Bettortainment Launches Hub to Enhance Live Betting Retention
The Bettortainment Hub aims to keep users on sports betting platforms during live matches by integrating gamification, tipping, and interactive experiences; it will be available to operators as a white-label or custom solution.
Key Takeaways
- Bettortainment launches the Hub focusing on live engagement for sports betting.
- The product integrates real-time tipping, quizzes, ranking, and moderated chat to increase dwell time and live betting volume.
- Bettortainment Hub is offered as a white-label and custom service, requiring no proprietary studio infrastructure.
- Initial implementations showed increases in dwell time and repeat betting during live events.
Bettortainment has launched the Bettortainment Hub, a live engagement platform aimed at sports betting operators looking to retain their users during live events. The solution, debuting days before the SBC Summit in Lisbon, integrates gamification elements, real-time tipping, and interactive tools to limit user churn to other applications during critical in-play betting windows.
Development and Deployment: The Technical Context
The company claims that the development process for the Hub took six months, aiming for full scalability for the 2026/27 sports season. The product is enabled through both iFrame integration and SDK, facilitating adoption for operators and affiliates without the need to create proprietary studio infrastructure. It is available as a white-label solution managed by Bettortainment or as a bespoke service according to each operator's requirements.
Features to Boost Live Engagement
Bettortainment outlines several key functions of the Hub:
- Real-time betting tips and recommendations
- Gamification through live quizzes and leaderboards
- Moderated chat among fans
- Expert-led 'watchalong' experiences
The goal is for users to remain within the operator's environment throughout the match, increasing both dwell time and the number of bets placed in-play. The company indicates that initial implementations resulted in verifiable increases in dwell time, live betting volume, and interaction frequency. In addition, Bettortainment aims to double the average dwell time after the incorporation of its 'one-tap betslip technology' module.
Potential Impact on Operators and Affiliates
According to the announcement, the Hub allows sports betting operators and affiliates to deploy live interactive content without the complexity of setting up their studio. The moderated management and ease of technical integration aim to accelerate adoption, particularly in mature markets where content differentiation is a challenge. The B2B sector has been paying attention to solutions that maintain engagement during peak audience moments in sports events.
"After more than 20 years in live radio, I know how real-time media retains audiences. Yet, hardly any sportsbook offers entertainment in the middle of matches. We created Bettortainment because operators were giving their greatest value window to distractions on the second screen. If every user places just one more bet, the impact is massive for our clients." — Gavin Puszczalowskyi, Co-Founder and Chief Content Officer of Bettortainment
Jonathan Baxandall, also co-founder and Chief Commercial Officer, highlights: "Retention is a constant issue in the sector, but most iGaming companies offer very similar experiences. Operators barely exploit the content their users actually demand. Superficial metrics like views do not provide value. We need to focus on dwell time, number of live bets, tapping into higher-margin markets, and repeat visits. The Bettortainment Hub enables any operator to do this, with precise calls to action at the right moments."
Market Expectations for the 2026/27 Season
The launch comes on the eve of the SBC Summit in Lisbon, where various technological solutions focused on retention will be analyzed for global operators. Bettortainment positions its Hub as a technical response to the challenge of disengagement and homogenization of offerings in online sports betting. In the events sector, anticipation revolves around the real capability of these platforms to sustain growth in in-play interaction once the novelty effect wears off and metrics are adjusted beyond mere viewing.
Integration Options and Product Vision
The Hub’s versatility —offered as a turnkey or customizable product— responds to the growing demand for advanced engagement tools that do not require deep reforms in the operator's existing infrastructure. This is observed among both established sportsbooks and niche affiliates interested in enhancing the average value per user in highly competitive windows.
The model promoted by Bettortainment aims to accelerate monetization at a time when app migration and multitasking are common user behaviors.
Frequently Asked Questions
What is Bettortainment Hub and what is its main purpose?
Bettortainment Hub is a live engagement platform designed for sports betting operators seeking to retain users during live matches. The system integrates tipping, gamification, and chat to keep users within the operator's environment during the in-play window.
How is Bettortainment Hub integrated into existing platforms?
The solution is available through iFrame or SDK integration, allowing operators and affiliates to implement it without the need to build their content studios. The product can be purchased as a managed service or customized according to the operator's technical and business requirements.
What impact was observed after initial implementations?
Bettortainment claims that the Hub's initial rollouts resulted in noticeable increases in dwell time, volume of live bets, and user engagement. The integration of the 'one-tap betslip' module aims to double average dwell time.
What differentiates Bettortainment Hub from other solutions in the sector?
The Hub proposes approaches beyond vanity metrics, focusing on dwell time, in-play bets per session, and repeat visits; aiming to enhance user retention with interactive content contextualized to the moment of the match.
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About the author
Emilio Navarro
Industry Technology Correspondent
Emilio Navarro covers the cross-cutting technology and business of iGaming — platforms, data and AI, compliance tooling, affiliate marketing, financial results, and the stories that fit no single rubric. The reports open with the announcement, cite vendors and figures exactly as published, and keep a healthy distance from press-release language. When a supplier unveils a new engine or the advertising rulebook changes, Emilio Navarro reports what genuinely changes.
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