Te iGaming industry in 2025 is defined by a paradox: players expect more content, more personalisation, and more interactivity than ever before, yet their tolerance for friction has never been lower. For operators, this creates a delicate balance, delivering deeper engagement without overcomplicating the journey.
GREAT PLAYER EXPERIENCE MEANS GETTING OUT OF THE WAY
For Geta, the first principle of a great sportsbook UX is simplicity. Unlike casino or casual gaming, bettors often know exactly what they’re looking for. “Beyond entertaining them over and over again, the job is to help them act with zero friction,” she explained.
Tat means three things above all: speed, clarity, and control. Platforms must load quickly across all devices, including lighter versions for users with weaker internet connections. Markets should be presented in a clear and understandable way, with tooltips available to explain complex bets and avoid confusion. And the betslip should never “fight back,” but instead make it possible to place a wager with as few clicks and as little delay as possible.
In other words, a sportsbook needs to feel smooth, efficient, and predictable. “If it feels under control, they’ll be back. If it doesn’t, they won’t, no matter how pretty it looks.”
PERSONALISATION BEYOND BUZZWORDS
While usability is the baseline, retention is increasingly won through personalisation. BETBY applies a model not unlike Netflix or Amazon: using a mix of betting history, sports preferences, trending events, and look-alike audiences to recommend the most relevant content.
“Players want to feel like the platform understands them,” Geta explains. For example, soccer fans might be guided toward Betby Games’ FIFA e- simulations, which provide instant, 24/7 action in between major tournaments. Other players may prefer quick-bet features like Bet Builder with one-click combos, early payout, or cash-out tools. But Geta is quick to emphasise that personalisation is only half the equation. Operators must still deliver the core features that every bettor expects. Striking the right balance between tailored recommendations and reliable essentials is what keeps players coming back.
SOCIAL FEATURES AND GAMIFICATION But retention doesn’t just happen at the individual level. Social interaction
Tis is where gamification truly moves beyond gimmicks. When players see betting as a shared experience, not a solitary one, retention naturally increases.
AI-DRIVEN ENGAGEMENT: OPPORTUNITY AND RISK
AI is rapidly reshaping engagement strategies, making bonuses, promotions, and recommendations more adaptive. BETBY’s models, for instance, achieve 96 per cent accuracy in predicting churn, enabling operators to act before players leave for good.
Content can also be dynamically tailored. BETBY’s Betting Tips, short stat-driven insights embedded directly into event pages, help users cut through information overload. Pre-built bet combos allow one-click betting, bypassing the need to manually construct bet slips.
But Geta warns against using AI recklessly. Over-personalisation, especially if it pushes players toward higher-risk behaviours, can undermine trust. “If the AI pushes players too aggressively just to boost short-term revenue, users will feel manipulated. You end up with a short- term revenue generator instead of an entertainment model.”
Te lesson: AI should enhance transparency and trust, not erode them. THE WAY FORWARD
If Geta had to give operators just two priorities for 2025, she would highlight real-time personalisation and adaptive limits powered by AI. Personalisation ensures that every player sees the sports and markets that matter most to them first, creating a more intuitive and relevant experience. At the same time, AI-driven models that adjust limits dynamically in real time keep players engaged while safeguarding them from harmful behaviours.
More than louder graphics or flashier features, the future of iGaming UX is about removing friction, respecting user’s will, and building platforms that feel both personal and trustworthy. Tose who master this balance will earn the long-term loyalty that defines sustainable success.
87
has become a driver of long-term engagement. Features such as promo tournaments with leaderboards, the ability to share or copy bets, or even simple activity feeds showing what others are wagering on can create a sense of community. “Trading platform Etoro has set a good example of how users want to connect with each other, share experiences, and benefit out of each other’s knowledge,” Geta noted.
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72 |
Page 73 |
Page 74 |
Page 75 |
Page 76 |
Page 77 |
Page 78 |
Page 79 |
Page 80 |
Page 81 |
Page 82 |
Page 83 |
Page 84 |
Page 85 |
Page 86 |
Page 87 |
Page 88 |
Page 89 |
Page 90 |
Page 91 |
Page 92 |
Page 93 |
Page 94 |
Page 95 |
Page 96 |
Page 97 |
Page 98 |
Page 99 |
Page 100 |
Page 101 |
Page 102 |
Page 103 |
Page 104 |
Page 105 |
Page 106 |
Page 107 |
Page 108 |
Page 109 |
Page 110 |
Page 111 |
Page 112 |
Page 113 |
Page 114 |
Page 115 |
Page 116 |
Page 117 |
Page 118 |
Page 119 |
Page 120 |
Page 121 |
Page 122 |
Page 123 |
Page 124 |
Page 125 |
Page 126 |
Page 127 |
Page 128 |
Page 129 |
Page 130 |
Page 131 |
Page 132 |
Page 133 |
Page 134 |
Page 135 |
Page 136 |
Page 137 |
Page 138 |
Page 139 |
Page 140 |
Page 141 |
Page 142 |
Page 143 |
Page 144 |
Page 145 |
Page 146 |
Page 147 |
Page 148 |
Page 149 |
Page 150 |
Page 151 |
Page 152 |
Page 153 |
Page 154 |
Page 155 |
Page 156 |
Page 157 |
Page 158 |
Page 159 |
Page 160 |
Page 161 |
Page 162 |
Page 163 |
Page 164 |
Page 165 |
Page 166 |
Page 167 |
Page 168 |
Page 169 |
Page 170 |
Page 171 |
Page 172 |
Page 173 |
Page 174 |
Page 175 |
Page 176 |
Page 177 |
Page 178 |
Page 179 |
Page 180