SPORTS BETTING
BetGames: How operators are failing to recognise the full potential of sports bettors
In an increasingly competitive environment, operators are under pressure to find new ways to increase player lifetime value. Attention is shifting towards how sports bettors engage beyond the traditional sportsbook. Ian Catchick, Chief Product & Business Development Officer at BetGames, explores the untapped potential of transitioning sports bettors into casino players and how this shift can be facilitated.
GIO: First of all, why is it increasingly important for casino suppliers to understand the sports bettor mindset? Ian Catchick: External pressures are at an all-time high. Competition is fierce, regulations continue to tighten, and operators are being challenged to maximise the value of their existing customers. In this environment, sports betting and casino can no longer be treated as separate verticals. Instead, they should be regarded as a connected ecosystem. Sports bettors have shown a willingness to engage with casino content, but too often the products fail to bridge that gap effectively. Understanding the expectations and preferences of this audience is crucial in creating a casino offering that not only caters to seasoned iGaming players but is optimised to attract sports bettors too.
GIO: Why do casino games often fail to resonate with sports bettors? IC: Historically, sports and casino have been positioned as distinct products aimed at different audiences. As a result, many casino games are built on the assumption that players already understand how they operate. While complex, feature-heavy gameplay may appeal to an experienced casino player, it can quickly alienate a sports bettor. Effectively bridging the gap requires a strategic rethink of how casino games are designed, presented and positioned for a sportsbook-first audience. There is significant untapped potential in capturing the interest of sports bettors but failing to speak their language risks leaving revenue on the table and potentially losing players to an operator better equipped to meet their demands.
GIO: What does the ideal casino game look like when it comes to cross-selling to sports bettors? IC: Pace, simplicity, and achievable win potential are key. Payout structures should be easy to understand, while mechanics and bonus features must be intuitive enough to retain interest and encourage longer sessions. There should also be a clear, visible route to the game’s win potential. In sports betting, it’s immediately obvious what is needed for a payout – this clarity should be mirrored in casino games. The user interface is often overlooked when analysing how a game will be received
by sports bettors. Overloading displays with ante bets, bonus buys, and other configurable settings can be overwhelming. The game screen should be kept slick and intuitive, with the ability to select more markets as required. Piquing a sports bettor’s initial interest is only the first step; retaining it is ultimately what enables the successful transition from a sports bettor to an engaged casino player.
GIO: How do you see the relationship between sports betting and casino evolving over the next few years? IC: With competition intense, budgets tight, and acquisition costs high, the focus is shifting from growth at all costs to maximising existing player value. Rather than overcommitting resources to acquisition, operators should create ecosystems that drive deeper, sustained engagement.
BetGames has built a portfolio with crossover in mind, helping operators bridge the gap between sports betting and casino. Our gamification tools assist with cross-sell and up-sell and can unlock additional revenue streams for operators. This includes a UI that allows players to select a sports bet slip or casino chip view, and a Casino Designer solution that can transform a studio into a sports arena to aid familiarisation. This adaptability and diversity will define operator success in the coming years.
34 FEBRUARY 2026 GIO
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