Leo Preschl, Sportradar: “We want to be disruptive, but not by copying others”

During the SiGMA South America event, Focus Gaming News spoke with Leo Preschl, VP Strategy & iGaming Growth at Sportradar, to explore the company’s evolving approach to igaming and its strategy for unlocking new revenue streams through sportsbook-driven engagement.

Preschl described the initiative as effectively a “start-up within the company”, representing a strategic shift away from traditional casino content production. Rather than entering an already saturated market with a “me too product”, Sportradar is focusing on leveraging its established sportsbook capabilities to drive user conversion into the more lucrative igaming vertical. This transformation has been further reinforced by the recent appointment of Edo Haitin, formerly of Playtech, whose arrival marked a renewed emphasis on conversion-led product development.

Drawing on his background in start-ups, Preschl acknowledged the unique challenge of innovating within an established organisation. While benefiting from Sportradar’s scale and resources, the task is less about building from scratch and more akin to “reconstructing an existing house”. The objective, he explained, is to be genuinely disruptive by focusing on the company’s core strengths rather than replicating competitors.

At the event, Sportradar showcased a new suite of products centred on the “gamification of sports”. Unlike conventional approaches that simply apply sports branding to casino games, these products integrate sports mechanics directly into formats such as crash games, creating new ways for users to engage. Preschl described this as “real-money fan engagement”, aimed at bridging the gap between sportsbook and casino environments through alternative mechanics such as multipliers rather than traditional odds-based betting.

Geographically, Sportradar’s expansion strategy is firmly focused on regulated markets. Brazil remains a priority, alongside planned launches in the United Kingdom and Sweden, supported by existing licensing in Malta. Overall, the company is targeting entry into approximately 20 regulated jurisdictions over the course of the year.

Preschl also highlighted significant investment in artificial intelligence and automation, with the aim of delivering innovative solutions that can reshape both operational efficiency and user engagement. The interview concluded with clear momentum behind Sportradar’s strategy, positioning the company at the intersection of sports betting and next-generation igaming experiences.