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Why should Casino operators offer Sportsbook?
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.
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Betano.de
Hölle Games Strengthens German Presence Through Partnership with Betano.de
Reading Time: 2 minutes
Hölle Games, the German-based video slots studio celebrated for its distinct “Made in Germany” craftsmanship, has expanded its footprint in the German online gaming market through a new partnership with Betano.de, one of the country’s most dynamic and fast-growing iGaming platforms.
This collaboration marks a significant milestone in Hölle Games’ ongoing growth within Germany. Having already established a strong presence in the regulated market, the addition of Betano as a distribution partner ensures that even more players will have access to Hölle Games’ portfolio of visually striking, character-driven slot titles.
Through Betano.de, German players can now enjoy a broad selection of Hölle Games’ top-performing titles, which blend classic slot inspiration with contemporary visuals and smooth, intuitive gameplay. Designed and developed in Germany, Hölle Games’ content is known for its attention to detail, local market resonance, and commitment to player entertainment.
Robert Lenzhofer, CEO of Hölle Games, commented: “We’re incredibly proud to see our games featured on Betano.de, one of the most recognized brands in Europe. This partnership is another step in strengthening our local presence and making our uniquely German-crafted slots more accessible to players nationwide. At Hölle Games, we take great pride in combining creativity with compliance — building experiences that resonate with players while meeting the highest regulatory standards.”
Clemens Kaiser, Head of Commercial, Kaizen Gaming commented: “We’re thrilled to expand our casino offering with Hölle Games’ portfolio. Their content is a perfect match for the Betano brand — high quality, engaging, and locally relevant. We’re confident our players will enjoy what Hölle Games brings to the table.”
The partnership underlines Hölle Games’ commitment to strengthening its relationships with key regulated operators in Europe and reinforces Betano’s reputation for delivering diverse, premium gaming content tailored to local preferences. Together, the two brands continue to raise the bar for online casino entertainment in Germany.
The post Hölle Games Strengthens German Presence Through Partnership with Betano.de appeared first on European Gaming Industry News.
Alfa Romeo 4C Launch Edition
SOFTSWISS to Gift a Live-Built Sports Car To Celebrate 100 Launched Brands in 2025
Reading Time: 2 minutes
To mark the launch of the 100th brand in 2025, SOFTSWISS, an international technology provider with over 15 years in the iGaming sector, will host a unique live show at SiGMA Central Europe 2025: the pit-stop-style assembly of a sports car, which will be gifted to the client behind the milestone brand on the final event day. This will be the first time a real vehicle is assembled live on the floor of an iGaming expo.
Over the three days of the event, a professional crew will assemble an Alfa Romeo 4C Launch Edition in real time, transforming SOFTSWISS Stand 4015 into a high-performance pit lane. This full-scale build sets a new bar for experiential engagement in the iGaming industry, giving attendees the opportunity to take part in assembling a sports car themselves.
During the show, professional mechanics will demonstrate how racing technology mirrors the architecture behind SOFTSWISS solutions: real-time analytics, scalable platforms, and automation. This three-day showcase will conclude with a symbolic moment – the gifting of the completed vehicle to the SOFTSWISS partner who launched the 100th brand on the company’s software in 2025. The ceremony starts on 6th November at 13:00 at Stand 4015.
“We believe every milestone is a shared success. Launching 100 new brands this year within the SOFTSWISS ecosystem shows the trust our partners place in us, and we’re proud to celebrate this moment together. This car represents precision, collaboration, and speed, the very values that define both racing and iGaming,” said Olga Resiga, Chief Business Development Officer at SOFTSWISS. “But more than that, this live build is a statement: we don’t just talk about innovation, we put it on display – in motion, in real time, and in front of the entire industry.”
Another major moment of the show will be the unveiling of the 2026 iGaming Trends Report – one of the industry’s most anticipated releases. Created in collaboration with NEXT.io, the report will offer a comprehensive outlook on the technology, regulatory shifts, and market dynamics shaping the industry.
The launch will take place on 5 November from 12:00 to 16:00 CET during the 2026 iGaming Trends Marathon by SOFTSWISS at Stage 2: People, Partners & Performance. The four-hour programme will bring together global experts for keynote sessions and panel discussions covering key challenges and opportunities for the year ahead – from regulatory evolution and player engagement to platform scalability and AI-powered operations. Pre-registration for early access to the full report is now open.
About SOFTSWISS
SOFTSWISS is an international technology company with over 15 years of experience in developing innovative solutions for the iGaming industry. SOFTSWISS provides comprehensive software for managing iGaming projects. The company’s product portfolio includes the Casino Platform, the Game Aggregator with over 35,000 casino games, Affilka Affiliate Platform, the Sportsbook Software and the Jackpot Aggregator. The expert team, based in Malta, Poland, and Georgia, counts over 2,000 employees.
The post SOFTSWISS to Gift a Live-Built Sports Car To Celebrate 100 Launched Brands in 2025 appeared first on European Gaming Industry News.
Bazoom
Bazoom Becomes the Official Sponsor of Gamblers Connect’s SiGMA Central Europe Delegation
Reading Time: < 1 minute
Gamblers Connect, the award-winning iGaming affiliate and media platform, is excited to share that Bazoom will be the official sponsor of Gamblers Connect’s delegation at the upcoming SiGMA Central Europe Summit in Rome, Italy.
As one of Gamblers Connect’s long-standing partners and one of the most trusted link-building and content platforms in the iGaming industry, this collaboration is another great example of creating real impact through strong partnerships. Both companies share the same vision, building with quality, not noise, and this sponsorship perfectly reflects that shared belief.
Thanks to Bazoom’s support, the Gamblers Connect team will have a greater presence at one of Europe’s most important iGaming events, connecting directly with operators, affiliates, and industry leaders from all over the world.
Gjorgje Ristikj, Founder & CEO at Gamblers Connect: “Thanks to Bazoom Group’ support as our sponsor, Gamblers Connect will be present at SiGMA Rome. Partnering with companies that believe in our mission and invest in our growth is exactly what allows us to show up, connect and deliver even more value.”
Bazoom’s innovative platform has become an essential ally for companies looking to strengthen their digital footprint. With access to nearly 100,000 verified media outlets worldwide, the platform makes it easier than ever to acquire quality backlinks and tailored content that drives real growth, all through a transparent, pay-per-link model.
Kristoffer Krog, Head of Global Partnerships at Bazoom: “At Bazoom we always strive to stay ahead of our competition and maintain our position as industry leader within link building. The partnership with Gamblers Connect for SiGMA Rome reflects exactly that, as we share the same ambitions, know-how and expert knowledge within the industry.”
The post Bazoom Becomes the Official Sponsor of Gamblers Connect’s SiGMA Central Europe Delegation appeared first on European Gaming Industry News.
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