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Coexistence of physical and digital – a story of 2020 betting business

Published

5 years ago

March 2, 2021

Reading Time: 4 minutes

Isaac Asimov beautifully described an overlapping relationship between physical and digital, eventually leading to the unifcation of the two in a god-like creature. Does the betting business story end like this?

by Ivan Rozić, SVP of Global Sales and Business Development at NSoft

In November 1956, Isaac Asimov published a science fction short story called “The Last Question” which beautifully describes an overlapping relationship between physical and digital eventually leading to the unifcation of the two in a god-like creature.

Slowly but steadily, we have been following this path for decades, but 2020 has shown us physical and digital are still very much separated.

Betting business in 2020 – a prequel

With huge countries such as the USA, Brazil and India starting to open up and regulate gambling and betting, 2019 was a big morale booster to the entire igaming industry and growth throughout 2020 was inevitable for everybody involved. But instead of launching all those new projects, operators and suppliers alike were left reinventing their existing solutions for a new world we started living in from the early days of 2020.

With the physical aspect of our lives so abruptly taken from us, each and every person in igaming immediately scratched every retail-oriented project and started working on the digital. Virtual games and esports frenzy set the stage for the following months during which operators tried their best to provide desperately needed content for punters and providers followed suit.

Endless video calls during which we all came to a profound understanding of prof. Robert Kelly and his famous live interview for BBC were all based on digital. NSoft, being a virtual games provider, was going above and beyond in supporting existing and new partners with additional online content. Not only did we form and dedicate additional teams for all online integrations of our content but we also gave our in-house virtual games completely free of charge during April and May.

What 2020 have brought to us and what we have learned

At this point, NSoft’s monthly revenues were tarnished as we were heavily dependent on our partners’ retail business. Needless to say, we were able to fully sympathize with all of our partners which lost big chunks of their business due to lockdowns.

Steadily, COVID’s grip on the physical started to loosen in most of the markets and NSoft’s revenues sprung back to life fueled by our record online numbers. But we at NSoft are very much aware that we are still far from seeing retail business as it once was. The physical part of our lives is still but a shadow of what it once was and it will take a long time to get back to the pre-COVID world we all long for. So we drew some important lessons which will help us navigate the deep waters we are all in.

Lesson one – online frst sportsbook solution

NSoft is one of the few sportsbook solution providers in the market which is able to integrate and adapt to any third-party online platform. Our prematch and live solutions are running on multiple platforms at the moment attracting new users for our partners who were previously casino-oriented. During 2020 we decided to heavily invest in the digital aspect of our sportsbook solution by adding cashout, backend AI models and a completely new UI for all of our existing and new partners.

We aim to provide a top-of-the-line sportsbook solution that gives the operator ease of mind regardless of its size and ambition. It can be integrated as an iframe solution with customized frontend design done by NSoft or as an API-based solution ideal for UI savvy companies looking to build their own unique frontend.

You can handle your own risk management or put your trust into the industry-leading MTS solution brought to you by NSoft and Sportradar. Either way, you will receive a completely bespoke solution carefully catered to your needs with dedicated teams working on your project.

Lesson two – physical does not become digital on its own

For the last decade, NSoft’s virtual games have revolutionized retail business for our partners across the globe. We have seen NSoft’s virtual games growing retail businesses across Europe, Africa and Latin America regardless of punters’ habits and local specifcities. Game design, the retail platform’s stability and vast experience in handling operational headaches that retail operators go through made our virtual games an essential source of additional revenue for all our partners.

Unfortunately, the transition of this content into digital was not as successful, mostly due to our previous focus on making the virtual games portfolio perfect for the retail environment.

Throughout 2020 all of our virtual games went back to the drawing board. Our in-house teams of experts worked hard to learn from digital users’ behaviour on our virtual games and incorporate their direct and indirect feedback into a fresh digitally oriented spinof of our most popular virtual content. We are now ready to “unleash” them to production with all of our existing and new partners and witness a true digital transformation of revenue-driving powerhouses like Lucky Six, Roulette, Virtual Penalties and many more.

Lesson three – physical will be back

As mentioned earlier in this article, we are still very far from digital and physical unifcation, which means retail will be back to full strength. It’s hard to predict whether it will take months or years to get there, but we are already working hard to greet everybody back by making our Seven retail platform more fexible than ever. NSoft’s in-house products already featured in Seven retail platform have already proven themselves on the ground with our pre-match and in-play betting solutions running on tens of thousands of devices across more than 40 markets worldwide.

This includes a vast network of betting terminals which will surely drive retail for years to come. With our in-house products already going from strength to strength over SSBTs, we decided to open our retail and SSBT platform to third-party products. You can now utilize NSoft’s state-of-the-art hardware peripherals management which cuts years of development and millions in investments needed to support the range of printers, scanners, bill acceptors, card readers and monitors. NSoft already supports it all and keeps adding more.

Finally, 2021 will be all about getting back to business as usual, but the lessons learned throughout 2020 will undoubtedly impact the igaming industry for years to come.

Cool Bus Shelter

The UAE Lottery backs Cool Bus Shelter initiative for outdoor workers

Published

7 hours ago

July 20, 2026

Wladimir P.

the-uae-lottery-backs-cool-bus-shelter-initiative-for-outdoor-workers

The UAE Lottery has partnered with SmartLife Foundation to support outdoor workers during the UAE summer, backing the Cool Bus Shelter initiative in Abu Dhabi on July 20, 2026.

The programme aligns with the UAE’s Midday Break rules, which require outdoor work to stop between 12:30 PM and 3:00 PM during peak heat. As part of the initiative, air-conditioned buses were stationed near labour sites to provide workers a place to rest before returning outdoors.

Volunteers from The UAE Lottery and SmartLife Foundation provided cold towels, cold water and drinks, according to the organisations. Workers also received portable rechargeable neck fans intended to provide additional cooling after the break.

Suzan Kazzi, Associate Director – Corporate Social Responsibility at Momentum- The UAE Lottery, said: “Outdoor workers are the backbone of our cities’ urban development, and initiatives like the Cool Bus Shelter ensure they receive the care and recognition they deserve during the most challenging months of the year. This is our small way of saying thank you and reminding them that their wellbeing truly matters”.

Abhijeet Oak, Vice President at SmartLife Foundation, added: “At SmartLife Foundation, we believe that protecting the wellbeing of outdoor workforce is a shared responsibility. Through the Cool Bus Shelter initiative, we are proud to collaborate with organizations such as The UAE Lottery and other community partners to create moments of comfort, appreciation and human connection that leave a lasting impact”.

The post The UAE Lottery backs Cool Bus Shelter initiative for outdoor workers appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.

Bally’s Intralot

Intralot Ireland Limited Signs Seven Year Contract Extension with Premier Lotteries Ireland

Published

8 hours ago

July 20, 2026

Wladimir P.

intralot-ireland-limited-signs-seven-year-contract-extension-with-premier-lotteries-ireland

Bally’s Intralot announced that its subsidiary Intralot Ireland Limited has signed a seven year contract extension, through November 2034, with Premier Lotteries Ireland (PLI). The agreement supports PLI’s continued operation of the Irish National Lottery through the remainder of its license period and reinforces Bally’s Intralot’s role as a trusted technology and services partner.

Under the terms of the agreement, Bally’s Intralot will modernise PLI’s technology ecosystem by deploying its next-generation LotosX Omni solution and PlayerX Player Account Management platform. The solution will provide a modern, cloud-based technology foundation supporting lottery operations across retail and digital channels, while incorporating advanced retailer management, instant games management, device management and content management capabilities. The agreement also includes comprehensive support and maintenance services, along with cloud operations and cybersecurity services for the first year, designed to ensure the long-term reliability, security and performance of PLI’s technology environment.

Through this partnership, Bally’s Intralot will support PLI in delivering a future-ready operating environment designed to enhance operational efficiency, accelerate innovation and strengthen player engagement. The modernisation will provide a secure, scalable and resilient platform that enables PLI to continue evolving its offerings while improving time-to-market implementation of new initiatives, along with maintaining the highest standards of reliability and service to players and retailers across Ireland.

“We are pleased to extend our partnership with Bally’s Intralot, a relationship built on trust, commitment to excellence, and shared ambition since 2014. As we look to the future, this agreement provides a strong platform for continued innovation and growth, ensuring we can deliver a modern, secure, and world-class National Lottery that places responsible play at its heart while continuing to benefit communities across Ireland,” said Cian Murphy, CEO of PLI.

Robeson Reeves, CEO of the Bally’s Intralot Group, said: “We are proud to extend our long-standing partnership with Premier Lotteries Ireland for a further seven years. This agreement reflects the strength of our technology and the trust we have built with PLI over more than a decade of collaboration. We look forward to continuing to support the National Lottery of Ireland and to delivering innovative, responsible gaming experiences to players across the country.”

The post Intralot Ireland Limited Signs Seven Year Contract Extension with Premier Lotteries Ireland appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.

Artificial Intelligence

Kambi Delivers Record-breaking World Cup with More Than 100 Million Bets as Bet Builders and Player Props Take Centre Stage

Published

8 hours ago

July 20, 2026

Wladimir P.

kambi-delivers-record-breaking-world-cup-with-more-than-100-million-bets-as-bet-builders-and-player-props-take-centre-stage

Kambi, the home of premium sports betting solutions, and its global network of Turnkey Sportsbook partners have exceeded 100 million bets placed during the ongoing FIFA World Cup, with data showing the continued evolution of player betting preferences towards higher-margin products.

Data from Kambi’s global partner network shows the continued growth of player props and Bet Builder, reducing the dependency on traditional core markets to drive engagement and margin performance. This is illustrated by last week’s semi finals which had more than 700,000 unique combinations placed on each game.

The expanded tournament has delivered on the increased turnover potential that was anticipated, yet Kambi has also exceeded average turnover per match and seen an increase in average stake compared to 2022. Kambi’s geographically diversified partner network has driven betting volume across a wider range of markets and time zones, while diversifying risk and liabilities across its broad global partner base.

Key World Cup 2026 betting trends (versus 2022) across Kambi’s Turnkey Sportsbook include:

• Pre-match Bet Builder turnover up 3.6x

• Average pre-match Bet Builder selection size now 3.5 compared to 2.9

• Player shots on target is the top pre-match Bet Builder offer by turnover, generating 2x the turnover of match winner market

• Share of pre-match turnover from bets other than match winner up from 57% to 63%

• Live Bet Builder turnover up 10x

• Player shots on target is the most popular live bet, accounting for 15% of live turnover

Together, these trends underline the transition to more complex, higher-margin recreational play, helping Kambi sustain a strong tournament margin despite a competition in which the top four seeds reached the semi-finals and leading strikers frequently scored.

This shift has been facilitated by Kambi’s AI trading system, with the tournament becoming the first World Cup where bet offers across both pre-match and live were fully compiled and traded by Kambi’s proprietary algorithmic capability. This has supported greater efficiency and scalability while enabling a broader, deeper betting offer.

Combining advanced AI-driven technology with the vast data generated by its global network has enabled Kambi to deliver a wide range of product improvements, from expanded player props markets and increased Bet Builder combinability to reduced suspension times, lower live delays and enhanced uptime.

Werner Becher, CEO of Kambi, said: “Surpassing 100 million bets before the final demonstrates both the scale of our network and the progress we are making in sportsbook innovation. This is the first World Cup fully traded by our AI-powered capabilities and we’ve seen the impact in stronger product performance, greater engagement with player props and Bet Builder, and a betting mix that continues to evolve beyond traditional markets. At a tournament where results have not always been favourable for some bookmakers, these advances have enabled us to continue performing strongly and delivering for partners.”

Kambi will publish its Q2 2026 Report on 22 July, when it will share further insights from the World Cup and provide additional detail on the performance of its sportsbook products during the tournament.

The 100 million bet milestone applies to Kambi’s Turnkey Sportsbook only and does not include the millions of bets driven by Kambi’s Odds Feed+ product.

The post Kambi Delivers Record-breaking World Cup with More Than 100 Million Bets as Bet Builders and Player Props Take Centre Stage appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.