INDUSTRY INSIDER: MARK MCGUINNESS


Why free-to-play sports prediction games are a sportsbook’s untapped funnel


While the sports betting industry chases fleeting high rollers and battles rising acquisition costs, a powerful, community-building engine lies dormant. It’s time to stop overlooking the immense potential of free-to-play prediction and pick ’em games – the most potent tool for sustainable sportsbook growth – according to our industry insider, Mark McGuinness.


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or too long, the iGaming world, particularly sports betting, has been stuck in a transactional experience where players are pitted against the bookie. We’ve become experts at processing deposits and creating new bet types to increase margins. Still, we’ve neglected the very essence of what makes sports betting compelling: the shared experience and the bragging rights that come with it. The focus on real-money gamblers has been at the expense of not really engaging sports fans or recreational players. These beginners are basically left with a negative experience after losing their initial bonus and deposit.


20 AUGUST 2025 GIO


This is a real strategic failure in the sports betting vertical, of profit over value creation. The powers that be need to rethink the engagement model in an environment where most of the active player base continues to become ever more sophisticated in the goal to beat the bookie!


BEYOND THE TRANSACTION MARGIN: A NEW PLAYER EXPERIENCE


Consider this example: you are a first-time visitor to a new city, or you wish to attend a sporting event. Would you immediately drop that person in the chaotic centre and expect them to navigate it flawlessly? Of course not.


You’d give them a map, point out the landmarks, and suggest a guided tour. Yet, in the world of online sports betting, we routinely throw newcomers or beginners into the deep end.


We present them with a bewildering array of complex odds, including fractional/ decimal formats, jargon, and intense financial risk, creating a formidable barrier to entry. The cognitive load and pressure to perform are immense, scaring off countless potential enthusiasts before they’ve even had a chance to enjoy the opportunity of placing a bet on sports.


Free-to-play (F2P) predictions and pick ’ems for these games completely reframe this


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