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Small described the shift from one-directional odds distribution to a more interactive model where bookmakers’ own liability data feeds back into price adjustments. Operators benefit from sharper, more efficient pricing models, while players benefit from richer and more responsive live betting experiences.
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Barrett acknowledged that not every experiment in in-play markets has worked - “fastest player on the pitch” being a humorous example - but micro markets such as fouls and goalkeeper saves have resonated strongly because they happen frequently, carry less emotional volatility, and give customers the perception of winnable moments.
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Parvez argued that the long-term vision should be an environment where a bettor can follow the flow of a match purely from the app, without needing external sources. “We should get to a place where you can follow a match from your betting app alone,” he said. “We’re still a long way from that, but it’s the future.”
Te panel then tackled why live streaming - long expected to be transformative - has not yet reshaped football betting in the way many predicted. Football’s pace simply doesn’t lend itself to the instant-return model that makes streaming so impactful in tennis. Barrett joked that watching a 0-0 match on a small screen “when you’re only there for a bet” isn’t always appealing.
Still, streaming remains valuable for niche competitions and for breaking down paywalls where major broadcasters don’t provide access. Small added that production value will likely never reach premium broadcast levels, but that doesn’t stop streaming from helping bettors access events they couldn’t otherwise see.
No conversation is complete without addressing regulation. Barrett acknowledged the significant challenges brought by affordability checks, timeouts and stricter compliance frameworks, describing them as painful but ultimately beneficial. “Once you come through the hurt, it sets you up for a more sustainable business,” he said, reinforcing the idea that protecting the wrong customers from harm is part of the industry’s duty.
Tese pressures are also pushing operators to innovate beyond pricing - finding new ways to engage, retain and excite customers without relying solely on aggressive odds or promotional spend.
Technology, personalisation, deeper data, micro markets, smarter in-play
and a more player-centric mindset are all aligning to shape a richer, more engaging future for football betting - and with the pace of innovation
accelerating, the next five years could redefine the category all over again.
One of the most engaging audience questions from the day focused on the future role of traders in an AI-driven world. Would their responsibilities shift from risk management to creative market development?
Small’s answer was unequivocal: “Yes. Te daily grind will be replaced by generative AI and machine learning. Traders will become creators - designing new markets, spotting new opportunities, and thinking strategically.” It was a compelling vision of a future where human expertise is amplified, not replaced, by automation.
Te discussion closed with an exploration of promotional mechanics, particularly the difference between early settlement features and bet-extension tools. Parvez broke them neatly into two categories: those that pay out early to encourage recycling, and those - like Super Sub or VAR refunds - that turn a losing scenario into one that keeps the customer engaged.
“Super Sub keeps customers betting when substitutions break their original bet. It gives them a reason to place the bet in the first place,” Barrett added, highlighting how product design often stems from identifying points of frustration and removing them.
As the session ended, the tone was optimistic. Te industry remains innovative, ambitious and bursting with opportunity. “We’ve got an entire ocean to expand into,” Parvez said, encapsulating the sentiment of the future-looking discussion.
Technology, personalisation, deeper data, micro markets, smarter in-play and a more player-centric mindset are all aligning to shape a richer, more engaging future for football betting - and with the pace of innovation accelerating, the next five years could redefine the category all over again.
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