We are seeing a change in sports betting appetite across the US and European markets, with in-play, player props and micro-betting becoming a staple of today’s offerings now. Is customer demand towards Asian-facing brands changing in line with the rest of the world, or have player preferences gone in a different direction? IAG speaks with Fredrik Elmqvist, CEO at Parlaybay; Ronald Cho, Senior Director, Commercial, APAC at OpenBet; and Prean Naidu – Commercial Manager UK, Europe & Asia at SIS to find out more.
IAG: Are Asian-facing brands seeing a rise in demand for in-play wagering at the same pace as European or American operators?
Fredrik Elmqvist: The power of Asian handicap markets will always reign supreme, but we’re seeing a clear uptick in bet builders and micro-betting across the board in Asia. While these are slowly catching on in Asia, we’re seeing really strong retention rates on these customers, indicating that they really like the instant gratification that a micro-bet gives them in making every moment a betting occasion.
The in-play offering in Europe and America is fairly saturated, but in Asia, it is slowly catching up. We’re seeing so much mobile betting, and as more and more intuitive, engaging ways of offering markets become available, it will only grow.
Ronald Cho: Demand for in-play wagering is rising in Asia, driven by a preference for high-frequency betting and the growing popularity of live streaming alongside live bets. This trend is especially strong in sports like football, basketball, cricket and esports, which align well with the rapid nature of in-play betting.
The younger demographic in emerging economies like the Philippines, Vietnam and Thailand, combined with increasing mobile phone and technology adoption, are further fueling this rise in demand. Additionally, clearly structured regulations, as seen in Singapore and the Philippines, offer a pathway for sustainable growth and could enable Asia-facing brands to expand in-play wagering offerings across the region.
Prean Naidu: Asian-facing brands are experiencing significant growth with in-play wagering, fuelled by technological advancements and the increasing importance of a localized, fast-paced betting market. However, the pace of this growth can vary depending on the sport. Real-time betting aligns well with the high engagement levels of Asian bettors, particularly for football, basketball and esports.
In-play wagering is becoming increasingly popular among modern players as they seek quick fulfilment of their bets and dynamic odds. This trend has heightened excitement and interactivity during gameplay. As a result, many operators are expanding their in-play offerings with new features designed to align with player engagement preferences.
Esports betting is really taking off in Asia, particularly in mobile-first markets where live betting is becoming increasingly popular. Thanks to ultra-low latency technology, operators can offer a diverse range of in-play betting options that make the experience even more exciting for esports fans.
As regulations in Asian markets continue to evolve, esports betting is set to be a major area for growth. This presents a fantastic opportunity for operators to expand their reach and connect with the tech-savvy audience that loves gaming.
Regulated and regulating markets present a big opportunity for SIS, particularly for some of the high-frequency products like live fixed-odds numbers draws. We are seeing good growth in both numbers and Competitive Gaming.
IAG: While sports like football are a sportsbook staple, has there been an emergence in niche betting sports, such as UFC or F1?
Fredrik Elmqvist: We have seen real success with the rollout of our cricket micro-bets, especially in Southeast Asia and India, where cricket is immensely popular. Our markets are as dialed down as ball-by-ball betting opportunities (up to six balls in advance), which have been received really well across not just those targeted markets, but across the spectrum by bettors looking for a swift resolution bet in a traditional long-form contest.
Similarly, basketball is an area where we see constant uptick in activity, being a truly global sport, with the Euroleague and CBA growing as betting sports alongside the NBA. We’re experiencing a constant growth in our micro markets across our player base with this sport.
Another hugely exciting area that is stepping out of the shadows is esports. With a huge audience, “Counter-Strike” has emerged as a must-have product for us. Expanding our micro-betting into this has been a lot of fun, offering bets such as “next kill” and “round winner”. It’s been really exciting to enter this space and we’re excited for a lot more in the new year around this topic.
Ronald Cho: Definitely. UFC and F1 are gaining significant traction in betting markets. Their global appeal and persistent marketing strategies have made them more popular, especially with younger, tech-savvy audiences. These sports use digital integrations and data analytics to offer diverse bet types, enhancing customer engagement with innovations like the UFC Event Center. UFC’s exciting action, global fighter base and rivalries, with F1’s resurgence, fueled by Netflix’s Drive to Survive, and events like the Singapore night race, have introduced new fans, particularly in Asia. While they’re not yet as popular for betting as traditional sports like football and basketball, these sports are carving out a growing presence in the industry.
Prean Naidu: The Asian sports betting industry generates billions of pounds each year. The appeal of niche sports largely depends on the players, so operators must tailor their services to meet local preferences. This involves pinpointing specific markets, understanding which sports are prominent in those areas and offering bettors recognizable figures to bet on.
Football remains the king of sports for bettors in Asia, with basketball also holding its ground. To attract a younger fanbase who grew up playing football and basketball video games, sports operators can offer exciting products like eBasketball and eSoccer contests that feature familiar players. These engaging and quick experiences are ideal for keeping users entertained during breaks – like half-time during football matches or the downtime between basketball quarters – making their overall betting experience even more enjoyable.
Meanwhile, esports is really gaining traction, especially with younger audiences, carving out its own space as an exciting niche in the sports betting landscape
As more operators expand their betting offerings to include niche sports, it’s likely that these areas will keep evolving. This will add to the traditional sportsbook options, providing players with exciting new choices that enhance their overall experience.
IAG: How are new innovations such as micro-betting and same-game multis being received by players?
Fredrik Elmqvist: These bet types are definitely being embraced by Asian-based players, that’s for certain. Both bet builders and pre-defined same-game accumulators have been hugely popular, which mirrors the trends we’re seeing globally. We’re in a position where we can allow players to create personalized combinations of micro-bets, which has added real excitement to a range of sporting events and has been reflected in our retention rates.
Putting the power of customization in their hands has been a huge boost, coupled with real time results, rather than awaiting the outcome of a pre-match bet. It just further builds on the excitement, especially amongst a younger audience.
Ronald Cho: The new generation of bettors, driven by a desire for instant gratification, has embraced micro-betting markets, which thrive on continuous stimuli and engagement. The ability to place wagers play-by-play and within shorter time frames boosts excitement and keeps bettors engaged.
In the Asian market, same-game multis are particularly popular, as many bettors adopt a lottery mentality, seeking higher payouts with low stakes. These bets allow users to craft their own narrative with multiple outcomes, enhancing the thrill of the game. Both micro-betting and same-game multis reflect a broader shift toward personalization, interactivity and entertainment, which are key drivers for today’s bettors.
Prean Naidu: The excitement around micro-betting and same-game multis is really taking off among players, especially those who enjoy interactive and personalized experiences. These betting options allow them to place wagers on quicker, in-game events, which keeps the thrill alive throughout a match. As this sector continues to grow, companies are poised to innovate and improve their offerings in the coming years.
With a noticeable demand for faster and immersive betting experiences, particularly in markets that prioritize mobile access, it’s clear that there’s a shift happening. In Asian markets, cricket and football are fan favorites, and micro-betting on these sports adds an extra layer of action for bettors.
Likewise, same-game multis are gaining traction because they offer flexibility and the chance for bigger payouts, appealing to players who love customizing their bets. As these features become more common, they’re likely to transform how fans engage with sports betting.
IAG: Can we expect further sports betting changes from players, or will classic markets such as 1x2s and handicap bets always reign supreme?
Fredrik Elmqvist: There will always be a space for innovation, but I think that in the near future, very little will replace the Asian handicaps. Even pre-match markets will reign supreme around football betting just for basic reasons such as time difference.
However, there remains a real appetite for innovation around core stuff, especially with the growth of in-play offerings. That is the area where people can be attracted as more and more users engage with in-game betting, but there’s a long way to go to truly counter the classic markets in this region.
Ronald Cho: Sports betting has undergone a remarkable transformation in recent years due to technological advances, changing demographics and shifting consumer preferences. While classic markets will remain important, the younger demographic is driving demand for more personalized, immersive and near real-time experiences. They seek tailored recommendations, dynamic odds and gamified loyalty programs, alongside innovations like AR/VR and wearable tech. Esports and alternative sports are also gaining traction. Transparency, trust and responsible gaming tools are key, as bettors look for data-driven insights for smarter decisions. Operators must continuously adapt to blend traditional wagering with cutting-edge features to meet the expectations of their evolving audience.
Prean Naidu: When it comes to sports betting in Asia, the Asian handicap is by far the most popular option. What makes this type of betting appealing is that it allows you to eliminate the chance of a “draw”, which can be a real game-changer for bettors. That’s why it’s not only taking off in Asia but also catching on in Europe.
Innovations like micro-betting and player prop bets are changing the sports betting scene. Nonetheless, more traditional markets, such as 1×2 betting and handicaps, are likely to continue in popularity because of their simplicity and familiarity. In Asia, these traditional betting forms have a significant cultural presence, particularly in football and basketball.
As technology continues to advance and younger, tech-savvy players enter the market, we expect to see further evolution in betting preferences. Recent reports indicate that sports betting is gaining momentum, with global gross gaming revenue (GGR) from this sector expected to exceed US$94 billion, over half of which will come from online bets.
The rise of real-time, data-driven innovations is creating demand for dynamic and personalized betting options. These new types of betting are expected to coexist with classic markets rather than replace them, allowing operators to cater to a wide range of customer preferences.
