(AsiaGameHub) – The integration of AI and extensive data processing is transforming sports betting trading, as B2B providers transition from offering standardized markets to delivering personalized, real-time services.
The emphasis has shifted from broad pricing models to providing customized betting options, informed by live data and player behavior.
For operators, this implies competing on relevance as much as on pricing. Trading teams are now expected to create and manage a significantly wider array of markets, utilizing automated models to process live data and react instantly to in-play events.
The capacity to manage such vast volumes of data is becoming a critical determinant of product quality and customer retention.
During the recent ICE Barcelona conference, Thomas Johnson, Head of Trading at DATA.BET, commented that access to data has largely removed limitations on market creation.
“The quantity of markets we can provide is almost limitless,” he explained. “If a customer desires a specific bet, we can generate it because the necessary data exists. It is no longer a generic offering. To retain players, you must provide what they want.”
To facilitate this, DATA.BET employs a hybrid trading framework. AI systems continuously manage pricing, risk, and market updates, while human traders oversee performance and intervene during volatile situations.
Many of these traders possess professional esports or sports backgrounds, contributing valuable context that automated systems might miss.
This methodology enables providers to scale their output without compromising risk control. For B2B clients, this translates to more stable pricing, broader market coverage, and reduced operational pressure on their internal teams.
The model is anticipated to undergo further testing during major events, such as the upcoming summer World Cup. Johnson noted that DATA.BET is concentrating on features like picture-in-play overlays, expanded live betting markets, and more detailed player proposition data.
These features are designed to enhance engagement and support longer sessions, while also creating cross-selling opportunities between traditional sports and esports.
Otto further stated that the company’s background in esports trading provides a distinct advantage when expanding into conventional sports. Esports markets are characterized by their speed and volatility, demanding robust risk systems. Applying this experience to football and other major sports helps improve stability for operators.
This cross-vertical approach is also influencing DATA.BET’s expansion strategies. The company is targeting growth in Latin America, following a recent partnership in Brazil. The region demonstrates strong demand across both football and esports, making it a key area of focus for 2026.
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