Player-focused sports betting redefines iGaming's future
The iGaming industry is undergoing a profound transformation driven by a shift in how fans consume sports and, consequently, how they bet. The focus, which traditionally was on teams, is increasingly shifting towards players, a trend that is reshaping products, strategies, and the very user experience in sports betting. From loyalty to teams to devotion to players Karl Danzer, an influential voice in the industry, highlights that this phenomenon responds to generational and technological changes.
While in previous generations, especially in Europe, fandom was built around teams, in the United States the dynamic has been different due to the draft system, which encourages fans to follow players more than franchises. Danzer observes clear growth in player-focused betting markets, accelerated by the rise of social media, which allows athletes to promote themselves directly and build their own brands beyond the teams they belong to.
This paradigm shift has changed the way fans interact with the sport and, therefore, how they bet. Danzer argues that it is logical to expect an increase in bets on player markets, as the emotional connection and identification with athletes is more direct and personal.
Micro markets and personalization: the industry's response
Companies like Sportradar are responding to this trend with specific investments in player micro markets, especially within products like bet builders and same game parlays (SGPs). Danzer explains that the company's strategy focuses on creating real-time, personalized betting opportunities based on the performance and individual characteristics of players. This not only represents a product evolution but a fundamental opportunity for operator growth, as it facilitates the conversion of fans into active bettors.
The rise of SGPs and the statistical culture
Tom Daniel, senior vice president of trading at Huddle, agrees with Danzer and emphasizes that the structure of American sports, with discrete and measurable events such as pitches, plays, and possessions, naturally favors player-centered betting. According to Daniel, six of the seven most popular SGP markets focus on individual performance, and player props represent between 70% and 75% of all bets in this category. Daniel attributes part of this trend to the statistical culture of American fans, especially in sports like baseball, where data analysis (sabermetrics) has been a common practice since the seventies. Additionally, the popularity of daily fantasy sports (DFS) has familiarized bettors with evaluating and predicting individual performance, facilitating the transition to bets based on player metrics.
Global expansion: Europe and major tournaments as catalysts
Although the rise of player props has American roots, the trend has globalized. Daniel notes a growing demand for specific player markets in Europe, where football is experiencing a shift towards personalization and building individual athlete brands, driven by their social media presence. Marc Thomas, general manager of Algosport, confirms that this trend has accelerated in European football in recent years. He highlights that tournaments like Euro 2024 and Copa América have been catalysts, as they offer ideal scenarios for live bet builders, which are emerging as the main revenue driver in the near future. Thomas emphasizes that technological infrastructure already allows users to transform their opinions about matches or players into bets that test their knowledge against bookmakers’ odds.
Innovation and the future: AI and contextual markets
Beyond traditional props, operators are exploring even more granular experiences. Tomash Devenishek, CEO of Kero Sports, envisions the future in contextual betting markets powered by artificial intelligence. He imagines scenarios where, if a player goes on a scoring streak, the platform instantly offers a personalized bet, such as “Will player X exceed 25 points in the first half after scoring 14 in four minutes?”. Kero Sports is at the forefront of this approach, developing real-time contextual micro markets that make the offer more relevant and reduce the user’s search effort. Devenishek maintains that the only scalable solution for this level of personalization will be automation and AI.
Challenges and considerations: technology, risk, and user acquisition
Despite the opportunities, significant challenges remain. Daniel warns that rough estimates are no longer enough to price bets; the architecture of sportsbooks must be robust enough to handle large volumes of SGP requests, each requiring hundreds of thousands of match simulations. Risk management is another obstacle, as modern systems must detect potential high payouts on similar but not identical bets. However, he acknowledges that not all challenges have been overcome. Danzer adds that, although the logic of personalization and demographic targeting is sound, the data is still developing. While it seems logical that younger bettors wager more on player markets, conclusive evidence is still lacking. Furthermore, he is cautious about the efficiency of player props in customer acquisition, suggesting that advertising in the right environments and a deep understanding of fans may be equally or more effective.
Outlook: towards a new paradigm in sports betting
If current trends continue, the dominance of player props will keep growing. Danzer points out that operators prefer parlays for their better margins, and this is where player markets are especially attractive. With the convergence of technology, personalization, and changes in fan behavior, the future of sports betting could lie less in the final result and more in who achieves it, how, and when. For the Latin American market, where passion for players and social media influence are growing exponentially, this trend represents both an opportunity for innovation and a challenge in terms of regulation, technology, and user education. Adapting to this new paradigm will be key to the success of operators in the region.
Tags: iGaming industry, sports betting, bettor profile