BETBY: Rewriting the sportsbook playbook for the Asian market
Chris Nikolopoulos, chief commercial officer at BETBY, shares insights about sports betting in the region.
Press release.- For years, the Asian sports betting market has been dominated by a handful of providers, resulting in a saturated environment where true innovation struggles to break through. Operators, accustomed to the familiar, often exhibit a natural scepticism towards new solutions, creating a significant barrier for emerging sportsbook suppliers aiming to introduce cutting-edge products. In this article, Chris Nikolopoulos, chief commercial officer at BETBY, analyses sports betting market in the region.
Compounding the challenge is a widespread lack of awareness about the advancements in sportsbook features and technology that could reshape the betting experience. To innovate for the Asian market, a provider must not only offer superior solutions but also commit to an extensive education process, demonstrating value, reliability, and, above all, deep cultural and operational understanding.
High stakes demand smarter solutions
One of the most fundamental differences in Asia compared to other regions is the nature of betting behaviour. Unlike Europe or Latin America, where betting is often seen as a form of entertainment, in Asia it is typically approached with a more strategic mindset, focused on achieving higher returns. As a consequence, bettors tend to prioritise high-value bets and pursue opportunities that offer greater potential payouts.
To meet these expectations, besides supporting Asian Handicap markets, which are fundamental to local bettors, sportsbooks must offer innovative solutions to engage their audience. A good example is Bet Builder, a feature that has proven to be a success in other regions and is slowly starting to gain traction in Asia. Why? Because it aligns perfectly with the demands of many bettors in this region who adopt a lottery mentality, seeking higher payouts with low stakes. At BETBY, this tool saw remarkable growth in bets from 2023 to 2024, with a 481 per cent increase in traditional sports and 485 per cent in esports, showcasing all its potential.
But it’s not just Bet Builder that’s catching up with Asian bettors. We’re also seeing a clear uptick in microbetting and in-play wagering across the region, driven by a preference for high-frequency betting and instant gratification that is also appealing to a profit-driven audience. This trend is especially strong in sports like football, basketball, and cricket — precisely those most popular in Asia — and resonates with the younger, tech-savvy demographic in emerging economies like the Philippines or Vietnam.
Esports: A breeding ground for next-gen betting
While the new generation of bettors is embracing new forms of wagering, Asia stands as one of the largest and most dynamic esports markets globally. And just like in traditional sports, operators that want to ‘surf this wave’ need to have a cutting-edge, fast-paced esports offering that not only allows users to settle their bets in just a few minutes but also maximizes their possibility of earning high stakes.
That said, offering the same games and markets just won’t cut it anymore. If operators want to increase retention and the lifetime value of their users, they need to innovate and adapt their content. BETBY has proactively addressed this demand with its proprietary BETBY Games esports feed, designed to offer tailored esports offerings, and ultra-fast matches that often last just a few minutes — as demanded by the new generation.
For example, BETBY created X-Battle Bats, a cricket-focused e-sim built specifically for those operators targeting audiences with a strong cricket following. This e-sim, launched to meet the surge in demand surrounding the start of the Indian Premier League, includes ultra-fast matches lasting only 3 to 5 minutes and allows operators to engage their cricket fans 24/7, even when there are no ongoing real matches.
This approach allows operators to maintain high levels of engagement even during off-seasons of real-world tournaments, increasing time spent on the platform while offering players high-frequency betting options and ongoing action that allows them to continuously earn high stakes.
On top of that, BETBY Games is also a game-changer for the Asian market due to its high flexibility. It empowers operators with complete control over customisation, from tailoring leagues and banners to adjusting match frequency, advertising, and, most importantly, margins.
In Asia, offering low-margin events is a groundbreaking advantage since these deliver greater potential winnings for users, making esports offerings more appealing. And by creating an ultra-rewarding experience, operators will see their GGR grow.
AI brings a new dimension to user engagement
But innovation in Asia goes far beyond offering solutions that allow bettors to increase their winnings and have fast-betting experiences; it also requires features that enhance their experience. And the one feature that delivers exactly that is artificial intelligence, a somewhat unknown ground for Asian operators so far.
AI has been delivering successful results in Europe and Latin America, regions where nowadays it’s impossible to thrive in the igaming industry without it. However, AI is slowly starting to make its way into the Asian market as well, and BETBY has seen great results in the region.
For instance, we’ve seen AI increase the number of bets placed through the top section of our sportsbook by 400 per cent in India and 62 per cent in Japan. These figures are even higher than those registered in Europe, showcasing how local users appreciate the way AI enhances their experience.
The bottom line is clear: Asian bettors are ready for innovation, and they’re responding positively to solutions that deliver real value. For operators and providers willing to commit to a deeper understanding of the market and embrace a high-tech, localised approach, the rewards will be substantial. The future of sports betting in Asia belongs to those who lead, not follow.
