Otto Bonning: “If someone is seeking a very solid iframe with flexibility and support, DATA.BET should be on the list for sure”

Shows & conferences - 14 October, 2026

During SBC Summit Lisbon 2026, Focus Gaming News sat down with Otto Bonning, Head of Sales at DATA.BET, to discuss the company’s esports growth, its expansion into classic sports and the case for its iframe solution.

Bonning said DATA.BET chose not to have a stand this year and attended with a sales team only, focusing its budget on other events and on Latin America. The company has had a strong year, he said, with many new contracts, including Hollywoodbets in South Africa, where it is supporting the operator in esports, which he described as a still “untouched” area.

On esports, Bonning acknowledged growth has been steady rather than explosive, and his message to operators is that “if you want to be successful in the space, you need to reinvest”, and to invest more than for other sports, given that it is a new product with a different audience. For suppliers, he said, growth continues and he does not see it slowing down.

He said the World Cup helped the company’s progress as a newcomer in classic sports, building on work started before the tournament at shows in Rio and São Paulo. Virtuals and esports remain its strengths, and he believes DATA.BET is still “at the top of the food chain” in esports. In classic sports it is adding content such as player props and, for sports like football and tennis, uses partner odds feeds rather than producing in-house.

 

Bonning highlighted risk management as a focus and argued the industry needs to “shout louder about the actual quality behind the scenes”. He also pitched the iframe as a simpler and faster route than integrating sport by sport through the API, delivering sports coverage, markets, bet builders, widgets, risk management and managed services in one package. Visualisation and scoreboard widgets, he added, are especially important in esports, where players expect an engaging experience, and the company is proud of the widget it built for that segment.