to understand that it’s about supporting players, not controlling them. Transparency is very important here, and players should know how AI is being used and feel confident that it’s there to help, not to invade their privacy or manipulate their behavior.
It’s also important to keep the human element in mind. While AI can handle a lot of the heavy lifting, like spotting risky patterns or automating interventions, as I mentioned before, operators should make sure there’s still room for empathy and personalized support when it’s needed. AI should complement human oversight, not replace it entirely.
Another consideration is fairness. AI systems need to be designed and monitored to avoid any unintended biases or outcomes that might negatively impact certain groups. I think it is more about creating tools that genuinely protect players while building trust and a sense of fairness in the gaming environment.
How do you see AI shaping the future at Atlaslive, not just in responsible gaming but across your entire iGaming platform?
AI is set to play an even bigger role at Atlaslive, enhancing multiple aspects of our platform beyond responsible gaming. One of the most exciting areas is real-time odds optimization — AI’s ability to process vast amounts of data instantly allows us to adjust odds dynamically based on live events. This makes betting faster, smarter, and more responsive, ensuring that operators can offer the most competitive and accurate odds at any moment.
Another major focus is automated customer care. AI-powered support systems can efficiently handle player queries, from setting limits to finding specific games or resolving account issues. By streamlining these interactions, AI ensures that customer service is not only faster but also more personalized, creating a smoother user experience.
We’re also exploring AI-driven content personalization. By analyzing player preferences and behavioral patterns, AI can recommend games, bonuses, and features that feel uniquely tailored to each user. This level of customization keeps engagement high and makes every interaction on the platform more relevant and immersive.
Ultimately, AI is helping us refine and elevate every part of the iGaming experience, from betting mechanics to customer engagement and operational efficiency. As technology continues to evolve, its role in optimizing both player satisfaction and operator performance will only grow.
About Atlaslive
Atlaslive, formerly known as Atlas-IAC, underwent a rebranding campaign in May 2024. It is a B2B software development company that specializes in creating a multifunctional and automated platform to optimize the workflow of sports betting and casino operators. Key components of the Atlaslive Platform include Sportsbook, Casino, Risk Management and Anti-Fraud Tools, CRM, Bonus Engine, Business Analytics, Payment Systems, and Retail Module. Follow the company on LinkedIn to stay updated with the latest news in iGaming technology.
The post The Future of Responsible Gaming: AI’s Role in Player Protection – Atlaslive’s View appeared first on European Gaming Industry News.
2024 was your debut year with Xanada Investments. Looking back, what are the key highlights or moments that defined this first year for the fund?
2024 marked the beginning of an ambitious journey for Xanada Investments – a year where we laid a strong foundation for what’s to come. While the real work lies ahead, I can confidently say that we’ve set the stage.
The highlight was undoubtedly our successful allocation of $9 million across 8 impactful projects, selected from a pool of 350 submissions. Each startup impressed us with its scalability, strong team, and ability to deliver real results – qualities we value as the cornerstone of every successful partnership.
Another defining moment was the debut of the Xanada Startup Contest. It was a platform not just to identify potential investments. We actively participated in major industry events like iGB LaunchPad, SiGMA Pitch, and SBC First Pitch – events we couldn’t pass up. As a newcomer, we not only made our presence known but also earned recognition, securing awards and forging valuable connections.
Beyond numbers, the year was about building a community – a network of partners, founders, and investors who believe in driving transformative change.This is just the start of an exciting journey.
What inspired you to launch the Xanada Startup Contest, and how would you evaluate its impact in 2024?
It’s no secret that many startups are in need of investment. But the real question is, do they have the expertise, networks, and strategic foundation to actually make that investment work? This was one of the key insights that led us to create the Xanada Startup Contest. It wasn’t about running a competition with just a single winner; it was about creating a transparent process: a live showcase of how startups grow, pivot, and adapt in real-time.
Too often, what happens behind the scenes stays hidden, but we wanted to change that. The results speak for themselves. With 250 applications pouring in, representing a diverse range of ideas from around the globe, we witnessed firsthand the depth of creativity within the startup ecosystem. And through a rigorous selection process, we identified and elevated one standout winner – FTDx. The real impact of the contest lies in its ability to challenge founders to think bigger and execute better. That’s what makes the Xanada Startup Contest more than just a competition.
Many associate investment funds with slow decision-making processes. Yet Xanada Investments has been incredibly dynamic. What’s your secret to keeping up this pace in the previous year?
The secret lies in creating frameworks that balance precision with speed. We’ve developed rigorous evaluation processes that combine both quantitative and qualitative metrics to assess startups effectively without losing momentum.
But beyond frameworks, it’s about having a team with the right mindset. At Xanada Investments, we embrace adaptability and foster collaboration. Our team operates with the energy and agility of a startup, and that allows us to move quickly, even in an industry often seen as traditional and slow.
You partnered with 8 startups this year. What caught your attention in these projects, and what’s your strategy for picking the “perfect match” for Xanada Investments?
At Xanada Investments, our focus has always been on backing projects that bring something unique to the table. What sets us apart is not just what we look for, but how we see it. For us, it starts with the people – the founders. Their vision, resilience, and ability to execute are what capture our attention first. These are individuals who truly understand their markets, are ready to pivot when challenges arise, and have the determination to turn ideas into reality.
Among the projects we’ve backed this year, Promofy is revolutionizing user retention with AI-driven gamification, delivering personalized engagement at scale. Gamixter is helping operators optimize player interaction with real-time engagement tools, creating more immersive gaming experiences. Bettorify, focused on the rapidly growing Asian market, provides localized white-label and turnkey solutions, enabling operators to navigate regional complexities with ease.
These are just a few examples of the startups we support. Each project we invest in plays a role in building a stronger, more dynamic iGaming landscape. And we’re only getting started.
With 11 award nominations and 2 wins already, success is clearly part of Xanada’s DNA. But how do you define success beyond the numbers?
For us, success isn’t measured by the number of awards. Of course, we are talking about financial returns, about impact, although we deeply appreciate the recognition – it’s always rewarding to see our efforts acknowledged on such a level. These awards are proof that we’re on the right track, but they are only part of the story.
But are we helping startups achieve their goals? Are we setting new benchmarks in the iGaming industry? The true measure of success lies in the growth of the projects we support and the people behind them. When we see startups flourishing, scaling their businesses, and turning ideas into impactful solutions, that’s the ultimate reward.
Another key indicator of success for us is the relationships we cultivate. When founders and partners come to see Xanada Investments not as just an investor but as a trusted collaborator and ally, we know we’re doing something right. These connections, built on trust and mutual ambition, are the foundation of our ecosystem.
What does the future hold for Xanada Investments in 2025? Are there any ambitious goals or projects you can share with us?
2025 is about scaling powerful results. We plan to invest in 10–12 new startups, focusing on projects with strong business fundamentals, exceptional teams, and clear strategies for growth. Our approach prioritizes opportunities with a targeted IRR of 25–40% and a MOIC of 3–5x, ensuring every investment aligns with our commitment to sustainable, measurable returns.
We’re taking the Xanada Startup Contest to the next level this year. Xanada Investments is expanding its reach and updating the evaluation process to attract a wider range of participants from diverse industries and markets. To ensure the best selection, we’re involving not only our team but also top industry experts to evaluate the entries. This will help us find and support the most promising ideas out there. With more transparency and live engagement, you’ll have the chance to see and hear these groundbreaking ideas in action. Stay tuned, big things are on the horizon!
Xanada Investments is also focused on strengthening our internal capabilities. A key priority for 2025 is to grow our team by bringing in top talent, including a dedicated analyst, to refine our data-driven approach to startup evaluation. We want to be a partner that equips startups with the tools, mentorship, and connections they need to succeed. The road ahead is ambitious, but we’re ready to seize the opportunities 2025 has in store.
The post XANADA’S BREAKTHROUGH YEAR AND THE ROAD AHEAD appeared first on European Gaming Industry News.
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