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Why should Casino operators offer Sportsbook?

Published

5 years ago

December 15, 2020

George Miller

Reading Time: 5 minutes

New perfect match: casino operators and sportsbook

Information literacy and trust have created a new ecosystem where sports betting and casino games complement each other.
Players are searching for one-stop shops.
Casinos offer fast results, thrilling 24/7 entertainment, so does Live Betting – the profile of the players is similar.

Sports betting MTS is a proven low-risk profit generator.
Simple iframe integration ensures that the casino page looks fabulous and appealing to the players.
To celebrate its sportsbook, and to boost further development of customers’ online business, NSoft has launched a campaign: Sportsbook integration with no setup fee!

There is nothing new in casino content being present on sports betting operators’ website. Not even if the operator’s business is heavily sportsbook oriented. The versatility of the game offer, especially for the online channel, has become an industry standard.

As for casino only online operators, however, there is no reciprocity at that level. Online casinos are still offering almost exclusively – well, casino content.

During the COVID-19 lockdown, all industries reshaped to some extent. In the betting business, lack of sports events was substituted with esports, casino content and virtual games. As a result, online betting operators have enriched their offer with exciting new content.

This shift started even before COVID-19 lockdown. The numbers are leaning toward the conclusion that sportsbook and casino are meant to be together. A fine line between casino and betting operators is becoming invisible.

When we speak about online betting operators in Central Europe, in the past several years, Sportsbook held over 60% of the business. In 2020, the numbers are entirely different, with 70% of total turnover and GGR being made in the Casino segment of business.

The Balkan region has a similar trend. Sportsbook held primacy over Casino with 80% of business just three years ago. The current situation is that 60% of the total turnover goes into Sportsbook. In Baltics, casino content now covers 80% of the total turnover.

Traditional betting operators have adapted to the new market conditions. They learned that the players are seeking a one-stop-shop, a single place for their online gambling entertainment. Information literacy and trust have created a new ecosystem where sports betting and casino games complement each other.

Exclusivity in offer in betting and gambling is a drawback. Versatility can ease the transition in the time of turmoils like the one we experienced just a few months ago. The good news is that traditional casino operators are more than ever interested in Sportsbook integration into their online business.

Data-backed decision

In research conducted by the Business Analytics team at NSoft, sports betting is a man thing. Over 75% of online players are men, with the majority of players fitting into the age group 25 to 34 years of age. The most popular betting product is In-Play Sports betting and the most popular sport is football.

Looking deeper into the numbers, players engaged in online betting like to combine sports betting with draw-based games. Products like In-Play betting and draw-based game Lucky Six have the lowest churn rate and highest retention rate. In other words, punters who are engaged in sports betting would love to play fast casino games as well.

So where is the opportunity for online casino operators? The data shows that the betting operators who introduced casino games into its offer have significantly improved the retention rate. In general, betting operators who are offering more versatile content, tend to have more loyal players.

Once again – players like to have everything in one place.

Combining a vast world of online casino content with sports betting will result in a more loyal player base.

Sports events are irreplaceable

Nothing can be compared with watching your favourite football team in a derby match. The thrill of the game, excitement during every successful long pass and frustration over questionable referee’s decisions – it’s a paradigm of life itself. We love it and who wouldn’t miss it!

“For casino operators, the online channel is somewhat different from brick-and-mortar. The online channel offers so many possibilities for seamless integration of other content types. We wanted to extend our business and include sportsbook but we had some doubts. Our two main concerns were: will our players accept that shift and other was related to UX/UI. Luckily, NSoft took care for the second one by performing simple yet effective iframe integration into our platform that fitted perfectly. As of players, we have learned that profile of our players matched with sportsbook players’ base. We even got more engagement from new players attracted by sportsbook content – live betting in particular” stated Donny White, Sportsbook Director at Victory Willbeours.

During the lockdown, esports had its 5 minutes of glory, for apparent reasons. But as soon as sports events were back again, the number of pre-match and live tickets in betting hit the sky. Sportsbook is beyond doubt the backbone of the betting business.

Casino operators offering Sportsbook – the next big thing

Most software providers on the market have their Sportsbook flagged as a top product. NSoft is undoubtedly one of the leading industry’s software providers with over 100 clients worldwide using NSoft Pre-Match Betting MTS, Pre-Match Self-Managed or Live Betting MTS solutions.

Also, NSoft is one of the few providers that can seamlessly integrate Sportsbook into third-party platforms.

We believe that the integration of Sportsbook solution into an existing online casino operation will be the next big thing when it comes to the online channel.

“Nowadays Sportsbook has become a vital part of any successful online casino, with more and more players joining the sports betting industry. Thus we decided that adding a sportsbook to our casino was of utmost importance, so after surfing through several providers and careful consideration, we decided to pick NSoft. While checking the countless providers NSoft caught our eye in an instant with a friendly interface, countless markets and super-fast integration process. The backbone of this decision was that NSoft is a preferred partner of Sportradar. All of this led to a unanimous decision to partner up with NSoft and we have not been disappointed so far,” commented Maria Fernández, CMO of Betflip.

Sportsbook is a profit generator and combined with the vast casino players’ base, it’s a winning combination. NSoft’s risk-free, turnkey solution for Sportsbook is an essential part of this equation. Simple wallet and iframe integration ensure that the casino page looks fabulous and appealing to the players.

Although players are often clustered as casino or sportsbook players, data shows that online sportsbook operators who introduced casino and virtual games into their offer managed to attract all new players’ segment. Live Betting and Casino indeed are different types of content but certain similarities are undoubted. Both are available 24/7, fast resolved and very profitable.

“We received a huge spike of new players at our casino all thanks to the Sportsbook. We have advanced to the next level of competitiveness on the gambling market and this is definitely all thanks to NSoft and their quality product” – concluded Fernández.

NSoft Sportsbook team of experts

For the NSoft Sportsbook team of experts, the question isn’t should we do it or how to do it, but when do we start.

We consider Sportsbook integration to the casino-based operators as seamless and logical as NSoft’s Sportsbook is an easy-to-integrate and user-friendly solution that fits every business. It is a hustle-free process for the product that doesn’t require any additional workforce from the operator.

NSoft’s MTS turnkey solution for sports betting provides clients with a competitive omnichannel solution without additional costs and with revenue share business model. All support and logistics for successful market positioning is provided by NSoft. That includes Sportradar’s market-leading Unified Odds Feed, supporting features (Live stream, Live Match Tracker, Stats and Player Props) that add value to the product. NSoft and Sportradar take care of Risk Management so the operator can focus on what matters most – their players!

Partnership with Sportradar

Long-term partnership with Sportradar helped us shape our Sportsbook MTS (Managed Trading Services). This covers every step on the way to a successful sportsbook offer: a full package of Betradar Odds feed and risk management provided by NSoft experts.

Sportsbook without setup fee – a special welcome bonus for online operators

To celebrate its sportsbook, and to boost further development of customers’ online business, NSoft has launched a campaign: Sportsbook integration with no setup fee! This welcome discount within the special offer is valid until the end of this year for standard integration. Learn more about Sportsbook special offer.

FairPlay Sports Media

FairPlay Sports Media Launches ‘Customer Insights’, Delivering Objective Truth on Bettor Sentiment

Published

4 minutes ago

March 26, 2026

Wladimir P.

fairplay-sports-media-launches-‘customer-insights’,-delivering-objective-truth-on-bettor-sentiment

FairPlay Sports Media (FPSM), a leading sports media and BetTech network, has unveiled FairPlay Customer Insights, a continuously updated commercial decision-making engine built exclusively for UK betting operators.

Powered by a verified panel of over 1,000 active UK bettors, the self-serve dashboard gives operators instant, objective visibility into brand perception, product feature popularity, and competitive performance.

“A major challenge operators face today is understanding exactly why bettors switch apps,” said Jerome Underhill, Chief Operating Officer at FairPlay Sports Media. “Traditional market research is often too slow, expensive, and disconnected from day-to-day commercial decisions. FairPlay Customer Insights was built as a real-time decision-making engine, providing product teams with clarity on how core features—like their Bet Builder—compare to the competition, while helping media teams pinpoint the triggers that convert transient bonus users into loyal, long-term players.”

The platform updates quarterly to track trends over time and includes ‘flash research’ capabilities, enabling operators to submit custom queries to the panel ahead of major events such as the upcoming World Cup. This feature helps operators de-risk campaign planning with actionable insights.

FairPlay is currently onboarding a select group of operators for a 30-day Phase 1 Proof of Concept, offering company-wide access to validate the platform’s intelligence against operational challenges.

The post FairPlay Sports Media Launches ‘Customer Insights’, Delivering Objective Truth on Bettor Sentiment appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

Gamzix

iGP Integrates Gamzix into iGaming Aggregator

Published

4 minutes ago

March 26, 2026

Wladimir P.

igp-integrates-gamzix-into-igaming-aggregator

iGP, the full-service B2B iGaming solutions provider, has integrated Gamzix into its casino aggregator, iGaming Aggregator, further strengthening the content available to operators through the platform.

Gamzix is a Maltese game provider with over five years of iGaming experience and an MGA licence. Known for its mobile-first, engagement-driven titles, the studio develops games designed to perform across diverse markets and player segments.

Through the integration, Gamzix titles are now available to operators via iGaming Aggregator, which offers more than 12,000 games from leading providers through a single API. Designed to move beyond traditional aggregation models, the solution enables operators to launch quickly while maintaining control through multi-brand management, embedded promotional tools, a built-in reporting suite and real-time data visibility.

Jovana Popovic Canaki, CEO at iGP, said: “Operators face constant pressure to scale faster while maintaining control across brands, content, and player engagement. iGaming Aggregator addresses this by combining high speed distribution with built in tools and real time visibility. Integrating Gamzix further strengthens the range of titles available to our partners.”

James Davies, Head of Commercial at Gamzix, added: “iGP’s focus on speed, control, and scalability aligns perfectly with how we approach distribution and long-term performance. We’re excited to bring our mobile-first, engagement-driven titles to more partners through this collaboration.”

The post iGP Integrates Gamzix into iGaming Aggregator appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

Australia

NSW: More Than 650 Gaming Machine Exemptions Revoked to Address Gambling Harm

Published

4 minutes ago

March 26, 2026

Wladimir P.

nsw:-more-than-650-gaming-machine-exemptions-revoked-to-address-gambling-harm

The Minns Labor Government continues to reduce gambling harm by delivering on its commitment to remove outdated exemptions that enabled more than 650 pubs and clubs to operate gaming machines during standard shutdown hours.

Following an announcement in December by the Minister for Gaming and Racing David Harris that exemptions would cease from 31 March 2026, more than 650 venues will be required from 1 April to shut down all gaming machines between 4am to 10am each day, in line with NSW standard shutdown hours.

The six-hour shutdown is a harm minimisation measure intended to provide players with an important break in play.

Of the 672 venues with a varied shutdown period, usually for three hours instead of six, many have been in place for more than 20 years. These were given for reasons including being in high traffic ‘tourist’ locations, a history of earlier opening hours or financial hardship.

Venues that believed they had a strong case to keep their exemptions under the legislation and the revised Ministerial Guidelines, had the opportunity to put their case to Liquor & Gaming NSW.

As of 24 March 2026, 649 have been revoked by Liquor & Gaming NSW under delegation from the Independent Liquor & Gaming Authority and 10 by the Authority itself. Thirteen venues remain under assessment. All venues will be considered and an outcome communicated by 31 March 2026.

Sixty-two venues applied to keep their exemptions. Of the 49 applications assessed so far, all have been revoked.

Liquor & Gaming NSW will undertake a compliance campaign after 1 April when the new requirements come into effect, to ensure all venues are abiding by the changes.

A Review of Gaming Machine Shutdown Hours Framework conducted by Liquor & Gaming NSW in 2024 found that a minimum six-hour shutdown period, commencing no later than 4am, is effective at minimising gambling harm.

The move continues a suite of gaming reforms which the Minns Government has implemented since coming into office, including:

• Reducing the cash input limit from $5000 to $500 for all new gaming machines

• Reducing the state-wide cap on gaming machine entitlements, so that every year the number of gaming machines reduces based on forfeiture rates

• Banning political donations from clubs with electronic gaming machines

• Banning external gaming-related signage and internal gaming-related signage that can be seen from outside the venue

• Introducing Responsible Gambling Officers in venues with more than 20 gaming machine entitlements and mandating that extra Responsible Gambling Officers be on duty in venues after midnight

• Mandating that all venues with gaming machines must keep a Gaming Plan of Management and a Gambling Incident Register

• Banning gambling advertising on public transport and the ferries and terminals people catch it from

• Consulting with the community on a third-party exclusion scheme and use of mandatory facial recognition technology to support a statewide exclusion register for NSW hotels and clubs with gaming machines

Launching a NSW-first code of practice for the use of facial recognition in pubs and clubs that use the technology, following full consultation with a wide range of stakeholders including harm minimisation advocates, the NSW Privacy Commissioner and industry.

Minister for Gaming and Racing David Harris said: “The Minns Labor Government takes gambling harm minimisation seriously and that’s why I called for a review of the gaming machine variations back in December that has removed outdated exemptions that enabled more than 650 pubs and clubs to operate gaming machines during standard shutdown hours.

“Following months of review, it was clear these variations enabling about 20 per cent of clubs and pubs with gaming machines to operate outside of the mandated hours, some of which were more than 20 years old, were no longer fit for purpose.

“To enable variations to be revoked, I updated the Ministerial Guidelines and set up a streamlined process for venues to make their case if they wished to keep their variation, and to allow for a transition period.

“These changes are expected to prevent and reduce gambling harm.

“The NSW Government will continue to deliver evidence-based reforms to ensure we are striking the balance of addressing gambling harm while supporting sustainable development of an industry that employs more than 150,000 people in NSW and injects billions into the economy.”

The post NSW: More Than 650 Gaming Machine Exemptions Revoked to Address Gambling Harm appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.